Anthem National Accounts' Kelly Colbert on the Use of High-Impact Direct Mail (targetmarketingmag.com)
In the B-to-B world, especially when targeting benefits managers and human resource managers from corporations with at least 5,000 employees, sending yet another #10 envelope and follow-up e-mail just won’t do the trick. These folks are bombarded on a daily basis and tend toward the purge/delete response. But they might, just might, stop for a second with high-impact direct mail, especially if it not only catches their eye, but also starts a conversation.
That is what the “Ecosphere” campaign did for Anthem National Accounts, a division of Blue Cross and Blue Shield. Co-conceived with the agency Wikreate, the glass globe containing self-sustaining shrimp and algae was sent in a box, with the message, “Simple … is more complex than it looks.” It went out to 500 companies and earned a phenomenal 22 percent response—with prospects either going to the microsite or calling an Anthem representative. Respondents also averaged 3.5 minutes on the microsite, with 50 percent of them leaving testimonials about its video.