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Find out how good B2B direct mail generates revenue

Show transcript

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Ian Blake: 00:04 You're listening to the podcast, we're committed to educating B2b cmos, ceos and marketeers, looking for best practices on how to grow their business, learn from your peers on the tactics, tools, and strategies they use to consistently grow their business. I'm your host, D and Blake. That's good into the show. We're delighted to have Peter. We'll end with us today. Peter is the md of DMC cm, a direct mail marketing agency who are fresh out of the back of winning a host of awards at, on post smart marketing and awards. And let Peter Tell us a bit more about that in a minute, but congratulations on that, Peter. Thanks. So what we're going to discuss today is how DMC, um, drove leads, sales and strong, or ally, excuse me, through clever Btb, direct marketing. So you're very well computer, but before we get into the show, can you tell us a bit about yourself?

Peter Whelehan: 00:59 Okay. Well, briefly enough, my background's actually psychology. I studied psychology and UCD wants to be a psychologist when I went in and when I came out the other site I wanted to do something more business oriented. So I went up to start school and encouraged and did a postcard in specializing in marketing Australia on a year out with all my friends who are mostly ended up working in bars and nightclubs. I went with my cv under my arm and just by chance I ended up working at Westpac, a big bank in Australia and ended up in the direct marketing department, not by choice but that's where there was an opportunity and just got an insight there initially to big databases, the database, $70 million customer segment and target third database as to cross sell up sell relevant products to their customers and how these profiling actually to acquire new customers as well. So when I came back to Dublin then I was looking for a job. There was a new direct marketing agency had been set up and I went in as to kind of junior account executive there. I had a number of subsequent to that in different agencies and in 2003 set up my own agency, direct marketing campaign management. So that's 15 years ago when we were going strong and like you said, we did great at the post smart marketing words this year. We were voted the agency of the year, which was absolutely brilliant.

Ian Blake: 02:20 Well that's fantastic. So can you tell us a little bit about DMC?

Peter Whelehan: 02:24 Yeah. So our little taglines and everything is proven results by targeting with creativity and I suppose those six words didn't just come from nowhere and there was a bit of a process to get to them and there's three things in that proven results. So. So we try and we try and test and measure everything. So we're able to say this, how your campaign performed proven results by targeting. So we try with everything we do to have pinpoint accuracy in terms of targeting because that's so important. Databases and targeting, it was important part of any campaign. Often it's not the sexy part. People like to create an element of it, but it's crucially important. So that's the argument I'm engaging. Creativity is the other thing. So any campaign we do, whether it's direct mail, press, radio, we try and have something unique and creative and engaging that links back in with what the client is trying to say through the communication.

Peter Whelehan: 03:18 So that, that's essentially as a nutshell. So you're going to talk us through this btb campaign around for yourselves patriot, but I suppose before we get into the nuts and bolts of the campaign itself, would you mind just letting us know or given us a background as to why you run the campaign and what the objectives were? Yeah. Well really what we wanted to do was, what I wanted to do was it was a btb campaigns to target other businesses and get something in front on the showcase 12 we do here at tmcx and that got results for us. But, but more importantly than that guard front of direct marketing decision makers. And I wanted them to get campaign, put a smile on their face, which is the most tangible thing. But, but, but actually exams go, I'd love to do something like that for ourselves.

Peter Whelehan: 04:05 So that, that was really the genesis of the idea and yeah, that, that, that was, you know, in terms of the objectives of the campaign, that was one of them and we wanted to engage customers, get them to a landing page and engage prospects, get them to a landing page and get them to engage with DMC and I'm in a creative and fun way and then use that as an opportunity to get in and meet them for, for very casual stuff, sell meeting, but just to engage with them actually the campaign, what the idea was, if we did a good job that we wouldn't have cells, uh, to the prospects, they actually come to us and want to do a campaign with us. And that's the way it turned out pretty good. So I'm sure you'll talk to the results when you talk about the campaign itself, but yeah.

Peter Whelehan: 04:52 Do you want to talk, talk us through the campaign, how it works and. Yeah. So, so in terms of the targeting that, because I mentioned that in the Intro, how important it was to us, how we looked at was who do we want to target? So it was a very small targeted campaign went to age prospects, right? Um, and what we did was we said, well, look what sectors do the most direct marketing, right? So we identified eight sectors, the likes of also, uh, utilities and Telcos, charity. And so, um, financial services, we identified those executors and then within those sectors we said, well, look what companies do we want to work, but we'd like to target within those sectors to do a lot with direct marketing. And then we drill down even further and said, well, actually within those companies who do we need to get to?

Peter Whelehan: 05:40 There's no point going into the right sectors and tired my company if, if you get a communication to the wrong person within that company. So that was crucially important. And again, you know, it's not the fun bit of direct marketing and real estate and it's crucially important that the drill right in. And even when we got to the individual, we double checked that we had the right person. Maybe talk about that a little bit later. So, so that was, that was the kind of the targeting approach to the campaign in terms of strategy. What we did was so, so when we had identified those individuals, we actually subsequently then did a call to check, you know, izzy and Blake, the person responsible for making decisions in relation to track marketing campaigns and budgets. Yes, he is brilliant. No he isn't brilliant as well. Can you tell us who is?

Peter Whelehan: 06:29 So even if that database wasn't 100 percent accurate at the beginning, and again this is easy to do because the numbers were small, by the end of each call, we knew by the time you had the elite prospects, we knew they were of the right prospects. So, so, so that was the first bit. And then what we did was we sent a, a creative direct mail piece and I talk about the crave for that in a minute. Really impactful, engaging from a physical point of view as a, as well as from a copy point of view and a design point of view. And I'll talk about that a bit in a moment. And probably what we sought to do is get them onto a landing page through having a bit of fun really and uh, and, and to, to capture their information. And, and from last we were able to set followup meetings and, and those were very informal cup of coffee and a chat.

Peter Whelehan: 07:22 There was absolutely no hard sell. It was just really just getting front of them. So, so, so, you know, the strategy was called a direct mail place and we have an inbound response from the prospect to a landing page, where were we? We take share their details and then the ones that didn't actually engage with that, they all got a followup call anyway. And then we had a meeting which subsequently turned into a number of sales. So one other point on the strategy as well, like these were sent out over a number of months, not all in one go. So, but I was able to do is, look, we're going to be, you know, things are looking a little bit slow in July, so in May I might get half a dozen. They were all ready to go and send the out and generate the leads and convert them.

Peter Whelehan: 08:08 Says Sos for generating qualified leads. If we saw the pipeline slowing down maybe six weeks or two months down the line. So the campaign worked over a period of six to nine months. We sent either directly. So it was, it was very tight, small, extremely well targeted and sounds to be took into account the resources available. Absolutely. In Your Business. Yeah, we do these campaigns. We are on a larger scale for other clients on the database side and the campaign can be tailored to any size. So you know, one time we do and three telemarketing fulltime telemarketing people. So instead two, six, one month they might send a bag a week. Yes. And, and take away at the beginning people respond or don't respond. And then the following week a followup call it goes in. So really just tailored it to the resource available. And the size of your database and you know, what you can do in terms of follow up and if the campaign's gone really well, you actually dial it down and then you reduce your numbers because you're getting the leads and the meetings in. And so that, that's, that's the overall approach. Okay. One thing I found really exciting,

Ian Blake: 09:15 Peter was the two upfront work to kind of making sure that the data, the people who were, you know, a lot of work went obviously went into the creative that you're going to talk about it in a minute, but this off from work, making sure that the people you're sending it to the right people. How long would that take?

Peter Whelehan: 09:32 Um, yeah. Well it was so not that long because the numbers are so small, so it is a bit more challenging in when you get into larger numbers, like 80, you know, that was done over a week, you know, 15 or 20 calls a day or whatever it is to clean up the database. So again, like if we're doing this at a larger scale, often it's done as part of the strategy over a period of time. So if you had 800 records update, you might do that over eight weeks. So that's only 20 a day for eight weeks or whatever it is. So that yeah, that's it. That's in there is a bit of work in us when you get into higher numbers or if you're doing b, two c, often you're relying on high volume lists. So you wouldn't be calling every one of them. You wouldn't necessarily go get the phone number. Actually had a lot of cases, both B, two, b. it's just a lot simpler.

Ian Blake: 10:16 Easier. Okay. So do you want to have the creative in the show notes so you know, we'll have a link to what this look like. It looks like, and I'm looking at it now, it's very, very impressive. But do you want to just talk us through the,

Peter Whelehan: 10:29 the creative itself? Okay. So what we want to do is create some really compelling and something that would, like I said, for physically engaged prospects with the campaign visually are saying to do it, but physically do it as well. So, so we, we did was, and it's, it's, there is a visual thing, so I would encourage people to look at the show notes after we tapped into, but we felt was an innate human desire to people have to first bubble raw. Right? Okay. So a little bit of an unusual one. But that's what we wanted. We wanted to put a smile on people's face and go, okay, this, this, this is interesting. And again, that physical engagement is really, really important to put a smile on people's face. Again, really, really important because you know, you can't really engage physically available or with a billboard or a radio ad or other channels like that.

Peter Whelehan: 11:20 So we really wanted to get people involved with the piece. So, so probably created was so, so the single minded proposition was, you know, you want to write and, and uh, I burst the bubble wrap and what we did was we sent out sifive polar wrap envelope and metallic blue, those little label on the front that was actually designed like a bubble. And then inside we had a little box, smaller bucks and the, and again, this is just a great sense of intrigue. It said bursting with curiosity in question mark. So it was how you personalize piece and when you slipped the box open there was positioned on the inside and um, nicely bordered, a nicely designed was, was a square of Volvo wrap, right? I'm behind each bubble was a number and what we encourage people to do this, let's start bursting the bubble wrap.

Peter Whelehan: 12:17 So, so it was just, you know, I'm, the lead line was curiosity. People have love, what is this all about, what do I need to do here? So we have numbers behind each of the bubbles, the bubble wrap and encourage people to have been a fun burst again. And then the call to action. So there was an ice retinal latter within the piece which was built into a brochure and it was nice excite all 10 grand and bubbles and so, um, and, and probably encourage people to do that was go to the landing page and it was, you know, you want to data easily created. And we created a little microsite and on that landing page we asked them to input the number of the bubble that burst first. We gave them a password and, and a reference code to get into that. And so when we did that, and again we put these in the show notes, they let they landed on the landing page and they, I'm just going into it if I'm just actually pulling it up here and I, I'm front of me.

Peter Whelehan: 13:19 So as to which public for first first. And they put in their name and the bottom number and they clicked go. And again this is all license we designed and we kind of and themed around the whole thing. And it will say then congratulations Ian. So again, highly publicized, pulled from a database, you're in the running for unforgettable sunset, balloon ride for two. So that was our, that was our, I suppose, big prize. Again, having a bit of fun, not hugely expensive but something interesting and different and creative and colorful that tied in with the whole global team. So. So you had a chance to win that as everyone who responded to it, but it said more, we'd love to create a campaign for square to us that could get you eye popping response rates to the two and to do when to do that, we need to meet up for a chat.

Peter Whelehan: 14:15 But first we have a question last eight ago, Geo Maka. And what we did was then we had a drop down menu and we ask people what their favorite drink was and what the favorite pastry or snack was. And basically all we did was we took the insomnia menu, we created a deal with them and we actually, that was, you know, we, we have that sitting behind the site so people could drop down into the drop down menu and you know, they could pick, you know, an espresso, they could pick herbal tea, whatever they wanted, whatever their favorite was, and they can pick a brand New York carmon slice or blueberry Muffin, whatever they wanted. And then they clicked submit. And what happened then was they got, they got a message back telling them they've made a great choice and suggesting that, you know, basically what I, I, because the numbers were so swollen, I met up with them.

Peter Whelehan: 15:12 Then I literally hand delivered their favorite pastry and their favorite coffee, coffee. And what we did was we had a chat, there was absolutely no hard sell. It was chat to them if they found this opportunity. I let that come from their side. Timing is a big thing with this. You know, sometimes companies are in the markets do a direct marketing campaign, sometimes they're not. So it was really to get on their radar, create awareness of DMC, um, and, and really, you know, if there's an opportunity at any stage during the year that this campaign and DMC I would would be remembered now. It did turn into a number of leads and of sales, which I talk about in a minute. I'm sorry. One other point is that once they click the dropdown menu of what they wanted in terms of a beverage and a snack and I clicked submit, I got an automated email to my inbox saying that, you know, Ian Blake has responded. You picked a Cappuccino and the caramel slice or whatever it was. So I, I generally left at three or four days for people actually to contact me. Some of them did, some of them didn't. And if they didn't, I put in a followup book because I knew they'd engaged with the campaign and I, you know, typically I link in with them first and then maybe give them a call if they, if they accepted that, even if they didn't put it in the follow up call. So that that's how it worked.

Ian Blake: 16:33 Very good. I just encourage the listeners, obviously with Peter at the moment, I can see the campaign piece and it's really, really impressive. So I'd encourage you to look at the show notes to, to um, see it in all in all it's glory. So Peter, the, you've alluded to the results a few times but our listeners will be keen to know what sort of, what sort of results.

Peter Whelehan: 16:56 So what we typically do with these campaigns is actually we, we, we, we map them out on the spreadsheet so I had punched you targeted and I would have had in a carryon bag and then we have inbound response column. We have called uplift, total response meeting set convert to sales. Then we have a column that has the campaign cast and then we track the cost per lead and cost per se. And so unlike with like how I try, how do I sell these type of campaigns with clients is often say to, to, to the break even because you're not selling a bag of crisps or a Mars bar kind of coke. It's often, these are high value items, you know, you might be selling 50 grand's worth of software for a company or you know, it tends to be in pairs. They're often tens of hairs and so the way I look upon these campaigns is it is from a breakeven point of view initially that one sale conversion on the back of a campaign, we'll pay for the campaign and more now, now often they do good multiples of that, but that is the approach I take.

Peter Whelehan: 18:03 So it's very hard to lose on these campaigns. And even if you didn't get a sale, you'll, you'll have created awareness and Judas creativity as you start to come back, you will be remembered for a long time by the prospect. Right? So you know, advertising measures, recall and spontaneous awareness and prompted recall and all this. I'd like, you know, if you have a good database and your target crazily with a campaign, you'd get 90 to 100 percent awareness from a campaign even if you don't make sense. Now we absolutely always tried to get results from our campaigns and and, and, and this one was no different. Now the slight caveat on this is we were able to do this campaign for less than five grand in full because a lot of the resources were utilized internally. Yeah. So typically a campaign like this B, two b campaign, depending on the numbers and it'd be quite a, quite a low number.

Peter Whelehan: 18:59 Usually it's in the hundreds would cost between 15 and 25 grand all in to do and just to give you a sense now you know you can cut your cloth to suit the budget motion and. But that's the region of what you're talking in terms of budget and actually just I think our listeners would be interested interested in this more that the overall cost for someone, a cost per piece might be interested in interesting to them because they know their own business. Is there a range that you'd have? There is an varies hugely, but I always just try and like my benchmark is often what is the cost of the product you're selling? I had a client once who and and this, this will show you how interesting it is. I had to find ones who knew and they were selling a product that was worked 40 or 50 grand, but it was competitively priced in the software business and they were offering a free ipad if you mesh with them, right, because they knew their sales guys were good and they knew their product and and it was competitively priced in the, in the, in the niche that we're in.

Peter Whelehan: 20:07 So then you take one and three sales so you could afford to give away an ipad if they three make 1:50 grand sale and this is interesting in the context of Gdpr and, and email versus direct mail marketing because they got. They sent out an email to all their prospects and they got zero response and and the reason being it went into spam filters. People didn't believe it was incredible. It was to prospects to customers. So people just went delete. They didn't think it was really. I told them, I told them I meet with, but unfortunately I wasn't in the business for 50 grand. Whereas a software, so, so just, I'm actually one we subsequently did, we did the direct marketing campaigns that worked out really well. I got the results because again, one thing I'd recommend is, you know, it's trusted somebody took the time to design and print and produce and send something out.

Peter Whelehan: 21:01 And that's really, really important because people don't trust email anymore. Anyone can send an email to any number of people at any cost and we've all got the scan of the emails. So. So trust is a big thing in direct mail is just more tangible. So yeah. So the cost per page look at. I always, uh, I always benchmark the return to investment. Again, wash, how many leads do you expect to convert to sales and what does that say? So, so look, I'm just bringing it back to our own campaign now. We did a campaign for around five grand. Like I said, it would typically customer because a lot of it was all done internally. We wanted to get, and again we, we set very realistically, we want to get a tiger response rate of 10 percent. So we wanted to generate age warm leads and we wanted to converse two and a half percent to them.

Peter Whelehan: 21:52 So our one point two, five to two point five percent of them, so that's of so 10 percent of eight years, eight leads and we want to convert one point two, five to two point five percent of them. So to generate one to two sales was our breakeven sales. How it transpired was we got 29 leads on the back of the campaign and so we got a 36 percent response and we conserve, we converted it, we got a conversion rate of 12 point five percent. So we got six new clients on the back of the campaign but, but 10 campaigns. So those clients for those clients did single projects and two of those clients who had done to do more than one campaign with us. So we did 10 campaigns and all. And you know, don't get too into it. I can tell you what those campaigns were worth.

Peter Whelehan: 22:44 It was worth worked are supposed to in terms of revenue. So we had, we had a significant return investment because it already costs back because we did it all internally or with like I suppose the, you know, the hard and fast numbers are sent out a few pieces. You had six new customers that resulted in 10 campaigns. Correct? Yeah. And, and like I said, you know, I've tracked on a spreadsheet of what those campaigns were, worked that part, the return on investment is and so on. So like does it a little bit of format, a little bit of a template to it and it basically works. And something I said to you and I make the point again when we were chatting about this initially, you know, I really feel as a channel that direct mailers is extremely underutilized. Like a big secret right there.

Peter Whelehan: 23:32 Um, and you know, the analogy I use to you was, was like I have a 15 year old. So who has. Well I called it a record player. He calls it a turntable, vinyl sales record sales. This is a bit of a, a bit of a funny analogy, but the truth and the final sales six fold in the last 10 years and you know, nobody could have predicted or thought that, but, but the reason it has is because vinyl is, is more special than. It's more unique. It's different. So, so particularly with the youth market, I'm not, I just feel there's an opportunity now for clever marketers, smart marketers to, to leverage direct mail as a channel to get results for their business because, you know, I'm on a lot of linkedin groups and in March of last year, I think it was General Motors, we do a lot of work in the auto industry.

Peter Whelehan: 24:28 General Motors had the most successful direct mail campaign that they ever did and they wanted to do a followup, see why it performs so well. Was the offer, was it the new model? Was, you know, was it the creative block light was to age 25 year old male who is interesting. And the resent the research came back and presenting a research findings were that actually form? Well, because people don't write to us at, so it's a very uncluttered channel now it's a direct channel and these 18, 25 year old who has worked delighted to get communication about a car that was relevant to them and presented the database was a profile that they might've been interested in buying so they got something to build. So a. So look, I just feel there's a huge opportunity in this channel to do like for, for clients typically on the B, Two b side if it's done right and professionally.

Peter Whelehan: 25:24 No, I totally agree. And we would encourage your own clients, you know, despite the fact that were on the digital side, there's definitely a massive opportunity there to culture. The noise will look, everything works together and we don't just do direct mail, we do radio, we do press, we do to, we do everything but often that underpins everything has to database. The starting point is often the database and we work out from there, but like we're doing like we try and make everything in exactly the same way. Like the principles of direct marketing are the same. Whether it's male, whether it's online digital, whether it's traditional above the line advertising, the principles are the same test measure, creativity, results, timing, you know, have a strong call to action, all that. All those things don't change. Just the media and the channels too, but it's about finding the right channels and the ones that are going to give you the best return.

Peter Whelehan: 26:19 Pretty good. So, so you're doing this all this all the time, you know, when you're doing it for clients who don't do enough for. I'm just going to ask, were there any learnings that came out of this particular campaign that you'd like to share with people are not a huge amount that we didn't know already are close. We do this all the time. I suspect some people listening may go maybe finding something interesting and I think you're absolutely right. Dairy to people like podcasts or radio is no very visual so people should really go on and have a look at the, at the, uh, at the creative side of us on the podcast goes up and when the notes go up. But um, no, like I said I was, there was no huge surprise like it did better than we do, but I knew we do better than break even or, or, you know, one or two sales on the back of us, you know, so not majorly to us that the surprise because we do this all the time.

Ian Blake: 27:12 Okay. And what advice would you give to someone like a, b, two, b marketer and thinking about doing something like this? I think I have the sense that like there's, there's a generation of btby marketeers at the moment, I might be wrong, but they're so immersed in digital. They may have either never been exposed to this or are, you know, just don't think about it. So what advice would you give to that group?

Peter Whelehan: 27:42 Yeah, yeah. In terms of taking it, because I feel there is, there is a, a kind of a gap in terms of skills and expertise in more traditional direct marketing channels. Unless agencies now less skilled people within those agencies. You know, a lot of the traditional direct marketing agencies either broadened out and we struggled with that for a while. Do we try and become all things to all people for a long time actually, but now, you know, we, we, we build our core campaign works with other channels like the digital online would evolve the line, but um, you know, I think I'm just saying I use my credentials. Sometimes you don't go to a doctor, have to take you, go to a dentist. So go into a specialist who knows and understands the challenge is really, really important and you know, often we a big ad agencies who come to us because a client brief them on the campaign and they're not quite sure what to do in terms of how to execute a really good direct marketing campaign sometimes after both of the greater date, say to the client, look, this is our direct marketing are sometimes it's below the radar.

Peter Whelehan: 28:46 So you know, the client may end up paying the agency and paying for us, right? Because there are coming directly to us. So you know, if a client says to an advertising agency to do direct marketing, but the ad agency years is we have a budget so they'll all nod their heads and either they, you know, often they don't do it justice and the try thinks of direct marketing doesn't work like toes if it's done right.

Ian Blake: 29:12 Yes. Yeah. Okay. So I just to finish up, I suppose got to move on now to just ask you about initiatives you're working on at the moment, marketing challenges you have. Good. Before we move onto that, is there anything else in relation to the campaign you'd like to share with the listeners? One

Peter Whelehan: 29:28 of the nice things we did, again, even from the notes, you may not see this, but like we had a certain amount of, of, of quality to it in terms of the print finished. We used UV varnish from a production point of view on the address. You can see this here but still kind of glistens in the, in the, in the light and so on. So to have kind of, we wanted, we didn't just, you know, there's a famous writer, Jim Collins wrote the book good to great, and he, he has a quote which I love stuck up on the light above my desk. The enemy of great is good. We didn't just want to do a good company, we want to do a great campaign. Often moving it from good to great just requires the little things, you know, what awful, it's hard to convince clients to do that because they just see it as spending more money, whereas often, uh, can make the difference between, you know, a marginal difference but a really important difference.

Peter Whelehan: 30:20 So I think the production values of any campaign are, are really important if there's a budget there to do that or if it can be made available to, to execute campaigns really in a really nice fashion for good. So what are you working on? Any new marketing initiatives at the moment? When we do, we give away too much. We're working on another week, so we do one of these campaigns for ourselves every year. Um, you know, last year we sent out a battle with it, there was locked, closed and you had to go to a landing page to get the code to open the bottle and your lender was inside. There was a year before that we sent out, it was all about direct marketing, be a tougher nut to crack and we sent out, we sent out a coconut and again it presented to phase wasn't hugely expensive to do, but it's really, really creative.

Peter Whelehan: 31:11 And, and we got some just started the conversation I suppose guy rang me up and explain how important it is, get the database right. And we sent down to coconut to one guy phoned up and he was looking for two more. And I was, I, I was subsequently talking to, I was, I was saying, look, what do we not have? We checked you are the decision maker and was there anyone else? And he said, no, no, I bought the coconut oil and my three sons are fighting over. It's like going back at the office I'm not going to apply to. So that we got into big there, but put a smile in it and that's why the phase is really important because you can give people tangible reasons to engage with you, you know, your price is good or you know, they liked the product or you make them a good offer.

Peter Whelehan: 31:58 But the emotive side shouldn't be underestimated because people like to work with people they like. So, so with all our campaigns we try and engage a bit of personality to, to, to try and plant lots of people, stay in some way, give them something unusual and different than that that creates that uh, most of I suppose start to create a bit of rapport with them and you know, if they get to in and if a followup call goes in that, that they actually wanted to talk to you go, that's just another call or district and company, it's just a brochure, a letter. I'll read it later and they throw them there in trade and they never actually come back to us. So, so, so, so sorry, your question was, but. So we're, we're planning maybe on laptop to you about this next year, but we're, we're planning. We had the concept nailed. Now we're planning another crazy kind of thing along these lines, which is in the pipeline at the moment. I will go at some stage over the summer. I'd put. I'd put you on the mailing list,

Ian Blake: 32:54 Peter. Thanks. One thing, one thing that struck me as you were talking about doing one of these campaigns every year is, is are the residual results that come. So from the coconut, for example, or from the one you did last year, do you find that, okay, you have this window that you're targeting these people within, but you know, do you find that after the campaign is done and dusted, that you might get a phone call from someone saying, Oh yeah, I go to the bulb or rock wall and I love the coconut.

Peter Whelehan: 33:21 Well, what happens is timing is a big thing. Like somebody is in the market for it now may not have their database organized or somebody that. Sorry, that's not in the mark for one lab may not have the database or maybe sort of by September you really want to do is be on their radar, you know, have done something creative and engaging, you know, we don't just tell clients they should be doing this, we do it ourselves and that's what we did with this campaign. So to. So timing is an important thing in your country. You determine when somebody is gonna want to do account based. So again, at three point a half year list, right? Because, and I can't like, you know, I know I'm hammering this point on, but it's the most, the most important part of any campaign that uh, so, so the laminate campaign is remembered.

Peter Whelehan: 34:05 The more likely if the timing coincided with the client that they'll actually go need, need to contact those guys. Who, who presents the coconut, the bubble wrap. I, like I said, going back to what I said at the very beginning, one of the things we'd like to campaign is get in front of the right people which campaign, where they'd go, I'd love to do something like this for us to generate leads and get results and generate revenue for our business because as I put this back into presentation slides recently, like the world is God mad with all the various media channels and in fact, and to marketing 101. If you distill a Gen, marketing is a bench at. This is the first year, first year first marketing. A lecture is all about getting the right message to the right person in the right place, the right time. It is that simple. Yes, and, and you know, as Richard Branson says, it's really easy to create something complex and complicated and that all costs money as well. But the real secret is to be able to create something simple and easy because I just feel, you know, if you can simplify things and make it easy for people and you'll get results. Very good.

Ian Blake: 35:22 The old adage, I don't think it was, I don't know who said it, I didn't have time to write you a short letter. So here's a. here's a long one instead.

Peter Whelehan: 35:30 Yeah, yeah, absolutely. You know, that is a quote that I've used myself sometimes as well. It, you know, I talked about our, our tagline proven results by targeting with creativity. It took a long time to get those six words because a lot of planning and distill it down. It's easier to write something along though is short and just as, as it's easier to create a complex convoluted campaign. The disco dance really clean and simple that that is what it's supposed to do. Yes. Yeah. And

Ian Blake: 36:00 people may not realize, I suppose to, are think that marketing agencies have marketing challenges. I know we do. So it's just going to ask you a particular marketing challenges that you have right now

Peter Whelehan: 36:11 as an agency? Yeah. Yeah. Well, like less so now like I think people are in clients and prospects are increasingly seeing the value in know more traditional direct marketing channels. You know, in when we were in the depths of the recession. I felt everyone was getting hammered on price and we were sometimes doing campaigns and reviewing the back and looking at the note that have been better. This company should have been better, but we were Howard of price decline was cutting back or just. And it's like, you know, it's back to my thing of the enemy of great is good I guess. So they coordinate sometimes use with clients is that the bitterness of poor quality remains long after the sweet taste of low prices for Gotham. Right. So, so, you know, if a campaign, if the client isn't happy with campaign, you'll hear about it for a long time, but like nobody remembers after extra five years it cost to get the campaign right. So it's easier to call a campaign that is decrease the budget but like so important that a company has done right because if it's not doing as good as it can be, the client and the agent will be happy at the end. So it's really important that, you know, the campaigns are talking professionally and, and, and, and, you know, executed the right way and that the proper resources and expertise are invested in and making them happen. So yeah. Very good. Just to wrap up,

Ian Blake: 37:43 Peter, is there anything I haven't asked that you'd like to share with the audience

Peter Whelehan: 37:48 left for long enough? I know like a covered off the full campaign. I've talked a bit about less than what we do want you to complain. Work the creativity, the results. So I think, you know, I'm happy enough we, we've, we've covered everything off. Oh yeah. So just I was saying to you just before we went live that for the first time ever I had to ask a client what she was. So the winner of the double ever got the pastry and the coffee or whatever they chose, but the winner was selected uh, earlier in the year to go on the balloon ride and that's happening on the ninth of June. But the balloon company we're touching the data to, they wanted to check that the client wasn't over a stove for Hulu. So I had to have an instant conversation and luckily to us and so, uh, that's just, you know, I suppose to wrap it up like that, just to close the loop on the campaign, the whole global team on the bubble wrap on the balloon ride tied in with that.

Peter Whelehan: 38:48 And again, from our point of view, we're going to get some nice shots of the balloon ride and all that. And you got married website. It's just a nice way of closing off the campaign and um, yeah, that's it really very good. And if people want to get in touch with dmcs or you, what's the best way? So our website dmcs Lincoln with me, by all means, I'm on Linkedin, just look for Peter Freeland and that's who he, l e h a n or emailing Peter wft mcm, Dalai or invalid amzn dot a. If you just want to make a general inquiry push. And if it's about new business, you can ring me on my mobile. Seven, two, three, zero, zero, three, eight, eight a Peter, you're very good to give us your time and thanks for the volume of information. I think it'll go down really well with that with our audience, so thank you. You're very welcome. No problem. And I'd like to come in. Yeah.

In this episode, we talk to direct marketing expert, Managing Director of DMCM, Peter Whelehan about direct marketing and specifically about his hugely successful campaign that swept up awards at the recent An Post Smart Marketing Awards.

In this episode we cover:

  • Background to DMCM
  • Principles of direct marketing
  • The thinking behind this award winning campaign
  • Results the campaign delivered
  • Advice to marketers thinking of doing a direct mail campaign

You can visit DMCM's website here

You can check the award-winning campaign here:

DMCM An Post Award