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

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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.
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