Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing News Joins WhatTheyThink     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

Bob Berland of Berland Communications Shares a Lead Gen Case Study

Published on August 27, 2012

Bob Berland, President of Berland Communications, shares a lead generation campaign executed for the healthcare industry involving personalized postcards and personalized URLs.

Bob Berland—I’m the President of Berland Communications, and I’d like to share with you a little bit about a Lead Generation Campaign that we did for a healthcare company in the healthcare industry around a tradeshow. This was an integrated marketing campaign. It involved a personalized postcard with a pURL attached, driving them obviously to the pURL page, intent on capturing information about the people that were going. But what’s important here, and the objective of the company, was to identify the red-hot leads for them prior to attending the tradeshow that they were going to be attending.

And for this particular organization, epidemiologists represented the fire-engine red-hot lead. And what we were able to do through the use of a pURL on a postcard that was sent to the list of the attendees that were attending the tradeshow in advance of the tradeshow, obviously, with an offer on there to raffle off an iPad. And that was the offer that got these people to buy in. What happened was, we sent to 1600 individuals. We got a 10½ percent response rate. Of the 10½ percent response rate, 98.8 percent of the people went to page 1—it was a 3-page pURL site; 98 percent went to page 2. On page 2 we had information that we were trying to get from them.

There were three items that we didn’t know, that we wanted to know. Number one was, are you an epidemiologist—yes or no, answer the question. Number two, company name. Number three, email address. All we had from the list was first name, last name, city, state, zip. Once we got that information, those 98 percent people that went to page 2, 95.2 percent of them actually completed and answered the question, gave us the information. And of that, 22.7 percent, roughly 40 people, were actually epidemiologists.

So what the company did was they sent an email to those 40 people in advance, inviting them to a cocktail reception the night before the tradeshow opened, giving their sales team an opportunity to interact with 40 of the reddest-hot leads before the tradeshow doors even opened. And on the following day when the tradeshow started, people were putting their fishbowls out collecting business cards, and this company was way ahead of the game. Huge, huge successful campaign.

         Email Icon Email    Reprint Icon Embed/Reprint

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Flexible Packaging Moves From Conventional to Digital

Flexible Packaging Moves From Conventional to Digital

Published: August 14, 2018

Karen English, Market Development Manager for Printpack, shares how this conventional flexible packaging converter has implemented digital printing for a hybrid manufacturing process.

 

Video preview: The Ups and Downs in the Future of Print

The Ups and Downs in the Future of Print

Published: August 13, 2018

Kip Cassino, Executive Vice President of Borrell Associates, discusses the cross-generational evolution of print: what's expected to grow and what's expected to decline in the coming years.

 

Video preview: Frank Looks Back at—and Ahead to—Printing News

Frank Looks Back at—and Ahead to—Printing News

Published: August 10, 2018

Frank traces the history of Printing News from its beginning in 1928, and its founder and editor, Leo Joachim. Few magazines have made it to 90 years and Frank is glad that the new relationship between WhatTheyThink and Printing News will see a printed magazine continue. Especially for the printing industry.

 

Video preview: Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Published: August 9, 2018

Trish features five different innovative envelope products that can increase your direct mail open rate. She’ll share and explain what makes each product engaging, and include useful links and information for further exploration.

 

Video preview: Dealing with Disruption

Dealing with Disruption

Published: August 9, 2018

Jay Samit, author of "Disrupt You!", and keynote speaker at last month's PRIMIR Insights Conference, talks about the importance of printing businesses' ability to adjust and respond to a changing industry, a changing print marketplace, and disruptions of the status quo.

 

Video preview: New Enhancements Released in AccuMark Version 11

New Enhancements Released in AccuMark Version 11

Published: August 8, 2018

Mary McFadden, Executive Director of CAD Project Management for Gerber Technology, discusses the new enhancements to AccuMark Version 11. Gerber continues to make enhancements to this premier CAD system for the textiles and apparel industry.

 

View More Videos

 





Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved