Securing Appointments for Salespeople

Company Name:	Marketing Associates/USA Inc.
Award Level:	Silver
Industry Category:	Self-Promotions
Industry Name:	Self-Promotions
Promotional Objective:	Opening New Accounts
Award Year:	1996
Promotion Amount:
Distributor:	Marketing Associates/USA, Inc.

Objective:	To secure appointments for salespeople.
Strategy Execution:	The promotional products distributor decided to paddle to the doorstep of hard-to-reach senior marketing executives. Selected as a metaphor for marketing navigation expertise, a 30-inch canoe paddle was FedExed to the targeted 100 executives. Recipients’ names were laser-engraved in the paddle, which came with a hang-tag stating the distributor had the experience to outfit and guide marketers in the treacherous white waters of commerce. The message suggested recipients meet on their “home terrain” with a Marketing Associates account executive “to explore fresh horizons and new opportunities.”
Results:	The door opener enabled the firm to secure appointments with 80 percent of the targeted audience.

Posted on Friday, February 13, 2009 by Kurt McDowell filed under

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