DUKKY

Chief Marketer I Richard H. Levey I September 22, 2009

The buzz about social media’s value is taking root. Based on two polls hosted by Dukky, a direct mail/new media advertising firm, marketers get it… they just ain’t spending on it.

Scott Couvillon, Dukky’s CMO, is surprised 93% say this is either a good time or a great time for them to experiment. Marketers exist in a “lemming society,” he says, underscoring his belief that the pack mentality most adhere to hasn’t fully embraced new media.

One reason why that number is as high as it is may be the survey’s methodology. It was conducted among mid-tier executives or management of marketing service firms or marketing communications units through LinkedIn, meaning that respondents are already predisposed to participating in some form of comparatively new communication.

Another reason is the deliberately vague wording of the question. The New Orleans-based company asked about “new marketing channels” without providing guidelines for answers.

“We let people define it,” Couvillon says, adding that to him it means they’re “doing something tomorrow that they aren’t doing today.”

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Sales and Marketing Management I Anthony Crupi I September 8, 2009

BMW is kicking the tires on a direct response campaign targeting luxury auto enthusiasts, turning to an often undervalued marketing platform as a means to entice Mercedes, Volvo and Audi drivers to come in for a test drive.

In a bid to draw likely buyers to their local BMW dealership, last week the New Orleans-based DRM firm Dukky began sending out some 25,000 mailers to premium vehicle owners in the Tri-State (New York-New Jersey-Connecticut) area. Upon registering for a test drive, the recipients of the direct mail material are presented with a $25 American Express gas card.

Participating consumers are directed to visit a unique URL, which directs them to a personalized activation site powered by Dukky. Once the user has registered for a BMW test drive, he or she can share the promotion via email or social networking sites. The digital activity feeds into a dashboard which reports back to the client in real time, thereby creating a database of purchase intent and user feedback.

Although the DRM strategy may seem a bit low rent for the likes of BMW, there are a number of advantages to targeting the mailbox. “BMW for years has been all about acquisitions, whether you’re talking email lists or traditional mailing lists,” said Scott Couvillon, chief marketing officer, Dukky. “By its very nature, direct mail is much more impactful than even the greatest email because it’s there and it’s tangible. Then you take the next step with the PURL and you’re getting feedback on an individual consumer level.”
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