Class:
Internal Promotion

Type:
More than $10 Per Recipient

Objective:
To increase sales of the firm's proprietary mutual fund through the broker network.

Strategy and Execution:
To encourage sales of the Mentor Fund, a two-part direct mail and promotional products campaign was designed. The spring mailing went to 800 brokers in a custom box with cover copy, "Put them in Mentor and they'll put you on a pedestal." Because the delivery came at the time it was announced sales commissions would be reduced, some brokers questioned the mailing. On learning the pedestals cost much less than estimated, the brokers applauded the advertiser's cost-effective promotion planning.

Results:
It was reported sales increased from $200,000 to $1 million per week. A second mailing involved a sweatshirt with the imprint, "Ask me about my Mentor."