O2 Business’ key USP is that each client gets their own Digital Advisor, to help them find the latest technology solutions to grow their business. To give the targeted customers a real feeling of both O2’s personal service and their understanding of innovative tech solutions, a personalised, holographic ‘Digital Advisor in a box’ was created, to be packaged and sent to each prospect.

Having gathered data about each of the 50 companies, 50 customised scripts were created, allowing the holographic Digital Advisor to speak to each client personally, and tell them what O2’s Digital Advisors could do to help their business specifically. When the direct mail personalised hologram was sent out, boxes were tracked to allow O2 to follow up swiftly with a sales call, and immediately capitalise on the impression the DM pack had made – allowing them to convert this icebreaker into face-to-face sales meetings.

The response rate in the first week was 22%.

This allowed 10 face-to-face sales appointments to be secured.

Conversion to sales from appointments made has so far achieved an ROI of 13 based on incremental margin. We expect more conversions in the next few months which will push this figure even higher.