Las Vegas “Give Us An Hour” PURL Campaign Results

The following is a PURL Case Study was conducted by the guys at Pharm Fresh Media. Special thanks to Steve for allowing other Purlem users to learn from such a well executed campaign.

Pharm Fresh Media

Background

Client is an independent pharmacy buying cooperative with over 750 members. Client is made up of six regional groups who pattern and mimic each other in terms of compliance and behaviors. When an opportunity is at hand, they are able to successfully leverage the buy point of all six groups. Client is known for their tough negations and their transparent, low cost operating model which secures their members the lowest in-clase buying program and maximizes their rebate checks.

Program

Client contacted Pharm Fresh Media to assist them in attracting qualified pharmacy owners/decision makers, who were attending the trade shows, to an “offsite” resonation by Client. At the presentation, prospects would learn about the history of Client, its strengths and most importantly, find out how becoming a member of Client would benefit their pharmacy. The event would take place in a private meeting room in Caesars Palace, Las Vegas and attendees need to pre-register the attend. The event was one hour and had three different day/times to attend.

Objective

Achieving 100 pharmacies in attendance would be considered a run away success.

Strengths

  • Client is well known for their straight forward, low cost, low overhead way of doing business.
  • Client has a strong reputation. A brief search of reviews and discussions regarding their services returns many positive comments/pages.  Members are often brand advocated, refuting false or inaccurate claims from disgruntled or uneducated reviewers/posers.
  • The last Vegas trade shows are some of the best attended trade shows.
  • Client was giving away an amazing incentive: each attendee would receive an iPad2 at the conclusion of the presentation.
  • Client would dedicate staff to follow up with PURL.

Challenges

  • The nature of Client begin a cooperative of six regional groups all with separate names/marks dilutes the main Client brand and recognition.
  • Current website lacks substance/content and is dated.
  • Mail list for campaign was a combination in-house list and web crawler list. Out of 3187 addresses, there were only 2429 unique names. our assumption was that in many cases, it was not known which pharmacy the owner worked from (in the case of multi-store owners), so mailers were sent to all stores. Approximately 352 addresses were without owner names in which case we substituted the pharmacy name in place of “first name” or “last name.”
  • It was not known how many of the addresses mailed to were actually attending either tradeshow in Las Vegas. Based upon NCPA tradeshow attendance vs the size of their membership, it could be assumed that 10%-15% of addresses mailed to were attending the tradeshow giving us a maximum possibility of attracting 365 pharmacies if we had a 100% success rate.

 

Campaign: Pharm Fresh Media’s Role

  • Three direct mailers: a die cut, invitation style mailer with a personalized “golden” ticket; a pop-up iPad2 folded over card which mailed in a clear plastic envelope and an oversized postcard. All three mailers used variable data to personalize the piece to the recipient.
  • An email blast
  • A two page Personal URL (PURL) website
  • A 14 page information website
  • Business card sized referral cards for the day of the tradeshow
  • iPad2 Skin-it graphics

PURL Case Study

Media Attributed Impressions Attributed Registrations
Die Cut Mailer 1
+ 1 Email Blast
7/1 to 7/8
92 visits/447 page views 24
Pop Up Mailer 2
+ 2 Email Blasts
7/9 to 7/15
183 visits/506 page views 40
Postcard Mailer 3
+ 2 Email Blasts
7/16 to 7/20
159 visits/438 page views 50
Referral Cards
+ 1 Email Blast
7/16 to 7/20
22 visits/61 page views 8
PURL & Info Website 456 visits/1452 page views n/a
Email Blast 2205/326 Opens; 12(?) clicks ?