RITTER’S LEAD GENERATION CASE STUDY -

With over 30 years of experience in the industry, Ritter’s specializes in print, direct mail, fulfillment services, and integrating and deployment of digital marketing channels.

Ritter’s is a single location custom manufacturing firm with three main components of its business: Print & Fulfillment, Direct Mail, and Marketing Automation. Ritter’s sought to grow business in its marketing automation segment.

A multi-channel approach was developed with the following goals:

S New revenue growth S Test various list sources and audiences. Track and

measure effectiveness S Identify those channels that deliver best results S Identify most engaging messaging and content

and nurture into warm leads S Provide better quality leads to sales

BUSINESS OBJECTIVE

PROJECT:

VERTICAL MARKET:

BUSINESS APPLICATION:

S Develop an ongoing sales pipeline

S Service industry

S Lead Generation

ENHANCED MARKETING LEADSTO NEW REVENUE GROWTH

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CAMPAIGN SPECS

The target audience was developed based on geography, job titles and targeted industries. Ritter’s messaging was based upon common needs such as new revenue growth, lead generation, lead nurturing, trade show success and more.

TARGET AUDIENCE AND MESSAGING:

A multi-phase campaign was developed to engage with Ritter’s targeted audience. The campaign was based upon six content pieces and associated messaging. Each topic took two weeks to complete and ran in a sequence until the campaign was complete.

CAMPAIGN ARCHITECTURE:

Each topic had a content piece available for download. Additionally, the first twenty responders were eligible for a complimentary Marketing Analysis ($995 value).

OFFER:

The creative was designed to have

continuity between all touches. All

pieces used the Ritter’s dark blue

and gray colors. This cohesive branded

look was developed to build awareness.

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CREATIVE & OUTBOUND PIECES:

EMAILS

Two emails were sent prior to the direct mail, one to the entire audience and a second to non-responders.

LANDING PAGES

Our landing pages are the center of our engagement process where every channel leads to a corresponding landing page and appropriate messaging.

DIRECT MAIL

Ritter’s varied the direct mail between the topics. We utilized a 6” x 11” postcard, a 6” x 9” envelope with letter and a #10 envelope with a letter. The envelopes used “teaser” taglines on the outside.

LIST

The prospect lists came from three sources: in-house list, and two more from different outside vendors. All lists were scrubbed, de-duped and invalid addresses and emails were removed. The final prospect list contained a valid mailing address AND email address.

BANNER ADS

Banner ads through several ad networks support the campaign and drive visitors to the landing pages. We use a custom audience to match our list recipients.

FACEBOOK ADS

We created a custom audience in facebook so we could match the targeted audience and serve relevant ads to each individual.

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OUR RESULTS

RESULTS S 28% response rate, 6% active engagement rate and climbing over time S Saved time by interacting with those prospects that were most interested S Several high value proposals pending within the first 90 days S No emails marked as spam S Only 3% unsubscribes

S Good data: the data came from good sources and data hygiene was employed S Copy was improved over earlier campaigns. S Print, online and social media integration: the campaign had a perfect blending of

channels and leveraged the strengths of each. S Real-time analysis and reaction: Ritter’s used the campaign dashboard to track,

analyze and respond to the campaign. Ritter’s didn’t just analyze the data, they acted upon it in “real time” to drive improved results in current and future phases.

S Continue to engage non-responders to increase response and engagement rate. S You must build trust and awareness before the sales process begins. S Use multiple touches to keep your audience engaged. S Make it relevant: throughout the campaign, Ritter’s continued meaningful

communications for recipients. S Don’t sell products or services, offer solutions to pain-points relevant to your

audience. S It takes more than one touch to engage prospects and non-responders S The perfect blend of media channels leads to improved results.

REASONS FOR SUCCESS:

WHAT WE LEARNED

This multi-channel communication process was completely personalized and included direct mail, email, retargeting, Facebook and banner ads, landing pages and personalized URL’s. Ritter’s successes included:

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SO WHAT?

If you’re a marketer using only one channel in your campaigns to communicate, you might be missing out on an untapped opportunity.

Don’t let this happen.

WANT TO CONNECT? WE'LL HELP YOU IDENTIFY GAPS

IN YOUR MARKETING.

To continue the conversation and see how these techniques will work for your business,

call (954) 771-7204.

Contact us online

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