Overview
AT&T Wireless Services, a leading provider of advanced wireless voice and data services for consumers and for businesses, was looking to establish an effective, turn-key system for their direct mail program. Proterra Advertising developed a direct mail program that lowered AT&T's marketing program costs by 50% and increased the response rate between 8% and 12 %.
Problem Encountered
AT&T Wireless desired a way to stay in touch with potential customers who entered the buying cycle but that, for various reasons, did not purchase any wireless products. They wanted this communication piece to directly lead to more people completing the buying cycle and becoming AT&T Wireless customers.
Our Solution
In order to reach these customers while their interest was still at a high level, Proterra created a highly customized, variable mailer that would be produced and delivered to the target's mailbox as soon as possbile after they exited the buying cycle. To appeal to these customers on a more personal level, Proterra used propietary client data and our own demographic and psychographic information to create an array of possible executions.
Daily data feeds provided live information. Based on predetermined criteria, we processed and manipulated that data in real-time to efficiently and accurately create the target communication.
Results
The developed process maximized efficiency and lowered marketing program costs by 50%. The ability to quickly turn information around helped re-establish contact with customers via mail within 24 hours of their initial contact. Latest figures indicate a response rate between 8% and 12%.
ABOUT PROTERRA ADVERTISING
Proterra Advertising is a full-service agency located in Addison, Texas. Its clients include State Farm Insurance, AT&T Wireless, American Airlines Center, Blue Cross Blue Shield of Texas, Eye Care Centers of America and many others. It is among the 25 largest agencies in the Metroplex as ranked by the Dallas Business Journal. More information about the agency is available on its website, http://www.proterraadvertising.com/.
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