Direct Marketing Program Identifies Untapped Sales Opportunities within Current Customer Operations; Informs Sales Force of New Applications and Decision-makers.

GRAND RAPIDS— August 15, 2007 — Freeman Group, Inc. has recently completed the strategic planning, program development, production, distribution, and reporting of a direct marketing initiative supporting the sales organization of one of the nations leading producer’s of industrial adhesive products.

The objective of the direct marketing program was to assist the producer’s sales force in identifying and accessing sales opportunities within the operations and facilities of current customer enterprises. Substantial revenue opportunities from non-core product sales in current customer operations were being missed due to customer perceptions of the producer as a single product provider; and concerns within the sales force of diluting strong, customer-side relationships by adding new decision-makers into the process.

Prospects, within customer operations, responsible for purchase or authorization of the producer’s non-core products were sent, via trackable, expedited shipment, a dimensional presentation of the in-use benefits and single-supplier advantages of the producer’s non-core product line. To speed prospect response, a high-value premium was offered in exchange for the prospect’s completion of an online qualification form and participation in a telephone survey.

To view elements of the direct marketing program, click here.

Within seven days of the campaign launch 29% of the prospect recipients had completed the online form and follow-up telephone survey. In addition, several senior-level production, operations, and purchasing persons, not on the original mailing list, learned of the producer’s products and completed the online form and telephone survey. The producer’s sales force, armed with extensive applications intelligence, detailed information into methods to displace incumbent suppliers, and appointments with other purchase decision makers delivered the high-value premium to each prospect. The sales force was able to secure multiple line audits, product demos, and purchase agreements. Online form data, together with survey findings, also provided the producer sufficient market intelligence to introduce, what were once non-core products, into new core markets.

About (fgi)

(fgi) is a business-to-business marketing communications firm specializing in the development of marketing programs for manufacturers selling through B2B sales channels. These programs are developed to assist our clients and their sales channels in identifying audiences, gaining access to these audiences, converting and closing, and building preference. (fgi) channel marketing experience extends into general line industrial distribution, specialty gases and adhesives channels, home center/hardware channels, contract furniture dealers, independent rep and direct sales channels.