The Most Successful Marketing Campaign

My Most Successful Marketing Campaign

Joe Cavell

Moving from sales to marketing was a challenging career move. As a sales rep, I was an expert on customer relationships and the products and services my company offered. I was basically my own boss and did what was necessary to produce for the company and attain my assigned sales goals. When I needed support someone was there to call and the customer service department always took care of those little things that sales reps do not typically like to deal with.

Learning the difference between marketing and sales is paramount to having a success marketing career. It's marketing's responsibility to create the demand in the market place for your products and/or services. It is not their job to sell anything (unless you consider positioning the company as selling.)

One of the most success marketing campaigns I launched was testimonial based. We wanted to bring a new product line to a market we were already selling to. The product line we were introducing was dominated by the largest player in the market who enjoyed a 100% market share for these products. The strategy was to convince the top twenty U.S. users of the product line to convert to our products based on three key benefits: 1) Better end results for their clients, 2) No inventory with a Just-In-Time delivery system, 3) Lower equipment costs. Our product had all the features the market demanded and then some. Our logistics department had agreed to Next-Day delivery for all orders entered by 2pm.

Our tactical approach began with several on-site meetings with the twenty prospects to explain our products and marketing strategy and what their roll will be. We had to convince them that a national campaign with the major trade journals and publications would be an excellent opportunity for them to showcase their business. The customers with BIG egos jumped at the opportunity, others took a little more convincing. The little more convincing was accomplished with four VIP visits to our European factory and R&D center. All prospects participated in these five day excursions that consisted of two days of company propaganda and product discussions that enabled them to see the depth and capabilities of our company. The other three days were filled with scheduled visits to local historic sites with a personal travel guide and a luxurious VIP coach vehicle. All transportation, lunch and dinner was provided by the company so when the event came to a close, everyone began their journey home with a fresh impression of who we were and what we were capable of doing for them.

Needless to say, this was a huge success and cemented relationships for years to come. The entire strategic marketing campaign resulted in not only these twenty prospects switching to our product line, but within 24 months of their switch, we captured a 50% market share and created huge bottom line profits for our company.

About the author: Joe Cavell has been a marketer and business development coach for 30 years. He has many accomplishments in his career ranging from significant corporate business growth to starting a new business venture. Joe Cavell has provided strategic marketing consulting for small and medium sized business owners for the past six years with his consulting firm Marketing Innovations. He recently launched into internet marketing as well. Mr. Cavell has tested several effective marketing tools that he recommends. Additional information can be found at www.SuccessTips4U.com