To develop and grow new business in the German market, a direct mail campaign was created to share Prophet’s point of view and capabilities.
Prophet used the concept of an “inspiration suitcase” to encourage thinking about challenges in a different way. The suitcase contained a number of items to surprise and delight, to showcase critical thinking, and to share examples how Prophet helped select clients. Items included a sampling of exotic chocolate combinations, an abridged version of Prophet Chairman David Aaker’s Aaker on Branding book, and a collection of case studies specifically targeted to each audience. Mailings were created for a general audience, and also directed to automotive, financial, and retail industries. A boarding pass offered a call to action.
Labels and packaging were designed and coordinated here in the U.S., but production was carried out by a German mail house. Slight packaging changes were made to lower costs and efficiencies.
Overall, the mailing was a success, starting many conversations, generating many inquiries, and shining a light on Prophet, and specifically the Berlin team.
This promotional mailing was orginially with an orange outer box, with all four items safely contained within.
Item #1: A collection of Vosges Chocolates that combined exotic flavors with chocolate. Flavors included curry & coconut, chiles & cinnamon, and cinnamon, sugar, & bacon.
English translation: "New growth needs fresh ideas. Who said chocolate and salty bacon do not go together? Additional market shares, better margins and higher customer loyalty may not be achieved with the milk chocolate, but they are with fresh ideas. Want to taste? Try it for yourself!"
Item #2: An abridged version of Aaker on Branding from recognized authority on brands David Aaker.
English translation: "New growth occurs by relevance. The easiest way to new growth: understanding and meet the unmet needs of your customers. To succeed, you must make your services relevant and redeem your value proposition through a unique customer experience. How? Find out here!"
Item #3: Custom-printed booklet containing case studies of Prophet. For each client story told, the booklet explored the Challenge, the Solution applied by Prophet, and the Results specific to the finance, retail, and automotive industries.
English translation: "New growth requires hybrid thinking. Catchphrases like digital transformation, customer centricity, hyper competition or “in realtime” show business this hard truth: our world is changing so quickly and persistently that companies need to reinvent, to compete to stay, and to generate new growth. How? Find out here!"
Item #4: Boarding pass acted as a call to action.
English translation: "New growth begins with a first step. Good business is people’s business. Do you want better, faster and more sustainable growth? No problem, give us a try. Together we will identify on a day the key drivers and the initial ideas for better growth of your company. Interested?bContact us. stöckle@prophet.com"
This booklet foucused on the automotive industry, and featured relevant case studies, and an interview with a firm partner with experience in the automotive field. Each booklet is titled "Neues Wachstum erfordert hybrides Denken," which translates to "New growth required hybrid thinking."
This booklet featured case studies relevant to the current state of the finacial services industry, and an interivew with an exeprienced partner.
This booklet featured case studies relevant to the healthcare industry, and an interivew with an exeprienced partner.
This booklet featured case studies relevant to the current state of the retail services industry, results from a consumer story, and an interivew with an exeprienced partner.
Production issues led the team to alter the outer box color to dark gray, instead of the proposed orange, resulting in a cleaner, more sophisticated presentation. [mailhouse photo]
Items were snuggly secured within the box with a foam insert. [mailhouse photo]
