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| Company Name: |
Langham Transport Services |
| Award Level: |
Bronze |
| Industry Category: |
Services |
| Industry Name: |
Transportation |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
$10 or More |
| |
|
|
| Objective: |
To educate prospects on the service capabilities of the transport company and secure in-person appointments. |
| Strategy Execution: |
Previous correspondence with 15 key prospects had failed to increase Langham’s customer base. Deciding to use a promotional product to grab the attention of potential clients, they selected the theme “We’re Nobody’s Baby” and combined it with a custom photo of the employee’s own children as a hook. To deliver their message, Langham sent out a “Showbox” picture frame in which each image is mechanically brought to the front of the stack. In the frame, each “picture” amusingly addressed a specific misconception followed by a statement of LTS’s true abilities and experience in that area. The last photo in the group was of Langham’s entire sales force. Recipients were invited to fill the picture frame with photos of their own “babies” faces. |
| Results: |
The program resulted in eight sales calls being scheduled (a 53 percent success rate). Eighty percent of Langham’s sales growth for 1999 was attributed to new customers |
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| Company Name: |
LAN Times/McGraw-Hill Inc. |
| Award Level: |
Bronze |
| Industry Category: |
Retailers |
| Industry Name: |
Publishing |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To draw exhibit traffic as a means of securing new subscribers and updating a circulation database. |
| Strategy Execution: |
Marketing management of the computer network magazine figured a mini-show that Novell was sponsoring would be a good place to pick up 250 new subscribers and obtain an updated profile of its current circulation. The question was, how do we get the targeted network software developers to the LAN Times exhibit table? A baseball cap came to mind. This one would have the imprint “Thinking” above the bill. Certainly the idea of a thinking cap was no stretch for anyone attending a show called “BrainShare.” The cap, which had the magazine’s imprint on the back, was given to each LAN Times exhibit visitor who signed up as a new subscriber or updated their current subscription profile. |
| Results: |
“When the doors opened, a stampede of people raced toward our table and then stood patiently in line to sign up and get their caps,” reported the magazine’s marketing and events director. Within two hours, the original objective was surpassed with 407 new subscribers. |
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| Company Name: |
Marketing Associates/USA Inc. |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
|
| Distributor: |
Marketing Associates/USA, Inc. |
|
| Objective: |
To secure appointments for salespeople. |
| Strategy Execution: |
The promotional products distributor decided to paddle to the doorstep of hard-to-reach senior marketing executives. Selected as a metaphor for marketing navigation expertise, a 30-inch canoe paddle was FedExed to the targeted 100 executives. Recipients’ names were laser-engraved in the paddle, which came with a hang-tag stating the distributor had the experience to outfit and guide marketers in the treacherous white waters of commerce. The message suggested recipients meet on their “home terrain” with a Marketing Associates account executive “to explore fresh horizons and new opportunities.” |
| Results: |
The door opener enabled the firm to secure appointments with 80 percent of the targeted audience. |
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| Company Name: |
Automatic Data Processing |
| Award Level: |
Silver |
| Industry Category: |
Services |
| Industry Name: |
Accounting |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Marketing Associates/USA, Inc. |
|
| 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. |
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| Company Name: |
The Bank of Collierville |
| Award Level: |
Gold |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Joe Padawer Company |
|
| 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. |
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| Company Name: |
Sinai Wellbridge Fitness Club |
| Award Level: |
Silver |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Goldman Associates |
|
| 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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| Company Name: |
Stouffer Concourse Hotel/Atlanta |
| Award Level: |
Gold |
| Industry Category: |
Retailers |
| Industry Name: |
Hotels and Motels |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
$10 or More |
|
|
|
| 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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| Company Name: |
Advertising Products Company |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| 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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| Company Name: |
Kawasaki Loaders, Inc |
| Award Level: |
|
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Wholesalers & Manufacturers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| 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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| Company Name: |
Robertson Marketing Group Inc. |
| Award Level: |
|
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| 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 |
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| Company Name: |
Dr. Robert Spiegel, DDS |
| Award Level: |
|
| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To increase patient base by four new families and obtain referrals from existing patients. |
| Strategy Execution: |
Since fear is one reason many people do not go to the dentist, a recruiting campaign adopted a “Relaxadactyl.” Tied to the dinosaur craze, this cartoon dinosaur “Relaxadactyl” was an easy-going character who loves to relax and any toothbrush-using dude that loves life and unwinds with its dentist. A magnet mailer offered a free logo T-shirt for an appointment for new patients or a referral by existing patients. The mailer graphics and copy emphasized the theme, e.g., “Why Is This Relaxadactyl Smiling?”, with the tag line “Going To The Dentist Is Fun.” |
| Results: |
The client reported 20 new clients as a result of the promotion. It was also noted that NBC News did a feature story. |
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| Company Name: |
MagneTek, Inc. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| 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. |
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