Our client, Reputation.com wanted to educate healthcare clients on how their reputation affects their business and new patient acquisition. We created a highly personalized campaign focused on the theme “How Healthy is Your Online Reputation” and created a dimensional direct mail campaign that included a personalized report on their institutions’ online health. And, a fantastic offer to receive a Fitbit 2 for attending a demo showing them more detail on their online ratings and how Reputation.com can solve their reputation problems. A Fitbit watch band was included in the box to exemplify this offer was waiting for them, i.e. here’s your Fitbit watch band, just attend the demo and you’ll receive the Fitbit 2 to put in the band. The dimensional direct mail campaign was followed up by several email, display ads and sales calls.

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With Veritas products, customers can accelerate their digital transformation and solve pressing IT and business challenges including multi-cloud data management, data protection, storage optimization, compliance readiness and workload portability. We were tasked with getting engagement with extremely busy and over-marketed IT executives, to convince them it is worth their time to see a demo for Veritas’ OpenStack product. Simply sending product promotion emails typically doesn’t get the engagement needed to involve a busy IT professional with a product demo. So we employed a multi-touch methodology of sending an impossible-to-miss dimensional direct mail campaign. Inside the box is a set of inexpensive wired headphones with the offer that if they attend a demo, we’ll send them a $199 wireless super high quality noise cancelling headset. We also included some product info, to help them wrap their head around the product value proposition and a lift note that repeats the offer. The headset offer was also sent via several email touches and followed up by several tele-prospecting touches. Through this campaign we were about to engage with a very high percentage of the prospects and schedule demo appointments for the sales staff.

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Let Beasley’s dimensional direct mail, email and tele-prospecting lead generation experts create a successful targeted campaign for you. Call and speak with us now.

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Do you want targeted potential clients to schedule demo appointments? Our lead generation team did it for Anritsu. Call and speak with one of our experts now.

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Our client was a Fortune 500 company specializing in network storage. The target audience was executives in large organizations who buy or specify backup storage solutions to secure enterprise data and restore it if necessary. Much of the audience still uses backup-to-tape, a slow but dependable process which has been around since the early 1990s. We wanted to convince them to learn about our client’s backup-to-cloud solution and become sufficiently interested that they would agree to a demo.

Our approach was to talk about “surviving backup to tape” and focus on all the challenges that might make life difficult for the manager using that solution. A dimensional box teased “Pocket Survival Kit Enclosed” with the subhead: “Are you still using tape for backup? Then you’ll need this.” Inside, the prospect found a credit card-size pocket tool with screwdriver, bottle opener and similar capabilities. The gadget was mounted on a shelf with callouts to the functions that tied them to the hazards of tape backup.

For example,

• Enjoy a can of beans while spending the weekend in the data center fixing jammed tape drives. (Can opener)
• Measure the time it takes to complete your tape backup. (Sundial)

Right after the direct mail arrived, we also dropped and email campaign and embarked on a series of follow-up calls with the objective of completing a sales prospecting script through one or multiple call touches. This is a process by which the value proposition is presented, needs and pains are discussed, and the prospect either qualifies and schedules a demo or is confirmed to be unqualified or not interested. If the prospect is busy or not reached, the rep calls back. Several metrics gave us early proof we had a hit on our hands:

• We were able to complete more calls—35% more per hour than projected, indicating the prospect was interested enough to take the call.
• 40% more scripts were presented per hour than plan.
• And, most important, 65% of completed scripts were converted to demo appointments, vs an anticipated 10%.
• Eleven people referred us to someone else in their organization who is responsible for tape backup, and of those 5 became qualified leads with a demo scheduled. We have found that you only get those kinds of valuable referrals if you’ve done a very good job of presenting the value proposition to the original recipient and they are enthusiastic enough about the solution to refer you to the decision maker.

Anecdotally, the telephone reps told us the people they talked to were highly engaged, remembered the direct mail and offer, and were eager to talk about it. They found the “Ultimate IT Geek’s Toolkit” an appealing reward for their time in taking the demo, and they appreciated the research we had made to match the premium (a set of jewelers-quality tools used for tinkering with electronics) to their interests.

Results: at the five-month mark, two hundred and thirty demos had been scheduled vs plan of 42—a 5x improvement over our goal. Beasley’s involvement ends here, since our assignment was to deliver a sales-ready lead to the client’s reseller network. Based on conservative estimates and extensive previous experience with similar campaigns, we project a sales-to-cost ratio of $4.62 in revenue for every dollar invested. By any measure, the campaign is an outstanding success.

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Superior Glove is leading industrial glove manufacturer. The average value of new glove customer account can be over $50,000/yr. Their target market is decision makers in: safety, operations, and the purchasing department.

Their goal was to increase incremental sales by 2-3X their previous year. We suggested the best way to do this is to keep their very well qualified sales people doing what they do best: Selling. Our multi-touch marketing effort would do the hard work of targeting key accounts, profiling them, and delivering qualified sales opportunities to sales department.

We executed a multi-touch nurturing program, where we tested their home grown house list vs. a rented list. We also tested two offers: Free glove sample vs. a very helpful free book on glove protection. The first touch was the email campaign, followed up by multiple touches of tele-prospecting and email follow up. We discovered that the prospect audience was very receptive to both offers, and we decided to concentrate on the free glove offer since Sales was sending the glove sample to everyone anyways.

During the first 9 months of this campaign we were able to exceed the client’s lead goal by 143%.

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