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.