Macromark Reacts to Barnhart Combining Direct Mail and Digital Technology
Macromark (www.Macromark.com), a progressive direct mail company specializing in acquisition, retention and monetization, is reacting to Barnhart Crane and Rigging Company combining direct mail and digital technology.
Barnhart Crane and Rigging Company has generated $85.0 million in sales after combining digital technology with a direct mail strategy. Barnhart used technology from Pitney Bowes to create videos to more efficiently communicate with current and potential customers. (Source: “Barnhart Generated Millions in New Leads with Pitney Bowes’ Digital Technologies,” Yahoo! Finance, March 22, 2016; http://finance.yahoo.com/news/barnhart-generates-millions-leads-pitney-130000325.html.)
“It has been said it over and over again that combining digital with direct mail is a way to really maximize your marketing campaign,” says Dave Klein, president of Macromark. “Whether you’re a small business or a large one like Barnhart, direct mail marketing and digital marketing work best when executed in conjunction.”
Prior to this campaign, Barnhart spent exorbitant amounts of time organizing on-site demos for their customers. This was mainly because of the complexity of the services they offered and gathering up the resources and manpower to complete just one demo took a lot of effort.
“They didn’t necessarily have a problem, but rather an opportunity to improve on the way they presented their services. And they found a solution that works,” Klein explains. “Results like they have gotten prove that the initiative to change and improve has worked.”
Barnhart partnered with Pitney Bowes to create a personalized and interactive video that explains their services in a manner that is specific to each customer’s set of needs. The company then mailed out those videos to potential customers with personalized URLs that directed them to the videos.
Branhart’s Director of Marketing, Chris Teague, says that combining physical and digital, as opposed to the on-site visits, hasn’t resulted in any loss of personal relationship with the customers. David Schwartz, Vice President of Software Solutions at Pitney Bowes, added that Barnhart has hit a “sweet spot.” Barnhart has generated $85.0 million in potential sales with the video being viewed approximately 7,000 times.
“This is proof of the power of direct mail marketing and how, in conjunction with digital channels, it can yield positive results,” Klein concludes. “Hopefully more companies will see the benefits and engage in similar initiatives in the future.”
Macromark continues to be one of the top direct mail marketing companies in the country.