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WDG Research direct campaign drives business

WDG Research direct campaign drives business

Background

The iKyp is an interactive paper-based marketing tool exclusively produced by Kyp Systems. It is designed to create more impact, have superior retention value and generate a higher response than traditional high volume, print based formats.  It is unique for a paper-based format in that the iKyp encourages the recipient to retain and use it.

This is achieved through the interactivity of pull-out information and tactile wheels that encourage the consumer to engage with the brand information that is placed before them. Clients including Shell, Pfizer and Sony PlayStation have used the iKyp’s unique ability to engage with users, to ensure a higher return on investment.

Challenge

Kyp Systems undertook a project for WDG Research Ltd, a leading market research company. The challenge was simply to improve their business development activity amongst market research decision makers.

WDG also wanted to test differing marketing formats to find out which would provide them with the best return on investment.

Strategy

In its approach, Kyp Systems recognised that marketing material that has been designed to invite exploration, will ultimately gain consumer attention. Visual images are no longer enough for this purpose, marketing must delve deeper than mere surface attention. The iKyp for example (information you keep in your pocket) has been designed to do just that and subsequently generate a higher response rate and an improved return on investment.

It was decided to conduct a direct marketing test which would determine whether using the iKyp format would enable WDG to better achieve their business development objectives. The test compared the iKyp against the most frequently used direct marketing tool – an eight panel DL leaflet.
 
Implementation

This comparative study comprised of a mail out to 1,500 senior marketing figures. Both the leaflet and iKyp were sent to separate test cells of 750 individuals. The two cells were matched for industry sector and size of company.

The leaflet and iKyp contained identical information; WDG’s business credentials, together with other information that would be useful to a purchaser of market research, such as how to plan and buy market research, indicative costs for the core types of project, checklists and reference sources and an industry events calendar.  The brief was to generate sales leads for WDG.

Both mailing formats included a prize draw competition.  Participants had to visit a competition page on the WDG website to register and to answer some simple questions.

They had different web addresses, therefore sending visitors to different web pages so that responses could be separately measured for each format.  Additional test measures included tracking phone and email enquiries at WDG and also tracking web traffic before, during and after the test. 

Results

The analysis of results for the campaign focused on both the differences in response rate between the two mailing formats and the total return on investment (ROI)

To measure ROI, the cost per response of the two formats was compared. This measure takes into account both the cost differences between the mailing formats and the differing response rates they elicited.

The data showed that a response to the DL leaflet was five times lower than that to the interactive tool, with the ROI being 3.5 times lower for the leaflet. Overall, the iKyp delivered a 71 per cent lower cost per response.

Client feedback

Neil Grantham, Managing Director of WDG Research Ltd comments: “Within days we were approached by a leading retailer and he was so impressed with the content and feel if the iKyp mailing that he asked us to pitch immediately for a project. We won this within a week of the first contact and this is a year’s contract to mystery shop over 100 outlets. This alone paid for the iKyp 10-fold.

“From a business point of view this exercise has been very good value for money. The iKyp has put our logo, USP, products etc. onto peoples’ desks."

AJR
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