IDG Communications Inc., a leading publisher of technology magazines, broke its first direct mail effort in more than five years.
The business-to-business campaign combines a marketing appeal to its leading advertisers, agencies, lapsed clients and prospects with pertinent luxury gifts in an effort called “Quality Counts.” The Other Agency, Newton, MA, handles the campaign.
“We're trying to make the connection between the notion of quality and IDG brands,” said Bob Carrigan, Framingham, MA-based president of IDG Communications for U.S. publishing.
The first of three waves began in early November. The 600 recipients, who include agency media buyers, received literature directing them to a dedicated landing page at www.idg.com/coffee along with a Peet's Coffee mug and other paraphernalia.
IDG sends its next package the week after Thanksgiving and the third by year's end. The same 600 recipients will get a Waterford crystal Champagne flute in the second piece and a Cross ballpoint pen in the final package.
“This is not a co-branded initiative,” Carrigan said. “We're purchasing these things. It's just leveraging these brands.”
The latter mail pieces again encourage recipients to visit the site via the landing pages to learn more about the IDG titles' audience, editorial quality and integrated marketing programs across channels like print, Web, conferences and expositions.
The pieces draw attention to eight publishing divisions within IDG Communications: Computerworld, InfoWorld, Network World, Bio-IT World, PC World, Macworld, IDG Entertainment's GamePro and CXO Media, which publishes CIO, CSO and CMO magazines.
Publishers at these titles submitted a list of their top advertisers and agencies as well as prospects and lapsed clients. The lists were compiled and de-duped. Most of the advertisers are in the technology space.
Why direct mail over other marketing media?
“In an age of lots of e-mail, we wanted to do something that would break the clutter,” Carrigan said. “We knew exactly who these [media] buyers are, and we wanted to target them very specifically.
“Given the message that we're trying to convey — that quality counts — quality is a big differentiator for IDG from its competition,” he said. “We felt the gift would add an exclamation mark to the message. And 'tis the season.”
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
