It can be extremely challenging to reach the right decision-maker with the right message and offer at the right time – especially in human health. I worked with my sales team to create a fun 3D drip mailing campaign to reach buyers with decision-making power at pharmaceutical companies and contract research organizations seeking temperature-controlled packaging for clinical trials. We exceeded our goals by 66%, securing meetings with the buyers when traditional inbound and outbound tactics didn’t work.
Berlin Packaging’s Dangerous Goods Division launched a new line of temperature-controlled packaging that was truly innovative. We’d tried phone calls, email, geofencing campaigns, and direct mail to reach the buyers with decision-making power at 18 targeted pharmaceutical companies and contract research organizations.
A 3D direct mail drip campaign over a 3-week period featured an eye-catching rubber prop – a “melted ice cream cone” – in a competitor packaging replica to show its inferiority – as well as a soft-sided food/drinks cooler and a gift card for a real ice cream cone. (Check out the photos below).
• 28% ROI (sales) on a budget of less than $5,000
• Exceeded marketing goals by 66%
• A new foundation for building long-term relationships with companies that hadn’t done business with Berlin Packaging’s Dangerous Goods Division.
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We decided on an offbeat, fun way to catch the attention of senior buyers at the pharma and contract research organizations we were targeting with this 3D mailing drip campaign.
We constructed replicas of competitor packaging to demonstrate the cause of the "melted ice cream cone."
We crafted a letter and glued a gift card for a real ice cream cone to it, and sent it with our branded marketing collateral.
Continuing the temperature-controlled packaging theme for the 3D mailing, we sent soft-sided coolers along with sales collateral to our prospects.