Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     SGIA EXPO     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: Colter and Peterson Announces New Saber Cutting Line

Colter and Peterson Announces New Saber Cutting Line

Published: October 16, 2018

Finishing products manufacturer Colter and Peterson has been in the industry for 100 years and continues to innovate the paper finishing business. President Bruce Peterson, grandson of the company's founder, talks with Kelley Holmes about C&P's new line of Saber cutters.

 

Video preview: HYBRID Software and Global Graphics Firming Up Relationship

HYBRID Software and Global Graphics Firming Up Relationship

Published: October 16, 2018

Guido Van der Schueren, Chairman of the Board for HYBRID Software, talks about the company and the recent acquisition of Global Graphics.

 

Video preview: SGIA Acquires Graphics of the Americas

SGIA Acquires Graphics of the Americas

Published: October 15, 2018

Ford Bowers, President and CEO of SGIA, talks with Cary Sherburne about SGIA's recent acquisition of the Graphics of the Americas show.

 

Video preview: Producing High-Value Print Applications with Scodix's Ultra2 Pro

Producing High-Value Print Applications with Scodix's Ultra2 Pro

Published: October 15, 2018

Mark Nixon, General Manager for Scodix, introduces the Ultra2 Pro at PRINT 18, able to cast and cure, a process that can create very high-value, digitally embossed applications, from holographics to foil.

 

Video preview: Frank-ception: Taking On a New Dimension at PRINT 18

Frank-ception: Taking On a New Dimension at PRINT 18

Published: October 12, 2018

Frank is beside himself over Augmented Reality (AR)-enabled print at this week's PRINT 18 event, which he demonstrates on an iPad.

 

Video preview: New Horizons for Standard Finishing Systems

New Horizons for Standard Finishing Systems

Published: October 11, 2018

Paul Steinke, National Sales Manager for Standard Finishing Systems, talks about two new Horizon finishing units on display at PRINT 18: the StitchLiner Mark III and BQ-480 perfect binder, both of which include new automation features.

 

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