Case Study #2:
The USA Rice Federation
The USA Rice Federation is a trade association that promotes rice as a food staple. It recently mailed a postcard promoting September as National Rice Month to 6,800 food professionals. The postcard offers free brochures, posters, recipes and other materials, driving response to a phone number or e-mail address.
Because the federation is in the business of promoting rice, it has an extensive library of beautiful food photographs in stock, allowing it to produce high-quality postcards inexpensively. With limited staff and budget, postcards are both cost-effective and time-efficient.
"Postcards work extremely well in establishing or maintaining relationships and keeping rice top-of-mind among our target audience," says Kimberly Park, director of national consumer education. The postcards generated a response rate of almost 3 percent.
Case Study #3:
Coopersmith List Consultants
Coopersmith List Consultants (CLC) is a "boutique" list consulting firm. It specializes in working with business-to-business marketers that use direct mail but are not "direct marketers" per se; e.g., industrial manufacturers and technology firms.
These companies often need highly specialized niche lists that are difficult to find. But they typically mail in quantities too small to command much attention and personalized service from larger list brokers.
I wrote the copy for this postcard knowing this niche intimately, having come from a background in industrial marketing. The postcard educates these "non-direct marketers" on basic facts I knew they were unaware of: list brokers exist; they don't charge for making list recommendations; and you don't pay more when you rent the list from a broker versus from the owner directly.
This is common knowledge to readers of Target Marketing, but a revelation to recipients of the CLC postcard, which told them all these facts and encouraged them to call or go online for free list recommendations.