Bespoke Direct Mail Packs
The Marketing Lounge Partnership Consultancy (MLP) are an independent marketing agency, based just outside Manchester, who deliver insight and research driven multichannel marketing campaigns that increase sales, retention and advocacy through customer engagement. MLP offer a range of services that can be tailored to each customer including: customer acquisition, customer loyalty, mobile engagement, affinity partnerships, customer research and fulfilment solutions. The company works with some of the UK’s biggest names in the financial services, telecoms and retail sectors using their main ethos of Engage, Think and Deliver. And it is the well-known brand; Virgin Money that MLP required Cestrian’s help in producing a customer loyalty campaign for their brokers.
The Brief
Targeted at individual mortgage brokers, the received brief was to produce some sort of packaging design that would contain a ‘Party in a Box’ as a reward for hitting their monthly targets. The box contained everything you needed for a Friday afternoon office party; from drinks and snacks to decorations and party games.
Challenge
The box was to ‘WOW the receiver when it arrived so there would need be a few surprises as it was opened. All items inside the box were to be safe in transit and arrive presented in the same position as they were packed in. The box contained a few heavy items such as bottles and decorations so it was important that the packaging was light in weight to minimise distribution costs. The fulfilment and distribution consisted of 320 boxes to be sent out over 12 months. However, some of the party items only had a short shelf life so they couldn’t be made up at the start of the campaign and stored ready for monthly despatch.
Solution
Cestrian took the initial brief and designed a 3D model for the box packaging so the client could view all sides and inside before mock-ups were made and it went into final production. To ‘WOW’ the broker, a helium balloon was released and flashing lights embedded into a foil board were triggered when the box was opened. Die cut display holders were produced and fitted inside the box to keep the bottles, glasses and various boxes in place during transportation. The packaging was made from corrugated cardboard, which was light in weight, fully recyclable, and kept production costs down. The boxes contained food and battery powered lights so only a percentage of the boxes could be packed each month. A fulfilment schedule was produced along with a packing checklist to ensure that each box was consistent and contained the correct items.
Results
The solution provided the following benefits: – Delivered fun and innovation to a dull Friday afternoon in the office. – Encouraged broker morale and loyalty. – A high impact and highly perceived value product. – Production costs kept to a minimum to meet the client’s budget requirements. Our dedicated team of specialists can help you create and distribute the right product no matter how unique or particular in design.
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