What do premium goods consumers want? They want something special that makes them feeling special. We could attract the target consumers through traditional advertising, events and such. However, since these channels cannot provide intimate 1 on 1 communications, DM was an appropriate channel to execute our campaign. When a target receives the RS 7 DM, he or she would have a close look, rather than passing it away. Also, they would understand & get interested in our product, as the RS 7 DM explains itself. The best case? DM items placed on their desks attracting others interests.

DM delivery - 600 targets. Response to our call center - 67 product related calls & 35 DM related calls from recipients - total 17% of responses (9 times higher than the normal DM’s response rate - around 2%). RS 7 sales from 07/Mar/2014 to 21/Apr/2014 was 19 units (Price: 103,930 EUR), and this is already 22% of the annual sales target. Some recipients posted their DMs on their blogs, and we even got calls from non DM recipients asking for the DM. All these resulted from a 14 EUR DM (per each).