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B2B Lead Generation Advice
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| Objective: | To prompt magazine advertisers to buy space in an issue of the magazine devoted to indoor air quality. |
| Strategy Execution: | A target audience of 230 advertisers was chosen by salespeople to receive a direct mail package. The package was a box with a decal on the outside that stated “shake three times, then open.” The promotional product inside was a clear plastic cube featuring an insert screened with the image of a person sitting in an office. Inside the cube was a special liquid with glitter and dust. Once shaken, the particles floated through the air of the office highlighting a very intangible topic-indoor air quality. |
| Results: | The magazine promotion manager reported an increase in advertising of more than six percent, generating sales of approximately $45,000. |
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