MURDOCH ASSET MANAGEMENT – FINANCIAL SERVICES DIRECT MAIL DESIGN

Category
BROCHURES AND DIRECT MAIL DESIGN, BUSINESS TO CONSUMER GRAPHIC DESIGN
About This Project

Murdoch uses direct mail to identify potential customers. We really had to work hard to make the messages strong and the visuals informative.

Brief:
To design a direct mailer to attract people to Murdoch seminars.

Target market & behaviour / insights:
Retired persons with savings and portfolio of investments who may have had fingers burnt in the past. They have seen many adverts/invitations to similar events but as yet not convinced they are worth going to. (“All a bunch of cowboys”). Like detail and explanation but don’t want to waste time or be press-ganged into something they didn’t want. However they do need to do something as they are not happy with their current investments’ performance.

How do we want them to feel:
This company are obviously highly experienced and experts and seem to have a different approach. I think it will be worth going to one of the seminars.

The proposition:
By attending one of MAM seminars I will learn something new and maybe find a company I can trust with my retirement savings.

The outcome:
During the first phase Murdoch had a 111% increase of returns. They could not cater for all the people who wanted to come along – a bigger room was needed and they had waiting lists for each venue. This in turn meant that those who had a place, valued it more and the drop out rate on the day was lower. The atmosphere in the room had more of a buzz and the follow through ratios were 70% higher too.

www.m-a-m.co.uk