3. Market overview of franking machine market
•Market leader/key competitor (58%)
- Neopost (40%)
- Other (2%)
•Anecdotal feedback on main competitor from prospect
– Issues in a number of areas
– Backed up by internal feedback from sales team
•But needed anecdotal to become scientific
– Internal workshops
– Scientific research

5. Devise compelling campaign that would:
•Drive the benefits of doing things differently with Neopost
•Get stand out by ensuring creative impact/doing it ‘differently’
•Get it to right person - identify/qualify competitors customers
•Be remembered as some competitors tied to long terms contracts
•Tailor creative based on fact (ask don’t tell)
•Generate a response
•Positively predispose recipient to take a follow up call

6. • Quantitative
– Campaign target of 2.2% response target
– Projected sales of €24K (over the 6 months)
• Qualitative
– Highlighting the key pain points (from research)
– Demonstrate Neopost understands their issues
– Has a solution that will address and rectify them
– Position Neopost for potential future sales

8. • Analysed and profiled existing Neopost database
• Identified 3,500 direct competitors in franking machine space
• After internal workshop competitor customers emailed survey
– Key issues with current supplier
– Non-responders called and surveyed directly
• Information uploaded directly to Neopost CRM system
• Enriched database
• Leveraged in to the DM piece in a creative way

10. • Many interesting competitor insights identified
• Issues with customer service on a number of levels
• These insights drove the campaign proposition
• Resulting in development of an umbrella creative theme

17. • Direct mail only
– Identified exactly who we needed to target
– Spending budget on other channels represented wastage
• Results bear this out as does the medium
– Showed creativity/innovation DM can bring to their marketing
– Doesn’t always have to be a DL or C5 envelope!
• Supported by landing page
– Integrated in to the Neopost.ie web site
– neopost.ie/mailroomemergency

19. Quantitative
•Response rate of 3.3% (50% up on objective)
•Initial immediate sales of €37K were generated
– > 50% ahead of projections
•ROI €151,364 overall from targeted sales of €24K!
Qualitative
•Highlighted the key pain points
•Demonstrate Neopost understands and has solution
•Position Neopost for potential future sales

20. • Data strategy built on solid foundations of
• Scientific research on the target audience
• Leveraging it to build up knowledge of the competition (CRM)
• Creative proposition addressed known issues in fun way
• Offer and competition incorporated
• Testimonials work
• Timing in manageable waves
• Immediately impactful creative/different was engaging/interesting
• Call to action with limited deadline