Is your business facing marketing challenges? No challenge is too big to be overcome, just check out these marketing success stories to inspire you to get your business through hard times.
1. NAB Group
The challenge for banks is that over time, technology progresses and there has needed to be a transition from traditional print communications channels like direct mail, to electronic mail. For NAB, the difficulty lay in the fact that a lot of customer data was located in isolated locations and there was a risk of compromising data integrity. There were also multiple fees associated with the different platforms.
The marketing solution that was put in place incorporated email, SMS and intelligent print by introducing a single ‘pane of glass’ platform that eliminated the need for multiple vendor contracts and reduced the risk associated with data integrity.
This new system has allowed NAB to improve the customisation and automation of its customer communications and save costs by aggregating email and SMS volumes. NAB can now communicate with any customer via their channel of choice and are able to use the insights gained from the customer data to create targeted and relevant customer communications.
In the lead up to the 2014 FIFA World Cup, Luxbet wanted to grow revenue by targeting dormant accounts. They had previously used email as their primary marketing channel.
Many businesses believe that print marketing is dead and electronic means must be used to reach customers. However, Luxbet used direct mail to engage with 80,000 dormant account holders by creating A4 letter offers and personalised printed tickets with the offer. The campaign achieved an average conversion rate (number of re-activated accounts) of 21% across all five segments.
3. Acute Hearing
Acute Hearing are a family operated hearing clinic who wanted to use the NSW Seniors Card database to acquire new customers. The challenge they faced was that the NSW Senior Card keep a secure database against the risk of unwarranted communications.
Blue Star Direct acted as a middleman ensuring no member data exchanged hands. Therefore, by being able to maintain a strict level of security for the NSW Senior Card member database, Acute Hearing were able access this database and as a result, use the database to direct marketing at their target market. This allowed Acute Hearing to achieve an ROI between 350-700% for each direct mail campaign.
Boral wanted to introduce multiple inbound services into their business including document sort and preparation, data extraction and Proof of Delivery (POD) verification of dockets for its business units, in order to improve operational processes. There was lots of room for error and duplications as the business was delivering over 10,000 scanned PODs every day at a high cost.
Boral implemented a system whereby all documents are scanned and images are verified using an automated and manual intervention and transferred to Boral for electronic archival. The project delivered immediate results for Boral.
This charity is funded by donations and fundraising so faced the challenge of building more awareness to new and current donors with a small budget. The goal of their marketing campaign was to attract new and current donors by highlighting the benefits of donating.
Very Special Kids used a personalised direct mail campaign to achieve this. As a result, over 10,000 personalised letters were mailed and the charity were able to attract 54% more new donors than the previous year.
6. Baw Baw Shire Council
Until 2015, the Baw Baw Shire Council weren’t using email or SMS as a channel to reach their customers. The objective of their marketing efforts became to reach out to the community via electronic communications in order to reduce costs to allow them to re-invest money into the community.
This was difficult as the Council only held email addresses for community members who had a distinct area of interest and those people could only be contacted for purposes to which they had opted in for, therefore a mass gathering of email addresses and permissions was needed.
The Council cleansed its existing database and mailed residents asking for their details. They created a competition to incentivise people to hand over their details. Reaching out to over 25,000 residents, the council was able to achieve a 32% response rate and as a result, save around $6,600.
Twice every year the Warrnambool City Council distribute a questionnaire to business owners to gather information to help improve its rating valuations. Performing this process manually required significant council resources and human error would cause inaccuracy in data. Therefore, the business wanted to automate the process.
The questionnaire was re-designed into a format that enabled it to be scanned and to allow for digital collection of data. This new campaign received a 31% response rate and 99% accurate in data.
In 2013, the Mackay Regional Council wanted to improve customer experience by reducing the retrieval time for documents requested. Around 55,000 paper files over different formats and sizes held by the council in storage needed to be transferred to digital storage. Many of these documents were also stapled together and contained highly confidential information which posed a major challenge.
To overcome this, a system for tracking, indexing and validation was put in place to transfer the files. The files were transferred from the Council and each one was allocated to a box with a unique barcode for tracking. The contents of every box and file was logged at the new location to keep and end-to-end audit control.
Each file had its staples and paperclips removed and was then sent to the scanning room. An Optical Character Recognition (OCR) process was performed on each scanned image which captured the index fields and produced PDF files. All hard copies were then destroyed.
By meeting weekly targets for digitising the records, the project was able to be completed within the three year timeframe.
The Australian Catholic University needed to print and distribute examination papers to its multiple campuses across Australia on time for the exams. The challenge was that printing exam papers requires a tight timeframe that is non-negotiable.
The university were able to find a supplier that had sites across the country so were able to print and package paper for delivery from the closest site to the university as a reduced print cost, and reduced freight time and costs.
How your business can be a success story
Each of these businesses have proved that any marketing challenge can be overcome, and each of these successes were with the help of Blue Star Direct. If you’re looking to improve your business’s marketing campaigns, contact Blue Star Direct for a free consultation.