Case Study

DIRECT MAIL TESTING 
 FOR ADT 

Direct Mail Marketing Services: The Best Defense is a Good Offense

Direct mail marketing services and testing can help you up-level your marketing game, and beat out the competition. Like most industries that have stood strong for more than just a few decades, the home security industry is feeling the competitive influx of a slew of disruptive brands. This tech-heavy competition does more than offer DIY solutions and a low barrier of entry. They also pressure the marketplace with significant marketing, both online and offline. It presents a changing and challenging dynamic when managing traditional marketing channels. So, it was a good opportunity for direct mail testing, with an innovative performance oriented approach.


INDUSTRY
Home Security

AUDIENCE
B2C

WORK
Direct Mail

Leveraging Your Strengths

Our clients at ADT® have lived through more than one disruption. They knew they needed to put some of their own pressure on the marketplace. Avid proponents of testing, they began to seek new input to help them rethink their approach, and make direct mail new again. Their control program was strong—translation, extremely tough to beat. They knew this simply because they had tried repeatedly to do so. Test. Retest. And test again they did. However, they also knew that as good as the performance of their control package was, it had also waned—as is true of any mature program. And, they understood the strategic value of direct mail testing.


ADT Direct Mail Letter front and back

As an agency who’s supported more than our fair share of disruptor brand clients, we agreed that their direct mail control would need serious consideration and thoughtful changes in order to impact performance. We wanted to find ways to reframe their inherent value and longstanding advantages. So, after a thorough audit on their existing situation—including the competitive landscape and Home Security category—we identified a variety of approaches for testing.

With creative as our only lever for change, as the clients were not ready to change offer or data, we got to work crafting hard-hitting direct mail challengers. 

 


DIRECT MAIL TESTING FOR THE Win

After our hard work was implemented and on its way to mailboxes across the nation, we waited to see if our heavy lifting paid off. And, boy, did it. Multiple, newly imagined creative formats beat the unbeatable control format, achieving a material lift the first time out of the gate. This, after our clients had spent a long time trying. This success story proved to us that direct sales channels remain sustainable even during an era for disruption.Let’s talk!


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Aggressive testing for the win

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