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Success Spotlight
Summer 2005

   At Consolidated Mailing, we believe our clients can best learn to achieve successful mailings by looking to what has worked for others. Here's a recent, creative, example of one client's mailing.

Client: Hantover, Inc.
Mailing: Free Sample Fulfillment from web offer.

   After receiving an above average response to a free sample offer off their web site, Hantover, Inc. had a wonderful problem on their hands.

   "Our response was much greater than expected - more than 17,000 people replied to the print ad - so we had to quickly adjust our fulfillment offer. Our initial mailing involved sending small boxes of free product at about $5 a piece. With a 17,000 piece mailing, that just wasn't feasible."

   The promotional product was Hantover's line of vacuum storage bags used in home vacuum packaging machines. They had originally planned on mailing sample boxes with coupons from their corporate offices, but instead decided a smaller, less expensive piece was necessary.

   "By utilizing Consolidated's poly bagger, we were able to get our per piece cost down to about $.86. Instead of mailing a box, we mailed two promotional printed pieces for either side of the poly bag with two of our VacStrip Storage Bags sandwiched in between.

   We wanted to use the poly wrap material because we're selling bags ourselves. It looked good for what we were doing and added to our brand awareness."

   Hantover's VacStrip mailing serves as a good example of utilizing direct mail in cross-channel marketing. They placed a print ad directing people to apply for a free sample online that had to be fulfilled through the mail. Their respondents have now had three instances of communication with the company from three different media.

   It's also a great example of direct mail's flexibility. Hantover was originally ready and willing to spend nearly $5 a piece on their mailings, but were still able to pull off an impressive mailing for under a dollar a piece.