The Strategy

1. Send to a pre-qualified list of recipients, a personalized direct-mail piece inviting them to a viewing of an on-line Key Account StoreView demonstration.
2. Include an exclusive and personalized (unique) 'Executive Access Code' that will allow recipients to log on to a Key Account StoreView web page. With their 'Executive Access Code' they will be invited to verify existing data (name, address, etc.) and add their email address and other information deemed to be of value. A database system will be         implemented to support this activity.   
3. After the login process and data validation/update by the responder, they will be forward automatically to the new Key Account StoreView web page. Statistics gathering on recipient basis begins at the moment of first login.
4. Once on-line, viewers will be able to (among other things):

• View an Key Account StoreView demo flash presentation
• Download PDF sales and brochure documents
• Obtain valuable industry-specific data
• Request a sales call
• Request additional material to be sent

5.    Immediately follow-up those respondents who have viewed the on-line presentation with a personalized e-mail offering more information, a sales call, and offering them a time-limited discount offer on the purchase of the Key Account StoreView subscription.

6.    One month after the initial direct mail package drops, track those who have not viewed the on-line presentation and send out a follow-up direct-mail piece that provides them with a more detailed print package, and/or a further opportunity to visit the demonstration site.

Since all user interaction will be tracked in a database, ACNielsen will have information on response rates, registrations, and be able to track responders, and review individual users, and evaluate feedback at any time.

Design Concept

The concept that traffic chose to launch StoreView is Total Access. Total Access is complete, unrestricted; special privileged admittance to a wealth of powerful insights from ACNielsen. Total Access is the key to the storeview.ca web site.

As a concept, Total Access combines elements of the elite with a) finding out in depth information about a new service from ACNielsen and b) the implication that the service itself promises to be a breakthrough way of viewing information as well, (bearing in mind that the prospect will already be familiar with ACNielsen and its range of services).

This was not meant to be a ‘teaser’ concept in any way. It was designed to create involvement with a difficult to reach target group and work as hard as possible to achieve the objective of getting prospects to the storeview.ca web site and enter their Total Access Code.

Aa mailer consisted of a printed envelope with Total Access messaging on the front. Inside was an actual plastic show pass sleeve with lanyard, into which was tucked a full colour 2-sided Total Access Pass Card.  The front side had the prospect’s name, title, company and executive access pass code. The back side of the card  explained what the prospect was to do and hint at the promise of a new ACNielsen product that will elevate their level of access to powerful business tools and intelligence.

To those who did not respond immediately, there was a follow up email sent to them reiterating this concept and hinting strongly at what they could be missing out on if they did not respond.

This concept created sense of ‘event’ for the prospects. It also provided the recipient with a cool identification device that they could wear to the launch.

Results

Nielsen was  very pleased with the results of the campaign, as the number of visitors to the site and online registrations has surpassed the registration results with previous similar events. 76.9% of the target audience visited the conference registration website and of those who visited, 67.7% accepted the invitation and registered for the event.

In addition, the flexibility of the system has allowed Nielsen to track visits and responses in near real time allowing us to adapt our event plans significantly faster than we have historically.