This is one of the most innovative examples of 1:1 direct marketing. Personalization and relevance is such an important principle of a high-ROI campaign…..this campaign delivered a 36% response rate!!
The flyer showed a Porsche parked in the homeowner’s driveway.
1. How can marketers win the attention of people who throw flyers away without even a glance? Put their house on it. At the end of June, Lowe Roche advertised Toronto luxury car dealership Pfaff Auto by driving a new Porsche to select homes in affluent neighbourhoods. It then photographed the car in each driveway, and designed a personalized flyer for each house with the photo and the tagline: “It’s closer than you think.” They’ve seen results: Since then, 36 per cent of those targeted visited the Pfaff website. Digital advertising has brought greater pressure to more traditional formats such as direct mail, agency chief executive officer Monica Ruffo said. Not only that, but “new media permit targeting like never before and create an expectation of ‘no waste.'”
SUSAN KRASHINSKY – MARKETING REPORTER
The Globe and Mail
Last updated Thursday, Jul. 19 2012, 7:39 PM EDT