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Creating out-of-the-box mailers

Challenge

Provisur, an innovative food processing equipment leader, was launching a new innovative virtual repair system for its aftermarket services portfolio. Food processing advertising tends to exist in a sea of sameness, with much overlap in color and design. So Provisur turned to Movéo to find a fresh way to market the new service to existing customers.

Situation

Provisur’s virtual repair solution, VTECH, was designed to address the cost and time challenges inherent in providing physical, onsite machine service to customers spread out around the world. The sophisticated headset system connects customers with a technician via a live video stream. The tech views the machine and guides customers through the repair in real time.

Movéo determined that a dimensional direct mailer with a re-useable promotional gift would make a strong impression when it landed, literally, on customers’ desks. The right gift would accomplish multiple objectives: 1) capture attention, 2) speak directly about pain points such as downtime and costs, 3) serve as an ongoing reminder of brand and product benefits, and 4) explain how the service works.

And Movéo had another insight: we knew from other marketing efforts that our audience has a sense of humor.

Solution

Movéo developed a wide range of attention-getting concepts, from bobbleheads and timers to augmented reality cards and concepts that played off food packaging. All concepts were researched and sourced to offer a range of price options within budget.

Ultimately Provisur chose a bobblehead carefully customized to look like a Provisur technician — an immediate, humorous vehicle for showing how VTECH is comparable to having your own technician onsite. The bobblehead was packaged in an outer box with teaser copy and an explanatory insert. The package became a key element in an integrated campaign that included lead generation email, a dedicated landing page and sales enablement materials.

As a fun and funny item, the bobblehead can remain on customers’ shop floors and in offices, all the while capturing share of mind and promoting VTECH and Provisur’s overall aftermarket presence.

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