B-to-B, $10 Million to $75 Million
The campaign: The merchant introduced new full-color hi-def printing capability, offering the clarity of traditional four-color printing at a lower, more accessible price. pc/nametag mailed out its Spring 2012 catalog with personalized cover and editorial content, used multiple email campaigns, featured the new printing capability on its homepage, used a campaign landing page and relied on online banners.
The result: Thegoal was to increase sales by 150%, and sales were up 179% in the first half of 2012.
What the judges loved:
Glenda Shasho: “The personalization on the catalog cover was impressive, dramatic and surely generated a lot of attention.”
What could have been better:
Jenny Super: “Email campaign contact strategy appeared to be inconsistent 1/18, 2/28 – 6 weeks and 3/13 – 2 weeks with the opportunity to shorten the time between as well as a consistent contact (2-4 weeks but the same).”