A NEW CONCEPT IN MARKETING
A typical consumer or client requires 10-17 impressions before they will even consider selecting a product or service.
Maines Paper & Food Service
Challenge: Develop a tool for the sales force to help create opportunities to reach new potential customers and build their database. Utilize the time and efforts of this program to educate existing customers in regards to additional opportunities with the company.
Goal: Develop a program that creates positive impressions with a clear marketing message that reaches a specific audience. Increase market share by strategically targeting competitors. Develop a disciplined and diversified program to showcase Maines’ special knowledge and expertise in their field. Inform the sales force of the objectives so they achieve buy-in at the critical start of the program.
Actions Taken: Developed “Make the Switch,” campaign that was created to target clients of Maines’ competitors. The message was clear and disciplined and gave the sales force the confidence to approach potential clients. The campaign included a diversified marketing mix of telemarketing, direct mail, interactive email and industry-specific print. The impressions were heavy in the beginning of the campaign to build a foundation of the Maines brand and open the door for the sales force. A distinct package of incentives was developed to leverage the sales person’s initial contact with clients. Additional incentives were initiated to promote increased sales among existing customers.
Results: Substantial increase in new clients: 150 Qualified New Customers that contributed to 18.5% Sales Growth. Annualized sales of the new customers $1.7M, with a concurrent increase in client database.
Testimonial: “The marketing program provided by Stage2 was disciplined, cost effective, and provided impressive results over a sustained period of time.”
Guy Zehner, Vice President of Sales
Maines Paper & Food Service
