An innovative building solution already proven in the commercial sector was successfully introduced into the multi-unit residential building sector which had previously been largely unaware of its existence. Badly burned by the ‘leaky building’ dramas, multi-unit residential builders are very conservative and risk-averse in their choice of products, opting for those they know and trust. This was a significant barrier that had to be overcome.
With a ‘door-buster’ dimensional DM piece to key decision-makers within targeted, group home building companies, the door to the Speedwall sales team was opened. A remarkable 100% of the target audience accepted a follow-up phone call (previously none would accept or return calls), with 80% of those agreeing to a meeting, resulting in total revenue of $2,170,000! That’s an ROI of $156 revenue for every $1 spent.
This is a best practice example of how a great product and strong strategy, combined with superb execution, can triumph – even with the most humble of budgets.
By every measure, this was a hugely successful campaign.