United States

2019

Arena Solutions "Connected Innovation" Mailer

Entrant Company

Launch Marketing

Category

Advertising

Client's Name

Arena Solutions

Sub-Category

Direct Mail

Arena Solutions turned to Launch Marketing for an innovative approach to entice engagement with top account leaders. In response, Launch Marketing designed a cutting-edge dimensional mailer with engaging and smart interactive components. Featuring customized packaging, including custom-branded packaging tape, creatively designed inserts to share key messages and the next generation Amazon Echo Dot, this dimensional mailer was strategically designed to cut through the clutter and act as a door-opener to targeted accounts. To connect their value proposition with the promotional gift, highlight Arena?s innovative solutions and add intrigue, Launch developed a programmable Alexa Skill that allowed Alexa to intelligently recite Arena?s benefits and fast facts on command. To start an automated and guided conversations, recipients were encouraged to ask questions like, ?Hey Alexa, tell me about quality management systems? which would prompt her to respond with strategically crafted answers. Succinct instructions on the back of each personalized note card guided recipients to activate the Alexa Skill via a URL that pointed to a brand domain. This unique URL also allowed Arena to assess engagement with their campaign. Launch guided Arena through a scalable process that supported campaign deployment. After assessing the impact this initial send had with their sales team, Arena decided to incorporate this campaign as a bona fide new business strategy for their company.

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