Client Case Study – Salvatore Principe Gallery
Quality Printing & Personalized URLs Helps Direct Mail Stand Out from the Clutter
Client Goal
The Salvatore Principe Gallery wanted to open a new product line that would increase revenue while increasing exposure of the artist’s signature canvases. Selling giclées (canvas reproduction prints) in wholesale packages to other galleries was determined to be the best opportunity for both of these goals.
Challenge
A limited time and budget to design a direct marketing campaign which would include:
- Creating the offer, art packages and pricing
- Locating the right prospects to mail
- Designing the marketing piece
- Pricing and printing the product offer
- Creating new web pages to support the offers
Solution
Fixed Cost Per Piece
Using up to the minute technology, our system was able to provide all of the disparate services needed to create a direct mail campaign with a simple, out the door cost per piece price. The fixed cost enabled the Salvatore Principe Gallery to successfully budget for their marketing without concerns over unexpected costs that typically occur with traditional direct mail.
The Right Prospects
Finding the correct establishments to expose to Sal’s artwork was critical. Art galleries with annual revenues above $250,000 were selected, as these outlets were likely to have capital on hand and the desire to expand and refresh their product lines.
Design Befitting an Art Gallery
A vibrant, high quality print postcard showcasing the art and the gallery’s signature “heart” theme was created. A PURL for each prospect was printed prominently with a call to action to view the full collection and more details online.
Results
In addition to phone calls, 6% of the recipients visited the website to view more information. Rather than getting lost in the usual clutter of direct mail, web visitors identified by their unique URL’s were flagged for further follow up by the gallery’s sales staff.