|
|
|
|
|
Great Circle Family Foods - Krispy Kreme
|
|
|
|
The inaugural Customized MarketMail™ customer generated an 11% return rate.
|
|
|
 |
WHO:
|
Great Circle Family Foods - Krispy Kreme
|
|
|
WHAT:
Using Direct Mail to drive business was new territory for Krispy Kreme. Fortunately for them, demonstrating the power of the mail is the Postal Service’s business. With Customized MarketMail, companies and advertisers are able to match the shape of their Direct Mail to their products.
The inaugural mailing of Customized MarketMail was a Krispy Kreme-designed coupon mailer in the shape of an actual box of Krispy Kreme doughnuts (although on a slightly smaller scale). The only thing missing was the great “hot to go” aroma. The offer of “buy a dozen doughnuts, get a second dozen for a dime” was cleverly packaged under the headline of “Give us ten (cents). We’ll give you twelve.”
“Krispy Kreme does not traditionally do Direct Mail, but with the approval of Customized MarketMail, we were able to develop a much more exciting marketing piece to mail to our customers,” said Amy Inabinet, marketing manager, Krispy Kreme. “We designed an eye-catching promotion, featuring an open box of doughnuts and a special offer on the back. We expect this new mailing opportunity to provide a better response than traditional mailing efforts.”
“The Postal Service™ is changing the way businesses mail and we’re pleased to have Krispy Kreme as our first CMM customer,” said Nick Barranca. “This new product offers advertisers and direct mailers an opportunity to deliver a highly targeted message that differentiates their product and provides maximum impact in the mailbox,” he added.
|
|
|
WHEN:
|
|
RESULTS:
11%. “When we send a typical Direct Mail piece to an unsolicited party, we generally get a response rate of two to three percent,” said Lisa Ducore, vice president of marketing for Great Circle Family Foods. “For a mailing to prospective Krispy Kreme customers, this was an extremely successful campaign. The unique look and shape of this mailing definitely caught the attention of prospective customers.”
The mailing achieved significantly higher response and coupon redemption rates than Great Circle Family Foods has achieved in the past. According to Great Circle Family Foods marketing manager Amy Inabinet, “This was a fun, new offer that we hadn’t done before. We believe that the irregular shape of the Krispy Kreme Customized MarketMail Direct Mail piece, coupled with the high quality image of our Original Glazed doughnuts, made for very excited customers and employees, and led to the very high response rates that we witnessed with this test mailing.”
View front of mailpiece (jpg).
View back of mailpiece (jpg).
|
|
|
|
