Drive New Business Via Multi-Touch Marketing
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Drive New Business Via Multi-Touch Marketing


Ten years ago when I first started,
we were a database company, And now, we’re a full-service direct marketing agency. Just handing over a database before was ‘Here you go. Like, good luck. Let us know how it goes.’ From a Prudential Center standpoint, the
major value that we brought to the table was that we would be able to identify the
best prospects in their market for the specific product that they were looking to sell. The Lofts were a new product that they needed to move. Their best market to purchase this inventory primarily was on the Jersey side versus the New York side. It was a 30-mile radius from Prudential Center, and we omit New York, but we also added Staten Island. And of that geography, there was 190,000 businesses. And what we ended up going
after was less than 5% of that. If we were to open up the state of New York,
there could have been 400,000. So to take a market so dense and create
a smaller market, a targeted market that you can be fruitful with, that was the decision there. And over the last 20 years, we’ve come up
with different research studies and from our experience of working with so many different
teams and departments on the premium side, we know what kind of industries
and business types to go after. There’s probably 20 to 25 different industries, and you have to go after them at the right sizes too. In this instance, we did our top
industries at 40-plus employees, and we did $4 million-plus in sales. One of the buyers was a Food and
Grocery Manufacturer that, I believe, was down the street from them that without
the way that we generated the database, it may not have been on the radar. This campaign actually had two sides to it. There was a B2B element, and then
there was a consumer element too. So there was some criteria selected for consumers. I believe it was household income of $500,000, and we targeted 50,000 of those individuals
to go with the B2B prospects. Most of the time, we’re taking a lot of
their collateral and just recreating it through HTML or social or whatever the platform is. And with this campaign, they had already created it, and we just used our internal resources
to make it in a highly deliverable fashion. The initial push through email was just showcasing that The Lofts were something that was going
to be available. It was almost like a teaser. And then the follow-up messages
in phases two and three were invitations to come out and
preview those different areas. It was our job to target the right
people and get them to RSVP or to reach out inquiring about the new product. We had the right messaging. We had the right events.
We had the right prospect pool. By the revenue generated, I think it makes
a lot of sense to say that it was successful. The campaign spend was just
under $16,000 for all the creative, generating the prospects, the
multi-layer email approaches. There was some social media involved on the consumer
side with retargeting the people who opened. There’s going to be other costs associated with
them running the events and staffing events, but when it comes to what was spent with us, it worked out to about 146-to-1 return on investment. So it just goes to show being able to
segment your market in a scientific way from the research that has been done can really make your efforts go a long way
in a very productive way.

About Ralph Robinson

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