SouthTrust Merchant Services: Lead Generation

Targeted messaging and multiple contacts yield a 2x lift.

This audience-specific direct mail and telemarketing campaign leveraged words, images, and payment processing issues unique to restaurateurs, retailers, school administrators and physicians. We created "lumpy" direct mail -- for example, tongue depressors for physicians, rulers for school administrators -- to motivate openings and attract attention. This approach doubled response compared to previous efforts and provided SouthTrust's sales force with memorable icons that could be referenced on follow-up calls.

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