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| situation: |
A manufacturer of industrial adhesives identified
a small list of target prospects known to be extremely-well suited
for a newly expanded line of the manufacturer’s product. These
target prospects are very change-adverse; a product change over
is time consuming, prone to difficulty, and ROI is often long-term
at best. |
| response: |
Knowing prospect interest would be high,
but immediate response would be low, a long-term direct marketing
campaign was used to leverage curiosity into action. Prospects
were given incremental action steps to take online to learn about
the product. Prospects, and sales reps, were awarded gifts cards
of increased values for each action step taken. |
| results: |
Within the first two phases of the direct
mail program prospect response was positive. Responses included
requests for sales calls, production line audits, and in-line demos
of the manufacturer’s product. Sales force interest in the program
was piqued by the publishing in a secure, online sales portal of
territory-specific progress. |
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