Targeted direct mail campaigns for Penketh Group
Over the past 40 years Penketh Group have continued to grow and develop into new emerging markets and technologies. Following our introduction of a new brand identity to communicate their recently refined service direction, highly targeted direct mail campaigns were next on the cards.
A key challenge for the Penketh Group sales team was getting in front of Financial Directors; the key decision makers within their prospective customers. Time is often in short supply for Financial Directors, so it was really important that we appealed to their sense of urgency and gave them control over any meeting scenario.
During the meetings arranged Penketh Group’s objective was to communicate the benefits of their Single Source Service, which aims to minimise procurement processes, time and costs.
To emphasize Penketh Group’s confidence that they can potentially save time and money for each business they work with, we conceived a 20 minute challenge concept. The campaign guaranteed that 20 minutes is all that would be needed to prove the benefits of their solution. Penketh Group would even pay each prospective customer for his or her time taken for the meeting! To highlight this in a fun, engaging way, high quality 20 Minute Challenge timers were designed and made.
At any point during a meeting the Financial Director could use the sand timer to end the meeting. This reduced the perceived risk of the meeting being a potentially lengthy, time-wasting exercise – a factor that would often deter prospective customers from engaging.
The results of the 20 Minute Challenge timers were three-fold. Not only did they encourage uptake of meetings – they also energised the Penketh sales team to refine their pitch to meet the 20 minute time limit. What’s more they were the perfect tool to communicate Penketh Group’s streamlined Single Source Service.
Penketh Group were keen to generate awareness of the negative effects that outdated AV technology can have on collaboration, engagement and business generally, both internally & externally.
Communicating the impact of AV technology through a paper format required a creative solution. We devised a cluttered message to represent the frustration caused by outdated AV technology. The true message was only revealed when the infrared glasses provided revealed a clearer focused message.
In a fun and engaging way this illustrated the clarity and focus that the right technology can provide increases productivity & positive collaboration.
For their business supplies offering, Penketh Group’s aim was to raise awareness within a specific demographic to generate new prospects in the North West area.
We devised an offer that would appeal directly to their identified target audience. Any new business opening an account with Penketh Group would receive a £50 voucher to spend at the Alchemist Bar in Manchester - an upmarket destination and hotspot for their specific demographic.
This married cocktails in one of the region’s most popular bars with a quirky message about how the Penketh Group can ‘shake-up’ and improve their business supplies.
All 3 campaigns were a fantastic success, directly resulting in appointments being generated and client wins taking place, delivering excellent ROI.
Penketh Group’s ‘Time is Precious’ campaign, in particular, exceeded all expectations. The response rate achieved for their 20 Minute Challenge timers was double the rate indicated by the Direct Marketing Association as a good response rate for direct mail.