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| Company Name: |
Robertson Marketing Group Inc. |
| Award Level: |
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| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To secure appointments for salespeople |
| Strategy Execution: |
A promotional products-direct mail blitz was planned to give prospects an inkling of the distributor’s creativity and a reason why they should see the company’s salespeople. The prospect list was qualified by spending potential, with the A list getting four “hits,” the C list two. The items selected for the entire audience were a fish-topped ballpoint and a squeeze ball. Copy accompanying the fish pen declared, “RMG has so many promotional marketing solutions it will make your pen swim,” and the ball, embossed as a globe, proclaimed “There’s a world of difference between RMG and the competition.” Best prospects also received a plush monkey with a banana-shaped pen (copy: “A bunch of ideas people go bananas over”) and a head-shaped plant with the suggestion, “Just add water & RMG.” |
| Results: |
The distributor’s customary appointment rate, produced by phone call and follow-up letter, was 60 percent. The promotion-inspired appointment rate rose to 85 percent |
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| Company Name: |
Dr. Robert Spiegel, DDS |
| Award Level: |
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| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To increase patient base by four new families and obtain referrals from existing patients. |
| Strategy Execution: |
Since fear is one reason many people do not go to the dentist, a recruiting campaign adopted a “Relaxadactyl.” Tied to the dinosaur craze, this cartoon dinosaur “Relaxadactyl” was an easy-going character who loves to relax and any toothbrush-using dude that loves life and unwinds with its dentist. A magnet mailer offered a free logo T-shirt for an appointment for new patients or a referral by existing patients. The mailer graphics and copy emphasized the theme, e.g., “Why Is This Relaxadactyl Smiling?”, with the tag line “Going To The Dentist Is Fun.” |
| Results: |
The client reported 20 new clients as a result of the promotion. It was also noted that NBC News did a feature story. |
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| Company Name: |
Color Corporation of America |
| Award Level: |
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| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To broaden existing client base and increase awareness among prospective clients about the advertiser’s capabilities and services. |
| Strategy Execution: |
“Positively Brilliant” was the theme and Albert Einstein the graphic subject for a four-month promotion targeted to 500 ad agencies and photo labs. The program implied the advertiser-like Einstein-has several distinct talents. Each prospective client was mailed a high impact black package with a graphic of Einstein on the outside lid. The headline beneath the graphic stated “Brilliant…” Inside, against a bright yellow background, a graphic image of Einstein wearing a pair of sunglasses correlated to a mounted pair of imprinted sunglasses for the recipient. Body copy, under the heading “Positively Brilliant!” emphasized the company’s services and encouraged the prospect to meet with a sales rep. A clock, with the imprint of Einstein wearing the glasses and the theme line, was offered as a thank you gift for those making sales appointments. Boxes of samples distributed at subsequent appointments bore theme copy and graphics. |
| Results: |
The company reported an 80 percent response as a result of the direct marketing contact. |
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| Company Name: |
Schmidt Lumber LTD. |
| Award Level: |
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| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To generate appointment with potential buyers in two new markets. |
| Strategy Execution: |
A delayed fulfillment program via direct mail was designed to create visibility in the offices of 100 top builders and cabinet shops. A custom desk organizer shaped like a train was created. Targeting two-three prospects per month, the advertiser first mailed the track-imprinted base, the wooden caboose and two imprinted pencils with a brochure headlined: “We put this in first because you always have the last word.” The next day, a logging car (to hold business cards) and a second theme brochure were sent followed by the coal car with brass paper clips and a brochure that hinted, “All that remains is the part that makes the whole thing go. And he’ll be calling you soon.” The advertiser’s salesperson delivered the engine in person. Each piece was an example of one of the advertiser’s wood products. |
| Results: |
Of the prospects contacted to date, 75 percent have been quoted and 50 percent have made purchases |
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| Company Name: |
MagneTek, Inc. |
| Award Level: |
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| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To cause independent businesses to install a standby generator and to contact a specific company distributor to obtain greater detail on products, applications, and pricing |
| Strategy Execution: |
Targeted to operations managers, owners and principals of manufacturing facilities, broadcast stations and large retailers, hospitals, etc., this one-month direct mail specialty advertising promotion told 125 prospects “You’re Wired In.” Promotional products packaged in boxes bearing theme copy delivered a telephone base, receiver, 12-foot cord, cord untangler, glow-in-the-dark faceplate, note holder, pen and holder and business card file. By the time the eighth package arrived, the recipient had a complete telephone and a coordinated set of desktop aids. Along with copy inside the package identifying each specialty gift, copy listed seven reasons “you’re wired in with MagneTek.” Names of local distributors were included for future contact. |
| Results: |
The advertiser reported sales increased seven percent in the four weeks following the promotion. Twenty-one persons were identified as potential customers within the next six months. |
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