To market a 525,000 square-foot facility Leggat McCaIl Properties, a US commercial real estate company, launched a direct mail CD-ROM campaign. The message, "We've Got Space," to prospective tenants had colourful animation accompanied by detailed maps and renderings of the building. The CD also promoted other smaller properties from the firm’s listings. Pre-campaign analysis had predicted the CDs could drive up to 15% of their users to the company's site, compared to a low 1% response rate a...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.3.2 Determine & provide customer contact mechanisms

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