Illinois Power
"Power Quality" direct mail campaign
via Aydlotte & Cartwright Advertising
© 1994 Illinois Power
Problem: Illinois Power was selling an add-on service, "Power Quality," that addressed everything from noise to spikes to brownouts. However, they wanted the same message for all their business customers - from the corner laundromat to the multi-acre manufacturing plant.
Solution: First get the customer's attention with a BRC (Business Reply Card). Then follow up with specific information that speaks to his or her specific industry concerns.
Note: A serious problem (power outages) doesn't have to be addressed seriously.
via Aydlotte & Cartwright Advertising
© 1994 Illinois Power
Problem: Illinois Power was selling an add-on service, "Power Quality," that addressed everything from noise to spikes to brownouts. However, they wanted the same message for all their business customers - from the corner laundromat to the multi-acre manufacturing plant.
Solution: First get the customer's attention with a BRC (Business Reply Card). Then follow up with specific information that speaks to his or her specific industry concerns.
Note: A serious problem (power outages) doesn't have to be addressed seriously.
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