ISSUE 04
|
2014
05
case
study: How we help customers meet their goals
Business Objectives
|
As a leading franchisor
of marketing and print communications providers
whose services target small to medium-sized
businesses and nonprofits, the company created
a self-promotion campaign for its franchise
members to:
•
Demonstrate the benefits of integrated
cross-media campaigns
•
Increase awareness of the franchisees’
full range of services
•
Generate qualified leads
•
Drive new sales
Campaign Architecture
|
A cross-
media marketing campaign incorporating
email, direct mail and personalized URLs
was developed. Participating franchisees
sent
a personalized postcard to their customers and
prospects. The postcard encouraged recipients
to visit a personalized URL for more information and
to receive a free gift. There, respondents were asked
to complete a short online survey about their marketing
needs and responsibilities.
Follow-up emails were sent to non-responders
referencing the direct mail piece and encouraging
the recipient to visit their web page.
Target Audience & Messaging
|
The target
audience was small to medium-sized businesses located
in the markets of participating franchise locations. The
primary message across touch points was the promise to
help the recipient be a “Company Genius” by improving
their marketing response rates. The imagery was
designed to appeal to a wide range of vertical target
markets.
Offer
|
A free “Company Genius” mug was offered to
entice recipients to visit their personalized URL and
complete the online survey.
List
|
Each franchise location sourced its own
mailing list.
Results
|
Response rates varied depending on
existing brand awareness in particular markets and
the sales process used by each franchisee.
•
Average response rate: 5.8% (Recipients who
visited their personalized URL.)
•
Highest response rate: 15.4%
•
Average conversion rate: 64% (Personalized
URL visitors who completed the online survey.)
•
Highest conversion rate: 100%
•
117 follow-up sales appointments scheduled
•
More than $75,000 in new sales directly linked
to the campaign
B2B Franchise Demonstrates
Marketing ‘Genius’
