marketingRadar is an established Data driven practice helping clients drive increased profit from Marketing. Our brief was to introduce its latest product, Radar Marketing Suite, designed to give medium sized companies direct control over their database marketing from their desktop.
It was agreed initially to create a lead-generation direct mail campaign aimed at travel and retail prospects, with a brochure for follow-up. As the prospects have marketing or management, rather than IT roles, the challenge was to create a campaign which quickly conveyed the advantages offered by the new software, without involving the reader in too much technical detail.
Themed around the frustration of dealing with third party database management companies and mailing houses, the campaign focuses on the time saved in a style that complements marketingRadar’s ‘straight-talking’ brand.
Further elements of the campaign, including emailings and case histories, are in development.