P-Mail Marketing: How a a tech company in incr creased brie - PowerPoint PPT Presentation

P-Mail Marketing: How a a tech company in incr creased brie riefing call alls 50 50% by y combining physical l mail il an and email il Bo Bob Bir Birge Will illiam Du Duke Director of Marketing Marketing Manager Blue Pillar, Inc. MECLABS

Session Speaker Bob Birge Director of Marketing Blue Pillar Bob is responsible for all internal and external communications, including leading all marketing initiatives, public relations and media relations. His prior employers include Crowe Horwath, LFMN, Bingham Greenbaum Doll and Indiana Health Care Association. He is a member of the National Football League Players Association and the NFL Alumni. A graduate of UCLA, Birge is a Past President of the Public Relations Society of America – Hoosier Chapter and the Indianapolis Public Relations Society. 2

What is Blue Pillar? Critical Power Technology Company, Indianapolis HQ Manages energy assets for mission critical organizations  Lowers Operational Costs  Mitigates Risk and Assures Compliance http://www.flickr.com/photos/mcc_indianapolis

Blue Pillar Digital Energy Network’s Primary Audience Primary Customers http://www.flickr.com/photos/jowo http://www.flickr.com/photos/kingcounty/ http://www.flickr.com/photos/elamormuerde http://www.flickr.com/photos/markcoggins/ http://www.flickr.com/photos/dvids http://www.flickr.com/photos/pennstatelive

Blue Pillar Digital Energy Network’s Primary Audience Primary Customers Problem: Reaching the right http://www.flickr.com/photos/jowo http://www.flickr.com/photos/kingcounty/ http://www.flickr.com/photos/elamormuerde person http://www.flickr.com/photos/markcoggins/ http://www.flickr.com/photos/dvids http://www.flickr.com/photos/pennstatelive

Problem: Reaching the Right Person Target Industry http://www.flickr.com/photos/jowo Decision-makers Beneficiaries http://www.flickr.com/photos/greenenergyfutures

Accessing the C-Suite Primary and Secondary Research  Names  Titles  Phone Numbers  Email Addresses Attempting to Start the Conversation • Set up executive briefings

Accessing the C-Suite Primary and Secondary Research  Names Client  Titles  Phone Numbers  Email Addresses 1 executive briefing Attempting to Start the Conversation • No existing relationship • Cold calls and emails

Deep in the heart of Texas… http://www.flickr.com/photos/oakleyoriginals

Accessing the C-Suite Primary and Secondary Research  Names  Titles  Phone Numbers 0  Email Addresses 1 executive briefings Attempting to Start the Conversation • No existing relationship • Cold calls and emails

Learning from our mistakes 1. Need to better identify key players 2. Email is not great for introductions 3. Need to establish an initial connection

Be Different: Get noticed If we offered something unique to start the relationship, would that result in more initial conversations?

1. Create brand awareness Campaign 2. Keep the message simple 3. Schedule introductory meeting Goals • Top-down mentality • Executive briefing 4. List cleanse/management

Step 1: The send Customized souvenir Personal, baseball bat themed letter

Campaign Results Verified through follow-up calls 100% of targets received the package 14 Executive briefing calls 21 calls with engineers and facility managers

Impact of the Results Campaign Cost: $1,000 Current Return: 60 60-75% meeting success rate Before After Dead-end meetings Meetings with the with non-decision key players makers

Top Takeaways • Connect Where Others Neglect

Top Takeaways • Connect Where Others Neglect • Establish an Offline Connection

Top Takeaways • Connect Where Others Neglect • Establish an Offline Connection • Use Email to Keep Things Moving

Top Takeaways Be Original! • Connect Where Others Neglect • Establish an Offline Connection • Use Email to Keep Things Moving

Thank You Bob Birge Black & White Marketing Director Headshot Blue Pillar William Duke Marketing Manager Black & White MECLABS Headshot @drduke85