Industry: Fleet Management

The Challenge

The client was a Regional organization and they wished to build a stronger business base and extend geographically. They had used traditional Regionalized advertising, a sales force and some direct mail.

The Solution/Milestone

Because the client was regional and there were strong national players in this market we proposed a strong direct mail piece that would be followed up by telephone. The piece was a box, containing ingredients for a ‘car care cleaning kit’ that only contained a card with the company name and message: we can offer you something that the competition has clean forgotten. The card also had a telephone number.

The mailing piece cost $7.83 in the mail.

Results/Outcome

We planned to phase the mailing with 100 per week to allow phone follow up. The first mailing of 100 generated an incoming response of 42 phone calls. Which resulted in 30 immediate appointments.

We followed up the balance and generated an additional 32 appointments.

Those that were not appointments were leads for future call back because of contracts and budgets.

The cost per appointment was under $20.00!

Follow up/Sustainability

The roll out was pushed back so that the work could be handled and remained consistent. The increase in business was well over 100%.