Warren Direct - Case Studies

Objective
Warren Direct was tasked with developing a campaign to drive 525 high level executives, including senior vice presidents and CEOs, to visit the Kinko’s exhibit at the American Bankers Association conference in Hawaii. The goal was to drive 100 qualified attendees to the exhibit.

The Marketing Strategy
Because the time of high-level executives is valuable, we realized that packaging and delivery were critical elements that would help us get the message in front of our target.

The Warren Direct team devised a plan to send three mailings. The first mailing was sent one week before the conference inside a Priority Mail sleeve and included a simple letter from Kinko's along with a 52-page "Official Vacation Planner for Hawaii" and separate color map of the island. A "Guide courtesy of Kinko's" sticker was placed on the front cover of the Vacation Planner and included a line encouraging them to stop by the Kinko's exhibit at the show "next week." This strategy was cost effective because the guides and maps were procured free of charge from the Hawaii Department of Tourism. We chose the vacation planner because we knew these executives would be taking long flights to reach Hawaii and many were extending their trip for rest and relaxation.

The second mailing consisted of a FedEx package sent directly to the Hilton resort where the executives were staying. Inside the package was a letter and VIP Golf Ticket personalized with their name, company and bar code containing all of their address information. The letter described the services Kinko's offers to banks and encouraged the executives to bring the ticket to the exhibit where they could learn more and be entered to win an All Expenses Paid trip to the Kinko's Classic PGA golf tournament in Austin, TX. Five second prizes of PGA tickets were also offered.

The final mailing included a FedEx package with a letter thanking the executive for stopping by the exhibit, along with a brochure about Kinko's services for banks. As a courtesy, we also enclosed an extra copy of the show attendee directory.

In addition, we negotiated a deal with the American Bankers Association whereby Kinko's received a full-page color ad on the back cover of the Show Attendee Directory in exchange for printing it. Kinko's had the only ad in the 32-page directory, and their logo was also used on the front cover.

The Results
With a goal of 100 qualified visits to the exhibit, Kinko’s reports that, of the targeted 525 attendees, 225 visited the exhibit. By all accounts, Kinko's was very happy with the conference results and said that many people complimented them on their marketing and thanked them for the map/vacation planner.