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Date: 2007
Campaign/project:
Launch of new dance shoe across UK and mainland Europe
Target Market:
Dance enthusiasts and tutors
Overview:
Capezio (designer and manufacturer of dancewear and shoes) is dedicated to the
performer in dance, theatre and recreation.
When launching a new shoe to the UK and mainland Europe, ETT Marcoms were able
to devise an integrated DM campaign to introduce the range to the end user.
Research was carried out to identify the best way to reach the target market.
A decision was then made to target the end user via dance schools and studios,
using the tutors as key contacts.
Data was purchased using industry recognized SIC industry codes for the UK and
a range of critical data selection techniques were employed across the mainland
Eurozone according to the data available within each targeted country as SIC
codes are not always relevant / reliable.
A postal route was chosen for delivery throughout the UK, France Spain, Italy,
Germany, Netherlands, Austria, Belgium, ROI, Portugal and Switzerland with the
direct mail piece itself incorporating a personalized letter from the client
company CEO accompanying a full colour promotional piece for the product.
Response to the campaign was via a manned call center operation with foreign
language speaking operators available to filter calls from all target countries.
The request for further information was a planned trigger to capture individual
data details for future campaigns.
The client was delighted with the response with the call center being to capacity
for 2 weeks following the mailing. The success of this campaign prompted further
DM campaigns aimed at not only end users, but also incorporating retailer support
services.
Click here to visit the Capezio website.
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CLIENT : CAPEZIO
