That said, we’re at the point where you've followed up…had meaningful conversations with prospects and therefore determined ROI and ROE (return on experience). In that fact-finding place, there are many additional ways of quantifying the success of the campaign that are often overlooked. Here are two examples we feel strongly about:
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NOT NOW: The prospective client cannot transact now. But when? In 3 months, 6 months, 1 year, etc. This is critical information as you can tailor follow up touch points when the client is more ready. These tangible interactive media pieces deliver opportunities to have those conversations because the recipient is so excited with what they’ve received. It's fresh and therefore worthy of a chat.
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NEVER: The prospective client will never be your client. This information is money in the bank! Don’t get me wrong. It’s not a sale but equates to adding back cash to future marketing budgets where you do not spend money on someone who cannot be closed. How much of your budget is spent on dead end prospects? What is that worth to you? Endless bags of cash, that is how much!
Those two points provide a lot of insight into current and future sales funnels. As marketers, we need to provide opportunities for our sales team to execute. A video brochure mailer will allow the sales associate to gather this information and that is fed back up and strategy can be fine-tuned. The data shows that recipients of a video brochure mailer are more likely to communicate with the soliciting party due to the perceived value and the creative impact. We see this at a degree of 66% greater response than any other form of outbound marketing.
So all that said, what should you do next? Well, do it again! Wash, Rinse and Repeat!
You are now armed with some concrete data. Assuming the follow-up was done, you know the people who did not respond. Assess if those are worth going after again. If so, add them back into a new list and often they respond the second time!
Usually, the biggest challenge is just getting your target audience to listen. Well, Video Brochures do that. Seriously... Our clients are experiencing marketing success on a level that is unmatched!
Our video mailers were so successful we worried it was “lightning”, so we tested them again. We’ve continued to test them for 3 years and have determined we’ve found “lightning in a bottle.” We have no intention of stopping! – Kim Warren
Thank you for all of your help on these. They’re starting to arrive to customers, and we already have meetings set up to discuss the product. – Joshua Sellers
Thank you for showing us the fund-raising tool that resulted in a very successful campaign, and for your guidance and excellent customer support. Although we were excited and convinced your Video Brochure would be a success, we had no idea how effective it would be. – Ben Markham
Thank you so much! The Video Mailers were more successful than we expected, ROI was achieved in days! What an amazing tool!! – Kevin Grant
If you’re a newbie, let us help you create a campaign that delivers results like you’ve never seen.
FUN FACT: According to Wikipedia, this idea of “Wash, Rinse, Repeat.” is from a Benjamin Cheever novel titled The Plagiarist. In it, an advertising exec increases the sales of his client's shampoo by adding the word “repeat” to its instructions.
