- Direct Marketing - HP
Hewlett-Packard has run a Canada-wide event called Adapt to Change for the last 3 years. Technology professionals and executives are invited to the event via direct mail invitations, email and telephone. In Year 1, HP mailed approximately 80,000 invitations and reminders to promote the event. The total attendance at the event was 441. In Year 2 and Year 3 new DM techniques were deployed to increase ROI for the program.