By Sid Chadwick, Chadwick Consulting, Inc.
“…They told us they wanted these 40,000 4-C high-end Invitations, shrink-wrapped in 50’s, and then specifically shipped FedEx, for Next Day am delivery…..their 200+ dealers would then have their allotment of Invitations personally addressed, and placed in a ‘Package’- to recipients -- not just First Class….”…….Client’s Project Manager
INTRODUCTION:
This smart, world-class manufacturer --- intends to drive targeted customers …………….into their showrooms.
This promotion appears….. to spare….nothing….!
They knew who they wanted to invite…..
They didn’t use cable, billboards, or any combination of social media.
Promotion “budget” considerations --- were practically irrelevant.
My opinion is they knew whose net worth, within 10 – 15 miles of each dealer, was over a $1,000,000.
This marketing department is smart, sophisticated, and has a reputation…. of being effective.
They went with a high-end Print message, delivered in a Package --- that has a 98% chance ……..of being opened…….and read.
Among several promotion principles this world class marketer demonstrated they understand: “All packages….get opened…” (Sid Chadwick)
SUMMARY:
Does each member of your Business Development Team…… know how to recognize….and explain those principles…in terms that relate to your target customer’s business model…?
Are Case Studies available, for them to study, and use….with target accounts.
Do you….in your bi-weekly Education sessions…. require each Business Development Executive….. and “Lead Inside Sales Executive”….. to perform “Role Play” exercises…. explaining the power and superior effectiveness of Print……for creating effective leads….. for your target customers……that your Business Development Team can observe, constructively reviews, and learn from…..?
Do your clear objectives….that allow you to….“track, and post….. results…?”
“….Most opportunities are won or lost…..before the event……through relentless …….preparation and training…..before the opportunity……the Great Ones know this…..”…………….….Anonymous
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