Case Study: Sales Promotion
Lanier Worldwide

Situation

Lanier Worldwide had a 50+ year tradition of providing dictation equipment to hospitals and healthcare organizations. With sophisticated enterprise-wide solutions that extended far beyond dictation, Lanier wished to update its image among hospital executives. The goal was to entice C-suite execs to visit a destination Web site to learn about Lanier’s services and request a visit with a sales rep.

Objectives

• Build awareness for Lanier’s enterprise-wide solutions among C-levels
• Drive leads to Lanier’s sales team for relationship development
• Obtain a 3% response rate to the destination web site

Strategy

Max2o needed a truly distinctive and breakthrough direct mail piece to motivate C-level recipients to visit the destination Web site. Inspired by the Indiana Jones movies, the designers at Max2o created an eight-week direct mail campaign entitled, "The Last Frontier."

Each envelope contained a letter on campaign stationary and the highly stylized direct mail piece. The incentive, a $35 gift certificate from Amazon.com, was displayed on the outside of the envelope. There were four mailings to prospective clients and each was paired with a companion .html e-mail.

Results

Lanier Worldwide received a 5% response rate to the destination Web site, which was 2% higher than its goal. Within three months of launching the campaign, the company could already attribute more than $180,000 in sales to the campaign, with additional sales in negotiation.