PPAI Pyramid Awards | Must Read Business-to-Business Programs Gold Winner Cliff Quicksell Associates Cliff Quicksell Associates drafted the “Make It A Home Run With KMK” program direct mail campaign to “pitch” the client’s team as a new baseball season approached. The program targeted 100 prospects with a goal of 25%making a sales appointment with the client. A box decorated inside and out with custom baseball graphics was filled with custom baseball cards of each member of the KMK team that listed relevant “stats” and experience, plus logoed baseballs signed by the salesperson sending the kit. Each box was equipped with a custom light-activated sound chip that, when opened, played a series of ballpark souds: an umpire yelling “Play ball!”, the crack of a bat, a crowd cheering and an announcer declaring “That’s a home run!” The multi-sensory box produced an 80% appointment rate, generating 52 new clients at a cost of $86.54 each – a home run, indeed. Silver Winner Cliff Quicksell Associates When the client wanted a low-cost, high-visibility direct mail piece to reactivate 79 dormant accounts, Cliff Quicksell Associates created a punny puzzle to physically engage recipients with their message. The loose pieces were delivered in a custom box bearing a teaser on the outside to build intrigue and an invitation to schedule a meeting on the inside lid, featuring the sender’s business card. Underneath the puzzle pieces inside the box was a printed maze bearing the slogan, “We can start you on the right path to improve your bottom line.” Once assembled, the puzzle let the recipient know, “We have all the pieces to elevate your marketing.” Nearly 9 in 10 recipients said they assembled their puzzle, and the program beat the standard 2-4% return for direct mail, achieving an outstanding 68% engagement that ultimately yielded 17 reactivated accounts (31.4%) – far exceeding the client’s goal. PPAI • MARCH 2023 • 43
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