Knowledge Is Power
The more you know ... it's more than just a commercial slogan; it's a creed for direct mailers to live by, and a mantra that the Wisconsin School of Business (WSB) displays in its latest marketing and sales courses campaign. The more you know about your customers, the more relevant you can make your communications.
The University of Wisconsin's business school offers courses aimed at mostly B-to-B professionals in the considered purchase field-purchases that have longer leads times, i.e., big decisions that perhaps have more than one stakeholder, a committee of buyers, necessity to justify the budget, etc. But within this segment, there are different disciplines—marketing, sales—for which Wisconsin School of Business offers courses.
Therefore, in order to get the right course information to the proper audience, "I really drill down to the very niche of our targets," relays Melissa Anunson, senior marketing specialist for the Wisconsin School of Business's marketing services department, "and I really segment out because I want the customer to be happy. And if it's the wrong customer, they are not going to be happy. I really need my circulation to match all the way back up to my strategy."
In order to do that, the business school sent out two versions of its latest mail campaign-one offering courses on marketing and the other on sales. These test mailings were sent to approximately 50,000 customers/prospects about 12 weeks before the courses began. Traditionally, WSB had mailed individual letter-sized self-mailers for each course it offered, but this time around, it mailed 6" x 11" bound stitched booklets that bundled several courses, creating cross-sell opportunities (Archive code #575-172849-0909A).
The two mailers were distributed simultaneously, with the marketing course booklet sent to marketing directors, VPs of marketing, product managers, communications managers and those transitioning into those positions, while the sales course booklet went to sales managers and executives. These high-end pieces use different images and teasers on the outer ("The Great Nokanduski" image with the teaser, "Well, it's one way to come up with a plan," for marketing and a typewriter backed up to a laptop with the teaser, "Change? What change?" for sales), but the layout is fairly similar.