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ACutAbovetheRestHotCreative...DeliveredClientBriefObjectiveExecution&StrategyOverallResults:Manymarketersarehamperedwithmethodsofcuttingthroughtheclutterandsecuringnewbusinessopportunities.UtilizingaSwissArmyknifeandcomparingthefunctionsofthatknifetowhatthesalespersondidcreatedauniquedooropenerforgainingappointments.:Togenerateahigherthannormalresponseratetocoldcallinganddirectmail.Desiredresultwastoachievea20%responserateandsixnewclientmeetings.:Acreativemarketingpiecewassentto137targetedprospectivenewclients.Themarketingpiecewasdesignedtocreateaconnectionbetweentwounlikeobjects:asalespersonandaSwissArmy©knife.Acomparisonwasmadetoeachofthefunctionsoftheknifeandhowthatrelatedtothesalespersonand,moreimportantly,howthatconnectionbenefittedtheprospect.:Themarketingpiecegeneratedanastronomical86%responserateandnearly104clientmeetingseitherviaphoneorinperson.Thisexceededtheprojections-300%fortheresponseratesand1700%forclientmeetings.Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuDevelopedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuClientBriefObjectiveExecution&StrategyOverallResults:Wantingtocreateasmall,yetpowerful,directmarketingcampaignthatwouldbeimpactful,wherebyhavingtheabilitytodrivemeasurableresults.The"sameoldwayofdoingthings"wasnotworkingandwasbecomingantiquated.Itwasdecidedtotakeadifferentapproachtoourmarketingeffort.Theultimatedesirewastoworksmarterwithahigherlevelofcreativity.:Togeneratemaximumimpactthroughtheuseofanuntraditionalmarketingcampaignwherebyitcouldbemeasured.Wewerelookingtogeneratea50%openrateforappointmentsandthreenewaccounts.:Acustomboxwascreatedwithasloganonthefrontreading,"Sometimesasliceof...",insidetheboxthebalanceofthetextread,"...creativityisallittakes-anotherHotCreativefromCliffQuicksell,Jr.,MAS".Thetargetaudiencewascomprisedof12prospectivemarketingdirectors.Themarketingpiece,alongwithamediumcheesepizza,wasdeliveredwithapersonalizedpizzacuttertotherecipientat11:00AM;onewasdeliveredeachdayfor12consecutivedaysinordertofollowupeffectively.:Themarketingpiecegeneratedanamazingresponserateof100%andgeneratedover$27,000.00innewbusiness.Thiswasspawnedbysevennewclientswitha100%openrate,exceedingourprojectionsby233%.Thefirstyear'ssalesobtainedfromthesenewclientstopped$100,000.00.4

GetJuicedUpwith"C"reativity...yourdoseof"C"TheBall'sinYourCourtClientBriefObjectiveExecution&StrategyOverallResults:Theclientwasdisappointedwiththecommon2%marketingresponsetoatraditionalmarketingbrochuremailertosolicitnewclubmembers.Afterreview,itwascostingapproximately$2,500.00tosecureanewmember.Ameasurable,creativemarketingcampaignwasdevelopedforasmaller,moretargetedlistofpotentialmembers,inhopestogenerateabetteroverallresponserate.:Toincreasemembershipstoanexclusivetennisfacilitytoexceedthenormal2%responserate.Itwasdeterminedthata10%responserateand30newmemberswouldbethetargetnumbers.:Acreativemarketingpiecewasdesignedtakingintoconsiderationallofthedemographics:age,income,gender,distanceamemberwouldtravel,andiftheyplayedtennis.Themailerbecameaninviteforthetargetedgroupof300tocomeandenjoytheclubforfreeforoneweek.Wewantedthemtoexperiencetheclub,itsmembersandtheatmosphere.Copyonthefrontstated:"TheAspenHillClubisservingupagreatoffer..."Copyontheinsidecontinued,"...theball'sinyourcourt!"Personalizedplasticembossedmembershipcardswereincludedwiththerecipient'snamealongwithatennisballandthegraphicofaracquetbehindit!:Themailergeneratedanincredible25%responserateor75newmembers.Theprogramreducedthenewmemberacquisitioncostfrom$2,500.00to$52.00each.Inaddition,theprojectedrevenuewentfrom$42,000.00toover1.5millioninprojectedgrosssales.Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuDevelopedby:CliffQuicksell,MASCreativeDirectoriPROMOTEuClientBriefObjectiveExecution&StrategyOverallResults:Clientneededamailingpiecetohouseinformationinacreativewaytoriseabovetheclutteroftheotherspeakersthatweresendingtraditionalmarketinginformationinatypicalenvelope.Thepieceneededtogenerateanimmediatecalltoaction.:Goalwastosendthepieceinbulkandalsotoindividualsonanasneededbasis.500piecesweredoneinitially,withthedesiredresponserateof50%and10newspeakingengagementsand10newconsultingcontracts.:Thepiecewastomimicanorangejuicecontainerwithatake-offontheingredientslike:Innovation100%,Creativity100%,etc.Inaddition,anorangeairfreshenerwasplacedinsidealongwithacoverletterandBRCandpen.Thecartonwasthensealedinclearfilm,andalabelwasaffixedwithpostagesothat,whenitwasreceived,ithadinstantimpact.:Todate,65pieceshavebeensenttotargetedgroupandindividualpeoplewithremarkableresults:12newspeakingengagementsand20newconsultingcontracts.5