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  PURL Campaign

Victaulic, the world's largest developer and producer of mechanical pipe joining systems, recently acquired a new product line, PermaLynx. With the new product, Victaulic wanted a unique way to create brand awareness of this innovative "push-to-connect" cooper joining system and at the same time their sales team needed to collect customer feedback on this and other plumbing products. KSA&D developed a marketing plan to kill two birds with one stone, a P.U.R.L. (Personalized URL) direct mail campaign. Each direct mailer was customized with a personal greeting and the recipient's name embedded into a web address. Recipients could follow the URL to receive a free sample of PermaLynx in the mail as well as fill out a survey collecting data on the customer's buying preferences.

The tech driven direct mail campaign generated valuable consumer behavior and campaign response data for Victaulic's sales force as well as opening up channels of future, personal communication between the company and customers who completed the survey. The personalization and "seeing is believing" aspects of the PermaLynx campaign created great brand awareness for Victaulic's new product line.