CASE STUDY: EDA [acceleration]

The Case

Equipment Data Associates (EDA) needed to increase year-end sales of their innovative product, Rainmaker, in order to meet their projections. The company had numerous leads that had reached the quote phase but were stalled. They needed fast turnaround to create a sense of urgency and convert these leads into sales.

The Challenge

The year 2008 represented one of the worst economic climates in modern history, with business investment spending at a complete standstill. EDA needed to drive sales precisely at a time when no one was looking to make a move.

The Approach

We knew we had to address concerns about the economy head on, while generating excitement for Rainmaker. Touting benefits and a customized promotional pricing strategy, we created a multi-pronged direct marketing campaign. Elements of our “economic stimulus package” included a highly-engaging dimensional mailer with the look and feel of a Monopoly game, an e-blast reinforcing the mailer and personal URLs that were totally traceable by the EDA sales force.

Key Action Steps

The Results

The client’s metric for success on this campaign was a challenging 5 to 1 ROI. When the campaign ended, 22 new customers provided over a million dollars in annual revenue and a staggering 27 to 1 ROI, with average time to close reduced by 60 percent. The client exceeded their year-end sales goal and we even won a 2009 Addy Award for the piece.