Utilities Direct Mail Case Studies
Greenstar: Attention to Cork!
Agency: Acorn Marketing
Waste management is a low involved utility. Everyone has a bin provider, but it is not top of mind to switch or make changes to this service. This customer acquisition campaign ran in Cork City by Greenstar with the objective of getting residents in Cork to switch their waste service over to Greenstar. This integrated campaign was highly targeted, direct driven and all elements were measured and tracked to see how each element of the campaign contributed in terms of cost per lead, cost per sale and return on investment. The campaign ran across direct mail, inserts and radio. It shows how successful a campaign can be once the proposition to the market is the right one, and the right vehicles are chosen to reach the target audience.
Bord Gáis Energy: At Home Bill Inserts
Bord Gáis Energy's At Home communications represent a key cost effective tool for driving customer satisfaction and loyalty. It is used as a multi purpose vehicle for communicating a wide range of products and services as well as sponsorship activity.
ESB: Your Home this Season
The Your Home This Season magazine places the customer at its heart and offers value. Customers spontaneously associate the bill insert as being warm and modern. The magazine has had a dramatic impact on brand perception with customers saying the company is 'more in tune with people' and is 'giving something back'. Your Home This Season has created a new benchmark for utility bill inserts.
PrePay Power: For the person who hates paying bills in this home
Agency: Acorn Marketing
PrePay Power is Ireland’s new ‘pay as you go’ electricity provider. They launched in 2011 with a unique targeted campaign that tested door drops and consumer message to drive effective customer acquisition. The campaign was conducted cost effectively to a specific area of households in Dublin as a controlled launch pilot designed to give learnings to ramp further and scale nationwide. This campaign demonstrated how to cleverly use door drops to drive response rates close to that of addressed direct mail. It also shows how media testing can provide you with a platform of results and analysis to scale demand further as you ramp up your volumes. The campaign delivered an exceptional ROI with customer acquisition numbers 307% of plan.