Direct Marketing

The first step of the program used the cost-efficient double postcard format to make the offer of a Self-Evaluation Guide. This was a self-qualifying offer since the only prospect with interest in this offer would ultimately be qualified to influence or make the purchase decision. The guide, in addition to serving as a useful tool for a qualified prospect, provided a forum (within the questions contained within) for us to allude to product benefits and features. The guide package included a 2nd-step offer: an on-site technology audit with a written report (deliverable), which detailed costs, schedules, next-steps and quantified bottom-line benefits. Again, those accepting the next step offer were, by definition, relatively well qualified
prospects. Mancini Creative developed every element of this campaign from original concept and offer development, through creative concept, copy, design and print/mail production management.