Client: Desktop Data

Client's Challenges

• "Find a way to demo the software product in a direct mailer, so the product's benefits will clearly stand out." Previous direct marketing efforts had not accomplished this.
  
  
• Prove to senior management that a creative direct mailer performs better than a traditional #10 letter package.
  
  
• Work within a very limited budget.

Our Marketing Strategy

• Do an A/B split, test a letter package with a creative self-mailer and use similar copy.
  
  
• Conduct competitive research and test overall direct marketing concept.

Our Creative Idea

• Create a replica of a "laptop" in print form; put actual screens inside of the "laptop" to help readers "experience" a product demo.

Results & Recognition

• Awarded First Place, Direct Marketing On A Shoestring Award, New England Direct Marketing Association.
  
  
• Creative direct mailer did far better than the letter package, proving the power of a creative piece to senior managers.