Educate Prospects and Customers with Promotional Products

Objective:	To educate prospects on the service capabilities of the transport company and secure in-person appointments.
Strategy Execution:	Previous correspondence with 15 key prospects had failed to increase Langham’s customer base. Deciding to use a promotional product to grab the attention of potential clients, they selected the theme “We’re Nobody’s Baby” and combined it with a custom photo of the employee’s own children as a hook. To deliver their message, Langham sent out a “Showbox” picture frame in which each image is mechanically brought to the front of the stack. In the frame, each “picture” amusingly addressed a specific misconception followed by a statement of LTS’s true abilities and experience in that area. The last photo in the group was of Langham’s entire sales force. Recipients were invited to fill the picture frame with photos of their own “babies” faces.
Results:	The program resulted in eight sales calls being scheduled (a 53 percent success rate). Eighty percent of Langham’s sales growth for 1999 was attributed to new customers

Posted on Monday, March 2, 2009 by Kurt McDowell filed under

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