Hot Creative...Delivered
Developed by:
Cliff Quicksell, MAS
Creative Director iPROMOTEu
Client Brief: Wanting to create a small, yet powerful, direct marketing campaign that
would be impactful, and drive measurable results. The conventional way of doing things
wasn't working and was becoming antiquated. It was decided to take a different approach
to our marketing efforts. The ultimate desire was to work smarter with a higher level of
creativity.
Objective: To generate maximum impact through the use of an untraditional marketing
campaign with measurable results. We were looking to generate a 50% open rate
for appointments and three new accounts.
Execution & Strategy: A custom box was created with a slogan on the front reading,
"Sometimes a slice of..." and inside the box the balance of the text read, "...creativity is all
it takes - another Hot Creative from Cliff Quicksell, Jr., MAS+". The target audience was
comprised of 12 prospective marketing directors. The marketing piece, along with a
medium cheese pizza, was delivered with a personalized pizza cutter to the recipient
at 11:00 AM. One was delivered each day for 12 consecutive days in order to follow up
effectively.
Overall Results: The marketing piece generated an amazing response rate of 100%
and generated over $27,000.00 in new business! This was spawned by seven new clients
with a 100% open rate, exceeding our projections by 233%. The first year's sales
obtained from these new clients topped $100,000.00.
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