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Mail - Sample - Engagement - Survey - Response

by Oziboomer
8 replies
Here is an example of a free sample from my mailbox.

Notice the quality of the package.

Sure it is Twinings and they are a well know brand but they didnt skimp on quality with this promotion

It arrived the day before International Womens Day

Targeting women.

Note the outside of the package. NEW - Gold foil printed. by inspiring Australian women Find out more coupled wit a subtle down arrow.

The down arrow is something everyone online and as show here offline be using as subtle call to action

Pop the box and you are presented with a few designs.

There is some strong copy One design must be chosen to remain as Australias favourite

A CTA to visit the website to vote.

A small story to engage the reader with subtle use of guarantee 300 years on

The back of the pack has four pictures of different designs.

Note: It is the same tea in each of the enclosed packs.

What are your thoughts of this promotion?

What other things can you see?

How can other businesses use this type of marketing?

Do you think it was successful?

best regards,

Ozi









Something to study.
#engagement #mail #response #sample #survey
  • Profile picture of the author Pinkysoll
    Banned
    This is actually a great strategy! The packaging's nice (I LOVE IT), and it's another way of encouraging engagement. 2 thumbs up for Twinings!
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  • Profile picture of the author SARubin
    Wow. I like it a lot.

    The time and effort put into the packaging and design... The social responsibility with all the charitable support references... The story of the teas history... And even the engagement angle with "vote for your favorite design."

    They really didn't hold back on this one.

    The only thing that bugs me a little bit (and this is just the direct response guy in me talking here) is I don't see a way of directly tracking the results of the campaign?

    I went to the URL (twinings.com.au) to cast my vote, but how do they know if I came from this promotion directly? Or if I was just searching for tea a month ago, stumbled upon the website, and then came back today by typing in their URL directly?

    I guess there's no way of knowing for sure. And in the big scheme of things; it probably doesn't matter to them, as much as it matters to me.
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    • Profile picture of the author jimbo13
      Originally Posted by SARubin View Post

      The only thing that bugs me a little bit (and this is just the direct response guy in me talking here) is I don't see a way of directly tracking the results of the campaign?
      They can track it quite easily because they are looking at market share % changes and/or gross revenue changes..

      eg They paid 140,000 to a design agency in the UK to redesign the packaging on one of their ranges of teas and they know sales increased immediately by 15,000 per week (gross revenue) which gave them a 21 week net profit ROI and this was a few years ago.

      This campaign simply seems to be an extension of the former one.

      They cottoned on quickly that traditional English style black tea, milk and two sugars (builders/army/NHS type tea) was going to decline rapidly with all of the health de-tox type twaddle and anti sugar headlines one started to see a few years ago.

      And they were right. 20% across the market decline in last few years of that type of black tea and a massive increase in green tea and infusions with exotic flavours almost all going to Twinings.

      They left everyone else in their trail.

      I could go on because I happen to have all of their costs associated with the campaign so I wont. (A cousin worked there )

      Dan
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    • Profile picture of the author Oziboomer
      Originally Posted by SARubin View Post

      The only thing that bugs me a little bit (and this is just the direct response guy in me talking here) is I don't see a way of directly tracking the results of the campaign?

      I went to the URL (twinings.com.au) to cast my vote, but how do they know if I came from this promotion directly? Or if I was just searching for tea, and stumbled upon it through a search engine?
      You can bet they are geotracking IP locations of the people voting for one.

      They will almost certainly be remarketing and pixelling visitors also.

      Best regards,

      Ozi
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  • Profile picture of the author OptedIn
    There is no limit to what you can produce when you have many millions of dollars at your immediate disposal and and infinite amount of time to reject dozens of marketing proposals before settling on one.

    Thank you.
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  • Profile picture of the author Oziboomer
    There has been a subsequent follow-up package from Twinings with a similar design but different teas and a different message.

    Also today a similar package arrived in my mailbox all on its own from a competitor "Dilmah"

    I've pasted the images of their offering below for you to study and compare.

    Similarities were:

    1. Supported a charity.
    2. Contained 4 free samples - Dilmah did have four different flavours whereas Twinings had one flavour
    3. Both had a story.

    Differences were:

    1. Twinings had a CTA - vote for your favourite - Dilmah had none
    2. Dilmah had good photos of the brewed tea and the owner enjoying a cup
    3. Dilmah had two recipes.
    4. Dilmah had photos relating to the charity work.

    I think with Dilmah using a hook of "Experience the taste of purity" and "New Inspired recipes" they could have easily directed the recipient to go and download the "23 Dilmah Tea Recipes" and got an opt-in or retarget via that mechanism.









    Best regards,

    Ozi
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  • Profile picture of the author jimbo13
    Good morning.

    Is there a particular reason why your household is receiving tea samples from two separate companies?

    Has your wife filled something in prior to receipt or maybe forgotten she had?

    Seems quite a coincidence that two companies had the same thoughts at the same time.

    Just curious.

    Dan
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    • Profile picture of the author Oziboomer
      Originally Posted by jimbo13 View Post

      Good morning.

      Is there a particular reason why your household is receiving tea samples from two separate companies?

      Has your wife filled something in prior to receipt or maybe forgotten she had?

      Seems quite a coincidence that two companies had the same thoughts at the same time.

      Just curious.

      Dan
      Hi Dan,

      The marketing initiative is nationwide as far as I can see.

      They target particular suburbs and the samples are in every letterbox.

      It isn't specifically targeted.

      The Twinings offers have had a more female focus with the colour schemes and the celebrities they used in the campaign.

      Dilmah seems to be pushing the "Ethically harvested" and pure aspect.

      To me it seems like Dilmah wants to own the ethically produced tag but is frightened in some way to be bolder in that approach.

      It is good to see creative approaches through free samples and the methods they are using.

      It also shows the margin in the product and the necessity to be a dominant brand in the marketplace.

      I'll start to take notice of the price points and other marketing going on in the niche.

      Best regards,

      Ozi
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