Direct Mail

Direct Mail Portfolio: Connecting with data communications rental sales


Installing and commissioning data communications projects is often a costly and time sensitive business. The test equipment needed to check the data communications networks were operating correctly isalso expensive. Renting this kind of equipment makes economic sense because often the technology changes before the project is completed and it is very easy to be left with redundant equipment.

To spread the message that test equipment rental can help avoid the high risk of obsolescence a direct mailer was written and produced featuring a reply paid coupon that enabled recipients to request on of the following items:

The mailing item featured a front cover graphic depicting the world as two parts of a data communications connector. The strapline was 'Make the connection...' and the mailer's text highlighted the types of test equipment that could be rented and spelled out the economic benefits of adopting different rental solutions.

The direct mailer worked well and helped Livingston's data communications rental division to have a record sales year.

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