Raising the Profile With DVD Mail
The offer appears on the third panel, and underneath is the DVD. The so-called limited time offer is a sampler pack with two MegaMover Chairs for $39.95, and the premium is a LED headlamp with a $19.95 value. Response mechanisms include a toll-free number and website.
"There was a story to tell behind the MegaMover product in order for it to succeed. As is common in direct response TV, we used the great features of the product to help establish more awareness and visibility of the general brand," explains Garnett, who says that Graham distributes many products in the medical industry, such as table paper, but which don't have much "pizzazz," naturally. With the MegaMover, he hoped to raise its profile.
The DVD was the best way to do that. How exactly? "You control it. Many campaigns try to refer prospects to an online video, but there are a tremendous number of problems of people actually successfully seeing your videos in the right way and getting the impact that you're after from it. Secondly, DVDs have more impact. When you go full screen, you actually have more impact on the end user, end consumer, especially compared to online video," claims Garnett, who says the video has been repurposed for Graham's website and that a follow-up postcard referencing the offer and DVD was dropped two months later.
Garnett says mailing lists don't get much better than this one-emergency services are public information because they're part of government and very up-to-date. The total space is about 30,000 to 40,000 names. Also, Graham was helped by this not being a gatekeeper situation, as the effort generally went to people who are not bombarded with much mail and who have purchasing power for those companies.
While not able to release figures, Garnett says Graham hit the target in terms of direct response and improved distributor sales.