P-Mail Marketing: How a a tech company in incr creased brie - - PowerPoint PPT Presentation
P-Mail Marketing: How a a tech company in incr creased brie riefing call alls 50 50% by y combining physical l mail il an and email il Bo Bob Bir Birge Will illiam Du Duke Director of Marketing Marketing Manager Blue Pillar,
How a a tech company in incr creased brie riefing call alls 50 50% by y combining physical l mail il an and email il
P-Mail Marketing:
Bo Bob Bir Birge Will illiam Du Duke Director of Marketing Marketing Manager Blue Pillar, Inc. MECLABS
Session Speaker
2
Bob Birge Director of Marketing Blue Pillar
Bob is responsible for all internal and external communications, including leading all marketing initiatives, public relations and media relations. His prior employers include Crowe Horwath, LFMN, Bingham Greenbaum Doll and Indiana Health Care Association. He is a member of the National Football League Players Association and the NFL Alumni. A graduate of UCLA, Birge is a Past President of the Public Relations Society
What is Blue Pillar?
Critical Power Technology Company, Indianapolis HQ Manages energy assets for mission critical organizations Lowers Operational Costs Mitigates Risk and Assures Compliance
http://www.flickr.com/photos/mcc_indianapolis
Blue Pillar Digital Energy Network’s Primary Audience
Primary Customers
http://www.flickr.com/photos/dvids http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde http://www.flickr.com/photos/pennstatelive http://www.flickr.com/photos/kingcounty/ http://www.flickr.com/photos/markcoggins/
http://www.flickr.com/photos/markcoggins/
Blue Pillar Digital Energy Network’s Primary Audience
Primary Customers
http://www.flickr.com/photos/dvids http://www.flickr.com/photos/jowo http://www.flickr.com/photos/elamormuerde http://www.flickr.com/photos/pennstatelive http://www.flickr.com/photos/kingcounty/
Problem: Reaching the Right Person
http://www.flickr.com/photos/jowo http://www.flickr.com/photos/greenenergyfutures
Target Industry Beneficiaries Decision-makers
Accessing the C-Suite
Primary and Secondary Research
Names Titles Phone Numbers Email Addresses
Attempting to Start the Conversation
Accessing the C-Suite
Primary and Secondary Research
Names Titles Phone Numbers Email Addresses
Attempting to Start the Conversation
http://www.flickr.com/photos/oakleyoriginals
Accessing the C-Suite
Primary and Secondary Research
Names Titles Phone Numbers Email Addresses
Attempting to Start the Conversation
If we offered something unique to start the relationship, would that result in more initial conversations?
Step 1: The send
Customized souvenir baseball bat Personal, themed letter
Campaign Results
Verified through follow-up calls
100% of targets received the package 14 Executive briefing calls
21 calls with engineers and facility managers
Impact of the Results
Campaign Cost: $1,000 Current Return: 60 60-75% meeting success rate Dead-end meetings with non-decision makers Meetings with the key players
After Before
Thank You
Bob Birge Marketing Director Blue Pillar William Duke Marketing Manager MECLABS @drduke85
Black & White Headshot Black & White Headshot