Touchscape, a customer service and database marketing ASP, wanted to attract qualified leads for their sales team to follow up on. Instead of free hats or t-shirts, they wanted to offer something that would be of real value -- useful information. Marketing Director Jeff Gaunt looked around at the competition and noted, "there were already all kinds of downloadable PDF white papers and reports out there." How to stand out in the crowd?
This Summer Gaunt commissioned ALM Custom publishing to create a glossy, 16-page magazine featuring six useful articles such as, '57 Things Every Company Needs to Know About Their Customer.' Gaunt says, "We had an outside party do it so it's not a total sales piece. It's not all about us. A lot of different top industry leaders are quoted, just like a real magazine." It just happens to only carry Touchscape ads and you can only get a copy by contacting Touchscape.
Instead of simply renting a list and mailing out the magazine, Gaunt created an integrated online and offline campaign to encourage prospects to request copies. His extensive campaign included print ads in Business 2.0, Sales & Marketing Management and two customer service association's magazines; text email ads in related ezines; an email blast to a several rented lists; and a two-part direct mail campaign. All offers included a variety of ways prospects could contact TouchScape to request their copies.
Gaunt coordinated with Touchscape's sales department to make sure every lead would be followed up on with a friendly, relaxed call within the business day it was received. Often sales were able to follow-up within the half hour. "Somebody had registered at the site and were just surfing around it when one of our solutions consultants called. They said, 'Hey, I'm not even off your site yet!' They were very impressed with that level of service."
"We're VERY pleased!" says Gault, "A lot of people are hitting the Web site; a lot of people are mailing back the cards from the direct mail campaign; we're getting a lot of calls; there are even some fax orders because we put our fax number on some pieces. If it continues to do as well as it has so far, we'll definitely consider doing another issue of the magazine."
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