 Beasley Direct Marketing 
|
Home |
|
|
How Anritsu Opened the Door for Sales Anritsu is a recognized leader in testing instruments for the cell phone industry. The company had been unable to penetrate the executive suite for sales of the BTS Master because competitors were strongly entrenched. We had to convince them our client’s instrument was so much faster, more accurate and more compact, that they would buy it next time they needed a base station analyzer. But before we could do this, we had to get their undivided attention with a door-opener campaign. Everything about this campaign was as personalized as we could possibly make it. Every single element of the campaign--outside of package, letter, brochure, reply card, email and landing page--addressed the recipient by name and invited them to come to a unique personalized URL when they responded. The dimensional mailing got their attention, and then the variable copy and printing did the rest of the job—to let prospects know they could expect a highly personalized demonstration that would not waste their time. And the offer of a free iPod shuffle—a gadget which would appeal to this technical audience—sweetened the deal. The telemarketing script was personalized and tied into the direct mail and email benefits. The results were a real eye-opener as well as a sales opener! A total of 8% of ALL contacts were qualified as “sales ready leads”—a result 1000% - 4,000% better than the original projections. Over $3,000,000 sales are estimated to have been added to the pipeline and more are anticipated as the leads are being followed up. This campaign is an Echo Finalist for the DMA 2009 Echo Competition. Return to Portfolio > 
|
|
|
