Kinross + Render :: Public Relations and Marketing

The Inc.Direct Case Study

Challenge:

  • Inc. Direct – leading direct marketing specialist based in Enfield, North London.
  • Uses the latest Xerox digital printing hardware and web-enabled personalisation software from XMPie to produce highly-personalised direct marketing campaigns.
  • Household-name brands in Inc. Direct’s portfolio include The Carphone Warehouse, Travelbag and Land Rover.
  • K+R was tasked with raising Inc. Direct’s industry profile, moving its perception of being a digital printing firm and positioning the company as a direct marketing innovator.
  • K+R was also briefed with positioning the company as an industry thought leader and commentator on key marketing trends and issues.

Strategy:

  • K+R initially targeted the printing trade media – already familiar with Inc. Direct and therefore a soft target – to start spreading the word about Inc. Direct’s innovative work for The Carphone Warehouse and others.
  • With the marketing press, K+R’s approach was to focus on successful high-profile applications and involve the client-side marketing director to enhance credibility.

Tactics:

  • The programme combined interview and comment opportunities, press releases on new customer wins and hardware investments, profile slots of the management team and case studies.
  • K+R also worked with Inc. Direct to develop an awards calendar and drafted and submitted a number of award entries on Inc. Direct’s behalf.

Results:

  • K+R’s awards programme culminated in the company’s success at the 2006 PrintWeek Awards where it scooped the prestigious SME Company of the Year award. More recently, Inc. Direct was named Direct Mail Printer of the Year at the Quality in Print 2007 awards, and won three accolades at the 2007 Connect Awards, including Supplier of the Year.
  • As well as featuring regularly in the print and graphics arts press, Inc. Direct has been included in features on best practice direct marketing and personalisation in marketing titles such as Direct Response, Precision Marketing, Marketing Direct and B2B Marketing. 
  • K+R regularly receives interview requests from marketing and graphic arts journalists on direct marketing and innovation – proving that Inc. Direct is one of the first companies journalists turn to when seeking expert comment.

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