Objective: To increase customer base.
Strategy and 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% of our goal of direct business inquiries,” said the advertiser’s vp of planning and development.
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Objective: To promote awareness in the community of the St. Cloud Times newspaper’s conversion from an afternoon to a morning paper.
Strategy and Execution: The St. Cloud (Minnesota) Times has been an afternoon newspaper for over 120 years. Converting the paper to an a.m. edition could potentially have caused quite a jolt to daily readers and advertisers, not to mention a reorganization of the workday for newspaper employees. Weekly Q&A sessions for employees were energized by the presentation of employee appreciation gifts such as ceramic latte mugs, plastic traveler mugs, embroidered baseball caps and t-shirts. Two weeks before the conversion, the newspaper hosted a VIP reception for city dignitaries, vendors, advertisers and government officials to unveil the new logo for the paper. Finally, during conversion week, the paper hosted a series of PR events such as “Buzz Breakfasts”, the delivery of breakfast and the new morning newspaper to every city official and morning drive-time disc jockey. The Breakfast Buzz bags included imprinted travel mugs, t-shirts, embroidered baseball caps, yo-yos, ceramic latte mugs, static cling window signs and free coffee with newspaper purchase. The comprehensive program also used radio, TV, and billboard advertising to further emphasize the message.
Results: The success of the St. Cloud Times’ conversion to a morning paper was reflected in an impressive year-over-year increase of 2.1% for single-copy sales. In the newspaper industry, this represents a significant increase
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Ever wondered or struggled with how to get these questions answered for your sales team?
- How do you get a key executive’s attention? (and get them, to, you know, DO something)
- How can you “break the ice” with specific groups? (get past that admin and build a profitable relationship)
- How do you shorten sales cycles with targeted clients? (get them to buy… before your salespeople quit!)
Frustrated with cold calling, post cards or flat mailers?
Imagine we create a package that gets 100% opened 100% read 100% Remembered and your sales people 20% + Close rates!
What would happen if you got one of these in the mail right now?
Would you Get it from mail room 100%?
Would YOU open it?
Would YOU read It?
YES, YES and YES again…
Imagine your UPS guy hand deliver this to you! Full Size…
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Marketing in Three Dimensions: Lumpy Mailers Create Success
Selling a corporate software product that costs hundreds of thousands of dollars is a tough project. You can’t just broadly advertise and expect results. Instead, you need to reach directly into the offices of executive buyers.
There’s no shortage of gatekeepers and roadblocks between you and your quarry, and executive buyers are often deeply jaded to traditional advertising messages. What’s your route to success?
The Campaign
Client was introducing intelligent eMerchandising software that increased the per-cart sales average of large online stores. We rolled out a wide-ranging campaign (involving offline and online elements like print ads, online advertising, e-newsletter sponsorship, email blasts, etc), and the basic campaign concept played out in the visual for our print ad:
The first run of the print ad offered a white paper, and the ad generated far more leads than expected. Time to breathe a sigh of relief.
After all the other elements hit the market, we confronted the problem of getting our sales reps into the offices of 80 highly qualified targets. How could we do that?
Birth of a Lumpy Mailer
I’m a fan of lumpy mailers — three dimensional objects (often with a humorous slant) shipped to small, carefully targeted lists. Because they’re clearly not junk mail and carry an aura of value, lumpy mailers blow right through barriers and onto desks.
The ready-to-ship cart shorn of some of the accompanying elements.
In this case, I located a source for footlong miniature shopping carts costing less than $7 each. Our software allowed us to ship them in large white boxes, and each cart carried a foamcore-mounted piece promising the executive they’d never see another empty online shopping cart.
Also included was a handwritten note from a sales rep promising to get in touch. This was critical — lumpy mailers can be tailored to generate response, but when you send them to high-value targets, the mailer often paves the way for a near-term contact.
The thinking is simple; cold calling a VP’s office earns you a one-way trip to voice mail. But calling an office that just received a fun, three-dimensional goodie (neatly aligned with your product benefits) lands your sales rep a spot on the VP’s appointment calendar.
Results?
Well if you have sales people that can close once in front of decision make always 20% + Close!
The Question?
Are your sales people getting past gatekeepers? If not do you think sales would change if they were at 20% +?
Lets talk!
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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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