Approach and response mechanismsA Real One to One Approach Step 1: Highly personalised email 'we have been talking about you' with a very simplified call to action, based upon the opt-in principle: 'just reply yes to this email, and Veronique will fix a meeting for us.'Step 2:Outbound telemarketing for fixing the meeting.Step 3:Warming up the meeting in a two-step approach• a leaflet with a Polaroid of Direct BBDO management 'we are watching you'• a View-Master with a personalised content(!): images that are related to the market of the prospect Step 4 A one-to-one presentation that shows empathy with the prospect.Step 5 Clear confirmation of outcome of the meeting and follow up of next steps.

Step 1: 40 emails send out, • 15 responded YES (37.5%) ,• Five NO (12.5%),• 20 no response (50%) Steps 2/3: 15 presentations, no cancellations!

Step 5: 3 new clients (20% conversion within two months):Fleurop Interflora, Yellow Pages, EOS Magazine.