|
Case Study |
Creative Marketing Solutions needed a campaign that would create sales leads, generate product interest, and increase brand awareness. We wanted to build a campaign that would not only showcase our services, but also prove to prospects and clients both, that marketing during a recession is a successful long-term solution.
 The Solution:
The CMS marketing department developed a 1:1 multi-channel campaign in-house, that utilized and showcased our capabilities.
The campaign consisted of 5 touch points:
- A personalized, dimensional mailing that directed the receiver to a personal URL using an encouraging offer
- A personalized, postcard reinforcing the personal URL and offer to non-responders
- The personal URLs, consisted of a short article on marketing during a recession, a brief survey, and a thank-you message
- 1:1 confirmation email
- Sales follow-up
Daily response reports were reviewed so that leads could be pursued immediately.
 The Results: The campaign generated an 8.4% response rate, which is considerably higher than the 1-2% average. 30.4% of those responders requested a quote within days of responding and an additional 13% of responders agreed to meet with a sales representative.
In addition to creating sales leads, this campaign has demonstrated our services and capabilities for each receiver first hand. It has also given us valuable customer insights including their priorities, marketing budgets, economic stability, interests, and further contact information. |
What is your average response rate?
