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Pitney Bowes achieves breakthrough response rate for lead generation
A multi-tiered B2B direct mail program has produced an impressive amount of new potential business for the Document Messaging Technologies Division.

BACKGROUND
PB is a global provider of hardware, software and services that help its customers manage the flow of information, mail, documents and packages. The DMT division was tasked with developing and implementing a program to educate it's customers/prospects on how to effectively manage their postal costs with the upcoming rate changes.

SOLUTION
The GRI Marketing Group was contracted to effectively communicate the solutions that PB provides to help its customers minimize or offset any postal increases. Since PB provides several hardware and software solutions, GRI wanted to come up with a simple but "catchy" way to communicate the main benefit of the inserting equipment — "folding the flats" to offset the additional postage amount flats would soon be assessed. As a result, the theme "know when to fold" was created. GRI utilized PURLS and a microsite to collect attendee info for the open house.

RESULTS
From the trade show mailing, open house, and post-show mailings, the new leads that were generated had produced a pipeline of several million dollars of potential new business.

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