The Technology of Advertising

How clients built business during the last recession

One client engaged us to develop a direct mail program, to 500 niche-market “maybe” types of prospects. Our program delivered a final response of 28%, which may have set a record in heavy equipment direct mail.

The topic of the mailing was a special systems application based on standard industrial equipment.

Here are the results:

Of the 110 respondents, most had needs in the $5,000 to $10,000 range, far too small for our client’s systems, which cost $100,000 to $250,000+.

Within a few months , one respondent had purchased a $40,000 component, eight other systems proposals, valued at $1 Million+, were on the street, with a ninth to follow shortly. Those eight advised our client that they’ve included the money in their next year’s budget.

We’ve already recognized some productive lessons:

1. Most reps do not perform missionary sales work to any great extent, but the right promotion will stimulate them to make the calls when the lead is pre-qualified. Those reps followed up on every lead.

2. In smaller markets, direct mail can be the most cost-effective means of reaching the entire market, provided you have a good list and a valid, well told sales proposition.

3. Direct mail enables you to sell a niche application without tipping off the competitors to the existence of that promising market and product configuration.

4. In this age of visual saturation, the power of the right words and ideas is undiminished. These three mailings used about 400 words and a few arrows.