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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.

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