B2B Lead Generation Advice
Promotional Products for Lead Generation Opening New Accounts Trade Show Promotional Products
11.05.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Thinking” Above the Bill
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| Objective: | To draw exhibit traffic as a means of securing new subscribers and updating a circulation database. |
| Strategy Execution: | Marketing management of the computer network magazine figured a mini-show that Novell was sponsoring would be a good place to pick up 250 new subscribers and obtain an updated profile of its current circulation. The question was, how do we get the targeted network software developers to the LAN Times exhibit table? A baseball cap came to mind. This one would have the imprint “Thinking” above the bill. Certainly the idea of a thinking cap was no stretch for anyone attending a show called “BrainShare.” The cap, which had the magazine’s imprint on the back, was given to each LAN Times exhibit visitor who signed up as a new subscriber or updated their current subscription profile. |
| Results: | “When the doors opened, a stampede of people raced toward our table and then stood patiently in line to sign up and get their caps,” reported the magazine’s marketing and events director. Within two hours, the original objective was surpassed with 407 new subscribers. |
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Tags: new, Opeing New Accounts, Opening New Accounts using promotional products
10.23.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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promotional products”some very cool ideas”
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| Objective: | To secure appointments from hard-to-reach prospects. |
| Strategy Execution: | Discouraged by unproductive telemarketing, the corporate events producer was looking for a can’t-miss method of drawing prospects’ attention. A Coleman cooler turned out to be the answer. The firm directed the promotion to 75 human resources directors in Southern California. Imprinted “James Productions for Cooler Picnics,” the coolers were tied with large green bows and delivered to their reception lobbies. An attached romance card beckoned, “If you want to see something refreshing from the leader in company picnic services, look inside.” Inside was a bed of ice and a letter explaining that James Productions had “some very cool ideas” but noted that refreshments were missing from the cooler. “I’ll bring some soft drinks for you and your staff to enjoy during our presentation meeting,” the message continued. “Let’s get together before the ice melts.” |
| Results: | From this audience that was unlikely to return phone calls, the company was able to schedule 50 appointments, resulting in 15 new accounts. |
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Tags: Opening New Accounts, Opening New Accounts using promotional products
10.22.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “attention-getting Games “
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| Objective: | To create greater awareness of Select Laboratories and its products |
| Strategy Execution: | The intensely competitive poultry vaccines industry is not for the chicken-hearted. Prior to the International Poultry Exposition, Merial Select targeted 1,800 prospects with a card that, when opened, greeted them with a cheery and attention-getting rooster crow. The card also included a puzzle piece inviting them to drop by the Merial Select booth. There, they could match their puzzle piece against the missing piece in a large display puzzle and win a TV/VCR unit or Brumby rocker. |
| Results: | The program drew 750 prospects to the booth, and at least two accounts moved their business from competitors to Merial Select. |
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10.10.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Taking a Cue from a Slogan”
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| Objective: | To teach children the importance of saving and to increase credit union membership in the target market of children 10 years and younger. |
| Strategy Execution: | Taking a cue from its slogan, “Your Family’s Financial Navigator,” Ingalls Employees Credit Union commissioned the design of “Navvi-Gator,” an alligator mascot that would appeal to children. Navvi was featured in the credit union’s quarterly newsletter, in radio spots and at public appearances. Attention-getting posters featuring Navvi-Gator were placed in all five branches along with promotional balloons. Children who joined the credit union were welcomed with a membership kit that included a Navvi-Gator magnet frame. Children making savings deposits earned Gator Bucks they could use to purchase a well-chosen range of incentive items valued to correlate with the size of the deposit. Items they could purchase included insulated lunch sacks, sport packs, T-shirts, stuffed alligators, nylon wallets and knapsacks. |
| Results: | During the course of one year (July 1998-July 1999), the Navvi-Gator Super Saver Club grew from 369 members to 1,000 members; and deposits in the first 60 days reached $30,000, doubling the goal of $15,000 |
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10.07.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products”fresh horizons and new opportunities”
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| Objective: | To secure appointments for salespeople. |
| Strategy Execution: | The promotional products distributor decided to paddle to the doorstep of hard-to-reach senior marketing executives. Selected as a metaphor for marketing navigation expertise, a 30-inch canoe paddle was FedExed to the targeted 100 executives. Recipients’ names were laser-engraved in the paddle, which came with a hang-tag stating the distributor had the experience to outfit and guide marketers in the treacherous white waters of commerce. The message suggested recipients meet on their “home terrain” with a Marketing Associates account executive “to explore fresh horizons and new opportunities.” |
| Results: | The door opener enabled the firm to secure appointments with 80 percent of the targeted audience. |
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10.06.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “secure appointment’s”
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| Objective: | To secure appointments from unresponsive prospects. |
| Strategy Execution: | The payroll processor chose an exercise theme to communicate its flexibility and broad range of services to human resources officers of prospective major accounts. A jump rope encased in custom packaging was sent to the target audience. Copy encouraged recipients to obtain further information from ADP reps. If an appointment was secured, the reps presented an exercise kit when they came calling. |
| Results: | Appointments were obtained from 41.2 percent of the targeted human resources personnel, ultimately resulting in $4 million in contracts. |
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10.03.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Bubbles and Blues”
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| Objective: | To introduce Net Effect Systems and its products to potential new customers and to attract 100 targeted prospects to a trade show social event. |
| Strategy Execution: | Prior to a San Francisco trade show, Net Effect Systems mailed invitations to 400 prospective clients for a “Bubbles and Blues” launch party to be held at the trade show. The mailing consisted of an invitation, RSVP card and a matte-glazed tulip-shaped coffee mug, and a bottle of bubble solution featuring the company’s new logo and tag line. Follow-up calls were made to thank the guest for their RSVP or to solicit a response. At the party, bubble pens were given out, and employees wore white denim shirts embroidered with the logo on the front and tag line on the back. Green embroidered polo shirts were given to key prospects during the party. The “Bubbles and Blues” (champagne and blues music) party was a smash and launched several valuable client/customer relationships for the young company. |
| Results: | Net Effect reached 100 percent of its year-end goal for signing on new clients, and 70 percent of those new clients grew from the “Bubbles and Blues” party. |
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10.02.2008 Author: Nye Ohrberg
(1 votes, average: 3 out of 5)
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Promotional Products “Giving back Will Help you Move Forward”
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| Objective: | To increase new accounts and deposits while building the bank’s image as the civic hometown bank. |
| Strategy Execution: | Adding a “civic touch” to their marketing program, “Places in the Heart of Collierville,” the bank offered a miniature, lighted replica of a local historical building on the town square. The bank sold the miniatures for $35 each and gave part of the proceeds to the local church, which was the model for the miniature. As an incentive to new depositors, the model building was offered for certain levels of deposits. The tag line used on all printed materials was “Where they have their branches, we have our roots.” |
| Results: | The initial order was for 300 miniatures to attract a projected 25 new depositors. With reorders totaling 700 more replicas, a total of 55 new accounts were opened with $500,000 in deposits. $10 or More,000 was raised for the church, as well. |
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Tags: Lead generation using promotional products, Opeing New Accounts, Opening New Accounts using promotional products
09.25.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Dialing for Dough”
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| Objective: | To generate sales of new checking and savings accounts. |
| Strategy Execution: | Following its acquisition of another area Thrift institution, Bay View Bank realized it was critical to future growth to shift internal sales efforts and encourage existing customers to do more than purchase CDs. The concept behind this creative and fun incentive program was to educate employees and to inspire them to learn about and promote the bank’s new stance on customer relations. Using the theme, “More than just a place to store your dough,” the bank distributed a training booklet shaped like a piece of bread. Employees who correctly answered the “Things You Knead to Know” training quiz were entered in a draw ing for an acrylic bread box. Every time an employee sold a new transaction, they could call the “Dialing for Dough” 800 number and answer a trivia quiz to win cash prizes. |
| Results: | In the first fours weeks of the campaign, Bay View Bank generated $75 million in sales…90 percent of their nine-week goal. |
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09.24.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Past, Present, and Future…Great Ideas Are Timeless”
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| Objective: | To increase name recognition, sales and open new accounts in a targeted group of larger companies. |
| Strategy Execution: | This two-piece, direct-mail campaign used a retro 1962 theme, “Back To The Promotional Future,” that simultaneously offered nostalgia and an awareness of the Y2K issue. The first round of mail contained a comb and/or manicure kit with graphics that authentically recalled an early ’60s look. The box was cosmetically distressed and “aged” and carried a 1962 postmark. A letter explained that the box, previously “lost” had been recently found and forwarded to the recipient. Three days later, an Etch-A-Sketch key ring arrived, inviting the recipient to take a trip into the promotional future, humorously suggesting that after Y2K, we just might be communicating via Etch-A-Sketches. During follow-up appointments with a salesperson, prospects received a gift box containing a calendar pocket planner, pen and portfolio, and a romance card featuring the message, “Past, Present, and Future…Great Ideas Are Timeless.” |
| Results: | Insight Marketing received a 30 percent positive response rate, and sales increased by $44,000 as a direct result of the mailing. Since the mailing first launched, there has been a dramatic increase of requests for promotional programs |
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09.23.2008 Author: Nye Ohrberg
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Promotional Products “Promotional Package Generate New Accounts”
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| Objective: | To generate interest and inquiry from potential new members. |
| Strategy Execution: | Silver Spring, Maryland’s Aspen Hill Club decided that the best way to increase membership was to give it away…at least for a complimentary week. After identifying 300 pre-qualified tennis players in a 15-mile radius, Aspen Hill sent a strong call-to-action to potential members in the form of a promotional package that told them, “The ball is in your court.” An eye-catching mailer contained a custom imprinted tennis ball and personalized, one-week membership card that encouraged recipients to call for a membership appointment. The club hoped the promotion would generate a 12 to 15 percent inquiry and appointment rate. |
| Results: | Club management reported an initial 25 percent success rate, and anticipated an even greater response further into the program |
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09.22.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products “Sparking Interest before you Open”
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| Objective: | To motivate new and existing members to enroll before the grand opening of a new fitness club. |
| Strategy Execution: | Because the club’s dues are somewhat expensive, the target audience generally included the wealthy and sophisticated. The three-month marketing effort was twofold: reaching the members at the existing “old club” and attracting new members. The first group was offered gym bags, sweatshirts, sports bottle and towels which afforded high visibility among current members. For potential members, bag tags were sent out in a mailer that offered a gym bag for new membership. The mailer used the line “Use your bag tag on your new gym bag . . . if you join.” Sports watches were also offered to get prospects to stop by with the theme that said “Give us a minute of your time and we’ll give you a minute of ours along with a free sports watch.” A 20-foot helium balloon flew over the location to attract attention. |
| Results: | The original goal was 1,100 new members. Over 2,800 had joined the club before the doors even opened, generating more than $3 million in revenue. |
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09.17.2008 Author: Nye Ohrberg
(1 votes, average: 5 out of 5)
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Promotional Products ” Giving them a reason to Contact You”
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| Objective: | To increase sales and open new accounts in a targeted group of larger and growing companies. |
| Strategy Execution: | Six hundred bi-fold mailers with perforated business reply cards were sent to a carefully selected group of companies with significant growth in the Dallas/Fort Worth area. The promotion invited the recipient to return the mailer for a free pair of imprinted scissors. Scissors were distribu |