Class:
Business to Business

Type:
More Than $10 Per Recipient

Objective:
To increase awareness of the advertiser's commercial loan program; to add five new commercial loans.

Strategy and Execution:
Decision-makers at 200 small to medium size businesses were targeted by mail to receive promotional products packaged in brochures. In each piece, product and copy were related, e.g., a money clip with copy pointed out "...after 100 years, we've got things rolling at a pretty good clip." Or, "We'd like to show you the light" about commercial loans with an enclosed pen light.

Results:
By as early as one third of the way into the six-month program, "we have achieved 40% of our goal of direct business inquiries," said the advertiser's vp of planning and development.