Leading Financial Institution

Scope of Project

Generate opportunity for equipment sales following a time-sensitive equipment financing offer mail piece launched to a massive customer list including current and past customers.

The Challenge

• No internal resources with Outreach Skills to re-engage past customers
• Much of the list contained inaccurate/invalid data
• Sales staff only had time to concentrate on active or current customers- limited ability to focus on “secondary” or “tier 2” customers
• Incomplete data on the economic decision maker for the accounts, making the direct mail piece ineffective

MarketCall Group Solution

• Develop, with Sales/Marketing Managers, a message that is cohesive with their existing sales message
• Develop and execute a call campaign to re-engage past customers, express the dealers appreciation of its business
• Work within the company’s CRM/Internal database to improve data accuracy
• Capture critical profile information that provides insight into future needs, buying habits and helps future marketing efforts be more productive
• Develop a communication process with the internal sales staff to enable a timely response when opportunities are discovered
• Deliver the promotion details verbally and also send the details electronically through email/fax to strengthen message impact

RESULTS

• Upon completion of the project, 20% of past customers reached indicated an immediate or near future equipment need, with a potential sales increase of over $2 million.
• Critical profile data was complete and the CRM was brought back up to date.
• Positive response from past customers that had not heard from their local dealer in several months and sometimes years.