This entry was posted on Tuesday, August 26th, 2008 at 4:17 pm and is filed under Opening New Accounts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
B2B Lead Generation Advice
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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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