Dragon Systems Relies on Direct Marketing Firm
to Breathe Fire into Mail Campaigns

"Successful direct marketing campaigns come from hiring an experienced direct marketing firm that has superior creative talent, solid research skills and sophisticated database management capabilities. It's that simple. Outsourcing this service makes all the sense in the world, but it's also important to work with a firm that will be willing to train your staff to make things happen faster and smoother. If your direct marketing firm isn't sharing information with your staff, you have a problem.

S. K. was the Director of Marketing Communications at Dragon Systems, Newton, MA, a leading developer of speech recognition software. Their customer base was made up of sophisticated users across many industries. Dragon Systems' growth was outstanding. One important marketing tool in increasing sales was the use of direct mail and targeted print campaigns. S. K. believed that his direct marketing campaigns were so successful (4 - 12% purchase rate, not just response rate) because they used a talented direct marketing firm - Arrow Direct - that had excellent industry expertise and had produced great results for a myriad of clients across many industries. "One of their best strengths," S. K. says, "is their willingness to train my staff and work with bringing them up to speed in all aspects of direct marketing - this makes for a better campaign each time. A lot of firms are not willing to do that because they feel they're losing their competitive edge; however Arrow Direct believes it benefits the campaign- the bottom line."

For instance, we did a 30,000 piece mailer to physicians asking that they request a free CD to sample our latest product. We got a 20% response rate, with a 4% purchase rate - that's outstanding! We accomplished that because Arrow Direct worked closely with our staff in producing great creative, understanding our hot technology, and producing a good list. It was so successful, we added a second mailing, with a few modifications in design, collaborated on by my staff and Arrow, and we achieved a 12% purchase rate! Phenomenal!

Arrow Direct helped us with another 167,000 piece mailer to our own user base, which had 4 separate versions, and was extremely complicated. Arrow worked with us all the way, most importantly helped with the list, worked closely with the raw data, produced great creative and managed fulfillment. We got a 4 - 10% response rate. Credit should go to Arrow, who paid careful attention to our goals as a company and our promotion of our products.

Dragon Systems did not solely source to Arrow, said S. K. We don't solely source any service. We target the right vendor for the right project. But Arrow is our first source. We like Arrow Direct because quite honestly, they are as good as we are."
—Dragon Systems
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