FrontRange Solutions integrated (Sales Lead) campaign 2001
Full page advertisements
Direct mail
Market
(GoldMine Software changed its name to FrontRange Solutions.) The company wanted to broaden its market for GoldMine and offer two versions, a sales tracking tool for smaller businesses and a higher spec version for companies big enough to be interested in customer support and marketing features.
Communication
A non-threatening, user-friendly family of ads was integrated with a DM campaign. While the ads focussed on singular business benefits the DM piece highlighted the overall benefit and versatility the product delivered.
Results
| Direct response from cold database | 3.3% |
GoldMine maintained market leadership in 2001. The DM campaigned delivered a response rate of 3.3% from a cold database.