Alan Rosenspan: Beat the Control

Direct Marketing
and Mail Order
Association
www.nmoa.org

Click for a larger view

We beat the control three different ways for Scotts Lawn Service.

First, we improved their existing control by putting the offer right on the outer envelope — and including a chart on the back. This increased response 31% over the control.

Second, we added a lift note to the control that lifted response by 21%. The best part about these two changes were that they cost Scotts very little to implement.

Third, we did new creative that improved response by over 50%. We've entered the campaign in this years Echo Awards. Please click here for the whole story.

Click for a larger view

The American Express Legal Services Plan is designed to protect Cardmembers against rising legal costs and unexpected emergencies.

The client asked us to rename the plan — which we did — and create a direct mail piece that improved response.

We tested two different packages — both of which beat the control.

How did we do it, and what lessons can you apply to your next program? Click here for the full story.

click for larger view	Systems Paving makes and installs beautiful interlocking stones for the driveways, walkways and patios. They have over 10,000 satisfied customers across the country. When we first started working with them, we came up with a very innovative offer. Our idea was to show homeowners exactly what their new driveway or walkway would look like before they buy. The offer: Systems Paving will take a "before" and "after" digital photo of your house so you can see exactly how it will look in just minutes. And there's absolutely no cost or obligation. This new package beat their long-standing control by almost 50%. Click here for the entire story.

click for larger view	Kaiser Permanente is the nation's largest and oldest health care company. Their message: quality health care at an affordable price. Their previous direct mail pieces were well-written, clean - almost clinical. Our first package for them focused more on doctors, and included several photographs. The new "You Told Us" package increased response over 60%. We've done several additional packages since, including an X-ray package that invites prospects to take a closer look at their current health care plan to see the hidden costs.