Industry:

Software, Business-to-Business, Domestic and International

Challenge:

A mature technology company using web seminars for client education and lead generation. Previous web seminar target audience ("C" level medical and hospital executives) log-on activity was dismal.

Opportunity:

Increase attendance and participation of target audience while improving sales lead generation. Secondary goal was to enhance company image as market leader in client education.

Action:

Designed and implemented dimensional direct mail invitation program. A simple, yet effective piece was able to break through "gatekeeper" and reach target audience. Mailer was backed with outbound telemarketing to recipients where over 30 percent of contacts recalled package.

Results:

1200 units mailed to targeted list resulted in over 300 seminar log-on’s. Program generated a 25 percent response rate - the highest in company history for any similar type strategy.