B2B Lead Generation Advice
Archive for the 'Nye's Say' Category
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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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"Promotional Products “Promotional Package Generate New Accounts”"
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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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"Promotional Products “Sparking Interest before you Open”"
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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 distributed in person as well as by mail. |
| Results: | Sales increased the following year by 25 percent and more than eight new large accounts resulted directly from the promotion. |
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"Promotional Products ” Giving them a reason to Contact You”"
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| Objective: | To solicit and enroll 4,000 new members. |
| Strategy Execution: | Meeting Professionals International knows that their best new-member recruitment sales force is its existing member base. Adopting a “Go For The Gold” Olympic theme, MPI offered an exceptional five-tiered incentive program for recruiting new members. A bronze bowl, silver trophy, and dramatic crystal “Torchbearer” sculpture were the core of the program’s premiums. Additionally, Gold Medal winners, recruiting 16 or more new members, chose from three different world-class vacation packages. |
| Results: | MPI not only achieved it’s target of 4,000 new members in the 1996-97 fiscal year, but exceeded that goal by 538 new members. |
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"Promotional Products “Go For The Gold”"
Promotional Prouduts ” Gifts & Brochures Really Knowing Your Target Audience”
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| Objective: | To highlight the location of the hotel within the Atlanta airport, on the site of an old runway. |
| Strategy Execution: | This hotel is on the site of an old runway and affords a view of the airport operation. The target audience of this promotion was leisure travelers, aviation buffs, media and families traveling with children. Junior Aviator Kits were designed to allow guests to enjoy the view of the operations of the airport. A sturdy plastic box, die-cut with a welcoming message to guests, held a pair of junior binoculars, a compass, mirror, junior “wings” and a dry erase pen. The top of the kit featured another die-cut shape representing airplanes frequenting the airport. An envelope in the box held a brief history of aviation, etc. Finally, the box also included a laminated map of the airport and scratch paper. Brochures and press releases were sent to previous guests of the hotel, travel media and news services. |
| Results: | It was reported that the package sold 200 percent over the original estimate. The Director of Public Relations of the Stouffer Hotel wrote that the kit was very effective in piquing the interest of travel and feature writers from the Southeast and throughout the country. It is also being used as a VIP amenity. |
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"Promotional Prouduts ” Gifts & Brochures Really Knowing Your Target Audience”"
Promotional Products “A Program of Promotional Products and Sales calls”
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| Objective: | To secure new clients. |
| Strategy Execution: | Potential clients of Advertising Products Company began receiving promotional product items that piqued their curiosity. The products featured the name of the prospect’s assigned sales rep, but did not explain exactly who that sales person was or what the meaning was behind the series of promotional items. After sending four desk items to the potential client, sales personnel followed up the program with telephone calls. |
| Results: | It was reported that the program created almost $155,000 in new business. |
| Supplier: | Prime Resources Corp Punch Products Galaxy |
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"Promotional Products “A Program of Promotional Products and Sales calls”"
Promotional Products Generate New accounts With Multi-Sequential Marketing
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| Objective: | To broaden client base and generate additional revenue. |
| Strategy Execution: | The five top distributors of this manufacturer’s heavy equipment loaders submitted names of prospects for this three-part mailing. The first mailing was a 5 x 7 rosewood picture frame to “get the picture” on the company’s quality products. No imprint on the frame made it usable for home or office. The second mailing was a stop watch (highly used in their industry) with the manufacturer’s personalized message “Stop…It’s Time to Make a Change.” A personalized rosewood box with weather instruments to correspond to the industry’s dependence on good weather was sent last. |
| Results: | It was reported that six new clients were obtained resulting in over $1 million in new revenue. |
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"Promotional Products Generate New accounts With Multi-Sequential Marketing"
Promotional Products “Positively Brilliant” Ideas to open New accounts
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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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"Promotional Products “Positively Brilliant” Ideas to open New accounts"
The survey results demonstrate that tradeshow professionals find promotional products very effective in drawing attention to their tradeshow exhibit or event. More than 95 percent of respondents report using promotional products at their tradeshows and events.
The most commonly cited uses of promotional products by tradeshow professionals include:
- Increase name recognition—used by 79 percent of respondents
- Increase booth traffic—used by 64 percent of respondents
- Generate goodwill—used by 37 percent of respondents
- Attract new customers—used by 35 percent of respondents
- Generate interest in products—used by 34 percent of respondents
“Research shows most people keep promotional products for more than a year, and each time they use your imprinted product they actively engage with your brand,” says Paul Kiewiet, MAS, PPAI chair and vice president of Incentive Marketing, a CorpLogoWare affiliate.
“When you work with a qualified promotional consultant to select products well-suited for a specific audience, you will not only increase the number and quality of show leads you generate, you will elevate your brand by creating a powerful and positive brand experience.”
The three most commonly used promotional products at tradeshows and events are:
- Writing instruments: pens were most often mentioned
- Wearables: t-shirts, golf shirts and logoed shirts were most commonly mentioned
- Bags: totebags were most frequently mentioned
The top three ways in which tradeshow professionals measure the success of the use of promotional products are:
- 56 percent of tradeshow professionals used “increased traffic at their booths” to measure the success of using promotional products at their tradeshows and events.
- 40 percent of respondents measured the success of using promotional products by tracking sales growth.
- 25 percent of respondents measured the success of using promotional products by tracking customer retention.
The survey garnered a 10.56 percent response rate. A total of 264 respondents out of 2,500 attendees completed the survey. The margin of error for the survey was +/-5.71 percent at the 95 percent confidence level.
This means that if you conducted the same survey 100 more times, 95 out of the 100 administrations should yield results within +/- 5.71 percent of the current response percentages in the survey.
Respondents were given promotional products upon completion of the survey and their names were entered into a drawing for a chance to win an iPod.
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"How to Drive Traffic to Your Booth at a Trade Show"
How to Actually take all these Marketing Ideas And Execute Them Ontime Everytime While You Sleep
Lead Generation and Automated Marketing Systems has been my passion for many years. But here’s been my frustration (and I’m sure yours as well), How do you take a great idea that you come up with and actually execute it on time, everytime and measure the results so you can move on to the next idea?
Example: For instance, your boss tells you that you need to generate more sales.
And then someone on the marketing team decides that landing pages using Google Ad Words is a great idea.
So now, you build a WEB 2.0 landing page. But for some reason nobody is filling out the form or doing what you want them to do.
And you are spending hundreds if not thousands of dollars each day.
Lets say you want to run a landing page on Google Ad Words you want to have different variations of the pages in the beggining so you can track your conversions is step one Right. So you’ll need some software to do this right?
Ok now you need a website that can handle lead capture then you need to automate that data to do something else.
Step 2 Example: Now you have a landing page that is converting at a decent rate and the copy is good people are filling it out but we all know step one is usually giving something away such as a White paper, Free Report etc.
And we also know that we need to pre-qualify these people after we send them the FREE something right?
So now you need a system that handles landing pages with multiple variations and be able to rotate them equally to test conversion ratios.
Not the ads on Google but the actual landing pages. And also the ability to get those landing pages ranked #1 by your keywords in google so you dont have to pay forever Right.
Step #3 So by now you know that your sales force wont follow up on this on-time at the right time nor will you know if they are or when.
So all your ideas hard work fall short… And its not your fault…
But what if you had a system that brings in the lead data sends out the white paper and round robins to the list of sales people you have in the Que to call each lead to pre qualify them and automatically Ques them in their headsets and cant get around it if they do you have a log of the results.
What has just happened… Well your ideas just got successfully implemented this far and executed at the right time the right place and you are now tracking it and the sales people are happy because they are not cold calling and being invited in as the expert its effort less and fun.
But its still not over we now just pre-qualified and sorted them out.
Here is where its starts to get fun.
Step: #4 Now we all know that e-mail is great but Multi Step Multi Media Sequential Step marketing is key but execution, Immplementaion and measurement is very poor.
But imagine Step #4 we now send them a 3 Step Snail Mail 3 dimensional Letter Campaign that generates as high as 37% on a face to face appointment.
Now some might say isnt that expensive.
Ask yourself this question would you rather have Million dollar closers making cold calls or going out on pre-qualified face to face appointments all day.
Second if they get the Appointment through a cold call they are looked at as a pest and have to work very hard to establish rapor.
My way suggests the welcome guest approach get invited in as the expert. Look at my post on this subject called: “Getting Past The Gatekeeper”.
Step: #5 is what i call the irrisistable relationship where you drip to these qualified buyers on a regular basis an through the automated system.
Example: you now send out a newsletter by e-mail or by direct mail, and special offers regullarly using the automated campaign manager, then once a month you have a live call qued up for your sales force, or an automated voice-mail left on voice mail only. “I’ll talk more about this later Voice Mail Casting”
Sounds Fun doesnt it… It is I have Spent 5 years and 7 programmers building this system it is the most robust marketing system on the planet.
WOW Thats a big statement. YES it is… Imagine your ideas put to work with personalization and automation, Imagine Indigo Printers using variable data spitting out Letters, Post Cards, Creative Packages to your customers at the right time and then being able to tie a Sales reps e-mail into this drip campaign then a text message, then a live a call after the third day from there very own sales rep.
The rep comes in that day logs in and puts on his headset and clicks on next call and he see’s his active calls for the day and clicks dial and then has a choice to continue the campaign or redirect it effortlessly.
YES I said E-Mail, Voice Mail, Live Caller, Direct Mail even Variable Data Even catalogs and TEXT Messaging all with out even moving a finger.
Its the only Robust Enterprise Management System tying it all together… And Its Affordable… Just to tease some more we have intergrated data mashups built right in. Live feeds and data analitics in realtime processing.
Subscribe to hear more…
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"How to Actually take all these Marketing Ideas And Execute Them Ontime Everytime While You Sleep"
When most people go into business they know all about the product or service they are going to sell. Trouble is they don’t know much about getting it sold.
You see a lawyer knows about law: A restraunt owner knows about restraunts: and an engineer knows about engineering. But what do they know about attracting the attention of clients and customers as buyers? The answer is very little.
There aren’t too many courses, wheither they teach, law, restauranting, engineering or whatever that teach people how to create an avalanche of qualified customers. The sorry truth is that most people in business don’t know much about getting qualified people into their business.
My name is Nye Ohrberg and I have created an Easy, Systematic Marketing System to answer all your questions and solve every one of your lead generation and lead conversion problems. To help people who are good at their business to be good in business. And being good in business is all about having Heaps and Heaps and Heaps of Qualified Delighted customers buying what you’ve got.
This blog contains 1000’s of the most successful case studies, actual results of what went right. So you can see the right way to do this instead of wasting money you cant afford to be wasting on stuff that doesn’t. These case studies, concepts and ideas will help anyone in business to be better providers of their business.
By literally taking the great big ideas, the fantastic little ideas and lots of in between ideas, I’ve created a treasure chest of information for Lead Generation, Lead Conversion for people who want to know how to successfully capture qualified customers.
This blog ought to be mandatory reading for anybody who is in business or thinking about going into business. And once you start reading my case studies and findings you wont be able to stop.
Reading this blog will probably mark a turning point in the lives of thousands of business people, large and small. A turning point not only because of vastly increased Lead generation and profitability but also because it will take out the uncertainty of survival for so many business people. It’s simply a guarantee for success for all your lead generation, lead conversion and client fullfillment.
On a personal note I’m probably the most passionate Lead Generation Experts on the planet as you will learn in posts to come. I live and breathe this stuff and teach it on the weekends for FREE to the intercity kids and adults of los Angeles. I promise you I will inspire you, MOTIVATE YOU AND EXCITE YOU because i love this stuff and I’m good at it.
Until Next Time.
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"How To Increase Your Lead Generation In Any Economic Climate"
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| Objective: | To generate referrals to an adolescent substance abuse program. |
| Strategy Execution: | The target audience-1,000 juvenile court judges, school guidance counselors, teachers and clergy in the states of Florida, Georgia, Alabama and South Carolina - was told by mail that the LIFE Program had come under the direction of the hospital. The theme, “A Kid On Drugs Can Sink The Entire Family” was used, along with graphics featuring a family photograph “sinking” into a turbulent sea. To encourage recipients to call the LIFELINE with concerns about any youth they were working with, the mailer included a life ring clock, a rolodex card and business reply card. The direct mail/specialty advertising campaign was supported with a variety of media including outdoor, radio, newspaper and trade journal advertisements. |
| Results: | The advertiser reported 300 requests for more information, and 10 admissions to the LIFE program attributed to the campaign. |
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"Generate Ongoing Referrals"
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