Michael Wolaver shared an interesting excerpt related to promotional products from a book he was reading called The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus with 12 Key Strategies by Chet Holmes. In the chapter called “The Nitty Gritty of Getting the Best Buyers,” the author talks about specific tactics used to land dream clients.
Through a multi-pronged, targeted direct mail campaign to the biggest OEM manufacturers, the sales team was able to schedule appointments with half of their top 100 dream prospects. These appointments were extremely successful with 100% testing the product and ultimately making a purchase.
How did they achieve such a successful campaign? The answer is simple – great marketing helped them gain attention and stand out from competitors.
Details on the Direct Mail Campaign
First, they sent out an offer letter that promoted free education and research – something that was valued among their prospects.
Two weeks later, a similar offer letter was sent, but this letter included a promotional item. A Rubik’s Cube with the headline: “This Rubik’s Cube has more than four billion possible combinations. Fortunately, there are only five that you need to worry about when it comes to being a successful manufacturer in the new millennium. Don’t be puzzled by the dangers facing manufacturers! Get our free education today!”
Follow up phone calls and role play to fine tune their script further enhanced the effectiveness of the mailing with the Rubik’s Cube.
Over the next five months, mailings with promotional items were sent to their dream prospects. Catchy headlines tie in with the products, such as:
- Flashlight: “Don’t be in the dark about the five biggest dangers facing manufacturers.”
- Compass: “Most companies are losing direction when it comes to manufacturing in today’s environment. Don’t be one of them. Get our report on the five biggest dangers facing manufacturers today.”
- Tape Measure: “If you want to measure up to the highest manufacturing standards, get our free report on the five most dangerous trends facing manufacturers.”
Each promotional item and message tied in with the company’s theme and overall strategy. With repetition and follow up phone calls, the company’s brand and offer resonated with their audience, leading to half of the recipients to schedule meetings.
Isn’t that Costly?
Yes, it DOES cost more when you invest in 3D mailings that include promotional items. However, such an investment to a TARGETED group of top prospects was a worthwhile expenditure because it helped open the door and ultimately make sales for the sales people who conducted follow up calls. A promotional item is much more memorable than receiving a letter alone. Who could forget receiving a Rubik’s cube after all?!
As with any marketing cost, the bottom lined must be considered. In this case, if the mailers helped secure just ONE new client, which were the biggest companies the company would target, it would pay for the mailers for twenty years.
Clever, Targeted Marketing Works
The targeted direct mail campaign, follow-up calls, and appointments helped turn this company around from losing money to making $2 million dollars the following year. Investing in promotional items and unique mailings truly helped gain top prospects’ attention, build a positive brand image, and generate sales.
One huge client even said in a follow-up call
“Oh, yes, I am so glad you called. I just HAVE to have you come here and meet with me… Because I’ve been getting all those little gifts of yours and I just think your marketing is super.”
Consistent, creative, and targeted marketing can help you gain a competitive advantage in the marketplace. For some ideas on how to enhance your direct mail efforts, read our blog post or contact us for an Idea-Storm session.