| Title | AN ALARMING LETTER |
| Brand | SECTOR ALARM |
| Product/Service | ALARMS FOR OFFICES |
| Category |
B01. Flat Mailing |
|
Entrant
|
MILK Gothenburg, SWEDEN
|
|
Idea Creation
|
MILK Gothenburg, SWEDEN
|
Credits
| Gunnar Skarland |
Milk |
Art Director |
| Kristofer Salsborn |
Milk |
Art director |
| Anders Malm |
Milk |
Copywriter |
| Anna Reynold |
Milk |
CEO |
| Marcus Aggfelt |
Milk |
Production Manager |
The Campaign
To showcase the service the alarm company Sector Alarm provides, we installed an alarm in an envelope that went off when the letter is opened (the alarm rang for 8 seconds). It helped us grab recipient's attention, and helped make our sales reps cold calls a little warmer.
Creative Execution
Each letter was sent out with a handwritten address and signed in person by a sales rep. The selection of potential clients was based on a list that the sales reps themselves had created. Two days after the letter was sent out, the sales rep called or visited with the client they had sent the letter to. The campaign ran with a total of 1000 letters sent.
Results
Sales reps reported whopping 100 % of recipients that opened the letter remembered it when the sales reps contacted them. The sale increased with 28 %.
This is a direct mail campaign using a letter and an envelope to grab the attention of clients and showcase the product that Sector Alarm provides. The objective was to create a conversation piece for when the sales reps contacted the clients to book a meeting.
The target audience was small business owners operating within restaurants, barbershops, stores etc. We only sent the letters to places that were new in business and therefore without proper security solutions.
In order to create a lasting impression, or any impression for that matter, we wanted to showcase our product and give the recipients a feel for the service Sector Alarm provides. The letter was sent out in small batches, so that the sales department could follow up each letter personally with either a phone call or a visit. This strategy was implemented during the whole campaign period.