“We wanted to educate marketing executives about the capability of creative direct marketing and the power of personalization. And we wanted to build up this part of the business, and naturally, create a good sustainable sales pipeline for ourselves.” Brenden Rolston – Managing Director, ActionHQ
Aimed at 2000 influential marketing managers in and around Auckland, the campaign was designed to be engaging, fun, and of course, yummy. It also had to prove to their target market exactly how effective it was by clearly showing the response rates (from engagement through to conversion and lead generation) throughout the duration of campaign.
ActionHQ used PersonalEffect TransMedia, which has a comprehensive range of dynamic variable data printing and multichannel capabilities as well as a full suite of campaign planning and analytics tools. They also took advantage of Circle, XMPie’s campaign planning tool, to map out the flow and structure of the campaign.