HITTING ON A WINNING FORMULA

How DWA won over its senior marketer audience by challenging them to a game of table tennis.

 

 

 

The DWA marketing team was challenged  by the leadership to devise a means of engaging prospective clients and strengthening existing client relationships. Considering the daily glut of emails, phone calls and general “noise” in the marketplace, we conceived the idea to host an event that would be entertaining.

Table tennis has long been the chosen competitive sport of DWA, and most of our regional HQs have tables. So, in March this year we organised a table tennis tournament which was held in Singapore and Sydney.

To set the invitation of the event apart from ordinary invitation cards, we created personalised table tennis bats and balls, and sent them out as invitation cards.The balls were embellished with our logo, and the bats co-branded with the DWA and the invitee’s company logo, and sent to each prospective guest along with a printed invitation.

DWA wanted to engage with the guests and provide them with the tools required to train for the table tennis tournament. We also needed a memorable vehicle with direct marketing
elements our targets would keep, and that reflected our brand traits of being smart and fun.

The target audience was chief marketers from top companies on our new business prospect list. Although DWA had been communicating with them on a regular basis through phone calls and electronic mails, and traditional printed direct mail such as letters and write-ups, so far, there had been no replies or engagement on any level.

Considering the seniority of our targets, we knew this direct mail campaign needed to be creative. A three-dimensional package would demand to be opened and feel different from any direct mail piece our audience had received.

As a result, 35% of the recipients RSVPed to the event within five days of receiving the direct mail packages and were present on the day of the event. There were two new solid business conversions defined by requests for future contact. This was exactly the type of results we were looking to achieve.

When asked for their feedback, 80% of the attendants who had received any form of invitation from DWA said what most caught their attention was the direct mail campaign with the bats and balls.

                                                                               The Mail 

Objective 

 Devise a means of engaging prospective clients and strengthening existing client relationships.

Idea

Organise a table tennis tournament in Singapore and Sydney. Personalised table tennis bats and balls were sent out as invitation cards.

Results

Thirty-five per cent of the recipients RSVP'd to the event within five days of receiving the direct mail packages and were present on the day of the event, along with two new business conversions.

 

 

 

 

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