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Small Business Advertising - How Baseball Theme Direct Mail Campaign Hits Home Run
Written by: Jerre BlodgettArticle Overview: It's fun to take a promotional medium, like direct mail, and turn it into a winning campaign. Feel free to use this idea for your business, or create something like it.
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Free Download - Successful Entrepreneurs - Know How to Grow Your Business, but Need a Push? By Jerre Blodgett |
Small Business Advertising - How Baseball Theme Direct Mail Campaign Hits Home Run
Here is a promotional campaign concept that I did for one of my clients that blew the doors off of their forecast. The results were about ten times expected. We called it the "Go with the Pros" Campaign. There were three parts to the campaign:
First week, we sent a Louisville Slugger baseball bat to 100 best prospects for the company's new machine that had a selling price of about $6,000. Attached to the bat was a small brochure that described the bat as "The Choice of the Pros" - and described it's materials, workmanship, its glorious record of performance and why it was favored by the pro baseball greats for many years. We then described our machine - its materials, workmanship, its terrific capabilities and why we thought it, too, should be the choice of the pros - the pros in this industry.
A week later, we sent a Rawlings baseball glove. Attached was a story about its materials, workmanship and long history of being the Choice of the Pros. That message then flowed into our product message, similar to the first message.
The third week, we sent a Spalding baseball, again with the same theme.
Finally, we had the sales team call each person we had sent the baseball gear to with the goal of setting up a local demonstration of the machine. Almost without exception, they not only took the call, they also wanted and expected a meeting.
Within the next 60 days, the client had machine orders from 18 of the 100 companies. Within the next year, 80 of the hundred bought. Many bought more than one machine.
I called the idea inspiration. My client called it genius.
For more ideas on direct mail promotions, see my other articles about the use of direct mail to build your business.
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About the Author: Jerre Blodgett RSS for Jerre's articles - Visit Jerre's website Jerre Blodgett Jerre coaches companies in areas of start-up, planning, capital formation, marketing, mergers & acquisitions, franchising and human resources. He was a top marketing and advertising man for Honeywell and 3M companies before launching a printing company at age twenty-six. Using his unique marketing strategies, that company experienced astonishing growth. Focusing on mentoring small businesses, he applies business-building programs that work especially well in tough economic times. He coaches owners on how to make positive changes in, or re-invent, their companies when growth stalls or markets decline. Jerre has been an owner, principal, partner or shareholder in over 25 businesses. Visit his website - www.BlodgettVentures.com. Jerre is author of the informative E-Book, Your Own Consulting Business - Here's How to Do It NOW! Learn more about the book by visiting www.yourownconsultingbusiness.com. Click here to visit Jerre's website Successful Entrepreneurs Know How to Grow Your Business but Need a Push Does Your Business Have a Mission Statement Bootstrapping Your Start Up Business Why I Avoid Partnerships and Prefer Joint Ventures Build Your Business Faster With Direct Mail Advertising |
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