Genuine EPSON inks DM campaign
Market
EPSON's inkjet cartridge market was being severely eroded by cheaper, no-name brands. Although the no-name cartridges lacked in performance they were perceived to offer huge cost advantages.
Communication
Carlon Leong produced a DM campaign to support EPSON's ATL education campaign. A DM piece was sent to a database of EPSON printer owners. The response mechanism offered a chance to win a set of genuine EPSON ink cartridges valued at $90. Entries included four questions, which could be answered by reading the educational text warning consumers about the hidden costs of no-name inks.
Results
| Response without telemarketing | 25% |
More than 25% of people on the database completed and posted the reply paid response. EPSON continue to defend their market share with both ATL and BTL communications.
Related case studies