|
RUN
WITH THE Big dogS™ newsletter
Volume 3, issue 1
The point of every marketing
campaign is to generate qualified leads. How strong is the call
to action in your current campaign, can it work as well as a broken
coffee cup?...John
Marketing idea
As an incentive for stepping forward
at their tradeshow booth, one of our clients offered a free coffee cup
to any qualified prospect who provided a business card.
Unfortunately, their fulfillment was flawed and most of the coffee cups
arrived cracked.
A disaster? No, over 80% of
the recipients called in to ask for a new cup. As the salesmen
took their calls, they had an opportunity to further qualify the
prospect and move the sales process forward.
This was the highest response to a
mailing they had ever seen. Everyone ended up with a free
un-cracked coffee cup, and the client had the most productive
tradeshow follow-up they ever had.
RUN
WITH THE BIG DOGS™
Every
week the strategic planning facilitators of Myrna
Associates interact with the executive teams of the best managed
mid-sized companies in America. The weekly RUN WITH THE BIG DOGS™
newsletter shares an idea generated in one of those meetings. The
companion RUN
WITH THE BIG DOGS™ CEO interviews discusses a single management
topic with a mid-sized company leader.
|
