CASE STUDY 2

The Pudding…

Scenario:

• Client referred by their banker.
• Looking for advice on how to market their high end recreational products.

Analysis

• Distinct, regional target geography.
• Multiple, well-established competitors.
• Three distinct prospect pools.
• Limited promotional monies available from product manufacturers.
• Price range $100,000-300,000 per unit.
• High name recognition and value association for product lines.
• Extremely creative client

Discussion

• Best channels to accelerate name recognition.
• Needed to narrow down promotional options.
• Avoid “me too” approach to marketing.

Outcomes

• Market to “multipliers” positioned for referrals.
• Referral premiums for multipliers: cash or accruable credit toward their own purchase.
• Researched and created 250-prospect database of best targets.
• Arranged personal introductions to key referral sources.
• Designed and distributed three-dimensional direct mail.
• Prepared and trained staff on follow up scripts.
• Obtained additional direct mail enclosures for use in other promotions.
• Developed individualized branding for products.
• Sourced complimentary promotional items.
• Extreme customer receptivity for promotional items.
• Direct mail and follow up in initial stages.  Referrals incoming.