Case Studies:
Purchasing Power
Addressing the new financial needs of consumers during significant changes In their lives.
Insights:
- Sales force involvement is one of the key strategies in a successful lead generation program to determine target, offer, message, creative, tone and timing.
- Human Resource Benefits brokers are powerful spheres of influence with this provider's prospect base, but message must focus on three areas.
- Multi-touch lead-generation combined with three-dimentional formats can elevate interest and overall response.
Execution:
Heinrich's specialized expertise in business-to business lead generation helped Purchasing Power link the ROI value of direct marketing with the field sales team. A series of personalized, relevant and offer-rich communications created substantial interest with the audience and helped the sales force increase face-to-face meetings, proposals and sales closings. The incentives used prompted an instant connection with Purchasing Power and entry for the sales force to have meaningful conversations with these brokers. Digital printing technology allowed one-to-one personalization and ability to keep costs within budget. Purchasing Power continues to maximize lead generation direct mail to help its sales force attract and close new business.
