The Taylor Company is the UK's leading distributor of Soft Ice Cream Machines and relies on direct mail to secure qualified sales appointments for its sales force. Changes in postage regulations and increases in the cost of postage required a new approach to its traditional, annual, sector specific mailings.
The Taylor Company
Direct Mail for Qualified Sales Appointments
MK planned a direct mail campaign using a single, 8 page mailing piece to promote advantageous profit profiles to the convenience and fast food sectors. The campaign was targeted by region, by mailed volume and by sector to produce a continuous flow of UK wide qualified leads. MK provided copywriting, design, print procurement, data specification, data cleaning and list purchase of over 106,000 items across 12 sectors mailed in 23 weekly lots from March to October with full campaign management.
In a poor summer climate, response rates remained comparable with previous year's activity creating a sound base for the sales force to operate against in an extremely competitive environment.
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