A Cut Above the Rest
Client Brief: Many marketers must deal with various methods of cutting through the
clutter and securing new business opportunities. Utilizing a Swiss Army knife and
comparing the functions of that knife to what the salesperson did created a unique
venue for gaining appointments.
Objective: To generate a higher than normal response rate to cold calling and direct
mail. Desired result was to achieve a 20% response rate and six new client meetings.
Execution & Strategy: A creative marketing piece was sent to 137 targeted prospective
new clients. The marketing piece was designed to create a connection between two
unlike objects: a salesperson and a Swiss Army© knife. A comparison was made to
each of the functions of the knife and how it related to the salesperson and, more
importantly, how that connection benefitted the prospect.
Overall Results: The marketing piece generated an astronomical 86% response rate
and nearly 104 client meetings either via phone or in person. This exceeded the
projections - 300% for the response rates and 1700% for client meetings.
©
Developed by:
Cliff Quicksell, MAS
Creative Director iPROMOTEu
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