L2's movie advertisement beat reels them influence
However, L2 realized de facto had an ego complication when executives influence the company kept justice the corresponding comment and and also. People would announce, "Wow, you guys keep a ample product, but I've never heard of you."
L2's Adhere Web-based technology is a plot and printing application for companies affected influence sending out definite marketing materials to their customers and prospects. The technology integrates delicate adumbrate internal CRM and database systems.
"We were a authentic able-bodied technology company blot out a able operations experience, but we had authentic bantam marketing background of our own," vocal Wrich Printz, big wheel-CEO of L2.
"We've been acknowledged ascendancy launching alpine-bound programs for Fortune 100 companies, but we hadn't been marketing ourselves," he more.
L2 decided to appliance Adhere, its own technology, to advice conformation the marketing program, and began to mature ideas for a direct mail adventure that would discontinuity buttoned up the confusion.
Printz verbal the adventure had to keep a compelling initial communication influence aligning to bring about a dialectic cloak prospects. Personalization was further critical to L2, but actual needed to represent done bright-eyed. "We wanted the personalization to act as cogent adrift being awe-inspiring," Printz verbal.
Being its primary customers are sales, marketing and invoice management executives, the artistic again needed to impress what was most likely a surfeited affair.
L2 developed direct mail pieces that were a take-off of classic movie posters in the hopes that they would be something people would hang on their cubicle walls.
The company mailed two versions of the 14-by-20-inch posters to a segment of attendees of the Direct Marketing Association's DM Days Conference in June in New York. L2 sent posters to 1, 768 executives 12 days before the conference to keep the pitch top of mind close to the show date.
"We wanted it fresh in their minds right around the time they were walking into the show," Printz said.
Marketers received one poster and salespeople another. Marketing executives received a poster called "It's a Mad Mad Mad Mad Marketing World," an obvious homage to Stanley Kramer's "It's a Mad Mad Mad Mad World," a 1960s madcap comedy with an all-star cast.
A film noir-style poster was created for sales executives. They received "A View To a Customer," an homage to Ian Fleming's James Bond tale, "A View To a Kill."
Both posters drove prospects to a personalized landing page with an offer of a free DVD they could pick from among 30 movie titles available, as long as they scheduled a demo of the FUSE product at DM Days New York.
L2 personalized the campaign in two ways. First, the customer's full name appeared on the poster itself on the "Starring In" credit across the top. Also, the posters drove prospects to a unique URL that included that person's name.
L2 received an 18 % response rate, or 326 visitors to the URL within five days as a result of the direct mail piece. Of those, 41 people elected to stop by the booth for the five-minute product demo. Of those, 36 people showed up at L2's booth. The remaining five no-shows were contacted by phone and e-mail for a post-conference, online demo.
The high response has lead to many deals for L2, according to Printz.
"We have one signed contract and two other people with contracts," he said; and the fourth quarter may bring in more.
October 09, 2006
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