Calling the Right Plays

Nulogy, a North American Software-as-a-Service (SaaS) provider for the contract packaging industry, was looking to generate brand awareness among their top prospects across the United States.

They needed a ‘door opener’ that could spark conversations with their sales representatives.

While discussing the type of people we would be targeting, the sales team mentioned that most of them were huge sports fans and that talking sports had always been a good conversation starter.

So, we took something our American audience would relate to (football), combined it with something our audience would understand (labour challenges), and sent them a direct mail package they couldn’t help but open.

Our insight was that in business, like in football, challenges can be overcome by calling the right plays. With this analogy in mind, we showed our audience that not only did Nulogy understand their business problems, but they also had the game plan to help solve them.

Results:

Of the 150 businesses that were targeted, 72 reached out to speak with a Nulogy sales representative. We were thus able to generate a 48% response rate for our client, with 7 promising leads currently in ongoing conversations.