Defy corporate logic to create record-breaking 8.5% response rates.
Tektronix® Logic Analyzers — The “Ugly Bug” Direct Mail Package:
Sometimes you must defy traditional logic to sell $40,000 Logic Analyzers (de-bugging tools) to product engineers. Tek’s mailers had been consistently receiving 1.0% to 1.25% response rates. After speaking with customers and prospects, I suggested and ardently defended a concept that many considered “not corporate enough” for Tektronix. This “Ugly Bug” direct mail package (OE, Letter, Brochure/Poster, BRC) was so successful that Tek rolled it out, over and over, with response rates between 1.7% and 8.5% — plus, enhanced conversion rates.
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