Launching "the Next Big Thing"

Case Study: A Product Launch that Kept I-Behavior’s Sales People Very Busy

The Challenge

I-Behavior was launching a new data reporting tool called I-Behavior Insights, which allows retailers and catalogers to understand their customers’ purchasing habits. I-Behavior Insights was to be rolled out at the 2010 Direct Marketing Association’s (DMA) conference. It would have to contend with countless other newly unveiled technologies, all competing for attention.

The Solution

In addition to designing the layout of the software dashboard and creating a brand for I-Behavior Insights, MCG recommended a targeted direct mail campaign that would be sent to members of the DMA before the conference. The goal of the campaign was to prompt recipients to sign up for a demonstration in advance. This would allow I-Behavior to get a head start on the competition. If anyone was going to have high expectations for a direct mail piece, it was going to be members of the DMA, so MCG knew this was going to have to exceed everyone’s expectations.

The Results

MCG created a high-end direct mail piece that couldn’t be ignored. I-Behavior exceeded the industry average response rate for direct mail by over 300% and kept their sales staff very busy giving product demonstrations. I-Behavior Insights is now a valuable addition to the I-Behavior product line up and an indispensable tool for I-Behavior’s customers.