Pitney Bowes DR Effort Promotes Customer Loyalty

By Aug 11, 2011

Pitney Bowes is launching a direct mail, radio and online campaign to generate awareness of its expansion into customer communications management.

Beginning this month, the company will send about 80,000 direct mail pieces to communication and marketing executives at healthcare, insurance and financial services companies, says Dan Kohn, vice president of corporate marketing.

These are all new prospects. Kohn says Pitney Bowes chose those three industries because it believes they are in the forefront of trying to integrate their communications capabilities.

“We want to raise awareness among executives who may not be familiar with Pitney Bowes,” he says.

The mailings will go to CMOs and customer relationship management and corporate communications executives at these companies. Each piece will link with the company’s new website http://www.personallypb.com/ where users can click onto three separate videos on winning new customers, strengthening relationships and delivering essential communications. The mailing piece also contains a quick response code so recipients can access the website through mobile devices.

Later this month, to raise awareness prior to the mailings, Pitney Bowes will also begin running15-second teaser radio spots during morning and afternoon drive times which will also direct listeners to the website.

The radio spots will begin in New York and Chicago later this month and will later expand to 10 markets including Atlanta, Boston, Dallas and Los Angeles. The copy will direct people to the new website with copy like: “Hi. Is strengthening customer relationships on your mind? It’s on ours. That’s why Pitney Bowes created a website that personally leads you to new customers. Go to personallypb.com”

The third part of this campaign will be ads on such websites as
www.washingtonpost.com and
www.reuters.com as well as industry-specific sites in the three targeted industries, also intended to drive users to the website, says Cohn.

The last part of this effort has Pitney Bowes exhibiting at such trade shows as Graph Expo next month.

The campaign was developed by the advertising agency the Gyro Group.

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