Steps and examples of how to successfully implement
a simple and effective direct marketing campaign
Brief: Convincing companies to purchase a Crescendo Apps module: iPlanner or CRM.
Action: We’ve selected 1200 top companies from Romania to which we’ve sent a newsletter, followed by a hardcopy nominal letter, presenting the advantages of purchasing Crescendo’s services. The message was simple and had a big impact: “Let your business flow!”. During the telemarketing stage, we were proposing prospects’ an appointment through which they could benefit for free of an analysis and optimization solution of the critical business processes within their company.
Results: The client has chosen to run the campaign all year long, because the results were incredible: 11,22% of the prospects were interested in these solutions. We’ve continued with a new campaign for IT&C Crescendo solutions for migration within online environment, which also was a success.
Brief: Creating a teaser for the existing clients of Badsi Nissan concerning the new Quashqai, without showing the car. The purpose was to influence the potential client’s buying decision, to build clients’ loyalty, to add value through the originality of the concept. Targeted group: 1.000 top clients.
Action: The TV spot that was going to be aired in two weeks after the teasing campaign, featuring the new car as a skateboard. From here resulted the simplicity of our idea: a mini-skateboard made from stainless steel with auto tires for a better semblance. The elegancy of the metal and the wrapping that was marked with “Top Secret” increased interes & orders for the new car among Badi Nissan customers.
Results: The registered sales made any other new car order wait for 6 months to be delivered.
Brief: We were briefed to identify 10,000 potential customers to come to the bank and deposit min 3000 euro
Action: We made a top selection and we first delivered as a teasing phase an email to all prospects wishing them “happy moneyday” (La multi bani!), asking them, in the same time, if they know how to transform a wish in reality. The emailing was followed by mailing – a nominal letter was send to everybody, informing them about the advantageous interests they can get at Bancpost.
Results: In the telemarketing phase 10,19% were interested in the offer and 5,12% effectively deposited at least 3000 euro at the bank. At least 1,5 mil euro were generated by a DM investment of only 1% from the income.
Brief: How to convince highly educated mothers about the effectiveness of Redoxon for their children?
Action: We targeted 100 companies asking them about the no of mothers within the company. Then we sent to everyone of them an envelope with a letter signed by mothers in Bayer, samples of Redoxon and a small wood photo frame (to have a photo of their child with them, at the office).
Results: Nice feedbacks on Bayer’s email and for sure a better image & KOL influence. With repercussions on sales for sure.
Brief: “Achieveglobal – for human performance!” is the best method to increase employees’ professional performance, for the effectiveness of future projects and 100% achievement of the company’s objectives. Our job was to convince managers of that.
Action: We’ve prospected 340 managers to which we’ve sent a newsletter in order to explain the method and its advantages, in order to generate leads.
Results: Doubled the number of appointments (20,82%) and very good feedback.
Brief: In order to encourage students to read and to facilitate their access to books from the high school curricula, Vodafone in partnership with BookLand and McCann Erickson Romania developed the project „Biblioteca Digitala”. A big poster with the name of the books and their QR codes was applied in over 300 high schools all over the country so students can download books for free.
Action: We’ve briefed 450 high schools throughout the entire country via emailing and telemarketing, 300 of these offering us their formal approval to launch this project in their institution. We’ve benefited by the entire support of the Romanian Education and Research Ministry, as well as a part of the County School Inspectorates (including Bucharest). 303 high schools from 17 cities were decorated with „Biblioteca Digitala” poster. 83 high schools were in Bucharest, including Colegiul National Gheorghe Lazar, Colegiul National I. L. Caragiale, Liceul de Arte Plastice Nicolae Tonitza, Colegiul National Iulia Hasdeu, Scoala Centrala and Colegiul National Ion Creanga.
Results: The project was a real success. We’ve received very good feedback from students, teachers and parents.
Original spare parts for independent services
Brief: Considering the crisis and the decrease of car sales, Mercedes Benz Romania came with a smart strategy – to sell original parts to independent services also, not only to their dealers.
Action: To ~700 independent services were sent a nominal letter via email, followed by telemarketing. Simple & effective.
Results: 59% were interested and half of them met the sales team! And the cost of the campaign was the cost of only 2 spare parts set.
Brief: How to communicate the Zero promotion (5 commercial offers: 0% customs taxes, 0 euro matriculation taxes, 0 euro metallic color, 0 euro leasing advance, 0 euro first revision) and also increase sales and traffic in the new showroom, also informing the clients about the change of location?
Action: Firstly we updated the 10 years old database of Suzuki clients. The idea of interaction went hand in hand with the idea of good-luck suggested by the rolling dice. All the combinations were supposed to be winning. The 6-th face of the dice was printed with the sign B&S Motors, actually the Joker offering clients the chance of throwing the dices again. For a better understanding of the promotion we used a “biscuit” cardboard. The two red & blue dices and the cardboard were placed in an unusual round box with two tops painted in two different colors (to accentuate the company’s corporate colors), on the box being written “Zero” to arouse the curiosity of the receivers.
Results: The client has chosen to run the campaign all year long, because the results were incredible. In one year almost all clients came to the showroom and, even if not all of them bought a new car, the sales grew and the same for the awareness of the new location.
Brief: Selling individual or family membership cards during Black Friday and generating online traffic on Orhideea Health & Spa website.
Action: We’ve used a database of 200 carefully selected contacts to which we’ve sent an email containing the presentation of the cards and their benefits.
Results: 10,95% of the prospects were interested in the offer.
Brief: Visual Expert, provider of solutions for audio-video production, postproduction and photography, wanted to promote itself among companies that develop products and/or services which are suitable to be promoted through presentation movies.
Action: Prospecting 500 companies through mailing, emailing and telemarketing in order to generate leads.
Results: Target was overcome with more than 50%, 129 prospects showing interest in establishing an appointment.