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Introducing
“The Smart Box”
A small high tech company located in Denver Colorado hired The Genimation Group
to develop a direct marketing concept that would get them in the doors of the
Fortune 500 firms. Their initial efforts could be called dismal at best, and like most
companies they were thinking inside the box, doing what we term as the “me too”
direct marketing. You know the run of the mill mailings that would get a 1%-2% response.
Then exploding onto the scene was the Smart Box. We realized as with most business
CEO’s, CFO’s CIO’s and all the C Suite have no time nor patience to read anything that is
mailed to them from unknown companies. They are heavily relationship based as far as their
selection with the vendors they do business with. So the program has to be,
world class and send a unique message.
The idea was to develop a multi-media program that would tell the story.
This company uses the internet to connect manufactures of high tech equipment to their end
customers…you. A multi-media program is a great idea but you have to get your
prospects to put a CD in their drive ..which sometimes can be difficult. So we developed
the concept of the Smart Box..
The Smart Box is a direct marketing concept that was designed with the customer in
mind.
Imagine this:
You are working diligently on a project with your mind focused solely on the success of
your project. You don’t want to be disturbed by anything or anybody when your assistant
knocks on your door and says
“Hey Boss, you have to see this”
She brings you a Halliburton aluminum case. On the outside of the case is a label that
instructs you to lift off a special combination. With your curiosity peaked, you dial in
the combination, unlock the case and open the cover. There in front you sits a Mac
laptop and a Nokia cell phone.
You quickly see a label that directs you to turn on the computer. In no time, a
stunning 5 minute multi-media presentation unfolds before you. You sit back delighted. The
program instructs you to you reach for the Nokia cell phone and as directed, you dial the
#1 button. You are instantly connected to a company sales representative that gives you
additional information and, of course, he takes the appointment.In a matter of 20 minutes, you have been given useful information and can return to
your other business at hand. All parties benefit here.
Whether you go with this compnay or not, what is your first impression of their company? How
bad do you think they want your business?
It does no good to have a direct marketing program that doesn’t appeal to your
potential clients. The Smart Box has not only dramatically increased
that company’s response rate, but it has also changed the way they are perceived by their clients.
Results:
New clients such as Intel, Compaq, Hewlett Packard, etc… are all responding to
their offer.
You may be wondering at this point how much does this cost?… Look at it this way,
their entry level service is a $100,000 sale. With a 55% response rate and a 50%
conversion rate….. who cares?
This is the question this company was courageous enough to ask;
- What is a 55% response rate worth to our business?
- Should you be asking yourself the same question?
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