Case Study : BrandNew

Brand identity company BrandNew had been searching for several years for a way of maximising the marketing potential of email. As a company in the business of designing and empowering brands, it strongly believes email is a hugely under-utilised branding opportunity.

"It's not rocket science that any brand touch point should be consistent with the company's overall look and feel, otherwise it lets everything else down," says Dave Bassett, who set up BrandNew seven years ago. "But the majority of companies out there just don't get that. With the bulk of today's business communications conducted over email, why would you not seize this as an ideal branding opportunity?"

BrandNew had tried to implement its own email branding technology several years ago but without success. So when it came across Calcium's mailPrimer product, Dave realised it was exactly the solution they had been looking for. They implemented it a year ago.

"For us mailPrimer has been an absolute godsend. It's an incredibly powerful tool. The brilliant thing about the electronic medium is that it is so much more dynamic than static collateral.

"And the potential is quite dramatic. Unlike a masthead on letterhead, we can change it regularly and continually surprise people. But you've got to be committed to using it cleverly in order to maximise its effectiveness. For example, we update our templates and change content regularly, ensuring the look is kept fresh," he says.

"One of the other fantastic things about mailPrimer is, due to the technology behind the product, we can tell if the email has been received and when it was opened. And we're continually receiving positive comments from our clients and suppliers on how smart and professional our emails look.

"There's the cost factor to consider as well. Companies are wasting ridiculous amounts of money on marketing collateral that generally has poor hit rates and usually just annoys people."

Dave says BrandNew is highly impressed with Calcium's commitment to continual innovation and improvement of its products.

"It's also important to work with people who are prepared to listen and understand and really know their stuff. These guys really do."

"One 2 one email between iStart staff and our clients is the most targeted brand-reinforcing opportunity we have; we wholeheartedly buy in to the mailPrimer concept."

Marty Verry, MD
iStart

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