Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
MarketingSherpa Email Summit 2015 - SAVE $700 - VIP PRICING ENDS THURSDAY
Apr 16, 2001
Case Study

Ad Agency Gets 65% of Busy Execs to RSVP for a Party

SUMMARY: No online marketing here - this Case Study is about a direct mail campaign that San Diego agency Mentus used to convince busy clients and prospects to drop everything to come to their party. If you are creating an invite for a corporate event, this is worth reading.
CHALLENGE

In order to celebrate its 20th anniversary, marketing and PR firm Mentus Inc. wanted to throw an on-site party. Their goal, to get loads of top executives and media in the San Diego area to attend. Only problem, these types of busy people are hard to catch the attention of, much less convince to drive across town for an event.

CAMPAIGN

Creative Director Rex Anthony decided a direct mail campaign was his best bet. He wanted the mailed invitation to be compelling, without being too in-your-face. He says, "We wanted to convey a message in an understated manner. However an invitation has to be read."

The answer, he felt, lay in production values -- specifically in choosing just the right paper stock. Anthony says, "In addition to eye appeal, I wanted a paper that could be felt. The sense of touch cannot be underestimated." His local paper distributor, Angela Benson of Nationwide Papers, helped him gather a wide variety of samples. The final winner, 80# Keaykolour Metallic paper from Curious, is fairly lightweight yet luxurious-feeling stock in a shimmering charcoal color.

In order to catch attention while remaining businesslike, Anthony chose to mail the invitation in a #9 white, closed-face business envelope. (#9s are slightly smaller than #10 envelopes that most business mail arrives in.) The invitations were addressed with printed pressure sensitive labels. First class postage was applied with the regular office postage machine.



RESULTS

More than 65% of recipients RSVPed to attend the party. Guy Iannuzzi, Mentus Founder and Partner says, "Getting that many busy people to call and say whether they were going to attend or not is simply amazing."

In fact, we know weddings where that many guests don't RSVP without extra prodding.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions