Gather 'round, gang, and I'll tell you about an outcome direct marketers don't see very often.
The client in this case was Chris Beaudoin, a Boston photographer we've worked with for years.
Chris is like the James Brown of commercial photography. Nobody works harder to get that awesome shot.
But Chris is also a humble guy. He kept saying, "I'm not the only good photographer in town."
Chris wanted to emphasize the fact that he's no pain-in-the-ass prima donna. The man had a point. He's always been an absolute joy to work with.
Clients love the guy. His quality is off the charts and the typical stress level is abnormally low.
Chris wanted to become the go-to guy for a fresh crop of sophisticated photography buyers in greater New England.
He was aiming for something unforgettable. Something prospects would open and say, "Holy shit."
Our direct marketing agency created a 3D mailer with an emotional twist. The teaser headline on the outside of the box said, "Don't bother bringing this to your next photo shoot."
When recipients opened the box they found an actual blood pressure kit -- the real deal -- with this headline: "One prop you'll never need when working with Boston photographer Chris Beaudoin."
Prospects on Chris' hand-picked list received follow-up telemarketing shortly after the mailing dropped, as well as email advertising. (Yes, this was an integrated direct marketing campaign.)
Result: Chris has mailed 43 boxes and he's booked 22 appointments, for a 51% meeting rate.
The campaign seemed to strike a chord. I'd love to hear what you think.
