Project Success Stories
Courseware promotion letter outsells 72-page catalog.
To the amazement of all concerned, the letter resulted in 7 times as many orders for the single featured product as the 72-page catalog had achieved for all 70 titles combined.
This telecom technology leader launched a rich library of CD-ROM and Web-based training offerings in a handsome 72-page, four-color catalog. Catalog recipients were offered the option of purchasing individual titles or various combinations of titles organized around specific topics. Recipients also were offered the option of purchasing individual course licenses or work group, site and enterprise licenses to cost-effectively accommodate anticipated learner populations.
Unfortunately, response to the catalog failed to even pay for the cost, and the firm turned to FUSION for marketing advice and support.
We concluded that offering the library in a mail order catalog was not a viable proposition, and recommended the client shift to a more traditional direct sales method of signing up annual, employee-wide library licenses.
As a direct marketing alternative to mailing the catalog, we recommended that the client:
- pick the one title among the 70 with the broadest audience appeal
- limit purchase options to a personal use license only
- offer prospects the option of “field testing” the title before paying for it
Then, in contrast to the colorful 72-page catalog, we authored a text-only eight-page letter beginning with the true story of a telecom industry CEO who had been summarily dismissed because he couldn’t grasp the implications of new telecom technologies.
Click here to read eight-page letter in its entirety.
To the amazement of all concerned, mailed to the same house file and prospect universe, the letter resulted in 7 times as many orders for the single featured product as the 72-page catalog had achieved for all 70 titles combined.