Case Studies
Meridian Homes: Weathering the Elements
Published: December, 2009
Objective
To increase brand awareness and create positive brand equity.
Approach
To use a well-designed direct mailer that focused on imagery to capture the reader’s attention. This ultimately propelled a call-to-action.
Results
Approximately 175,000 direct mailers were distributed around Singapore, and this led to a tenfold surge in phone enquiries while daily website traffic increased five times.
At a time when economic conditions led to a decline in the private residential property market, a Singapore company sought to brave the storm with a simple and effective marketing strategy.
Despite the bleak industry outlook, Meridian Homes®, a boutique design-build company offering turnkey solutions, decided to embark on a direct marketing drive to reach out to a wider group of its target audience, increase brand awareness and create positive brand equity.
The company engaged the creative services of a local design agency, Meta Fusion, to produce a direct mailer showcasing Resort Homes, a brand under Meridian Homes that develops homes using customized design templates. The mailer was directed at prospective homeowners who would be interested to learn more about the cost-effective use of customized templates to design and build homes.
The synergy between Meridian Homes and the creative team from Meta Fusion led to the development of a well-designed mailer that fulfilled all needs. Its sleek content presentation focused on imagery, which served as a call-to-action that invited potential owners to visit the website or call to find out more details.
Over the course of a week, approximately 175,000 copies of the direct mailer were distributed island-wide. Given unfavorable economic factors, the company was expecting to receive a three-fold increase in daily website traffic and phone enquires after the marketing drive was launched. However, proving that direct marketing tools can effectively capture consumer attention, Meridian Homes saw a tenfold surge in phone enquiries while daily website traffic increased five times, statistics that were maintained for the month during, and after the distribution of the direct mailers. This positive result was also in part attributed to the recovery of the property market in the last couple of months.
An informal poll conducted by Meridian Homes further revealed that more than 90 percent of client enquiries stemmed from a direct response based on the mailer. What began as braving the storm eventually became an opportunity for singing in the rain, as the marketing effort delivered excellent results that exceeded expectations on all counts.
- Nick
- Meridian Homes