SlideShare a Scribd company logo
1 of 13
Download to read offline
The 360 View




Of Doughnuts and Dollars
1




Ralston360
Executive Summary

VIEW I: OF DOUGHNUTS AND DOLLARS
What do doughnuts, business-to-business marketing and incredible
ROI have in common? Plenty. In this issue of The 360 View, we
give an overview of a B-to-B direct response marketing program
that yielded results 20 times greater than the industry average.




                                                                             Of Doughnuts and Dollars




                                                              The 360 View
2

Marketing agencies, whether direct marketers or advertising
agencies, are often chided for their inability to practice what they
preach. After all, how much great B-to-B advertising for and by
advertising agencies have you seen? How many brilliant direct
marketing ideas for otherwise smart direct marketing agencies
have crossed your desk?

The latest 360 View is a case history of a marketing company that
does, in fact, practice what it preaches. A company willing to spend
a significant amount per marketing package to introduce itself to a
new market and generate high-quality leads.

Who is this company you may ask? Well, it’s Ralston360. So stay
with me and I’ll outline a successful program that includes Krispy
Kreme glazed doughnuts, the chance to win Krispy Kreme stock,
the opportunity to help sick children, personalized digital printing,
a PIN-managed sweepstakes, a program-dedicated website to
capture and track those PINs and an email program to complete
the loop. Pretty tasty, huh?


A CURE FOR ACUTE MARKETING ANXIETY
                       Good marketers occasionally wake up in the middle
                       of the night with a wide-eyed stare worrying about
                       the success or failure of their sales and marketing
                       programs. This white-knuckled fear has been
                       exacerbated over the past few years by the
increase of general media clutter and the growth of measurable
interactive media and program options. With real-time measurement
tools come ever more management scrutiny (read: proof of an
individual’s success or failure), which drives even more anxiety because,
after all, we finally have a good grip on what works and what doesn’t.

I am a member of this insomnia-ridden little club. I wake up often
wondering if our marketing programs are effective, and it’s a drag.
To help cure this anxiety-based problem, we created the Ralston360
“Doughnut Program.” Here is its case study. It is a case study based
on two of our primary biases: A bias towards action and a bias
towards getting noticed.
                                                                                        Of Doughnuts and Dollars




                                                                         The 360 View
3

                                              PROGRAM OBJECTIVES
                                              We are based in Bend, Oregon, have been in business for 19 years
                                              and have a strong and diverse client roster. Our clients range across
                                              multiple categories that include technology companies, financial
                                              services, consumer products, health care, even casinos.

                                              Bend has been good to us (a strong business, great long-term
        360 marketing.                        clients plus skiing, fishing, golf, mountain biking— you get the idea).
   A well-rounded approach                    We do, however, have a raging case of business wanderlust. In order
     to creating Delighted                    to grow faster and to take advantage of the current economic
          Customers.*                         rebound, we felt that we needed a presence in Portland. We opened
                                              our Portland office in January. We even changed our name from
                                              RalstonGroup to Ralston360 to signal our expansion and recently
                                              enhanced direct and database marketing skill-sets.

                                              Portland is one of the most competitive markets in the country for
                                              marketing agencies. Like San Francisco, Portland has one of the
                                              highest ratios of talent-to-potential-clients. Because of this, we
                                              knew that any business development program we launched had to
                                              meet three key objectives:

                                                 1. The program had to immediately capture the attention of our
                                                 target executives. We needed to hook ‘em fast. These executives
                                                 are C-level and marketing executives at approximately 100
                                                 Portland area companies. They are very busy and are the target
                                                 of many other marketing firms. They often hear the standard “we
                                                 are great” messages from our competitors. They were ready to
                                                 hear something new.

                                                 2. The program had to quickly and viscerally communicate how smart
                                                 and creative we are. It also needed to demonstrate our integrated
                                                 marketing talent, from branding to design to data-driven marketing.
                                                 We did not want to bore people by just sending our portfolio with the
                                                 standard, ineffectual “we’re cool/choose us” message.

                                                 3. The program had to deliver a high percentage of face-to-face
                                                 meetings. This was the bottom line, the key metric, the only grail
                                                 worthy of holiness.

                                              If successful, we would roll out the program to other markets.                           Of Doughnuts and Dollars




* Find out more about creating Delighted Customers by visiting ralston360.com.                                          The 360 View
4

THE 360 DOUGHNUT PROGRAM
What do business people want to hear or see from marketing
companies seeking their attention? A portfolio of past work? Cool
posters? Business books? Tchotchkes? I have received all of these
plus more in my days as a client. Sorry. They just don’t work anymore.

What works? Something that reaches deep into our human
consciousness. Something that’s glazed-coated and calorie-laden.
Something like…Krispy Kreme doughnuts. Who doesn’t love these
ultra-sweet treats? These anti-Atkins mini-bombs? That emotionally
charged Krispy Kreme bite? It’s a universal winner.

The 360 Doughnut Program was about delivering the ultra-satisfying
Krispy Kreme experience to key decision-makers listed in our
business development database. More importantly, it was about
making a fast, emotional and highly gratifying connection that
would arrest that elusive moment of attention.




(See pages 8-9 for a detailed look at this campaign.)

This multi-element program consisted of the following ingredients:

Krispy Kreme glazed doughnuts. (Krispy Kreme came to Portland in
2003 and is still a novelty.) We generally delivered one box per
person at companies with multiple target executives. In companies
where we targeted just one executive, we delivered two boxes to
create more departmental excitement and to get the conversation
moving. (“Hey, where did these doughnuts come from?”)

A chance to actually “own” a piece of Krispy Kreme by winning a
share of Krispy Kreme stock.
                                                                                    Of Doughnuts and Dollars




                                                                     The 360 View
5

A box-sized cover card to top each Krispy Kreme box. The cards
were digitally printed on heavy stock with a personalized message
and unique PIN so that each recipient could enter online to see if
s/he had won a share of Krispy Kreme stock. Of course, every
targeted recipient was a winner. (Why not, right?) Other corporate
colleagues could enter the contest to win their own shares of stock
by entering online as a “Guest.”

A program-dedicated micro Web site that included a page for PIN and
“Guest” entry, a registration page and a thank you page. These pages
were directly tied into our database, which provided real-time tracking
data on who visited (based on their unique PIN), who registered and
who received our automatically generated follow-up email.




(See pages 9-10 for a detailed look at this campaign.)

An option. Since many companies have rules about receiving gifts,
we offered executives the option of donating the stock to the Make-A-
Wish® Foundation of Oregon, one of Ralston360’s pro-bono clients.

Continual improvement. Because the program was real-time, we
used digital printing for the box and Web pages for the promotion.
This allowed us to immediately leverage prospect feedback to make
ongoing minor adjustments to the box, Web site copy and art, the
offer and email creative messaging to improve our communications.
                                                                                         Of Doughnuts and Dollars




Fast follow-up. Everyone got a personal call within 4 working days
of the doughnut delivery.




                                                                          The 360 View
6

                             R E S U LT S –
                             T H E F I R S T W AV E
                             We thought that the program would work. We just didn’t know how
                             well. Frankly, this is one of the best-performing, lead-generating
                             programs we have ever run.
    20% of recipients
    registered at the        The results:
  Ralston360 micro site
                             To date, 20% of the targeted executives have registered at the
                             micro site. Most took the stock and some passed it on to Make-A-Wish
                             Oregon. (For comparison’s sake, the industry average conversion
                             rates for programs targeting high-level executives is 1-3%.)

                             We have scheduled meetings with 40% of the targeted companies.

The industry average is 2%     It is very interesting to note that about half of our meetings were
                               set up with recipients who did not register. For whatever reason,
                               they didn’t take the time to register online. However, the program
                               itself resonated so strongly that they scheduled a meeting anyway.

                             Companies not interested in meeting now were very happy to take
                             our call* and suggested that we call in the future. We made the
                             connection and have a fun connection to use as a reminder when
                             we call again.

                               *OK, there were a couple of C level executives that might have
                               taken a call from Warren Buffet… But not us.

                             A number of the people contacted were willing to provide valuable
                             feedback on the program, in many cases unsolicited. It was this
                             feedback that is helping us to modify the program for future rounds
                             of targeted companies. This feedback-loop also helped to form a
                             bond between us and our prospects.


                             THE PROOF IS IN THE PUDDING (OR DOUGHNUTS)
                             This program put smiles on peoples’ faces (and maybe a couple of
                             cavities in their teeth). It delivered our primary objective of getting
                             meetings to introduce Ralston360 and it quickly put us on the
                             Portland map as a company with fresh ideas, high energy and
                             integrated marketing skill sets.

                             Most importantly, the program made us look smart. (Smart is good.)
                             It also gave me a few great nights of sleep. (An added bonus.)

                             The program isn’t over. We are expanding the successful 360
                                                                                                                      Of Doughnuts and Dollars




                             Doughnut Program beyond Portland.




                                                                                                       The 360 View
The Ralston360 Doughnut Program
8




                                        CARD FRONT




                                                     D E TA I L




A box-sized cover card was created
to top each Krispy Kreme box.
The cards were digitally printed on
heavy stock with a personalized
message and unique PIN so that
each recipient could enter online
to see if s/he had won a share of
Krispy Kreme stock.
                                                                                 Of Doughnuts and Dollars




                            CARD BACK




                                                                  The 360 View
9

   L A N D I N G PA G E




A program-dedicated micro Web
site that included a page for PIN
and “Guest” entry, a registration
page and a thank you page. These
pages were directly tied into our
database, which provided real-time
tracking data on who visited
(based on their unique PIN),
who registered and who received
our automatically generated
follow-up email.
                                                                                     Of Doughnuts and Dollars




                                     R E G I S T R AT I O N F O R M


                                                                      The 360 View
10

KEEPING A GOOD THING GOING
And, yes, there’s more. For all of our targeted recipients, our next
step is to maintain contact frequency, a critical element of B-to-B
marketing. We can’t just drop off the face of the earth and expect
prospects to remember us. Our quarterly follow-up program, which
will have a lower cost per contact, will leverage music to reach the
heart and soul of our prospects. First food, then music.


Y O U R N E X T S T E P T O W A R D A G R E AT N I G H T ’ S S L E E P
                   If you need a program as powerful as ours for your
                   business, give me a call. I would love to share my
                   perspective on how you too can create a B-to-B
                   campaign that helps you stand out from the crowd
and meet your business objectives. I’ll even sweeten the deal with a
couple of Krispy Kremes.

I’m making this offer because I am pretty sure that you are not 100%
satisfied with all of the elements of your current marketing program.
I’m also pretty sure that you recognize that working with people who
do not do the same old, same old makes a heck of a lot of sense.

Pleasant dreams.




  W H AT I S T H E 3 6 0 V I E W ?
  It’s a series of white papers featuring marketing insights
  from Ralston360 CEO Peter Levitan. The 360 View provides
  business and marketing professionals with new perspectives
  on what makes marketing communications work. Not yesterday.
  Not tomorrow. Not in theory. But in the real world, right now.

  To get a fresh outlook on the business of creating, nurturing
  and maintaining Delighted Customers, check out Peter’s next
  360 View. You’ll find a visionary approach to marketing
  communications. And a 360º view of how to make it work.
                                                                                        Of Doughnuts and Dollars




  Past 360 Views can be seen at ralston360.com.




                                                                         The 360 View
W H O W E H AV E D E L I V E R E D F O R
                                                   Just a few of our clients in Oregon,
WE DELIVER                                         Washington, and Idaho:

Ralston360 is dedicated to helping clients         ACCENT OPTICAL TECHNOLOGIES –the global leader in
exceed marketing objectives. We are dedicated      optoelectronic process controls
to getting our clients and their messages
                                                   BANK OF THE CASCADES —nationally recognized
noticed. We use lots of gray matter to make
                                                   Northwest bank
this happen.
                                                   CLEAR CHOICE HEALTH PLANS —Medicare-Plus
We do not have a one-size-fits-all solution, and   insurance program
recognize that the most effective program is       FARMERS & MERCHANTS STATE BANK —Idaho’s largest
based on the right brand strategy, advertising,    community bank
direct response, PR or grass roots marketing.
                                                   IDAHO POWER —publicly traded regional electric utility
Our mantra is simple: We help our clients          MICRON TECHNOLOGY —North America’s largest
acquire, stimulate and retain Delighted            computer memory supplier
Customers.
                                                   SAFECO —one of America’s most respected insurers

                                                   SUNRIVER RESORT —the Northwest’s leading golf and
                                                   destination resort


                                                   And some clients from our staff’s deep,
                                                   dark past:

                                                   ADIDAS INTERNATIONAL

                                                   AMEX

                                                   AT&T

                                                   COCA-COLA
WHY WE DELIVER
                                                   GENERAL MILLS
Ralston360 is a full-service marketing company
with 20 years experience in national and local     JOHNSON & JOHNSON
markets. Our management has worked in major        NORTHWEST AIRLINES
agencies in San Francisco, Seattle, New York,
                                                   PBS
Minneapolis and London. We offer strategic
research and guidance leading to effective         SARA LEE
marketing solutions for print, broadcast,          SUZUKI
corporate ID, collateral, direct marketing,
trade marketing and the Internet.

                                                            We make it easy to reach Ralston360:
                                                            www.ralston360.com
                                                            877 577 5790 toll free
                                                            info@ralston360.com
Bend_Portland


19797 Village Office Ct.
Bend, Oregon 97702
877-577-5790
fax 541-388-4381
www.ralston360.com
info@ralston360.com

More Related Content

More from Peter Levitan & Co.

Peter Levitan - How To Negotiate
Peter Levitan - How To Negotiate Peter Levitan - How To Negotiate
Peter Levitan - How To Negotiate Peter Levitan & Co.
 
Yes, You Can Write and Publish A Business Book in 6 Months
Yes, You Can Write and Publish A Business Book in 6 MonthsYes, You Can Write and Publish A Business Book in 6 Months
Yes, You Can Write and Publish A Business Book in 6 MonthsPeter Levitan & Co.
 
1,247th Blog Post On Advertising Agency Social Media
1,247th Blog Post On Advertising Agency Social Media1,247th Blog Post On Advertising Agency Social Media
1,247th Blog Post On Advertising Agency Social MediaPeter Levitan & Co.
 
How To Manage An Advertising Agency
How To Manage An Advertising Agency How To Manage An Advertising Agency
How To Manage An Advertising Agency Peter Levitan & Co.
 
Get a Grip - The Marketing Power of Managing Customer Relationships
Get a Grip - The Marketing Power of Managing Customer RelationshipsGet a Grip - The Marketing Power of Managing Customer Relationships
Get a Grip - The Marketing Power of Managing Customer RelationshipsPeter Levitan & Co.
 
Strategic Philanthropy: How To use Good Deeds As A Business Development Toool
Strategic Philanthropy: How To use Good Deeds As A Business Development TooolStrategic Philanthropy: How To use Good Deeds As A Business Development Toool
Strategic Philanthropy: How To use Good Deeds As A Business Development TooolPeter Levitan & Co.
 
Publishing and the Mobile Connection
Publishing and the Mobile Connection  Publishing and the Mobile Connection
Publishing and the Mobile Connection Peter Levitan & Co.
 
The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10Peter Levitan & Co.
 
Postpurchase Mobile Marketing 5.11
Postpurchase Mobile Marketing 5.11Postpurchase Mobile Marketing 5.11
Postpurchase Mobile Marketing 5.11Peter Levitan & Co.
 
The Ultimate Recession Slideshow
The Ultimate Recession Slideshow The Ultimate Recession Slideshow
The Ultimate Recession Slideshow Peter Levitan & Co.
 

More from Peter Levitan & Co. (12)

360 View Podcasting
360 View Podcasting 360 View Podcasting
360 View Podcasting
 
Peter Levitan - How To Negotiate
Peter Levitan - How To Negotiate Peter Levitan - How To Negotiate
Peter Levitan - How To Negotiate
 
The Levitan Pitch Presentation
The Levitan Pitch PresentationThe Levitan Pitch Presentation
The Levitan Pitch Presentation
 
Yes, You Can Write and Publish A Business Book in 6 Months
Yes, You Can Write and Publish A Business Book in 6 MonthsYes, You Can Write and Publish A Business Book in 6 Months
Yes, You Can Write and Publish A Business Book in 6 Months
 
1,247th Blog Post On Advertising Agency Social Media
1,247th Blog Post On Advertising Agency Social Media1,247th Blog Post On Advertising Agency Social Media
1,247th Blog Post On Advertising Agency Social Media
 
How To Manage An Advertising Agency
How To Manage An Advertising Agency How To Manage An Advertising Agency
How To Manage An Advertising Agency
 
Get a Grip - The Marketing Power of Managing Customer Relationships
Get a Grip - The Marketing Power of Managing Customer RelationshipsGet a Grip - The Marketing Power of Managing Customer Relationships
Get a Grip - The Marketing Power of Managing Customer Relationships
 
Strategic Philanthropy: How To use Good Deeds As A Business Development Toool
Strategic Philanthropy: How To use Good Deeds As A Business Development TooolStrategic Philanthropy: How To use Good Deeds As A Business Development Toool
Strategic Philanthropy: How To use Good Deeds As A Business Development Toool
 
Publishing and the Mobile Connection
Publishing and the Mobile Connection  Publishing and the Mobile Connection
Publishing and the Mobile Connection
 
The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10The Gather Project: A Review of Healthcare Social Media 10.10
The Gather Project: A Review of Healthcare Social Media 10.10
 
Postpurchase Mobile Marketing 5.11
Postpurchase Mobile Marketing 5.11Postpurchase Mobile Marketing 5.11
Postpurchase Mobile Marketing 5.11
 
The Ultimate Recession Slideshow
The Ultimate Recession Slideshow The Ultimate Recession Slideshow
The Ultimate Recession Slideshow
 

Recently uploaded

decentralized Launchpad providing a safe and transparent fundraising
decentralized Launchpad providing a safe and transparent fundraisingdecentralized Launchpad providing a safe and transparent fundraising
decentralized Launchpad providing a safe and transparent fundraisingrectinajh
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingOperational Excellence Consulting
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBusiness of Software Conference
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
Mission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfMission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfmissiontranslate026
 
Financial Statements Guide for Small Businesses:
Financial Statements Guide for Small Businesses:Financial Statements Guide for Small Businesses:
Financial Statements Guide for Small Businesses:DoshiAccountants1
 
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003Levi Shapiro
 
Device Management via Intune : Balancing Security and Flexibility
Device Management via Intune : Balancing Security and FlexibilityDevice Management via Intune : Balancing Security and Flexibility
Device Management via Intune : Balancing Security and FlexibilityManagedms365
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Lviv Startup Club
 
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCEirhcs
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreNZSG
 

Recently uploaded (20)

decentralized Launchpad providing a safe and transparent fundraising
decentralized Launchpad providing a safe and transparent fundraisingdecentralized Launchpad providing a safe and transparent fundraising
decentralized Launchpad providing a safe and transparent fundraising
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness TrainingISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
ISO 37002:2021 (Whistleblowing Management Systems) Awareness Training
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
WAM Corporate Presentation April 2 2024.pdf
WAM Corporate Presentation April 2 2024.pdfWAM Corporate Presentation April 2 2024.pdf
WAM Corporate Presentation April 2 2024.pdf
 
GAD EIF Webinar #6 Business Cases 6 out 39
GAD EIF Webinar #6 Business Cases 6 out 39GAD EIF Webinar #6 Business Cases 6 out 39
GAD EIF Webinar #6 Business Cases 6 out 39
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
Mission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdfMission Translate - The Power of Words.pdf
Mission Translate - The Power of Words.pdf
 
Financial Statements Guide for Small Businesses:
Financial Statements Guide for Small Businesses:Financial Statements Guide for Small Businesses:
Financial Statements Guide for Small Businesses:
 
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003
Version Bravo- The Springboard for Navy SEAL entrepreneurship, cohort 003
 
Device Management via Intune : Balancing Security and Flexibility
Device Management via Intune : Balancing Security and FlexibilityDevice Management via Intune : Balancing Security and Flexibility
Device Management via Intune : Balancing Security and Flexibility
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
 
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
2023_EN. HYUNDAI CAPITAL SERVICES 2023 PERFORMANCE
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource Centre
 

Of Doughnuts and Dollars: How To Use Food To Win New Business

  • 1. The 360 View Of Doughnuts and Dollars
  • 2. 1 Ralston360 Executive Summary VIEW I: OF DOUGHNUTS AND DOLLARS What do doughnuts, business-to-business marketing and incredible ROI have in common? Plenty. In this issue of The 360 View, we give an overview of a B-to-B direct response marketing program that yielded results 20 times greater than the industry average. Of Doughnuts and Dollars The 360 View
  • 3. 2 Marketing agencies, whether direct marketers or advertising agencies, are often chided for their inability to practice what they preach. After all, how much great B-to-B advertising for and by advertising agencies have you seen? How many brilliant direct marketing ideas for otherwise smart direct marketing agencies have crossed your desk? The latest 360 View is a case history of a marketing company that does, in fact, practice what it preaches. A company willing to spend a significant amount per marketing package to introduce itself to a new market and generate high-quality leads. Who is this company you may ask? Well, it’s Ralston360. So stay with me and I’ll outline a successful program that includes Krispy Kreme glazed doughnuts, the chance to win Krispy Kreme stock, the opportunity to help sick children, personalized digital printing, a PIN-managed sweepstakes, a program-dedicated website to capture and track those PINs and an email program to complete the loop. Pretty tasty, huh? A CURE FOR ACUTE MARKETING ANXIETY Good marketers occasionally wake up in the middle of the night with a wide-eyed stare worrying about the success or failure of their sales and marketing programs. This white-knuckled fear has been exacerbated over the past few years by the increase of general media clutter and the growth of measurable interactive media and program options. With real-time measurement tools come ever more management scrutiny (read: proof of an individual’s success or failure), which drives even more anxiety because, after all, we finally have a good grip on what works and what doesn’t. I am a member of this insomnia-ridden little club. I wake up often wondering if our marketing programs are effective, and it’s a drag. To help cure this anxiety-based problem, we created the Ralston360 “Doughnut Program.” Here is its case study. It is a case study based on two of our primary biases: A bias towards action and a bias towards getting noticed. Of Doughnuts and Dollars The 360 View
  • 4. 3 PROGRAM OBJECTIVES We are based in Bend, Oregon, have been in business for 19 years and have a strong and diverse client roster. Our clients range across multiple categories that include technology companies, financial services, consumer products, health care, even casinos. Bend has been good to us (a strong business, great long-term 360 marketing. clients plus skiing, fishing, golf, mountain biking— you get the idea). A well-rounded approach We do, however, have a raging case of business wanderlust. In order to creating Delighted to grow faster and to take advantage of the current economic Customers.* rebound, we felt that we needed a presence in Portland. We opened our Portland office in January. We even changed our name from RalstonGroup to Ralston360 to signal our expansion and recently enhanced direct and database marketing skill-sets. Portland is one of the most competitive markets in the country for marketing agencies. Like San Francisco, Portland has one of the highest ratios of talent-to-potential-clients. Because of this, we knew that any business development program we launched had to meet three key objectives: 1. The program had to immediately capture the attention of our target executives. We needed to hook ‘em fast. These executives are C-level and marketing executives at approximately 100 Portland area companies. They are very busy and are the target of many other marketing firms. They often hear the standard “we are great” messages from our competitors. They were ready to hear something new. 2. The program had to quickly and viscerally communicate how smart and creative we are. It also needed to demonstrate our integrated marketing talent, from branding to design to data-driven marketing. We did not want to bore people by just sending our portfolio with the standard, ineffectual “we’re cool/choose us” message. 3. The program had to deliver a high percentage of face-to-face meetings. This was the bottom line, the key metric, the only grail worthy of holiness. If successful, we would roll out the program to other markets. Of Doughnuts and Dollars * Find out more about creating Delighted Customers by visiting ralston360.com. The 360 View
  • 5. 4 THE 360 DOUGHNUT PROGRAM What do business people want to hear or see from marketing companies seeking their attention? A portfolio of past work? Cool posters? Business books? Tchotchkes? I have received all of these plus more in my days as a client. Sorry. They just don’t work anymore. What works? Something that reaches deep into our human consciousness. Something that’s glazed-coated and calorie-laden. Something like…Krispy Kreme doughnuts. Who doesn’t love these ultra-sweet treats? These anti-Atkins mini-bombs? That emotionally charged Krispy Kreme bite? It’s a universal winner. The 360 Doughnut Program was about delivering the ultra-satisfying Krispy Kreme experience to key decision-makers listed in our business development database. More importantly, it was about making a fast, emotional and highly gratifying connection that would arrest that elusive moment of attention. (See pages 8-9 for a detailed look at this campaign.) This multi-element program consisted of the following ingredients: Krispy Kreme glazed doughnuts. (Krispy Kreme came to Portland in 2003 and is still a novelty.) We generally delivered one box per person at companies with multiple target executives. In companies where we targeted just one executive, we delivered two boxes to create more departmental excitement and to get the conversation moving. (“Hey, where did these doughnuts come from?”) A chance to actually “own” a piece of Krispy Kreme by winning a share of Krispy Kreme stock. Of Doughnuts and Dollars The 360 View
  • 6. 5 A box-sized cover card to top each Krispy Kreme box. The cards were digitally printed on heavy stock with a personalized message and unique PIN so that each recipient could enter online to see if s/he had won a share of Krispy Kreme stock. Of course, every targeted recipient was a winner. (Why not, right?) Other corporate colleagues could enter the contest to win their own shares of stock by entering online as a “Guest.” A program-dedicated micro Web site that included a page for PIN and “Guest” entry, a registration page and a thank you page. These pages were directly tied into our database, which provided real-time tracking data on who visited (based on their unique PIN), who registered and who received our automatically generated follow-up email. (See pages 9-10 for a detailed look at this campaign.) An option. Since many companies have rules about receiving gifts, we offered executives the option of donating the stock to the Make-A- Wish® Foundation of Oregon, one of Ralston360’s pro-bono clients. Continual improvement. Because the program was real-time, we used digital printing for the box and Web pages for the promotion. This allowed us to immediately leverage prospect feedback to make ongoing minor adjustments to the box, Web site copy and art, the offer and email creative messaging to improve our communications. Of Doughnuts and Dollars Fast follow-up. Everyone got a personal call within 4 working days of the doughnut delivery. The 360 View
  • 7. 6 R E S U LT S – T H E F I R S T W AV E We thought that the program would work. We just didn’t know how well. Frankly, this is one of the best-performing, lead-generating programs we have ever run. 20% of recipients registered at the The results: Ralston360 micro site To date, 20% of the targeted executives have registered at the micro site. Most took the stock and some passed it on to Make-A-Wish Oregon. (For comparison’s sake, the industry average conversion rates for programs targeting high-level executives is 1-3%.) We have scheduled meetings with 40% of the targeted companies. The industry average is 2% It is very interesting to note that about half of our meetings were set up with recipients who did not register. For whatever reason, they didn’t take the time to register online. However, the program itself resonated so strongly that they scheduled a meeting anyway. Companies not interested in meeting now were very happy to take our call* and suggested that we call in the future. We made the connection and have a fun connection to use as a reminder when we call again. *OK, there were a couple of C level executives that might have taken a call from Warren Buffet… But not us. A number of the people contacted were willing to provide valuable feedback on the program, in many cases unsolicited. It was this feedback that is helping us to modify the program for future rounds of targeted companies. This feedback-loop also helped to form a bond between us and our prospects. THE PROOF IS IN THE PUDDING (OR DOUGHNUTS) This program put smiles on peoples’ faces (and maybe a couple of cavities in their teeth). It delivered our primary objective of getting meetings to introduce Ralston360 and it quickly put us on the Portland map as a company with fresh ideas, high energy and integrated marketing skill sets. Most importantly, the program made us look smart. (Smart is good.) It also gave me a few great nights of sleep. (An added bonus.) The program isn’t over. We are expanding the successful 360 Of Doughnuts and Dollars Doughnut Program beyond Portland. The 360 View
  • 9. 8 CARD FRONT D E TA I L A box-sized cover card was created to top each Krispy Kreme box. The cards were digitally printed on heavy stock with a personalized message and unique PIN so that each recipient could enter online to see if s/he had won a share of Krispy Kreme stock. Of Doughnuts and Dollars CARD BACK The 360 View
  • 10. 9 L A N D I N G PA G E A program-dedicated micro Web site that included a page for PIN and “Guest” entry, a registration page and a thank you page. These pages were directly tied into our database, which provided real-time tracking data on who visited (based on their unique PIN), who registered and who received our automatically generated follow-up email. Of Doughnuts and Dollars R E G I S T R AT I O N F O R M The 360 View
  • 11. 10 KEEPING A GOOD THING GOING And, yes, there’s more. For all of our targeted recipients, our next step is to maintain contact frequency, a critical element of B-to-B marketing. We can’t just drop off the face of the earth and expect prospects to remember us. Our quarterly follow-up program, which will have a lower cost per contact, will leverage music to reach the heart and soul of our prospects. First food, then music. Y O U R N E X T S T E P T O W A R D A G R E AT N I G H T ’ S S L E E P If you need a program as powerful as ours for your business, give me a call. I would love to share my perspective on how you too can create a B-to-B campaign that helps you stand out from the crowd and meet your business objectives. I’ll even sweeten the deal with a couple of Krispy Kremes. I’m making this offer because I am pretty sure that you are not 100% satisfied with all of the elements of your current marketing program. I’m also pretty sure that you recognize that working with people who do not do the same old, same old makes a heck of a lot of sense. Pleasant dreams. W H AT I S T H E 3 6 0 V I E W ? It’s a series of white papers featuring marketing insights from Ralston360 CEO Peter Levitan. The 360 View provides business and marketing professionals with new perspectives on what makes marketing communications work. Not yesterday. Not tomorrow. Not in theory. But in the real world, right now. To get a fresh outlook on the business of creating, nurturing and maintaining Delighted Customers, check out Peter’s next 360 View. You’ll find a visionary approach to marketing communications. And a 360º view of how to make it work. Of Doughnuts and Dollars Past 360 Views can be seen at ralston360.com. The 360 View
  • 12. W H O W E H AV E D E L I V E R E D F O R Just a few of our clients in Oregon, WE DELIVER Washington, and Idaho: Ralston360 is dedicated to helping clients ACCENT OPTICAL TECHNOLOGIES –the global leader in exceed marketing objectives. We are dedicated optoelectronic process controls to getting our clients and their messages BANK OF THE CASCADES —nationally recognized noticed. We use lots of gray matter to make Northwest bank this happen. CLEAR CHOICE HEALTH PLANS —Medicare-Plus We do not have a one-size-fits-all solution, and insurance program recognize that the most effective program is FARMERS & MERCHANTS STATE BANK —Idaho’s largest based on the right brand strategy, advertising, community bank direct response, PR or grass roots marketing. IDAHO POWER —publicly traded regional electric utility Our mantra is simple: We help our clients MICRON TECHNOLOGY —North America’s largest acquire, stimulate and retain Delighted computer memory supplier Customers. SAFECO —one of America’s most respected insurers SUNRIVER RESORT —the Northwest’s leading golf and destination resort And some clients from our staff’s deep, dark past: ADIDAS INTERNATIONAL AMEX AT&T COCA-COLA WHY WE DELIVER GENERAL MILLS Ralston360 is a full-service marketing company with 20 years experience in national and local JOHNSON & JOHNSON markets. Our management has worked in major NORTHWEST AIRLINES agencies in San Francisco, Seattle, New York, PBS Minneapolis and London. We offer strategic research and guidance leading to effective SARA LEE marketing solutions for print, broadcast, SUZUKI corporate ID, collateral, direct marketing, trade marketing and the Internet. We make it easy to reach Ralston360: www.ralston360.com 877 577 5790 toll free info@ralston360.com
  • 13. Bend_Portland 19797 Village Office Ct. Bend, Oregon 97702 877-577-5790 fax 541-388-4381 www.ralston360.com info@ralston360.com