As an early Christmas gift to you, we present the Divvy Pizza Campaign for your research and development purposes. In this post, we will walk you through the creative brainstorm that lead us to one of our most successful marketing campaigns to date. We understand that direct mail campaigns can be difficult and costly so we needed to create a marketing piece that was so creative, our target market could not help but pay attention. Now for your viewing pleasure, we would like to show you how we did it:

The Marketing Campaign Challenge:

The goal was to showcase the capabilities of the Divvy product to franchise businesses. Our call to action for this campaign was for business owners to sign up for a FREE DIVVY DEMO. Hint: When creating your next marketing campaign, make sure your call to action is easily measurable.

The Solution:

For most companies, a direct mail marketing campaign receives anywhere between a .5% – 2% response rate. In order to get the best response rate in the history of marketing campaigns, we decided to send marketing collateral to 50 specifically selected franchises that we believed could benefit from what Divvy offers. Hint: By spending more time understanding your target market, you can focus your call to action and receive a higher response rate.

Through a collaborative effort between executives and marketing teams, Alexander’s created the Divvy Pizza Campaign. A three-piece marketing statement with creatively designed pieces to get our target market’s attention. We chose the pizza motif because it lends itself so beautifully to our message which was “Are you getting your slice of the market?” and “Are your franchises getting their slice?”

The Product:

Another key point to this marketing campaign was the personalization we added to each individual piece we printed. From the pizza box, to the accordion folded brochures, to thank you cards and journals, we even added a PURL (personalized URL) for each client. Hint: Create a product that “jumps from the junk” so to speak. Find a motif or company slogan and run with it.

The first mailer was this cleverly designed pizza box, full of informational marketing material, personalized invitations, etc.

The second mailer we sent out was a delivery truck full of personalized notepads, thank you cards, brochures, magnets, pens, mints, etc.

The third mailer was a personalized journal with invitation from Charlie Alexander.

The Result:

To date, we had a 22% response rate on our call to action. Seriously 22 PERCENT! Out of the Divvy demos we scheduled, 18% are now using the Divvy program for their franchise organization. If all the pending sales go through, we will have a 54.5% total response.

Some of our recipients loved the Divvy Pizza marketing campaign so much that they are now designing and printing a similar campaign with us. If you are interested in what the cost of creating a similar campaign for your company would be, we would love to meet with you!