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Local marketing company wins top honors

On 5/3/2008

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Contributed by: ResponsePoint on 5/7/2008

ResponsePoint has received a 2008 Gold Key Award from the Colorado Chapter of the Business Marketing Association for its Regal Entertainment Group Holiday 2007 direct mail campaign. The awards banquet took place on Saturday, May 3, 2008, at the Cable Center at the University of Denver.

ResponsePoint, located at 9519 Pearl Circle, Unit 106, in Parker, created 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. In order to make each direct mail piece as relevant to the recipient as possible, ResponsePoint created a custom illustration of a Regal Entertainment Group theatre in a holiday setting. And, the creative incorporated versioned headlines and benefit statements appropriate for each market.

This direct mail campaign exceeded all of Regal Entertainment Group's expectations with an increase in average order size, an increase in retention conversion rates, an increase in acquisition conversion rates, and an increase in overall return-on-investment.

"With this campaign, we were able to create something that was completely customized, all the way from the list research to the illustration to the copy on each individual piece. This approach created a synergy that the customers related to and enabled us to exceed all sales expectations," says Kim Barb, Director of Client Services, ResponsePoint.

More than 130 entries were received in 47 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, 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 ResponsePoint

Founded in 1992, ResponsePoint provides integrated marketing services to the business-to-business marketing segment. The agency works to develop customized strategies, which generate banner results with unparalleled cost-effectiveness. By using a comprehensive, closed-loop approach, ResponsePoint evaluates the most appropriate marketing mix using historical and real-time data, executes the program from start to finish, categorizes and acts upon the leads generated, and creates comprehensive reporting, including return-on-investment data. For more information about ResponsePoint's services, please call 1.800.990.0725 or email sales@responsepoint.com.

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.

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