Case Study for Colour Process direct mail campaign 

The client
Colour Process was a new Australian business offering colour management solutions between software and hardware for the printing, design and photographic industries. Yves Roussange, an expert from France who had recently moved to Australia, set up the business.

What was their marketing challenge?
As a new business, Colour Process had five marketing challenges:

1. To generate business through brand awareness in the market of their products and services.
2. To convince prospective clients to invest in Colour Process products and services by educating them on the benefits of colour calibration and colour management. 
3. To simplify the product selection process for the customer from what was a rather confusing product range. 
4. Yves had to contend with communication issues due to his strong French accent.
5. The Australian market and approach was quite different to the European market.

What was Nouveau Design’s approach?
We recommended a direct mail campaign targeting Colour Process’ three main target market groups: printers, designers and photographers. The design requirements for this direct mail piece were:

• Cost effective to produce.
• An item or device customers could identify with and would catch their attention.
• Educational and industry focused.
• Able to simplify the product selection process.
• Speaking directly to each market group and addressing their needs.

We took the concept of a swatch book; a production tool used across all three industries groups, redesigned it to work as a marketing piece and produced three versions. Features included:

• Three different covers, with images and content to match.
• A colour scheme for each industry category coded through the use of three of the four process colours: cyan, magenta and yellow.
• Reduced printing costs, as the books were printed in-house using Colour Process’ equipment.
• Simple and clear product information, with only industry specific products and information listed in each booklet.
• Strong call to action.

The booklets were mailed with covering letters to managers and business owners through the use of
purchased mailing lists.

What was the outcome?
Yves was thrilled with the result. We delivered a solution that enabled his company to effectively get his products and services onto the desk of potential clients across all his key target groups.

The booklets were smartly presented, strategic to each industry group and the sort of promotional item people would hold onto for some time.

Most importantly, it worked. Colour Process was inundated with new clients and they achieved their
goals of:

• Problem solving colour management solutions across 3 markets.
• Providing service packages for larger organisations.
• Brand awareness and growing their business.

What did the client say about it?
Being new to the Australian market and struggling with a communication barrier, Nouveau Design provided an innovative, beautifully designed campaign that looked professional and obtained the required results. Thank you Nouveau Design.

For more information on how Nouveau Design Australia can develop marketing strategies
to help grow your brand, please contact us today.