B2B Lead Generation Advice
Archive for May 5th, 2008
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| Objective: | To increase sales (new installations, water heaters, ranges, and extended warranties) by five percent compared to the same sales period the previous year. |
| Strategy Execution: | This three-month Olympic-themed “Gallons for Gold” promotion was conducted in 820 district offices (which became known as “countries”) located throughout the United States and at the headquarters office. Targeted were 8,000 employees, including drivers, customer service personnel, secretaries, managers, corporate staff and various support personnel. Promotional products were distributed at the “opening ceremonies” and subsequent “special events” during the medal competition by managers in embroidered polo shirts and caps.
Included were T-shirts, flyers, note holders and memo boards given to headquarters employees for support to the “athletes” in the field. Each week’s competition utilized a different event, such as a ski jump to “leap to new levels” and a marathon to “run with the winners.” The promotion’s mascot - Fillmore the Lion (alluding in part to the client’s ongoing sales goal to “fill more tanks with propane”) was imprinted on a variety of specialties in the campaign. “Closing ceremonies” saw gold, silver and bronze awards given. |
| Results: | Total sales were reported of 143.8 percent of the company goal (new installations 165.5 percent of goal, water heaters-199.7 percent, ranges-200 percent, and sales of extended warranties-113 percent). |
[I reckon these lead generation ideas are a beut mate!]
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"Motivating Salespeople: Suburban Propane"
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| Objective: | To increase awareness of the advertiser’s commercial loan program; to add five new commercial loans. |
| Strategy Execution: | Decision-makers at 200 small to medium size businesses were targeted by mail to receive promotional products packaged in brochures. In each piece, product and copy were related, e.g., a money clip with copy pointed out “…after 100 years, we’ve got things rolling at a pretty good clip.” Or, “We’d like to show you the light” about commercial loans with an enclosed pen light. |
| Results: | By as early as one-third of the way into the six-month program, “we have achieved 40 percent of our goal of direct business inquiries,” said the advertiser’s vice president of planning and development. |
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"Zapp Bank: New Branch Promo"
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| Objective: | To promote two area open house celebrations and introduce clients to newly released products. |
| Strategy Execution: | Using the humor of the Marx Brothers to attract the attention of clients, Facilitek sent out invitations containing fake plastic noses, mustaches and glasses, similar to those worn by Groucho Marx. Visitors were asked to wear the disguise to the open house to qualify for a drawing. Clever copy on the invitation announced “Facilitek NOSE about Office Furniture” (next to the nose) and “We STASH Your Furniture Until You are Ready for Delivery” (next to the mustache). Special clients received a unique desk clock shaped like an office chair while the service crew handed out T-handle screwdrivers as appreciation gifts. Everyone got into the spirit of the event as clients waved their chocolate cigars around and did their best Groucho impersonations. A Harpo Marx look-alike was even in attendance for a fun and memorable evening. |
| Results: | The open house for one showroom was attended by 50 percent of the invited guests–resulting in $50,000 dollars in sales. The second reported an attendance of 33 percent and two 3-year projects totalling $2.1 million. |
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"Facilitek: Furniture and Appliances"
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