Valentine’s Day Raffle Program

Quality Letter Service recently implemented a unique program that not only thanked our customers for their business in a personal way, but engaged them across many channels to begin a dialog about their lead generation needs. 

OBJECTIVES

Create a program that not only delivered a simple gift, but also promoted a lead generation program that demonstrated our integrated product and service offerings.

STRATEGY

Send a gift (Valentine’s Day chocolate) with an enter-to-win raffle offer – the recipient follows a PURL to custom landing page to enter for a chance to win a gift card ($50, $75, and $100 value) and Zagat Guide -- Responders confirm the effectiveness of the ‘Q Approach’ and how they can market to their own audience using the same tools.

The highly personalized dimensional package with chocolate included:

• Label on the outside of a Valentine tin with little hearts spelling out the recipient’s name.
• On the inside, a fold-over card personalized with heart image.
• Message on inside of card wishing a Happy Valentine’s Day and encouraging to enter to win.
• Card was “from” the individual Account Representative that worked with them
• Under card, wrapped in red and purple tissue paper was a chocolate heart package.

Online response was captured as follows:

• The recipient followed the PURL to a custom landing page.
• The custom landing page prompted the recipient to enter his/her E-Mail address
• Upon submitting, a confirmation E-Mail was sent to the recipient along with a document providing examples of Integrated Programs for Fundraisers and Firms.
• The Account Rep was immediately notified via E-Mail.
• The Account Rep followed up within 24 hours of each entry – allowing the recipient time to read the document prior to the call.

RESPONSES

• 80% of the Valentine’s packages were mailed to existing customers
• 24% of the respondents followed through using the PURL
• An additional 5% responded “thank you” via E-Mail or with a phone call
• Many other unsolicited positive responses when we encountered other recipients.

RESULTS    

• All that received the promotion appreciated the chocolate and the gesture!

• A video of the drawing from our trade show booth was posted on YouTube.

• All of the respondents were personally contacted by an account representative.
• Several respondents have placed orders for digital printing services and self-mailer card mailings with personalized images
• The program was memorable and continues to be a recurring enjoyable topic to discuss.
• ROI was140% within the first 6 weeks!  Sales continue from these clients.  Additional significant proposals are pending.

For additional information on Quality Letter Service Products and Services,  please send us a note on the ‘Contact Us’ page.