Direct Marketing Strategy & Implementation
Our challenge was to increase farming safety awareness across farms with 5 of fewer employees by developing and implementing an accurate direct marketing strategy.
What We Did
Marketing Metrix took all the Health & Safety Executive’s data and created a single-customer-view database (i.e. a unique list of contacts per farm). The accuracy of information was checked and updated for all contacts to ensure the most up-to-date postal and email addresses were included in the database. Farms were contacted where accuracy levels were insufficient to verify the information. Both postal and email communications were sent out to the cleaned file to raise awareness of farming safety issues and advice.
Results were exemplary, resulting in 84% awareness. 60% of those contacted responded by requesting further information. Marketing Metrix together with their creative agency won a gold award from the DMA.