2. iCalendar The Challenge As part of the Guinness RM Programme, a calendar is sent each year to everyone on the database. Year on year, this is consistently identified by these consumers as a firm favourite within the programme.
3. iCalendar The Target Market The profile of the database continues to trend towards the younger drinker, it was important to ensure that this key communication remained relevant and valued by these consumers.
4. iCalendar The Thinking In addition to the iCalendar, there were two added incentives to drive online engagement: the chance to redeem an exclusive Christmas Gift from Guinness, and to request that Guinness send a printed version of the Guinness Calendar on their behalf to a friend/family member overseas.
5. iCalendar The Mailing A printed version of the annual Guinness Calendar was sent out to consumers on the database, however in 2009, a digital version of the calendar was also offered. To take the digital version a step further, consumers were invited to create their own Guinness iCalendar, using their own diary dates and images. The Calendar communication was sent via a highly personalised direct mail pack.
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7. iCalendar The Results The campaign delivered on all objectives including the level of consumer registrations, quantity of personal entries, the level of opt-in for future digital communications, and time online. .
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