Description
Integrated marketing communication is often defined as a holistic approach to promote buying and selling in today’s economy. The concept includes both online and offline marketing channels.
Integrated Marketing
with
SHIPSHAPES
Table of Contents
What Is Integrated Marketing? 2
Direct Mail in Integrated Marketing Campaigns 4
Enter ShipShapes: A Novel Twist on a Tired Medium 5
ShipShapes Are Delivered Faster than 1st Class Mail 5
ShipShapes: The First Four Years 6
Examples of Integrated Marketing with ShipShapes 8
Krispy Kreme 8
Toyota Camry 10
A Study of ShipShapes in Integrated Marketing 12
Conclusion 17
1
Integrated Marketing
with
SHIPSHAPES
What Is Integrated Marketing?
Integrated marketing communication is often de?ned as a holistic approach to
promote buying and selling in today’s economy. The concept includes both online
and of?ine marketing channels. Online marketing channels include any e-marketing
campaigns or programs, from search engine optimization (SEO), pay-per-click,
af?liate, email, banner to latest web related channels for webinar, blog, RSS,
podcast, and Internet TV. Of?ine marketing channels are traditional print
(newspaper, maga¬zine),broadcast (radio and television) direct mail, public
relations, in-bound and out-bound telemarketing, bill¬boards and outdoor signage
and of course, personal selling.
Many fail in their quest for integration because no one has been assigned or has
taken the lead to set the overarching strategy and to make sure that all the programs
are aligned and the elements are integrated. A truly effective program can only begin
when all the diverse elements are united — only teams win.
Creating a team approach is no easy task. Success metrics for a television
commercial are different than for a direct mail campaign. Interactive channels come
with lots of click data that just don’t exist with radio or print campaigns.
Unfortunately, advertisers have no shortage of legitimate reasons for separating
traditional marketing campaigns from electronic marketing efforts. Different expertise
is developed and applied in traditional marketing communication than is developed
and applied in electronic or interactive communication. It makes sense, but only until
we realize that both communication programs are often being developed and
delivered to the same people. The person who sees a television commercial is also
the same person who goes “on-line” or “surfs the Web.”
In spite of this organizational and cultural schism, advertisers are under increas-
ing pressure to look for opportunities to leverage resources across channels. If you
have already invested in developing a promotion (i.e., give¬aways, ful?llment), you
should consider all viable ways across channels -- for example, driving traf?c from
direct mail piece to a web page or to an inbound call center to market the
promotion effectively. Integrated marketing campaigns focus on consistent and
relevant communi¬cations with customers across multiple touchpoints, i.e., any
intersection between you and your audience. Whether it is a piece of mail, an ad,
2
Web site, sales person, store or of?ce, touchpoints are important because customers
form perceptions of organizations and brand based on their cumulative experiences.
More marketers are looking at integrated marketing campaigns as the silver bullet
for driving business. If used effectively, integrated marketing campaigns will increase
response rates, market awareness and revenue, and maximize pro?ts. To take
advantage of these opportunities, a new approach to the development of marketing
communication messages and incentives is needed, according to one of the
foremost authorities on integrated marketing, Professor Don E. Schultz, Ph. D.,
Professor (Emeritus-in-Service) of Integrated Marketing Communication,
Northwestern University. Professor Schultz is author of The New Marketing Para-
digm: Integrated Marketing Communications, McGraw Hill, 1994.
In his article, Marketing Communication Planning in a Converging Marketplace,
(Journal of Marketing Communications, 2001), Professor Schultz observed that,
“Historically, marketing communication planning has started with the development
of the message, creative strategy or brand proposition. It has traditionally been
assumed that the message or incentive was the most important area of a marketing
communication program. But, that concept was developed for the traditional, mass
communication, “interrupt the customer” media system. In the converging
marketplace, a different planning model is needed as well.
“The new approach starts with how or through what system the message or incen-
tive is or can be delivered. In other words, it starts ?rst with what medium or delivery
system should be used and then progresses to what creative or message needs to be
developed. Media ?rst, creative second.”
3
Direct Mail in Integrated Marketing Campaigns
A marketing campaign that integrates the web with direct mail as well as other channels might look
something like this:
The foremost key to success with such an integrated marketing program is to start
with a printed direct mail piece that will capture the attention of the audience. The
next critical burden of any direct mail campaign is to present an offer that engages
the audience and drives the recipient to the next step. Perhaps it’s to direct the
reader to place a phone call or go to a web site or take a coupon or gift certi?cate to
a retail location, or simply to be receptive to a follow-up phone call.
That ?rst hurdle, getting noticed amid the pile of mail that clutters mailboxes
every day, is a tall order. Businesses send out millions of pieces of mail every day,
hoping their mailers will increase business and drive up pro?ts. Often, the response is
disappointing, leaving many businesses clueless about how to improve their chances
of getting noticed.
2
Enter ShipShapes: A Novel Twist on a Tired Medium
ShipShapes™ has helped to overcome that threshold challenge: gaining the attention
of the audience. Several years ago, the company petitioned the U.S. Postal Service
to establish a new class of mail speci?cally to allow advertisers to send unusually
shaped pieces through the mail without an envelope. On August 10, 2003, the USPS
created Customized Market Mail (CMM), the ?rst new class of mail since Express
Mail was created in 1977.
With ShipShapes, marketers can deliver realistic samples of their products/services
into the hands of their target audience in any shape imaginable. ShipShapes has
created mailings in the images of everything from motorcycles and champagne
bottles to stop signs, dartboards, race cars and puppies.
ShipShapes Are Delivered Faster than 1st Class Mail
ShipShapes are the result of a collaborative effort between the company and the Post
Of?ce, which announced the launching of CMM with the press release:
Unleash your creativity and stand out in the mailbox
The United States Postal Service® is changing the way businesses “do mail.”
Customized MarketMail™ service is a new Standard Mail™ option that allows you
to test your creativity and send a truly dimensional mail piece of any shape or
design. So, you can empower your marketing message and reach your customers
with unique formats that demonstrate your product and encourage responses.
A key aspect of the current USPS process for handling ShipShapes is the provi-
sion that they be drop-shipped to the appropriate Delivery Destination Unit (DDU),
or Post Of?ce, of which there are more than 35,000 throughout the United States.
While this adds to the postage cost of a ShipShapes mailing, it also ensures that the
pieces will be delivered within 2 to 4 days. This feature further sets ShipShapes apart
from conventional direct mail, which may take two to ?ve weeks to complete deliv-
ery. With ShipShapes, there is no such lag time; instead, a ShipShapes mailing can
be closely timed to precede or follow other channels of an integrated marketing cam-
paign.
If an advertiser manages to succeed in crafting the right look for the right offer going
to the right list, why tolerate erratic delivery with a three-week leeway and intention-
ally make the piece look like a lot of the other mail in the same mailbox? As an ir-
regularly shaped, non-paper item, ShipShapes commands attention and is impossible
to ignore or handle as just another piece of junk mail.
5
ShipShapes: The First Four Years
In the four short years since we introduced the ?rst ShipShapes, there has been a
growing buzz about its amazing impact and results. ShipShapes have done as much
or more than any magic bullet advertisers have long prayed for.
Yet, ShipShapes haven’t spread like wild?re, as you might expect from a magic bul-
let, for two reasons. First, we’re still educating the marketplace, because most adver-
tisers still don’t know about it. And many advertisers who learn about ShipShapes
don’t look past its cost and mistakenly dismiss it as expensive junk mail. They see
that ShipShapes and junk mail have the point of contact with the market – the mail-
box, and conclude that it offers nothing different.
What gets lost is that ShipShapes rises above the clutter in the mailbox because we
designed it that way – to be king of the hill of mail. Advertisers who have tried Ship-
Shapes routinely report that it commands attention on a level comparable to a per-
sonal conversation. And it engages the audience like no direct mail ever has. At two
to four times the cost of conventional direct mail, ShipShapes typically delivers ?ve
to ?fty times greater response, revenue and ROI.
Stiil, many direct marketers don’t get the math with ShipShapes. It’s easy to ?nd
many direct marketers who still say, “Screw the ROI,” and turn cost minimization
into the number one goal. They generally begin with a search for a dirt-cheap direct
mail format. Doesn’t matter who they’re targeting or what they’re selling. Cheaper is
better.
There’s just one hitch. There’s never been a CEO who was overjoyed to hear, “That
mailing bombed, but we’re real proud of the CPM.”
The toughest job you face as a direct marketer is reaching your prospect with your
message. If you’re a B2B marketer, the task of reaching top-level decision-makers is
even harder because they pay people – mailroom staff and executive secretaries – to
screen their mail – or your mail – depending on how you look at it. So unless your
direct mail lead generation letter or postcard or self-mailer stands out from the rest
of the day’s mail, it won’t reach the hands of your potential client or customer.
ShipShapes is changing all that. Before ShipShapes, no one ever heard of a recipient
calling the advertiser and asking for 500 more copies the piece they just received,
because so many people wanted one for themselves. But that happened to a Ship-
Shapes advertiser in late 2007. ShipShapes has more and more advertisers realizing
that it’s not junk mail if they don’t throw it out, and they’re beginning to explore the
implications and extent of ShipShapes extraordinary impact and how to capitalize on
the added value of its impact on integrated marketing campaigns.
6
The second factor that has limited widespread adoption of ShipShapes is that
planning and managing an integrated campaign takes more time than just cashing
in on ShipShapes’ higher front end response rate. ShipShapes is fast becoming a
favorite tool for advertisers who are content to take the money and run.
ShipShapes is a very forgiving media, but it’s not fail safe. Advertisers shouldn’t
use ShipShapes as a cool but expensive version of direct mail and rely on getting a
higher direct response rate on the front end that will justify the higher cost. The most
successful advertisers use ShipShapes because it makes a greater impact than any
direct mail ever has.
ShipShapes’ impact is much more like a personal contact than a piece of junk mail,
and these advertisers take advantage of ShipShapes unprecedented power to cap-
ture attention and engage the audience. A few visionary advertisers have planned
and designed a ShipShapes campaign that not only generates a huge direct response
rate on the front end, but also delivers a huge lift in follow up phases of an integrated
marketing strategy.
7
Examples of Integrated Marketing with ShipShapes
Krispy Kreme
The ?rst advertiser to test the market with ShipShpaes was Great Circle Fam-
ily Foods, a Krispy Kreme franchiser in Los Angeles. Great Circle targeted 10,000
Orange County residents living near three store locations, with a high-gloss,
nonrectangular mail piece employing an image of an open box of Krispy Kreme
doughnuts (see front and back in Figures 1 and 2). The piece presented a simple,
but effective offer: Buy a dozen doughnuts and get another dozen for a dime. Each
mail piece included a special code that a Krispy Kreme representative keyed in to its
point-of-purchase system to redeem the offer for the customer.
The campaign fetched an 8.5 percent response rate from consumers, far greater than
the 0.5% to 1% response that the company was struggling to get from direct mail.
Moreover, the campaign identi?ed the customers so the company could better target
follow-up promotional efforts. “These were people who ?t a demographic pro?le that
we use: mothers and families who ultimately live within a three- to ?ve-mile radius
of each store location,” explained Lisa Ducore, vice president of marketing for Great
Circle Family Foods. “This was an extremely successful campaign.”
Krispy Kreme Front
8
Krispy Kreme Back
9
Toyota Camry Front
Toyota Camry
A dealership group sent a ShipShapes ClearCard™ piece to 125,118 households.
The ad (see front and back in Figures 3 and 4) was directed toward previous or
current owners of the make and model vehicle being promoted, a Toyota Camry. The
piece leveraged the national advertising by Toyota corporate, which was heavily pro-
moting the features and bene?ts of the vehicle in its print and broadcast advertising.
The call to action in the piece was to come in and test drive the car, with a new car
purchase as the primary objective. Recipients were encouraged to visit their local
dealer and access the manufacturer’s web site for additional details.
The ShipShapes ClearCard™ piece generated almost 1,200 test drive requests and
27.75% of the test drivers wound up purchasing a new vehicle. The ShipShapes
phase of the integrated marketing campaign cost the dealer group about $100,000,
and led to $16.5 million in car sales.
10
Toyota Camry Back
11
A Study of ShipShapes in Integrated Marketing
ShipShapes contacted a telemarketing ?rm about arranging a modest integrated mar-
keting test with one of their clients. The telemarketing company located a technology
provider to real estate sales brokers and agents who agreed to participate in the test.
The technology provider was preparing to mail a postcard (see front and back in Fig-
ures 7 and 8) to California real estate agents on a list he obtained of “top producers.”
ShipShapes offered to mail a ShipShapes piece (see front and back in Figures 9 and
10) to a random half of the list with basically the same offer, which was to call or send
an email for more information about the advertiser’s “call capture” service.
The advertiser agreed to share comparative results of the mailings with ShipShapes
as well as the results of the telemarketer’s follow-up phone campaign to both lists.
The telemarketer was encouraged to take advantage of the capability ShipShapes
provided to place the follow-up phone calls within a day or two of delivery of the
ShipShapes piece. But all of the calls to both lists were placed at the same time.
The reported results between the two mailings could not have been more divergent.
The ShipShapes piece produced 400% higher direct response than the paper post-
card and 1400% higher response from the telemarketing. Perhaps the most enlight-
ening result is that the telemarketing to the ShipShapes list increased the front end
response rate by 350%. In other words, if the advertiser stopped with the ShipShapes
mailing and did no follow up telemarketing, he might have been gone away happy
without knowing that he left 350% more business on the table.
ShipShapes RR v. Postcard RR ShipShapes > Postcard
Difference in direct response 400%
Difference in telemarketing response 1400%
Difference in Total Response 1800%
One factor was evident in explaining the signi?cantly higher back-end response rate
from telemarketing to people who received the ShipShapes piece v. the postcard. The
telemarketing ?rm reported that 52% more people recalled getting the ShipShapes
piece than the postcard, indicating that the ShipShapes piece had much greater im-
pact on the recipients than did the postcard.
The telemarketer offered an additional non-scienti?c explanation for the huge re-
sponse from the ShipShapes piece. He noted that it took 18% fewer phone calls to
reach the ShipShapes list compared to the paper postcard list. Based on his experi-
ence, he said this statistic indicates that the ShipShapes piece was far more effective
in getting the attention of recipients and engaging them in the offer, and together with
the higher recall rate, indicated they were far more receptive to the follow-up contact
via telemarketing.
12
Figure 7
13
Figure 8
14
Figure 9
15
Our totally automated system
converts your MLS listings into
pleasant human voice property
descriptions that attract
home buyers 24-7!
Get more leads.
Make more sales.
Return Address
Figure 10
16
Conclusion
ShipShapes creates a whole new playing ?eld for advertisers. By offering a way to
make an unprecedented impact on the audience, ShipShapes presents profound im-
plications for integrated marketing strategies that leverage the full value ShipShapes
provides.
17
doc_258650460.pdf
Integrated marketing communication is often defined as a holistic approach to promote buying and selling in today’s economy. The concept includes both online and offline marketing channels.
Integrated Marketing
with
SHIPSHAPES
Table of Contents
What Is Integrated Marketing? 2
Direct Mail in Integrated Marketing Campaigns 4
Enter ShipShapes: A Novel Twist on a Tired Medium 5
ShipShapes Are Delivered Faster than 1st Class Mail 5
ShipShapes: The First Four Years 6
Examples of Integrated Marketing with ShipShapes 8
Krispy Kreme 8
Toyota Camry 10
A Study of ShipShapes in Integrated Marketing 12
Conclusion 17
1
Integrated Marketing
with
SHIPSHAPES
What Is Integrated Marketing?
Integrated marketing communication is often de?ned as a holistic approach to
promote buying and selling in today’s economy. The concept includes both online
and of?ine marketing channels. Online marketing channels include any e-marketing
campaigns or programs, from search engine optimization (SEO), pay-per-click,
af?liate, email, banner to latest web related channels for webinar, blog, RSS,
podcast, and Internet TV. Of?ine marketing channels are traditional print
(newspaper, maga¬zine),broadcast (radio and television) direct mail, public
relations, in-bound and out-bound telemarketing, bill¬boards and outdoor signage
and of course, personal selling.
Many fail in their quest for integration because no one has been assigned or has
taken the lead to set the overarching strategy and to make sure that all the programs
are aligned and the elements are integrated. A truly effective program can only begin
when all the diverse elements are united — only teams win.
Creating a team approach is no easy task. Success metrics for a television
commercial are different than for a direct mail campaign. Interactive channels come
with lots of click data that just don’t exist with radio or print campaigns.
Unfortunately, advertisers have no shortage of legitimate reasons for separating
traditional marketing campaigns from electronic marketing efforts. Different expertise
is developed and applied in traditional marketing communication than is developed
and applied in electronic or interactive communication. It makes sense, but only until
we realize that both communication programs are often being developed and
delivered to the same people. The person who sees a television commercial is also
the same person who goes “on-line” or “surfs the Web.”
In spite of this organizational and cultural schism, advertisers are under increas-
ing pressure to look for opportunities to leverage resources across channels. If you
have already invested in developing a promotion (i.e., give¬aways, ful?llment), you
should consider all viable ways across channels -- for example, driving traf?c from
direct mail piece to a web page or to an inbound call center to market the
promotion effectively. Integrated marketing campaigns focus on consistent and
relevant communi¬cations with customers across multiple touchpoints, i.e., any
intersection between you and your audience. Whether it is a piece of mail, an ad,
2
Web site, sales person, store or of?ce, touchpoints are important because customers
form perceptions of organizations and brand based on their cumulative experiences.
More marketers are looking at integrated marketing campaigns as the silver bullet
for driving business. If used effectively, integrated marketing campaigns will increase
response rates, market awareness and revenue, and maximize pro?ts. To take
advantage of these opportunities, a new approach to the development of marketing
communication messages and incentives is needed, according to one of the
foremost authorities on integrated marketing, Professor Don E. Schultz, Ph. D.,
Professor (Emeritus-in-Service) of Integrated Marketing Communication,
Northwestern University. Professor Schultz is author of The New Marketing Para-
digm: Integrated Marketing Communications, McGraw Hill, 1994.
In his article, Marketing Communication Planning in a Converging Marketplace,
(Journal of Marketing Communications, 2001), Professor Schultz observed that,
“Historically, marketing communication planning has started with the development
of the message, creative strategy or brand proposition. It has traditionally been
assumed that the message or incentive was the most important area of a marketing
communication program. But, that concept was developed for the traditional, mass
communication, “interrupt the customer” media system. In the converging
marketplace, a different planning model is needed as well.
“The new approach starts with how or through what system the message or incen-
tive is or can be delivered. In other words, it starts ?rst with what medium or delivery
system should be used and then progresses to what creative or message needs to be
developed. Media ?rst, creative second.”
3
Direct Mail in Integrated Marketing Campaigns
A marketing campaign that integrates the web with direct mail as well as other channels might look
something like this:
The foremost key to success with such an integrated marketing program is to start
with a printed direct mail piece that will capture the attention of the audience. The
next critical burden of any direct mail campaign is to present an offer that engages
the audience and drives the recipient to the next step. Perhaps it’s to direct the
reader to place a phone call or go to a web site or take a coupon or gift certi?cate to
a retail location, or simply to be receptive to a follow-up phone call.
That ?rst hurdle, getting noticed amid the pile of mail that clutters mailboxes
every day, is a tall order. Businesses send out millions of pieces of mail every day,
hoping their mailers will increase business and drive up pro?ts. Often, the response is
disappointing, leaving many businesses clueless about how to improve their chances
of getting noticed.
2
Enter ShipShapes: A Novel Twist on a Tired Medium
ShipShapes™ has helped to overcome that threshold challenge: gaining the attention
of the audience. Several years ago, the company petitioned the U.S. Postal Service
to establish a new class of mail speci?cally to allow advertisers to send unusually
shaped pieces through the mail without an envelope. On August 10, 2003, the USPS
created Customized Market Mail (CMM), the ?rst new class of mail since Express
Mail was created in 1977.
With ShipShapes, marketers can deliver realistic samples of their products/services
into the hands of their target audience in any shape imaginable. ShipShapes has
created mailings in the images of everything from motorcycles and champagne
bottles to stop signs, dartboards, race cars and puppies.
ShipShapes Are Delivered Faster than 1st Class Mail
ShipShapes are the result of a collaborative effort between the company and the Post
Of?ce, which announced the launching of CMM with the press release:
Unleash your creativity and stand out in the mailbox
The United States Postal Service® is changing the way businesses “do mail.”
Customized MarketMail™ service is a new Standard Mail™ option that allows you
to test your creativity and send a truly dimensional mail piece of any shape or
design. So, you can empower your marketing message and reach your customers
with unique formats that demonstrate your product and encourage responses.
A key aspect of the current USPS process for handling ShipShapes is the provi-
sion that they be drop-shipped to the appropriate Delivery Destination Unit (DDU),
or Post Of?ce, of which there are more than 35,000 throughout the United States.
While this adds to the postage cost of a ShipShapes mailing, it also ensures that the
pieces will be delivered within 2 to 4 days. This feature further sets ShipShapes apart
from conventional direct mail, which may take two to ?ve weeks to complete deliv-
ery. With ShipShapes, there is no such lag time; instead, a ShipShapes mailing can
be closely timed to precede or follow other channels of an integrated marketing cam-
paign.
If an advertiser manages to succeed in crafting the right look for the right offer going
to the right list, why tolerate erratic delivery with a three-week leeway and intention-
ally make the piece look like a lot of the other mail in the same mailbox? As an ir-
regularly shaped, non-paper item, ShipShapes commands attention and is impossible
to ignore or handle as just another piece of junk mail.
5
ShipShapes: The First Four Years
In the four short years since we introduced the ?rst ShipShapes, there has been a
growing buzz about its amazing impact and results. ShipShapes have done as much
or more than any magic bullet advertisers have long prayed for.
Yet, ShipShapes haven’t spread like wild?re, as you might expect from a magic bul-
let, for two reasons. First, we’re still educating the marketplace, because most adver-
tisers still don’t know about it. And many advertisers who learn about ShipShapes
don’t look past its cost and mistakenly dismiss it as expensive junk mail. They see
that ShipShapes and junk mail have the point of contact with the market – the mail-
box, and conclude that it offers nothing different.
What gets lost is that ShipShapes rises above the clutter in the mailbox because we
designed it that way – to be king of the hill of mail. Advertisers who have tried Ship-
Shapes routinely report that it commands attention on a level comparable to a per-
sonal conversation. And it engages the audience like no direct mail ever has. At two
to four times the cost of conventional direct mail, ShipShapes typically delivers ?ve
to ?fty times greater response, revenue and ROI.
Stiil, many direct marketers don’t get the math with ShipShapes. It’s easy to ?nd
many direct marketers who still say, “Screw the ROI,” and turn cost minimization
into the number one goal. They generally begin with a search for a dirt-cheap direct
mail format. Doesn’t matter who they’re targeting or what they’re selling. Cheaper is
better.
There’s just one hitch. There’s never been a CEO who was overjoyed to hear, “That
mailing bombed, but we’re real proud of the CPM.”
The toughest job you face as a direct marketer is reaching your prospect with your
message. If you’re a B2B marketer, the task of reaching top-level decision-makers is
even harder because they pay people – mailroom staff and executive secretaries – to
screen their mail – or your mail – depending on how you look at it. So unless your
direct mail lead generation letter or postcard or self-mailer stands out from the rest
of the day’s mail, it won’t reach the hands of your potential client or customer.
ShipShapes is changing all that. Before ShipShapes, no one ever heard of a recipient
calling the advertiser and asking for 500 more copies the piece they just received,
because so many people wanted one for themselves. But that happened to a Ship-
Shapes advertiser in late 2007. ShipShapes has more and more advertisers realizing
that it’s not junk mail if they don’t throw it out, and they’re beginning to explore the
implications and extent of ShipShapes extraordinary impact and how to capitalize on
the added value of its impact on integrated marketing campaigns.
6
The second factor that has limited widespread adoption of ShipShapes is that
planning and managing an integrated campaign takes more time than just cashing
in on ShipShapes’ higher front end response rate. ShipShapes is fast becoming a
favorite tool for advertisers who are content to take the money and run.
ShipShapes is a very forgiving media, but it’s not fail safe. Advertisers shouldn’t
use ShipShapes as a cool but expensive version of direct mail and rely on getting a
higher direct response rate on the front end that will justify the higher cost. The most
successful advertisers use ShipShapes because it makes a greater impact than any
direct mail ever has.
ShipShapes’ impact is much more like a personal contact than a piece of junk mail,
and these advertisers take advantage of ShipShapes unprecedented power to cap-
ture attention and engage the audience. A few visionary advertisers have planned
and designed a ShipShapes campaign that not only generates a huge direct response
rate on the front end, but also delivers a huge lift in follow up phases of an integrated
marketing strategy.
7
Examples of Integrated Marketing with ShipShapes
Krispy Kreme
The ?rst advertiser to test the market with ShipShpaes was Great Circle Fam-
ily Foods, a Krispy Kreme franchiser in Los Angeles. Great Circle targeted 10,000
Orange County residents living near three store locations, with a high-gloss,
nonrectangular mail piece employing an image of an open box of Krispy Kreme
doughnuts (see front and back in Figures 1 and 2). The piece presented a simple,
but effective offer: Buy a dozen doughnuts and get another dozen for a dime. Each
mail piece included a special code that a Krispy Kreme representative keyed in to its
point-of-purchase system to redeem the offer for the customer.
The campaign fetched an 8.5 percent response rate from consumers, far greater than
the 0.5% to 1% response that the company was struggling to get from direct mail.
Moreover, the campaign identi?ed the customers so the company could better target
follow-up promotional efforts. “These were people who ?t a demographic pro?le that
we use: mothers and families who ultimately live within a three- to ?ve-mile radius
of each store location,” explained Lisa Ducore, vice president of marketing for Great
Circle Family Foods. “This was an extremely successful campaign.”
Krispy Kreme Front
8
Krispy Kreme Back
9
Toyota Camry Front
Toyota Camry
A dealership group sent a ShipShapes ClearCard™ piece to 125,118 households.
The ad (see front and back in Figures 3 and 4) was directed toward previous or
current owners of the make and model vehicle being promoted, a Toyota Camry. The
piece leveraged the national advertising by Toyota corporate, which was heavily pro-
moting the features and bene?ts of the vehicle in its print and broadcast advertising.
The call to action in the piece was to come in and test drive the car, with a new car
purchase as the primary objective. Recipients were encouraged to visit their local
dealer and access the manufacturer’s web site for additional details.
The ShipShapes ClearCard™ piece generated almost 1,200 test drive requests and
27.75% of the test drivers wound up purchasing a new vehicle. The ShipShapes
phase of the integrated marketing campaign cost the dealer group about $100,000,
and led to $16.5 million in car sales.
10
Toyota Camry Back
11
A Study of ShipShapes in Integrated Marketing
ShipShapes contacted a telemarketing ?rm about arranging a modest integrated mar-
keting test with one of their clients. The telemarketing company located a technology
provider to real estate sales brokers and agents who agreed to participate in the test.
The technology provider was preparing to mail a postcard (see front and back in Fig-
ures 7 and 8) to California real estate agents on a list he obtained of “top producers.”
ShipShapes offered to mail a ShipShapes piece (see front and back in Figures 9 and
10) to a random half of the list with basically the same offer, which was to call or send
an email for more information about the advertiser’s “call capture” service.
The advertiser agreed to share comparative results of the mailings with ShipShapes
as well as the results of the telemarketer’s follow-up phone campaign to both lists.
The telemarketer was encouraged to take advantage of the capability ShipShapes
provided to place the follow-up phone calls within a day or two of delivery of the
ShipShapes piece. But all of the calls to both lists were placed at the same time.
The reported results between the two mailings could not have been more divergent.
The ShipShapes piece produced 400% higher direct response than the paper post-
card and 1400% higher response from the telemarketing. Perhaps the most enlight-
ening result is that the telemarketing to the ShipShapes list increased the front end
response rate by 350%. In other words, if the advertiser stopped with the ShipShapes
mailing and did no follow up telemarketing, he might have been gone away happy
without knowing that he left 350% more business on the table.
ShipShapes RR v. Postcard RR ShipShapes > Postcard
Difference in direct response 400%
Difference in telemarketing response 1400%
Difference in Total Response 1800%
One factor was evident in explaining the signi?cantly higher back-end response rate
from telemarketing to people who received the ShipShapes piece v. the postcard. The
telemarketing ?rm reported that 52% more people recalled getting the ShipShapes
piece than the postcard, indicating that the ShipShapes piece had much greater im-
pact on the recipients than did the postcard.
The telemarketer offered an additional non-scienti?c explanation for the huge re-
sponse from the ShipShapes piece. He noted that it took 18% fewer phone calls to
reach the ShipShapes list compared to the paper postcard list. Based on his experi-
ence, he said this statistic indicates that the ShipShapes piece was far more effective
in getting the attention of recipients and engaging them in the offer, and together with
the higher recall rate, indicated they were far more receptive to the follow-up contact
via telemarketing.
12
Figure 7
13
Figure 8
14
Figure 9
15
Our totally automated system
converts your MLS listings into
pleasant human voice property
descriptions that attract
home buyers 24-7!
Get more leads.
Make more sales.
Return Address
Figure 10
16
Conclusion
ShipShapes creates a whole new playing ?eld for advertisers. By offering a way to
make an unprecedented impact on the audience, ShipShapes presents profound im-
plications for integrated marketing strategies that leverage the full value ShipShapes
provides.
17
doc_258650460.pdf