Before and After
Phillips, along with Roger Markham, marketing manager for distributed capture and document imaging, worked with an agency to design and send the mailing to 35,000 prospects at small- to medium-sized businesses. For B-to-B mailings, Phillips and Markham agree that it's imperative to find the best lists for a product, as the target audience for the Scan Station includes many possible titles including presidents, CEOs, office managers and IT managers.
The list the agency came up with was segmented by channel to include direct mail, e-mail and telemarketing efforts. Most prospects received a direct mail piece alone, some received both mail and e-mail or a telephone call, and another small group received only e-mail. Three weeks after the direct mail campaign, a follow-up postcard with the same creative went out to a small portion of the list, reminding those who hadn't already acted to visit the website.
The purpose of the campaign is to drive prospects online to a landing page where they can enter their customer IDs. After entering the ID, and confirming or updating information on a prepopulated form, the customer is taken to a microsite with extensive information on the Scan Station 500 and a call to action to purchase one. (Archive code #836-178540-0903)
Using a direct mail/landing page campaign is a win-win for Kodak Eastman. "We seem to overall get good results from the landing pages, and again it allows us to do some good tracking ... We know who they are; we can tell what pages on the site they visited, how long they were there and who went to the purchase page," Phillips says.
The free iPod adds a personal incentive for response. "The Scan Station is for your office, but the iPod is something more for the individual ... and we have found that when there is something in it for them, that our response rate is better," Phillips describes. The iPod offer also helps gather better sales data to compare with outside resellers.