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BELOW THE LINE
>>> You Open, We Close — Dialogue Marketing
Dialogue Marketing created the You Open, We Close campaign for
Lombard Ireland, which had looked to direct mail for the first time to
target 437 business account managers — predominantly male,
target-focused professionals — within Ulster Bank.
The goal was to persuade these account managers that
Lombard was the best solution for their clients’ asset finance
concerns. “The objectives of the marketing strategy undertaken
were to increase revenues from Ulster Bank business managers
by 20pc and raise awareness of Lombard Ireland as a business
partner within Ulster Bank business branch managers,” says Tim
Smyrk, Dialogue’s account manager for Lombard Ireland.
“The previous strategy of customer relationship management, includ-
ing invitations to race meetings and casual meetings, was achieving
targets. However, there was a clear opportunity to increase this through
a targeted direct mail campaign, an area it had not worked in before.”
The concept ‘You Open the Door, We’ll Close the Deal’, coupled
with the creative use of door opening images, proved highly effective.
“The marketing tactics comprised a central personalised platform
devised as ‘John, you open the door, we’ll close the deal’ which was
then channelled through a mail, call, mail strategy,” Smyrk explains.
The personalised brochure, follow-up call and follow-up mailing posi-
tioned Lombard as the business partner of choice in 2007. In Q4 2007
the company showed a 118pc rise over the previous year’s results,
resulting in a return of 460 times the original investment.
>>> Lead Generation – Dialogue Marketing
Dialogue Marketing’s Lead Generation campaign, developed for
GeoDirectory, was judged to be best in the direct mail low-volume
category. Although GeoDirectory is the only database of every
building in Ireland, it has been a challenge to communicate the
message of what it offers and how it can add value.
The objectives of the direct mailing piece were to set up
one-to-one meetings, present the company as a highly professional
organisation, create awareness of the benefits of GeoDirectory and
its technical capabilities, and ultimately deliver sales.
“A total of 40 top companies were indentified and a 3D direct
mail pack was sent to four key decision makers in each,” explains
Dialogue account director Fiona Ryan. “It was felt that, to make a
sale, getting all four decision makers around the table was vital.”
The creative theme ‘As Unique as Your Fingerprint’ ran through-
out the campaign to highlight the fact that each building has a
unique code. This was brought to life with the inclusion of a bio-
metric computer mouse that could read the recipient’s fingerprint,
removing the need for a password.
The campaign resulted in a 100pc increase in year-on-year
sales. It was sent to 100 people in 31 organisations and achieved
an 85pc response rate as well as positive feedback and instant
recognition from all recipients when telephoned. Meetings have
been secured with 45pc of those mailed, and sales have resulted
from 31pc of these.
46 Marketing Age May/June ‘08
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