Big Book Leaves Big Impression

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Category: B2B

Type: Sales Enablement

Channel: Digital, Print

Industry: Business Services

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Challenge:

 

DMN3 was a well-known direct marketing agency based in Houston, TX. They serviced many large regional accounts such as TXI, Kraton Polymers, Constellation Energy, Kelsey Seybold, Scooter Store, Star Furniture, American Airlines Credit Union, Bank of Texas, Frost Bank and MidSouth Bank. In 2012, I joined the DMN3 to lead their transition from a traditional agency with heavy emphasis on direct mail, print, television, and radio to a digital agency with full capabilities for SEM, SEO, Social Media, Inbound Marketing, Email, Landing Pages, Content and paid digital media.

 

As business development is a critical part of growing an agency, DMN3 needed a way to leave a lasting impression with prospective clients. Most agency presentations include an overview of capabilities and client work, but these digital presentations have a way of quickly fading from the client's memory.

 

Solution:

 

Although we wanted to showcase new digital capabilities, I recommended using a low-tech approach that would leave a lasting impression whether on the client’s desk, bookcase or conference table.  

 

By creating a digitally printed “Big Book” in a 11” x 17” format, we could deliver a very impactful and personalized leave behind. The book would have a customized cover with a visual tie-in to the prospective client’s line of business. Inside, the content would be tailored to their business type with relevant marketing services. Case studies would provide an opportunity to showcase our work and share social proof of our client successes. Additionally, we provided a free assessment of their digital channels (using Hubspot tools) along with an actionable report.

 

Result:

 

The Big Books were very well received and helped land some notable new clients, including Aetna, Charming Charlie, Exterran, eVgo, Kriser’s Natural Pet, Houston Methodist Hospital and OrthoAccel. Although not every presentation ended in being awarded work, we were able to make a lasting impression for future consideration with companies such as Enlivant, Goodman Manufacturing and Waste Management.