VAIS Technology / New Product Direct Mailer
VAIS Technology is a long-standing client. We usually handle four to six projects a year for them; however, this project was out of the norm. Previously, their products were designed exclusively for Toyota and Lexus, but this new product was the first time they were extending beyond their core focus to include other carmakers including Honda, BMW, Dodge, Ford, Porsche, Scion and Subaru.
We knew we had our work cut out for us convincing a whole new audience to take a look at VAIS products. The challenge was compounded by the fact that VAIS isn’t exclusively a consumer-facing brand, so we would be creating a single mailer talking to dealers/parts managers and aftermarket installers as well as drivers of these car brands.
Fortunately, the product itself is a winner, providing an aftermarket solution for satellite radio with one feature nobody else was offering. However, instead of taking a product-as-hero approach to the mailer, or focusing on that single feature, we did a little exploring and discovered there were a good number of drivers frustrated with the limited station choices their “free” radio offered. We chose to address these frustrations head on as the mailer’s focus, and we intentionally chose a playful, light-hearted approach. We felt this would be a good way to grab people’s attention and make them smile, while offering enough product information to get them to inquire further or request the product for their vehicle. It definitely worked.
Results: Right off the bat, the client saw an increase in hits to the website and a jump in sales. Their initial mailing drove an 8% increase in product sales. (Especially noteworthy because a 3% response to a direct mailer is typically considered excellent.) They were so happy with the initial results, they are looking to do a few additional mailings in the upcoming year.