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of phone-based
customer satisfaction indexing services to the collision repair
industry. After getting their attention – and a meeting – with
our own direct marketing campaign, they engaged Positive Response
to help them put together their program. (Campaign results are
detailed in this case study listed in
our articles section.) A multi-step, dimensional mail program
with telephone follow-up, the program produced a 14% response
rate and helped CSi close new business with more than 5%
of the people targeted. Better yet, half of these new accounts
closed within 90 days of initial contact. Plus, this successful
program generated several feature articles in nationally
distributed magazines including
Direct,
Sales & Marketing Management,
DM News and
Counselor.
Mailer one was a
"Message in a Bottle." Mailer two was a
bank bag. And mailer
three was a miniature
trash-can. Click the respective link and it will take you to
the letter we created to go with the mailer. To see the mailers
click here.
CSi also operates WIMCO, a
general purpose call center that helps companies from a broad
spectrum of industries make smarter, more profitable use of the
telephone.
U.S. Bank of
Washington
U.S. Bank called us in to help them create an internal
marketing program to encourage employees to refer friends and
family to the bank. Employees were rewarded with
Starbucks coupons, tickets to Seattle Mariners baseball games,
special recognition luncheons and other perks. Here are a couple
of the pieces we created for this program:
President's Letter,
How To Spot A Lead Team
Opportunity.
Filtration
Solutions
Filtration Solutions manufactures and markets a remote
mounted bypass oil filter...that can help over-the-road truckers
extend their oil drain intervals dramatically. Thus saving them
money on oil changes. This
self-mailer we created for them was very economical and
generated a 5% response rate.
Action International
Action International is the largest
business coaching organization in the world. We worked with one
of their top business coaches to develop a successful direct mail
program. This letter, called the
"Ouch" letter,
was part of that program.
Long Circle,
Inc.
This
provider of offshore engineering R&D services for companies
whose products and services rely on embedded
technologies...contacted us (from Shanghai, China, no less)
about helping them develop a corporate capabilities brochure.
Here is the end
result.
Business Properties Commercial
Real Estate Brokers
We worked with the principal at this
top commercial brokerage, since merged with
Puget Sound Properties, to develop a series of six sales
letters. Each letter had its own story to tell and each gave
specific and detailed reasons why Eric Postle and his firm were
the smart choice.
This letter tells the story of a successful lease
negotiation. To read excerpts from the other five letters click
here.
What's Working NOW in B-to-B
Marketing, Lead-Generation & Sales
Ernest Nicastro originated the
concept for this unique, all-day workshop featuring education and
training on virtually every area of importance in marketing and
growing a B-to-B oriented business. He also wrote all the copy
used in promoting and marketing the workshop. This included the
direct response web page,
email and
print ad. More
than 100 business people attended the event.
Timberland Homes
Although we specialize in B-to-B we have done, and
occasionally still do, consumer marketing projects. This
homebuilder brought us in to help with a re-branding effort. The
project involved employee and customer interviews, competitive
analysis, positioning statement, "elevator speech," and tagline
development and more. Development of this
brochure (edited
down here to keep the file size manageable) was also part of the
re-branding effort.
Paule Attar
Salon & Spa: Writing as a woman for women.
The company's VP & Treasurer contacted us after reading one
of Ernest's articles. He complained about the fact that when they
mailed out coupons people came in, used the coupon and they never
saw them again. We suggested, instead of couponing, which was not
in-synch with the high-end brand image they wished to project,
that they consider a targeted approach...aimed at successful female business owners and
executives. And, instead of couponing, we advised them to offer
these ladies a choice of one of four highly desirable gifts.
Generating a response rate of nearly 4%,
this direct mail piece
landed Paule Attar numerous clients. Many of whom became
regulars. Written by Ernest, it's a good example of how a
copywriter needs to be able to write effectively from many
different perspectives. In this case from the perspective of a
woman. Read it over and let Ernest know if you think he makes a
believable woman. Well, in this letter anyway. Audit My
Bills Ever wonder if
you may be getting overcharged by your basic service providers?
Many companies are, and
Audit My
Bills helps companies find these erroneous charges. More
importantly, AMB helps companies lower their bills and get
refunds for these overcharges. They contracted with Positive
Response for a series of three letters:
Letter One,
Letter Two,
Letter Three. Good
people, and the President, Rick Zwelling, is a prince of a
fellow. |
