Acushnet – Direct Mail

Client:
Acushnet serves the needs of the serious and recreational golfer with value-added products and services worldwide. The company provides world-renowned golfing supplies under the Titleist, Footjoy, Cobra and Pinnacle brands. The client needed help with the design and distribution of a dimensional mail piece to be sent in conjunction with a print ad campaign and on-line promotion.

The Need:
• Drive registration to Acushnet’s eBusiness Extranet that allows registered members to establish an on-line account in order to place and track orders
• Collect prospect information through the on-line registration process
• Draw consumers to on-line promotions

The Challenge:
• Create an offer that would drive registered users of the client’s web site
• Match the mail piece to the look and feel of the print ad campaign and on-line promotion
• New customer and sales generation

Solution:
• Design the package to the brand standards of Pinnacle and Titleist
• Used a dimensional package with product samples (golf balls) to prompt the user to open it
• Made the package cost effective by taking advantage of presort postal rates

Result:
• Package generated a 10% response rate
• Client repeated the mailing with another brand to drive response to a survey