To develop a personalized, inexpensive, low minimum marketing piece that would help sales representatives get in the doors of prospects beyond the traditional 2% average.
A unique marketing piece was designed with the theme, 'Thanks For Penciling Me ln...'. On the packaging, an image of a day planner was featured with the individual salespersons name printed in the 9:30 am time slot, ie. ' is calling today...IMPORTANT'. The piece also contained the salesperson's business card, a Pencil and a 3 x 3 sticky note pad featuring the copy 'Thanks for Penciling Me ln...". The pieces were systematically sent out to prospects, and salespeople followed up at the time indicated on the piece.
The client's sales team reported an amazing 73% appointment rate on average, and the program has been repeated nearly 14 times. In addition, many of the clients' prospects not only made appointments, but became clients and used the same piece to market their respective companies. This program is ongoing and continues to be one of the most successful campaigns ever implemented.
Scaring Up Business Creatively
It was determined after speaking with the client that an inordinate amount of money was being spent to forward his photography portfolio to prospective clients. The realization that every one of his competitors was doing the same thing did not create a signiﬁcant point of differentiation. How can we stand out? What would showcase our work and create a unique call to action ?
To maximize exposure and trim costs, this targeted marketing piece was developed for a pre-qualiﬁed list of 304 media buyers and art directors' in order to generate appointment leads. We were shooting for a 10% response rate or 30 new client meetings.
A tear sheet was produced for placement in the local media guide. A replica of the ad tear sheet was created on a high-end desk coaster and then packaged in a custom box ﬁlled with a bed of straw, a cover letter, and tissue paper printed with "straw graphics". Marketing piece was launched and express mailed the night before Halloween to be delivered Halloween Day.
The marketing piece generated an astounding response rate of 85% new appointments or a 258 call rate. In addition, the program generated over $210,000.00 in new revenues. Client was so impressed that he spent an average of $3,000.00 per quarter on efforts to drive new business.
The Ball in Your Court
The client was disappointed with the common 2% market response to a traditional marketing brochure mailer to solicit new club members. After review, it was costing approximately $ 2500.00 to secure a new member. A measurable, creative marketing campaign was developed for a smaller, more targeted list of potential members, in hopes to generate a better overall response rate.
To increase memberships to an exclusive tennis facility to exceed the normal 2% response rate. It was determined that a 10% response rate and 30 new members would be the target numbers.
A creative marketing piece was designed taking into consideration of all the demographics, age, income, gender, distance a member would travel, and if they played tennis. The mailer became an invite for the targeted group of 300 to come and enjoy the club for free for one week. We wanted them to experience the club, its members and the atmosphere. Copy on the front stated: "The Aspen Hill Club is serving up a great offer…". Copy on the inside continued, "… Ball in Your Court" Personalized plastic embossed membership cards were included with the recipient's name along with a tennis ball and the graphic of a racquet behind it!
The mailer generated an incredible 25% response rate or 75 new members. The program reduced the new member acquisition cost from $2500.00 to $52.00 each. In addition, the projected revenue went from $42,000.00 to over 1.5 million in projected gross sales.