Database-Driven Creative Solutions (1,598 words)
Lead generation in a high-tech environment is often a challenge, because the level of technical information is extraordinary for many of these products. Even in other B-to-B direct mail efforts, it's tempting for the product managers to try to tell the whole story in the first contact.
Here are some dangers lurking in that approach:
- You'll tell too much, which may result in readers putting off dealing with your mailing until they have more time.
- The more you tell, the more technically perfect it has to be, and rarely is a terrific copywriter also highly proficient in technical detail. Readers look over the information and select 'no' when they see something technical that isn't quite right.
On the other hand, if this is an effort to generate leads that could turn into sales worth thousands of dollars, your prospect will need to know a good deal of detail. That's why the seminar mailing is the best friend to the B-to-B marketer with high-end products and services. Seminars, such as the one developed by software company Informatica, are a terrific way to create an instant-learning environment and generate conversation about your product that will lead to sales.
From a creative standpoint, we had a bigger challenge. We needed to convey the event as exciting and useful.
While we were short on psychographic data, we interviewed our client about the expectations people would have going to this seminar. Then we accessed some photos of our main speaker, a dynamic fellow with a reputation for breakthrough ideas. This gave us the visual tools to create a mailing that stood out in our prospects' mailboxes.
The messaging outside and inside was relatively brief, not too technical, and concentrated on what matters to the recipient—performance, better decision making, integrated strategic measurement, etc. These hot-button words for this industry were just what the prospects needed to say yes to this seminar. The response was so high, Informatica took the show on the road and produced three more in different locales. And the leads who attend the seminar are converting solidly into big sales for Informatica.