Class:
Business to Business Promotion/Budget
Objective:
To cause independent businesses to
install a standby generator and to contact a specific company
distributor to obtain greater detail an products, applications, and
pricing.
Strategy and
Execution:
Targeted to
operations managers, owners and principals of manufacturing
facilities, broadcast stations and large retailers, hospitals, etc.,
this one-month direct mail-specialty advertising promotion told 125
prospects "You're Wired In." Promotional products packaged in boxes
bearing theme copy delivered a telephone base, receiver, 12-foot
cord, cord untangler, glow-in-the-dark faceplate, note holder, pen
and holder and business card file. By the time the eighth package
arrived, the recipient had a complete telephone and a coordinated
set of desktop aids. Along with copy inside the package identifying
each specialty gift, copy listed seven reasons "you're wired in with
MagneTek." Names of local distributors were included for future
contact.
Results:
The advertiser
reported sales increased seven percent in the four weeks following
the promotion. Twenty-one persons were identified as potential
customers within the next six
months.
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