Second Is Not Last
Campaign Type: Self-Promotion Secondary Touch Point
Objective: Often times marketers, will hear; "We are happy with who we're
working with now..." Most salespeople will scratch that person off their contact list and press on
to the next. This mailer was designed to touch the client right after that call and to make those
prospects to rethink their decision.
Execution & Strategy:
Overall Results: Several of the marketers that embraced this campaign noted great results.
It kept the door open to further discussions in a creative way. The touch-point resonated with
many recipients; if fact, one marketer noted that a prospect who had received the piece
actually called a few days after receiving it and said, "Great piece, in fact my current
guy can't deliver, would you be able to meet?" She did and was awarded a very nice sale.
while prospecting,
The marketer was instructed to send the piece directly after a call
response like the one described. The piece addressed the fact that they had spoken and further
mentioned how much they appreciated the loyalty. However it cleverly boosted the prospects
confidence, insisting that "2nd Is NOT Last"
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