Hidden Hearing

A control-busting mail series for a national high street brand

CLIENT:
Hidden Hearing is a major high street supplier of digital hearing aids. The company has over 80 branches and concessions, and offers free tests to anyone who’s worried about hearing loss. They offer tests through various channels, including a 5-step mailing sequence.

CHALLENGE:
In October 2012, their Head of Direct Marketing asked me to carry out a review of their DM campaign. The challenge was to boost response rates and bring down mailing costs.

After a few days locked away reviewing data and creatives, we identified a set of opportunities...

SOLUTION:
Our new mailing strategy focused on four key areas:

  • Sequencing: the letters dealt with common objections, in the most common order
  • Positioning: we focused more on in-house expertise, and less on supplier brands
  • Segmentation: we created umpteen versions, to suit different demographics
  • Prioritising: we followed up, especially with the most responsive customer groups

RESULT:
The new campaign launched in June 2013, immediately beating every control letter from the previous sequence.

Split tests are ongoing, so over time we'll be moving closer to an ideal version of each letter.

COPY SAMPLE:
A short letter from Dr Hilary Jones, answering questions about the long-term impact of hearing loss. Click to view.

CREATIVE PARTNERS:
Print and fulfilment by McLays

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  • HIDDEN HEARING

    Project: Direct mail and collateral for a major high street supplier of digital hearing aids. A control-busting campaign that won a Canmol Award from the CIM in Wales.

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  • IMAGINET

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  • KEEP WALES TIDY

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    Rebranding and website by AA Media, Codeworks and Folio Typographics

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  • EURO COMMERCIALS

    Project: Consultancy, SEO and web copy for the top Mercedes commercial dealers in Wales. I know a lot about vans, you know.

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  • SOFTWARE ALLIANCE WALES

    Project: Consultancy, SEO and web copy for an all-Wales IT project. Also included training in SEO, copy and case study writing.

    Additional work: delivering workshops for SMEs, on various bits of copywriting and digital marketing.

    Website created by S8080

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  • SING & INSPIRE

    Project: SEO, copy and strapline for an awesome training team. Handover project included training in copywriting and SEO.

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  • LADBROKES

    Project: Ad concepts for a high street and online betting legend, promoting a new opportunity to overseas affiliates.

  • IT WALES

    Project: Revamping case studies and email marketing - asking local employers to offer placements for IT students.

  • UNIVERSITY OF EAST LONDON

    Project: Consultancy, SEO and copy for a series of micro sites - promoting women’s entrepreneurship, business incubation and some nifty activities around London 2012.

    Also included training in SEO and copywriting.

    See women’s entrepreneurship website

  • UWIC

    Project: Supporting the marketing team at Cardiff Metropolitan University. Projects included course page copy, a charitable appeal and training to build SEO and copywriting skills.

  • SPORT WALES

    Project: Concepts and copy for a series of brochures, web pages, annual reports and info packs - promoting physical activity in the workplace, at home and everywhere in between.

    Designers included Spring Creative

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Contact

  • James Daniel...Copywriter
    T/A EarthMonkey Media Ltd
    Sandringham House
    1-3 Cemetery Road
    Bridgend CF31 1LY
  • 0845 643 6261
  • james@jamesthecopywriter.co.uk
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