Class:
Business to Business

Type:
More Than $10 Per Recipient

Objective:
To generate appointments with potential buyers in two new markets.

Strategy and Execution:
A delayed fulfillment program via direct mail was designed to create visiblity in the offices of 100 top builders and cabinet shops. A custom desk organizer shaped like a train was created. Targeting 2-3 prospects per month, the advertiser first mailed the track-imprinted base, the wooden caboose and two imprinted pencils with a brochure headlined: "We put this in first because you always have the last word." The next day, a logging car (to hold business cards) and a second theme brochure were sent followed by the coal car with brass paper clips and a brochure that hinted, "All that remains is the part that makes the whole thing go. And he'll be calling you soon." The advertiser's salesperson delivered the engine in person. Each piece was an example of one of the advertiser's wood products.

Results:
Of the prospects contacted to date, 75% have been quoted and 50% have made purchases.