B2B Lead Generation Advice
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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| 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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"Promotional Products How to get New appointments"
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| 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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"Opening New Accounts Using Promotional Products"
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"
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