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