Using Promotional Merchandise to Improve Lead Generation


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A strategy and case study highlighting how promotional merchandise can improve the results of lead generation campaigns.

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Using Promotional Merchandise to Improve Lead Generation

  1. 1. Using Promotional Merchandise to Increase Lead Generation Effectiveness Strategy & Case Study
  2. 2. When most marketers start work on their marketing plan...
  3. 3. Promotional merchandise is right at the bottom of the list of priorities
  4. 4. It is not seen as something that is strategically important
  5. 5. To most people, promotional merchandiseis inexpensive giveaways to be used at events
  6. 6. They tend to be last minute afterthoughts
  7. 7. And you end up ordering anything as long as it has a logo and it can be delivered on time
  8. 8. We think if you work like this you are missing a trick
  9. 9. Using promotional merchandise as an integrated part of your marketing campaign can have a significant positive impact on results
  10. 10. Promotional merchandise can help your message get noticed
  11. 11. It can help your company stand out from the crowd
  12. 12. It can allow you to be more creative in your campaigns...
  13. 13. ...add a new dimension to what you have been doing previously
  14. 14. And it can help you engage more effectively with your customers or prospects
  15. 15. The bottom line is this - Promotional Merchandise can make your marketing campaigns more effective
  16. 16. Here is an example from one of our customers - Kofax UK
  17. 17. Kofax wanted to put together a personalised campaign to their most strategic target accounts
  18. 18. As part of the campaign they developed a dedicated microsite with tailored videos as well as new written content
  19. 19. The next step was to get people to visit the website, watch the videos and download the content
  20. 20. The plan was to do the usual kind of email campaign to drive traffic
  21. 21. But they wanted to do a bit more... so called us up for some ideas
  22. 22. As well as the email, they followed upwith a high impact direct mail piece...
  23. 23. ...that used promotional merchandise at its heart. In this case it was a pair of branded earphones
  24. 24. The mailer asked the recipient to do 4 things:1. Plug the earphones into their PC2. Visit the website3. Listen to the video4. Contact them if any more info needed
  25. 25. The campaign was mailed out to 2000 contacts and followed up by telephone
  26. 26. You want to know the results?
  27. 27. Traffic drivers to microsite (from a closed list of 2000 names): email - 35 DM (postcard) - 14 DM (earphones) - 284The Direct Mail piece with the earphones was 8 times more effective in driving traffic to the website than the email campaign Not too shabby... and there is more...
  28. 28. During the telephone follow up, 65% of the people who were spoken toremembered the mailer and (more importantly) remembered who the mailer was from
  29. 29. The callers all agreed that “Hello, I am the person who sent you the earphones...” was a great ice breaker and conversation starter...
  30. 30. ...and the earphones definitely helped get the company noticed
  31. 31. With our help, Kofax really stood out from the crowd
  32. 32. That programme generated over $1m in qualified sales pipeline and over $250,000 in sales
  33. 33. Not bad for a pair of earphones
  34. 34. If you want your marketing programmes to stand outfrom the crowd and engage your customers and prospects...
  35. 35. ...why not partner with Outstanding Branding and take your marketing programmes to the next level?
  36. 36. Promotional merchandise for stand out brands call: 020 3142 6700 email: