Pfaff Porsche took targeting to a whole new level with its recent highly creative direct mail campaign sent to only 60 select homeowners in affluent Toronto neighborhoods. MediaPost.com detailed the direct mail campaign, which involved parking a Porsche Carrera 911S in each homeowner’s driveway and taking a photo that would be printed on a custom postcard. Beside the picture was the phrase, “It’s closer than you think” and the website, MakeThatPorscheMine.com, which invited recipients to test-drive the Porsche of their choice, which the dealership would bring directly to their homes. The direct mail generated a 32 percent response rate, which is astounding, since a 2 percent rate is considered a great success. Now, the overwhelming response is driving Pfaff to think about another customized direct mail campaign, yet expanding it to a larger audience of 3,000. Looks like a little creativity is the key to direct mail marketing success.
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MDG Advertising, a full-service Florida marketing firm with offices in Boca Raton and New York, NY, specializes in developing targeted Internet marketing solutions, exceptional creative executions and solid branding and media buying strategies that give clients a competitive advantage. Our core capabilities include branding, logo design, creative, digital marketing, print advertising, direct mail marketing, media planning and buying, TV and radio, Web design and development, email marketing, social media marketing, and SEO.
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