B2B Lead Generation Advice » Opening New Accounts

I’ve got a really great article for you today that takes you on the inside of what it feels like to have a powerful promotion.

Once you read through this article mixed in with an actual example — you’ll be able to call me to get your own amazing promotion going!

So if you’re ready, let’s start…

========================================

An Analysis of A Winning Promotion

Many people say they can spot a good promotion when they see it, but the problem is when it comes down to creating one and making sure it actual works, they simply freeze up.

That’s why I want to take you behind the scenes of a successful promotion I wrote and illustrate the thinking that goes into creating an amazing promotion that generated a healthy 190% ROI. This promotion solved one of the key issues we all face today.

How to differentiate our sales people and our sales organization from the rest of our competitors in the market place. And how to simply get sought after and invited in by the desision makers as an expert with out making cold calls and leaving voice mails that dont get returned.

After spending the bulk of my career in the trenches of sales and management, I recognized several fundamental problems with traditional sales approaches, starting with the fact that customers dont want to be pushed, probed, or pressured by a salesperson.

But people love to to make wise purchase decisions, but no one wants to be sold.

Especially in the current business climate, how you choose to position your company and products is important, but whats even more important is your ability to effectively position your sales people.

We have reached a defining moment where companies will be handsomely rewarded by partnering with their sales teams to leverage the current appetite for change to your advantage.

Identifying what to do and how to do it more effectively, should dominate your strategic focus moving forward.

Having a cohesive sales and marketing strategy that the entire team can rally around, and then seeing perceptible results, is going to be the key to your success.

The good news is, most sales people will respond very favorably if you can just light a fire under their competitive spirit and position them as the experts.

At the end of the day, a hungry sales organization combined with a proven methodology for positioning and differentiating your strategic sales efforts, will create the competitive advantage demanded by todays market.

In todays competive marketplace its about boosting your sales effectiveness, plain and simple.

Imagine if your sales people were just out visiting clients after they were invited in as an expert instead of makeing cold calls to get in.

Here it is I have created some of the most amazing campaigns that were created and tested to get your sales people invited in as the experts in your industry.

For now, let me ask you: Have you ever wished you could just flip a switch, sit back and get all the business you ever wanted?

Wouldn’t that be wonderful?

Well, I don’t have a magic wand, but I’m going to give you the next best thing…

Introducing the New
Instant Marketing System™

Wait until you hear about this - you’ll love it!

With the Instant Marketing System™ you’ll get new “ready-to-use case studies”, “get-out-the-door” and “start-making-money” using proven marketing promotions.

Of course I don’t have to tell you that things are different right now. No doubt about it, we are living in difficult times.

Business owners everywhere are pulling back and cutting down on their marketing - hoping and praying things will get better.

Despite what you may have heard, the way to not only survive — but actually THRIVE during these rough economic times is by consistently and constantly marketing.

No, I’m not talking about recklessly spending money like some drunken sailor on leave. I mean using proven direct response marketing promotions that bring in $2, $5 even up to $25 dollars for every dollar you invest in marketing.

The problem is most organizations have trouble finding the time and energy to create more marketing materials.

You have too many fires to put out in a typical business day. That’s why the Instant Marketing System is so valuable – I have taken the work and sweat out of doing more marketing. I’ll make it easy to grow your business

Imagine a steady stream of “ready-to-use, plug-in-and-go” marketing tools you could put to use right away. That’s what you’ll get PLUS a whole lot more. The Instant Marketing System™ is designed to give your company a profitable kick in the butt whenever you need it.

Also as a bonus we will be showing you how to track your results. Most people have no idea what advertising or marketing is bringing in business.

By using this system you’ll know to the penny what your marketing is bringing in and we do it for you free in real time and give you 24 hr access.

I guarantee by using the my proven campaigns, I just illustrated, you’ll see your next promotion produce incredible results.

Call me today to find out more or drop me an e-mail

Warm Regards

Nye Ohrberg

888-778-7135

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Company Name	American General Annuity
Award Level	Silver
Industry Category	Financial Institutions
Industry Name	Finance Companies
Award Year	2000
Promotion Amount	$10 or More

Promotional Objective(s)	Introducing New Products/Services
Objective	To increase awareness and sales of a new American General Annuity product by 100 percent.1
Strategy Execution	Targeting 2,000 agents in one of its selected banking institutions, American General Annuity launched the highly effective “Race To Success” campaign. The auto race theme was supported by a series of scheduled mailings consisting of items such as a race car tumbler, a race car inkbed and sticky notes with racing graphics. The mailings also displayed several messages using racetrack terms and clever wordplays to explain the annuity product and its features. The first mailing contained coupons that could be redeemed for the first and fifth sales of the product. The first sale coupon was redeemed for a 13-piece tool kit featuring the “Race To Success” imprint. The fifth sale coupon earned the holder a mini-maglite with racing graphics.
Results	The program, lasting only two months, generated enough interest in the product to increase sales 250 percent-well above the anticipated goal.

Company Name	3M Promotional Markets
Award Level	Bronze
Industry Category	Services
Industry Name	Marketing and Advertising
Award Year	2002
Promotion Amount	$10 or More

Promotional Objective(s)	Opening New Accounts
Objective	To increase the number of authorized distributors attending the 3M booth at the January 2001 PPAI Expo.
Strategy Execution	Adopting a “Late Show With David Letterman” theme, 3M sent postcards to authorized distributors six weeks prior to the trade show. The postcards listed the “Top Ten Reasons” to visit the 3M booth. Upon their arrival at the booth, the distributor attendees participated in a five-station presentation and received a Polaroid photo frame of themselves posed with a Letterman look-alike in front of a New York backdrop. They also received a 3M Promotional Products personal organizer containing a list of “Top Ten” sales ideas. Emphasizing the notion of promoting 3M product applications as opposed to simply selling product, 3M sales reps were also invited to watch a satellite TV broadcast training session that explained how to present the sales applications of 3M products. Upon returning home, all show attendees received a full-color reproduction of the “Top Ten” sales ideas as a thank-you for coming.
Results	At the same show one year earlier, 20 percent of the booth attendees were authorized sales distributors. Thanks to the Letterman promotion, this number rose to 80 percent and the overall attendance by qualified distributors was up 60 percent.

Objective:	While keeping its maternity center open during remodeling, the advertiser wanted to alleviate patient stress; attract new patients; thank staff who served during renovation; bring people to an open house; and attract media coverage of renovated facilities
Strategy Execution:	The 500-bed acute care hospital elected to keep its maternity center functioning during a renovation and creation of a women’s wellness center. The target audience of 3,000 included patients, medical staff, hospital board and administrators and ultimately, the local media and community. “Celebrate Life” was the theme, and patients during renovation were issued terry-cloth robes for their stay along with radios with earphones. When the new family member arrived, buttons and yard signs reading, “It’s a Boy (Girl)” were distributed, with stickers reading, “I am a big brother (sister)” given to siblings. The babies were given T-shirts. Shopping bags containing safety plugs, baby sitter memo magnets and other specialties were set out in a cradle for new parents to take. An unexpected highlight was the 90-foot plywood temporary wall over the construction area - new parents were invited to sign the wall, then began to add baby footprints, original art and birth announcements. When the renovation was completed, art from “The Wall” was used on hospital literature, open house invitations and news releases. Coasters constituted the invitation, four-mug sets with wall art were given to parents whose art was used, and maternity wing nurses received coaster/ mug sets. The media were invited with yard signs, coasters and mugs festooned with balloons. All pieces emphasized the “wall that didn’t divide.”
Results:	The target for the open house was 200, and more than 600 attended. Two of three television stations and the leading local newspaper covered the event.

Objective:	To change the 80-year old company’s business direction from product orientation to problem solving or program emphasis.
Strategy Execution:	After bringing key salespeople to the PPAI Winter Show in Dallas, where they realized that they were already creating many programs as exciting as some of the award-winning Golden Pyramid entries, account executives were challenged in a “Pyramid Power” program. The program, introduced in all nine offices of the company, was developed to maintain awareness of the need to be creative in formulating solutions for clients. The very best of the programs would be picked by the company to be submitted to PPAI’s Golden Pyramid competition. To launch the program, a folder stamped with the “Pyramid Power” theme was given to each salesperson. Inside was information on the Pyramid competition with a cover letter explaining the campaign. Entries were due at the end of each quarter, so reminders were sent in the form of an imprinted pyramid-shaped Tri-Liter. When an entry was selected, it was photographed and a miniature Lucite pyramid was given to the account executive to display. Imprinted mylar bags were given to the executive to collect the promotional products used in the campaigns to submission to PPAI. The executive also earned points toward attending the Dallas Show.
Results:	A third of the executives submitted entries. While the company had only one entry in the previous year’s Pyramid Competition, after this promotion, it had 13 entries

Objective:	To education existing clients, to build sales and credibility of promotional products, to encourage clients to meet the company’s staff and to allow clients to meet manufacturers of promotional products.
Strategy Execution:	From the company’s 2,000 customer list, 300 targeted clients were invited to go on a bus trip to Philadelphia to the Promotional Products Showcase-an end-user show produced by the regional association in the area. Since an exclusive art exhibit of Cezanne works was being shown in Philadelphia at the same time, the company’s art department created their own art exhibit, subtly incorporating a golf ball, clock, pen, key fob and travel mug into a Cezanne painting and titling it “The Art of Promotion.” A custom invitation was designed that read like it was an invitation to a special exhibit of promotional products. As they were leaving, guests were given a canvas bag, imprinted with the campaign logo, and containing a T-shirt and mousepad. On the bus trip, senior company officials introduced staff and presented a program about the industry-pricing, artwork, imprinting methods, etc.-a classroom on wheels.
Results:	More than one-third of the invited guests made the trip, the highest attendance ever. An unbudgeted, additional $122,000 in sales was directly attributed to the trip and new business has totaled more than $800,000. Three clients have asked the company to come up with similar promotions for them

Objective:	To increase business by educating clients on the uses of promotional products.
Strategy Execution:	Booker Promotions staged a “Magic of Promotional Products” case history seminar. They teased the event with a wide variety of magic themed products and invitations, such as a top hat stick fan and magic wand pencil. During the seminar, slight-of-hand tricks introduced the discussion of product case histories. Attendees completing the seminar received a thank you CD and a mug with the message, “I learned to promote at Booker Promotions Ad-Expo.”
Results:	Originally expecting a possible turn out of around 35 attendees, Booker Promotion reported a total show attendance of 185.

Objective:	To raise funds for school equipment and programs.
Strategy Execution:	While the cost of educating children continues to increase, financial support has declined in many districts, moving responsibility for fund-raising to local schools. The Dutch Creek Elementary School Parent-Teacher-Student Association sought a way to increase school spirit and raise funds without having children go door-to-door, which can sometimes be dangerous. The specialty advertising counselor developed a Run-A-Thon program involving students getting pledges for their laps during gym class or on school property. The “Spirit Runner” logo was developed and imprinted on buttons, pencils and stickers in the school colors for the kick-off assembly meeting. The program included a notebook for leaders with instructions, sample pledge forms, letters, etc. Based on pledge amounts, students could earn prizes such as “Spirit Runner” mugs, T-shirts, sweatshirts, sweatpants and barrel bags. These prizes were awarded to students during classroom award ceremonies.
Results:	An increase of 24 percent over the previous fundraiser netted an additional $4,000 for the school. Pledge money was collected by 58 percent of the student body, an increase of 152 percent over participation in the previous program.

Objective:	To secure sponsors for major league baseball broadcasts.
Strategy Execution:	The Los Angeles radio station, broadcaster of the Dodger games, mailed a plastic, jersey-shaped key-tag to 1,500 selected advertising agencies and their clients. An accompanying card proclaimed “L.A.’s turning blue” (the Dodger color), and promised an equipment bag would follow. The bag containing a miniature baseball cap, bat and chocolate balls, a Dodger schedule, plus a razor, shampoo and other practical travel items, was received a week later. A handy article case for “road trips,” the bag was intended to serve as a reminder of the team and the station.
Results:	According to the station’s creative director, KABC’s sales division got an enthusiastic reaction from more than 100 major advertisers, making it “the winningest season” from the standpoint of sales.

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.

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.

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.

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.

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

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

Objective:	To educate consumers and policymakers about the environmental friendliness of the advertiser’s Simple Green cleaning products and to increase overall market share.
Strategy Execution:	Through various avenues including the advertiser’s EGBAR (Everything’s Gonna Be All Right) Foundation, whose objective is to help people clean up the world, a variety of imprinted promotional products communicated the products’ environmental advantages. Trade shows, beaches, ball parks, military bases, government facilities, toxic waste sites, retail grand openings and neighborhood clean-up sites were among areas targeted. To remind the advertiser’s sales personnel of occasions where their support would be needed throughout the year, a large imprinted desk calendar pad (made from recycled paper) was sent via UPS. The EGBAR mascot was used on most of the specialty items and promotional products including imprinted pins worn by volunteers and given with Promotional product samples at public gatherings. At trade shows, a booth game labeled the Envirotoss asked participants to toss bean bags at holes labeled with product features (e.g., non-toxic) to win custom imprinted folding nylon Custom imprinted totes, imprinted tree-growing kits and other promotional products.
Results:	Many of the clean-up efforts and the advertiser received media coverage, and overall sales of the Simple Green line were up 21 percent over the previous 12-month period.

Objective:	To increase the number of cardholders by 200 for the year, while emphasizing library services to Hispanic residents new to the community.
Strategy Execution:	June 6 was designated “Discovery Day,” a day targeted to the entire community to encourage use of the Lamont Branch Library. Special emphasis on the migrant Hispanic youth and adult population was promoted with a bi-lingual theme, “Leer! Saber! Vivir!” (”To Read! To Know! To Live!”). Banners were hung in the library and in schools, and the program staff spoke in classrooms and passed out imprinted balloons, bookmarks and pencils to promote the Discovery Day open house. Public service announcements were made on English and Spanish language stations, and a direct mail flyer served as an invitation as well as a map to the library. Imprinted bookbags containing frisbees, drink bottles, yoyos and pencils were distributed at the circulation desk to those applying for new cards. Logo-imprinted T-shirts and candid photographs were awarded in prize drawings which also served as incentives to return to the library to claim the items.
Results:	A reported 169 new library cards were issued on “Discovery Day,” with 147 to the Hispanic target audience, meaning more than 85 percent of the annual cardholder goal was met. A waiting line had formed for the library’s 10 a.m. opening the day of the promotion.

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"Opening New Accounts “L.A.’s turning blue”"

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"promotional products”some very cool ideas”"

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"Promotional Products “secure appointment’s”"

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"Promotional Products “Giving back Will Help you Move Forward”"

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"Promotional Products being Creative while Securing your New Appointments"

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"Promotional Products How to get New appointments"

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"Opening New Accounts Using Promotional Products"

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"Lead Generation Using Promotional Products to Get FREE Media Coverage"

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"Opening New Accounts Using Promotional Products for Hispanic Market"