Guru.com Wants Mail Campaign to Make Lasting, Not Temporary, Impression

Share this content:
Guru.com, San Francisco, will drop on July 10 the last 10,000 pieces of a three-part direct mail campaign it started last month.


Guru.com describes itself as a marketplace for companies looking to hire temporary professionals to fulfill a specific task. Courtney Morrow, acquisition marketing manager at Guru.com, said the company has a listing of more than 250,000 professionals including lawyers, ranchers, graphics designers and accountants.


The campaign, which started the second week of June, targeted the hiring companies.


"The companies we went after ranged from small to midsize and were both online and offline as well," Morrow said.


The first part of the campaign was a drop of 60,000 pieces. All the pieces being used in this campaign are postcard mailers, but each contains a different tagline. The first one stated: "Hire a guru. Go home at 5. Repeat as necessary."


The second drop was conducted two weeks later. In an attempt to see if repetition would help score a higher response rate, Guru.com mailed the second piece to 20,000 people from the original list of 60,000. The tagline on the second piece told recipients, "Hire a guru. Tee off by 12. Repeat as necessary."


The third piece, which went out to 10,000 recipients who had received the first two pieces, said, "Hire a guru. Reclaim your social life. Repeat as necessary."


"We had a controlled group of people that we went after numerous times to see if multiple drops would increase response," Morrow said. "So far we have seen an incredible response rate of more than 5 percent."


Guru.com will not conduct any follow-ups to those who have not responded.


"We found that follow-ups are not very effective," Morrow said.


Hunt DDB Direct worked with Guru.com in designing the pieces for the campaign.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above