BMW and Dukky: Luxury Auto, Meet Direct Response Marketing
BrandWeek & MediaWeek | Anthony Crupi | 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.
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Our Direct Mail to Web API Integrates Social Media Tools
by the Dukky Team | September 3, 2009
Why does Dukky’s direct response platform combine traditional direct mail with new media technology? Based on a study conducted by the DMA, 42% of interested direct mail recipients prefer to respond to offers online. So Shawn Burst, founder and direct mail pioneer, developed a suite of products to capitalize on this finding by providing a stimulating online user experience combining gift cards and coupons.
A psychologically validated phenomenon, “coupon stigma,” partially explains the generally low usage rates of less than 2% of the traditional direct mail coupon offers. A Journal of Consumer Research study demonstrated that coupon users are stigmatized by others as “cheap.” The study confirms longstanding common knowledge that coupons are, in many cases, not socially acceptable. The Dukky Platform sees higher-than-normal redemption rates because both its offline and online distribution methods avoid this “coupon stigma” by completely changing the frame of reference: both physical and online coupons are reinvented as personalized gift cards.
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Dukky Launches Consumer Opt-In and Opt-Out Service
In keeping with our immediate goal of increasing response rates and our long-term goal of 100% redemption, Dukky just launched a method for consumers to opt-in and opt-out of our mailings.
Dukky is sponsoring Unjunk Mail, a site that provides consumers a way to control the deals they get from Dukky, connect with other top Do Not Mail sites, and learn, discuss (and vent!) about unwanted mail. Dukky and Unjunk Mail share a common goal: help consumers get more of what they do want (deals) and less of what they don’t want (junk mail). In the end, marketers win too.
Today, Triple Pundit did a piece on Dukky and Unjunk Mail and dug into the question of why a direct marketing company would sponsor a Do Not Mail service. Check it out here.
Dukky’s Direct Marketing Product for Loyalty and Rewards Programs
Loyalty and Rewards Product Overview: Our direct marketing platform for loyalty and rewards programs is a comprehensive, turnkey effort to trigger reward redemption and elicit feedback from members about either the company sponsoring the loyalty/rewards program or the program itself.
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Dukky’s Direct Marketing Product for Catalogs
Catalog Product Overview: Our direct marketing platform for catalogs allows marketers to continue sending visually effective mailers in a format that captures recipient feedback and measures their response in real-time.
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Dukky’s Direct Marketing Product for Tradeshows and Conferences
Tradeshow and Conference Product Overview: Dukky’s tradeshow and conference marketing platform is a comprehensive, turnkey direct response platform that can assist (or replace) your traditional direct mail and paid media efforts to support your conference or tradeshow. The program drastically increases attendance, feedback or even generates additional revenue from exhibitors or sponsors for the same or less than you are investing in marketing now.
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Reward Redemption + Feedback
by Scott Couvillon | May 28, 2009
Why is Dukky, an innovator (we like to say ‘disruptor’) in the direct mail industry, going to next week’s Loyalty Expo?
Well it turns out that our new technology has an application for Loyalty and Rewards programs that forward-thinking, web-savvy industry leaders will likely appreciate. We’re combining online and offline components to help you engage customers and monitor your relationships with them in real-time. Dukky’s Loyalty and Rewards platform not only increases redemption of points, miles or credits, it also encourages meaningful feedback from members. All without the expense and coordination of yet another merchandise catalog or e-mail to the membership database that has little to no impact.
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See Real Results in Real-Time
Dukky technology provides marketers real-time feedback on how their program is performing and who is responding to their offers. Marketers can slice and dice the collected information in a variety of ways and then download the data from our performance dashboard.
Traditional direct mail campaigns that blast out mailers and catalogs to homes across the country rarely know when their offers are opened, passed on to a friend of the recipient, or tossed into the fireplace. Dukky is using its patented technology and the power of social networks to track all of this activity. Read more
Dukky’s 8% Response Guarantee
Dukky is guaranteeing participating retailers an 8% response rate rate.
Typical direct mail response rates range from .25 to 3 percent; however, the Dukky program is far from typical. We’re confident that our program will outperform traditional direct mail programs and your current incentive program too. If you participate in our beta program and your response rate doesn’t reach 8%, we will refund 50 percent of your campaign fees. Seriously. Read more
Hello Shoppers
by Kristen Sullivan | May 3, 2009
Hi, I’m the newest member of the Dukky team. I’m a personal finance writer who believes in the importance of:
1.) Simplifying financial issues.
2.) Un-cluttering our financial lives so that it’s easier to make smart decisions and harder to become stressed and overwhelmed.
3.) Making the most of the money we earn.
For the last year and a half I’ve helped build the content and community portion of FiLife, the personal finance site in partnership with the Wall Street Journal.
Now why am I chiming in at Dukky?
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