Developed by:
Cliff Quicksell, MAS
Creative Director iPROMOTEu
Scaring Up Business Creatively
Client Brief: After speaking with the client it was determined an inordinate amount of money
was being spent forwarding his photography portfolio for his prospective clients. The realization
that every one of his competitors was doing the same thing did not create a significant point of
differentiation. It begged the questions, How can we stand out? What would showcase our work
and create a unique call to action?
Objective: To maximize exposure and trim costs, this targeted marketing piece was developed for a
pre-qualified list of 304 media buyers and art directors. We were shooting for a 10% response
rate or 30 new client meetings.
Execution & Strategy: A tear sheet was produced for placement in the local media guide. A replica
of the tear sheet rested in a bed of straw, packaged in a custom box, with a cover letter, and tissue
paper printed with "straw graphics." Marketing piece was launched and overnighted to recipients the
night before Halloween to be delivered Halloween Day.
Overall Results: 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.
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