Gandlake
Direct mail generates leads for Gandlake’s latest product
Context
Gandlake is a market leader in the supply of e-Presentment, document storage, large scale print and mail operations and online Identity Management solutions. Customers include Local Authorities and Local Government Agencies.
Campaign Title: Service Evolution
Brief
Gandlake needed a lead generation campaign to promote the launch of its new product suite; The Service Evolution Platform. Requiring a new creative concept, including an incentive offer and copy, the campaign needed to explain the benefits of Service Evolution and invite the audience to Gandlake’s exhibition stand at the official product launch. By driving the audience to the conference, Gandlake would be able to deliver the benefits and engage in one-to-one relationships, rather than telling the whole story via tactical communications.
Objectives
- To conceive, develop and deliver a creative solution to promote the Service Evolution
- Achieve response by encouraging audience to attend a product launch and conference
- Develop ideas for an incentive (must not be personal – Government regulation)
Solution
- Creative Development & Delivery
- Incentive – £1,000 charity prize draw
- Application of creative development to a three piece jigsaw DM campaign and e-Brochure
Results
- Gandlake’s highest response rate to a DM campaign, ever
- DM created a buzz at the product launch, with flattering comments about Gandlake’s marketing
- Long sales cycle means that generated business is yet to be established
