Starting for a geographic segmentation we developed an action plan combining mailing and follow-up call. The mailing was delivered on weekly waves per dealership to give them time to receive calls and set up appointments for the sales force. Creative idea: How to provoke desire to have Xerox machine adding the advantages and good quality of the copies?. We used a very well know image, Marilyn Monroe. If somebody wants to have the best copies of Marilyn or any other thing, Xerox will get them. The brochure contained the description of the range of products.

Total leads generated: 7%7700 clients interestedTotal conversion rate: 11%. 850 salesTotal sales value: 480.800 eurosROI: 282.800 eurosOut of the total leads generated, 80% of the sales was of a small machine.