Case Studies
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Case Studies |
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New Customers - New Market The client is a small division of a closely held holding company. It manufactures a line of standard and custom machinery used in industrial and commercial applications. Sales are about $5 million. The company had no marketing plan and was therefore subject to the full effects of the capital equipment cycle. Management wanted a low cost and practical plan for generating qualified leads, particularly for its highly profitable custom machinery. We analyzed the current customer base and inquiry records. We identified new markets where we thought the company had a good chance of success. We developed custom mailing lists for the targeted markets. The plan called for weekly mailings to about 50 of the prospects. A part time telemarketer was hired to follow up and qualify each prospect. Promising leads were turned over to the company president for telephone follow up. The keys to the project were the correctly targeted market segments and the use of manageable small batch mailings that permitted effective, timely, follow up. The program generated the desired increase in leads. |
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