Banking & Financial Institution Marketing Solutions
Stop settling for tired, ineffective promotional tactics that dont work. Our ideas will help you generate revenue, reduce your expenses, earn customer loyalty and build your brand.
Dimensional Direct Mail
I dont know who you are. I dont know your company.
I dont know your companys products.
I dont know what your company stands for. I dont know your companys customers.
I dont know your companys reputation.
Now What was it you wanted to sell me?
YIKES!
We can help take the cold out of cold callingand change the attitude of busy buyers like the guy above (weve all run into him before!)
Read on
Fast Dimensional Facts
Dimensional marketing gets results. Check out these dimensional facts:
Fact 1: Baylor University found that response rates for a Dimensional package were 75% higher than those for a conventional, flat letter.
Fact 2: A 2004 DMA study found that Dimensional Mail results is higher response rates than telephone marketing, direct mail or e-mail.
Fact 3: The DMA Statistical Fact Book reported that the average consumer receives 26 pieces of mail each week.
Fact 4: Baylor University found that a promotional product in a Dimensional package resulted in a response rate 57% higher than the same product in an envelope.
Fact 5: The DMA Statistical Fact Book reported that the average C-level executive receives 300-500 pieces of mail each week.
HELP YOUR SALES TEAM WIN NEW ACCOUNTS FASTER
In todays economy, new accounts are harder than ever to come by. Smart marketers are looking for creative ways to stand out, get noticed, and get in the door of key prospects.
The average buyer gets solicited by 50 or more salespeople each year. Not all of these salespeople are direct competitors, but from the buyers perspective, theyre all vying for the same block of his or her time; and on average, a buyer will see only four new sales reps per year. Why so few? Most buyers are happy with their current suppliers and are too busy and short-staffed to invest a lot of time with unknowns.
To succeed, you need to answer the question Whats in it for me, with compelling reasons why its worth the buyers time to learn more about your company.
Most salespeople prospect with just a business card and a brochure. They lack effective tools for getting in the door of new accounts. We can help overcome thattaking the cold out of cold calling.
Lets look at it from a buyers perspective
Buyers are solicited by an average 50 salespeople per year. Each week, these buyers are exposed to:
- Approximately 300 e-mail messages
- 1,000 or more ads
- Approximately three pounds of mail
HOW WE CAN HELP
A target account direct mail campaign is a great way to open doors to key prospects, communicating what sets your products and/or services apart. But to be effective, your mailings need to break through the clutter, get noticed and read.
Adding a promotional product to your mailing is a proven way to get the extra attention boost you need. In fact, case studies have shown that adding dimension or bulk to a mailing can achieve readership of 90% or more!
But remember: it doesnt work to just throw a pen, magnet or other item into a mailing envelope. You need a creative, well-strategized approach. For best results, rely on a professional resource to give you the consistency, image and wow factor to succeedone offering support tools for list generation, sales follow-up and results measurement. (That would be us!)
CASE STUDY1
Target account direct mail program produces sweet results.
Marketer: Manufacturer of private label film.
Objective: Gain 1-2 new retail accounts valued at $500,000 - $2,000,000+ each annually.
Strategy: Dimensional direct mail campaign, maintaining ongoing contact with key targets.
Tactics: A series of ongoing mailings. First mailing included an imprinted jar filled with candy. Subsequent mailings included refill bags of candy for the jar. Accompanying sales messages reinforced features/advantages/benefits of a private label film program.
Results: Five new retail accounts were won from relationships built as a result of the program.
Prospecting by the Numbers:
- It takes six qualified presentations to make 1 sale
- It takes 24 qualified prospects to gain 6 presentation assignments
- It takes 100 suspects to gain 24 qualified prospects
CASE STUDY 2
Campaign makes sales manager a Superhero!
3M Scotchgard Case Study
- Targeted 600 Key buyers
- Creative Platform: Super Heroes
- Continuity Direct Mail Campaign
- Sales Cycle was 6 months to 2 years
- Best Campaign ever run according to National Sales Manager
- Salespeople are not marketing experts
- They are not direct marketing experts
- They lack the time to focus on marketing support materials/design and production
- Dont make your salespeople do this! - The loss of time in the sales field is far too great!
They wont get it done
CASE STUDY 3
AmeriPride Services Harley-Davidson Campaign
Strategy
- Gain appointments with buyers and specifiers in both the Programmer and No-Programmer markets
- Educate the audience on the benefits AmeriPride Services will bring to their apparel programs)
- Select 20,000 prospects already identified and qualified by sales reps
- 41% appointment rate achieved with tier-one accounts (7,000 accounts targeted)
- 16% appointment rate achieved with tier-two accounts (27,000 accounts targeted)
Prospecting by the Numbers:
- It takes six qualified presentations to make 1 sale
- It takes 24 qualified prospects to gain 6 presentation assignments
- It takes 100 suspects to gain 24 qualified prospects
CASE STUDY 4 :
Sales Trainer has Calculated Plan for Success :
How does a wildly successful sales consultant and author of New York Times bestseller (The Ultimate Sales Machine) promote himself to his top prospects? With promotional products, of course.
I call this the Dream 100 Sell, says Chet Holmes. Basically, what we do is pick out dream clients wed love to work with, and we send them one of these little gifts every week for five or six weeks in a row. Then, when you call them, they come right to the phone.
For someone like Holmes, a dream list consists of 3,000 names, including the entire Fortune 1,000, the 500 fastest growing companies in the country, 200 associations and some hand-picked smaller companies. To promote his book , he sent this latest series of mailings, starting with an orange calculator (the same color as the book), along with a sales letter that said, Youre going to need an extra calculator to calculate your sales increases, once you apply the concepts in the new book, The Ultimate Sales Machine.
The calculator was followed by a shoe-polish kit, a highlighter and a magnifying glass, each in separate mailings. Though only the calculator has mailed when we spoke with Holmes, he said hed already received calls and he expected the program not only to sell his book but consultations: Im expecting that well get more business then we can possibly handle - you know, honestly, that my time will be so sold-out, that Ill just keep raising my prices.
A free online preview of Chapter four of the book is available at chetholmes.com/book.
RESULTS YOU CAN MEASURE For example:
You decide to take half of an $180,000 trade advertising budget and invest it in a target account direct mail program using promotional products.
- Direct Mail Budget: $90,000
- Target: 1,000 businesses
- Breakout: $30 per name, for series of three mailings
- Appointment Rate: 30% (300 appointments)
- Proposal Rate: 30% (90 proposals)
- Win Rate: 30% (27 new account sales at an average sales of $20,000 each)
- New Sales: $540,000
- ROI: 6:1 (first year)
- ROI: 12:1 (second year)