PPB November 2021

• File: We help “shape” your ideas for a well- groomed image. This promotion produced an 84-percent successful engagement rate and was written about in an end-user marketing magazine where a marketer with a large national construction company saw it and called me to ask if I would design a similar campaign for his company. He had a $1 million marketing budget and it turned out to be an amazing case history. Reactivation Campaign As mentioned previously, one of the initial steps in building a successful campaign is to identify the challenge to be addressed. While working with one of my existing clients, we identified a large group of inactive clients whose business they wanted to rekindle. We created a box containing a puzzle with copy that read, “It’s Amazing How Time Flies … Let’s Reconnect.” The colorful graphics (see image above) and great copy that encouraged the recipient to put the puzzle together, created an engaging call to action with stellar results. With only 30 percent of the program initiated, the client had garnered a nearly 35-percent engagement rate with past clients to reactivate their business. These are the kind of metrics that get the attention of sales managers. Say Goodbye To Holiday Gifts Again, being a disruptor, I always analyze my internal systems to determine what I can do differently that will set me apart. Over the years, one change I’ve made is to thank clients on their annual business anniversary instead of giving year-end holiday gifts. This spreads my program throughout the year instead of trying to fit it into the busiest time of the year, and it keeps me from competing with others who are giving year- end gifts. For these reasons, this program proved to be a homerun. Here’s how we did it. We’ve always segmented our client lists, and for this promotion we further classified them as A-E, with A’s designating the best top-tier clients and E’s being profitable clients, but not ones that would generate significant sales. Every client gets something in this promotion, but the gift is predicated on the sales volume and profitability of the client. We also ran a report to find out the month and year we had first done business with each client and that was the catalyst for this promotion. We implemented the program, and I sent the CEO at my best client company a day golf bag with his company logo embroidered on the bag and a luggage tag which read: “Happy Anniversary from your friends at PROmotivations.” When he received the gift, he immediately called me and said this must be a mistake. “Cliff, my anniversary is not for another three months.” I chuckled and said, “No, this is our anniversary. Four years ago, this month, you started working with us and we wanted to say, ‘happy anniversary’ and thank you for your loyalty to our relationship.” Reactivation Campaign 14 | NOVEMBER 2021 | INNOVATE