This s a great example of a multi-step campaign that Anderson Trucking Service used to bring in more than $1 million.
First, they determined the emotional hot buttons of their prospects. Second, they choose five promotions that represented each emotional hot button.
For example, they offered prospects aspirin in one mailing as they talked about specific transportation headaches. They used an anti-fog teaser, a magnet and even an inexpensive horn to grab their prospects' attention.
The campaign broke through the clutter. It had the power of creating multiple contacts since we know most sales don't occur until after the fifth contact (see related story on page 3). Each promotion also included Anderson's phone number so when a prospect had a need they called Anderson Trucking.
Remember, people aren't always ready to buy when you're selling. Make sure you have something imprinted with your phone number and web address on it that you can leave behind. When your prospects are ready to buy, you'll already have achieved 'top of mind positioning' and they'll be more likely to contact you first.
And just as important, they had fun with this campaign. Most people are afraid to have fun and actually make a statement, but please, I beg of you, get bold and get paid. Have some fun with your marketing because people want to be entertained.