Many marketers are hampered with methods of cutting through the clutter and securing new business opportunities. Utilizing a Swiss army knife and comparing the functions of that knife to what the salesperson did, created a unique door opener for gaining appointments.
EXECUTION: The piece was sent to 137 targeted prospective new clients. The marketing piece was designed to create a connection between 2 unlike objects: a salesperson and a Swiss army knife. A comparison was made to each of the functions of the knife and how that related to the salesperson, and more importantly, how that connection would benefit the prospect.
RESULTS: The marketing piece generated an astronomical 86% response rate and nearly 104 client meetings either via phone or in person. This exceeded the projections-300% for the response rates and 1700% for client meetings.
February 28, 2019