Development of material for a direct marketing campaign.
Business Challenge
Client wished to develop awareness and sales in the SoHo and small to medium company sectors. Direct mail and email were the chosen vehicles but guidance was required on the content of the communications.
Solution
A series of mini (3 to 4 persons) focus groups took place with a wide range of company types and sizes with <500 employees. A range of stimulus material developed in the US was tested for its suitability to the European audience.
Results
The focus groups gave a clear direction on what elements of content and design were effective in generating awareness, influence and purchase action.
