"It's all about getting past the gatekeeper," says Tom Brannan of YesCity. "A simple letter plus leaflet package just won't cut it unless you have a really compelling proposition. We look for an item to use that echoes what the client wants to say - then present it with a combination of wit and wisdom that puts a smile on their faces when it is received."
The agency recently mailed 200 key prospects of a leading payment solution provider, aiming to get them to call on the client's stand at SIBOS. "We sent a pair of very classy laptop speakers," says Brannan, "but without the cables! We invited them to the stand to collect the cables - and over 65% of them turned up." That is, by the agency's own admission, an astonishing result.
The agency says that, as always, DM works best as part of an overall campaign, using a variety of techniques and media to get the message across. "In our specialist area of technology and finance," Brannan adds, "we have mailed everything from handcuffs to Roman coins - genuine ones. Typically, 60% plus of recipients will take a follow-up call from the sales team. It is incredibly effective."