Royal Mail - Growth
Brief
“Royal Mail is a partner that can help you grow your business.” This is the message Royal Mail sent out through TV and press advertising. The problem was that the small business' decision makers being targeted are at times poor. They don't want service providers like Royal Mail to simply talk about themselves – they want solutions that are tailored to their specific business. Giving them a bespoke pack of advice on how we can help grow their business would deliver on the brand promise.
Solution
Their Tailored Growth Pack is sent by email as PDF, with deep links to areas of the Royal Mail website, and also mailed as a digitally printed pack. Each answer generates a unique graphic, which builds into a unique growth for each customer. By answering 14 simple questions we can compile their Tailored Growth Pack, full of relevant advice, products and case studies.
The Royal Mail Growth microsite lets customers tell us about their business, and create a unique Tailored Growth Pack, full of advice and services to help them keep customers, find new ones, and save time and money.
Results
270,000 unique visitors against a target of 240,000. ROI stands at 2.7:1 against a target of 2:1 with incremental revenue growth of £21.7m in the first 3 months of the campaign.
Microsite & Rich Media ad credits: North Kingdom
