DS Graphics launches a multi-touch campaign using direct mail, email, promotional give-aways and PURLs generating over $200k in new business.
DS Graphics, a leader in deploying innovative marketing campaigns for its clients, practices what it preaches. Recently the company completed a self-directed campaign intended to build environmental awareness and drive new business. “Launching a successful PURL campaign for ourselves means that we can tell our clients with confidence that we could do it well for
them,” said Jeff Pallis, CEO at DS Graphics.
Using a 10% discount offer and a promotional product incentive the campaign’s call to action drove respondents to one of two different personalized landing pages (the “PURLs”)…..one highlighting a Be Green message and one highlighting a Save Green message. Routing clients in this way allows the company to focus subsequent marketing messages targeting each client’s predilections.
The campaign was successful for these key reasons:
- The marketing message was value-based
- The campaign allowed the recipient to make choices
- There was a clear call-to-action with a significant incentive for taking the action
According to Jack McGrath, EVP for DS Graphics, “Our clients are looking for results. In short, they want a greater return for every marketing dollar spent….more web traffic, more qualified leads, more sales, more, more, more. As a result, it’s imperative that we embrace technology that streamlines campaigns and tracks response rates. This is the only way that we can prove out ROIs and refine campaigns to be more successful in their next cycle.”