MURDOCH ASSET MANAGEMENT – FINANCIAL SERVICES DIRECT MAIL DESIGN

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