Following on from the Guernsey Post website re-design Oi has now completed the new,  fully content managed,  Guernsey Stamps e-commerce site…

The new Guernsey Stamps site features better usability and a much clearer checkout process.

All of the stamps have a custom built zoom feature, allowing users to zoom in on stamps sheets and view individual stamps clearly.

The new site includes express ordering for bulk orders allowing frequent stamp purchasers to easily click through placing a large order on one scrolling page, without having to navigate through to different pages for various products.

There is also a custom built polling page on which website visitors can vote on their favourite stamps. This serves as a fun an engaging tool for stamps aficionados and a great data capture mechanism for Guernsey Stamps.

Check out www.GuernseyStamps.com here

Well, working on this cool new website from Guernsey Post’s Philatelic Bureau was lots of fun for those involved at Oi. The e-commerce website is part of a campaign to promote its new Penny the Postie children’s book – a great present for young children…

The website has a really nice illustrated design feel, simple navigation, nicely structured e-commerce system and some other subtle touches of Flash with the occasional wink and wave from the adventurous Penny as the wind blows through her hair

Check out the new Penny the Postie book website here.

The Oi digital team are launching a new e-commerce microsite for Guernsey Philatelic promoting its new Penny the Postie children’s book – a great present for young children…

The new website, design and built by Oi, has a nice, subtle touch of Flash and will be coming soon at www.pennythepostie.com

The Sherlock Holmes product marketing campaign is well under way with over 1,000 units sold in the first few weeks and demand continuing at a great pace…

Targeting a specialist audience requires a special approach. Direct response advertising with a coupon mechanism was selected as the right way forward for above the line activity and has proved very effective. The advertising, running across national and international collector titles, has been supported by below the line direct mailers, emailers, online pay-per-click advertising, Facebook advertising, blogging, a nice little e-commerce site www.sherlockstamps.com, and we’ve set up a Facebook site www.facebook.com/sherlockstamps which has proved very effective too.

From coding all advertising through to detailed digital analytics the campaign has been measured as it progresses, adjusted where necessary, and now enters its next phase in the build up to Christmas and the 150th birthday anniversary of Sir Arthur Conan Doyle next year.

]]> http://www.oi-you.com/work-type/advertising/selling-to-a-niche-audience-problem-solved/feed/ 0 http://www.oi-you.com/work-type/branding-work-type-2/identity-parade/ http://www.oi-you.com/work-type/branding-work-type-2/identity-parade/#comments Fri, 20 Nov 2009 11:30:17 +0000 Peter Grange http://www.oi-you.com/?p=4368

Offshore International Advertising has created a special 150th anniversary identity for Sir Arthur Conan Doyle, the creator of Sherlock Holmes, as part of an international marketing campaign.

The clean and sophisticated identity is being used within a campaign to market the special Sherlock Holmes themed stamp Mystery Pack from Guernsey Post sold around the world.

The marketing campaign includes direct mail, direct response print advertising, an e-commerce website at www.sherlockstamps.com, pay-per-click advertising, social media marketing via Facebook, Twitter and blog seeding.

We’re particularly proud of our recent Sherlock Holmes integrated marketing campaign to launch a Stamp Mystery Pack from Guernsey Post. The elements involved direct mail, direct response print ads, an e-commerce website at www.sherlockstamps.com, pay-per-click advertising, and social media marketing via Facebook and blog seeding.

The brief was to speak directly to the stamp consumer and persuade them to buy the highly innovative Sherlock stamp story pack, so direct mail was an instinctive first approach to initially target their existing customers.

This isn’t junk mailing though. When done well, direct mailings are cost-effective and achieve good response rates, which means sales. Thousands of highly targeted mailings went out internationally. So the mailer design had to be just right.

Targeting customers in bulk is a fine art. You have to….

….avoid your mail being left around unopened, being thrown away, or being read and not acted upon. We first invited recipients to open and read the mailer by having Sherlock Holmes personally address them, “My Dearest… Mr John Smith” and lead them into the detective story with the cry “Your attention is urgently needed…”

Once inside the reader was rewarded with a the combination of beautifully written but obvious product copy and a visual style that matched the stamp pack illustrator’s unique Sherlock Holmes graphic novel style artwork.

The well-thought out incentives to purchase were two-fold: a promotion online driving people to win a holiday for two to Alderney, where the Sherlock Holmes story is set, as well as a pre-order bonus for previous customers, and free postage for both the order form and the stamp purchase.

The mailer, DL shaped as it’s known in the trade, included an added response section. This was the all important ‘response mechanism’ - a perforated tear-off order form, designed to be folded back in on itself to hide credit card details from prying eyes.

To give you another trade secret, we made sure that the web address was printed on the remainder of flyer left in the customer’s hands, so they knew where to make further orders, or have some fun poking around the www.sherlockstamps.com Whodunnit pages.

So in summary, why use DM? It’s a great way to talk directly one-to one to your customer and is a form of out-bound marketing that truly can be tracked. In this environment, every marketing pound needs to be proven to work, and as the great adman David Ogilvy once said with direct response “You know what works and what doesn’t work.”