Next Directory - Joint marketing

• Next Directory wanted to drive sales via a mailing to regular customers.
• The mailing was scheduled for February, typically a poor period for response.
• Research indicated that prize funds with a top prize and a universal offer were a strong incentive

• Analysis of successful mailing activity suggested that themed offers generated best response from the target audience.
• 'Go wild this summer!' theme was developed, with a holiday prize and Next Directory account credits to be won.
• Customers were also offered discounts at UK safari parks.
• Entry to the promotion required customers to send in their order.

• The insert response was 35% higher than previous February activity and contributed to a 50% increase in sales year-on-year.