Getty Images "UFO: Unique Footage Offer" |
SITUATION:
The EyeWire Footage product line was a relatively new product line at Getty Images and sales as a percent of the total were relatively small but growing. Despite the fact that the product line had been somewhat neglected, I recognized immediately that this product offered excellent growth opportunity and high profit margins.
Our goal was to increase sales by 25% during the promotional period (6 months).
STRATEGY:
I directed our design and web teams to develop an integrated direct marketing program that included catalog, print advertising, direct mail, web email and banners, and a customized website message with the offer to send a free starter kit to any qualified prospects. In the starter kit we had coupons for a % off first purchase and multiple purchases. This customized message and marketing campaign - the UFO "Unique Footage Offer" - targeted specifically at the footage customer was created with the idea that if we could just get a sample of our product in the hands of prospective footage buyers they would see how "out of this world" our product was and it would motivate them to buy.
RESULTS:
Sales grew by 80% in the first month of the promotion and by 50% overall during the six month promotional period. Over 10,000 starter kits were sent to prospective customers and sales continued to grow for this product line even when the promotion was over. |
