CSG International / "IVR"
Three-Dimensional Mailer
Personalized Video
Web Page
Objective: Raise awareness for CSG's automated voice solutions and book meetings with highly qualified leads.
Challenge: Audience consisted of 150 executives at the vice president and director levels in the contact center and customer care departments of financial, cable, telecommunication and retail industries. The challenge was to stand out amongst the hundreds of direct mail pieces these executives receive a month.
Solution: Hodgson/Meyers developed a mailing tin that contained an MP3 player with a personalized video message touting the company's video capabilities. An eight-page informational booklet accompanied the video message. Both were given an espionage flavor, directing video and dossier to the recipient for their "eyes and ears only." When recipients pursued more information on a landing page, they were greeted with a second video message, again reinforcing the benefits of CSG's automated voice solutions.
Results: Typically, direct mail generates a 1.5% response rate. Three percent is considered very good. CSG set an ambitious goal of 7% - 10% of recipients scheduling face-to-face appointments. To date, the effort has garnered a remarkable 12% response rate. Mission accomplished and then some.
