ResponsePoint Wins BMA Gold Key Award

ResponsePoint received the 2009 Gold Key Award from the Colorado Chapter of the Business Marketing Association for their Summer 2008 Regal Entertainment Group Direct Mail campaign. ResponsePoint won the award for creating a retention and acquisition direct mail campaign for Regal Entertainment Group’s Corporate Box Office ticket sale program. This direct mail campaign focused on selling ticket packages and acquiring new business-to-business customers.

ResponsePoint conducted extensive market research for multiple acquisition market segments. And in the end, nine market segments were chosen to receive the direct mail campaign. ResponsePoint designed a piece that appealed to the purchase decision maker by simulating the recipient’s desk and office environment. The creative also incorporated versioned headlines and benefit statements appropriate for each market to give a personalized feel.

Regal Entertainment Group was very pleased with the ResponsePoint campaign and the results with an increased total number of orders, an increase in average order size, an increase in conversion rates, and an increase in overall return-on-investment.

“With this campaign, we analyzed and compiled the best existing and new customer data possible. This allowed us to reach customers who were open to hearing about Regal’s Corporate Box Office products. In the end, we were able to create a customized solution from the list to the creative that enabled us to exceed all sales expectations,” says Kim Barb, Director of Client Services, ResponsePoint.

More than 135 entries were received in 52 categories from Colorado’s top B2B businesses and agencies. Entries were reviewed by a panel of 6 independent judges from across the country representing agencies, corporate marketing and academia.

The Gold Key Awards is recognized as Colorado’s most prestigious competition dedicated solely to business-to-business marketing communications.

“We have worked hard over the years to make the BMA Gold Key Awards one of the most coveted by marketers in the state,” says Marilee Yorchak, CAE, Executive Director, Colorado Business Marketing Association. “We’d like to extend our congratulations to the winners of this year’s awards program. It is always fiercely competitive and those that receive awards are truly the best of the best.”

About the Business Marketing Association

The Business Marketing Association (BMA) is a national organization that unites professionals who specialize in business-to-business marketing and communications. The Colorado Chapter has more than 350 members and has been named the “Chapter of the Year” thirteen of the past fifteen years. The BMA Gold Key Awards is Colorado’s most prestigious competition dedicated solely to business-to-business marketing. For more information, please contact Marilee Yorchak at 303.607.9957 or email info@bmacolorado.org.