Matrix International Case Study

Problem: Matrix International, located in Norwalk, Connecticut, contacted our advertising agency to see if we could help them with a marketing campaign to promote an upcoming web seminar, or webinar. They had already received quotes from local Connecticut advertising agencies and decided it was just too much money for what their budget allowed.

Solution: Our advertising agency proposed a number of possible solutions but in the end, it was decided that a postcard marketing campaign would serve their needs and budget best. We proposed an advertising campaign that consisted of sending three separate mailings, one week apart to recipients on a targeted mailing list. By introducing their company at regular, staggered intervals with three different but related messages, Matrix International would be able to create a higher impact on their audience than the typical postcard shotgun approach. The last postcard would invite recipients to the webinar. We also strongly suggested following up with each mailing either by phone or e-mail as a form of compound marketing.

Results: As a result of the 'three regular mailings' approach with the targeted audience, coupled with the eye-catching visuals and fitting messages of each postcard, our client happily reported a 13% response rate for their webinar. The typical response rate to a shotgun approach campaign is 2% to 5% and sometimes as low as 1%. Matrix International has taken this effective advertising campaign a step further by re-printing the postcards and using them for other webinars.