A VIP Mailer Campaign Nurtures Prospects for Comcast Business
Facing increased competition in key Southeast markets, Comcast Business needed a campaign strategy that would demonstrate its ability to provide world class technology coupled with strong, local service offerings.
To communicate this message and drive inquiries from top B2B prospects in each region, Hothouse developed a strategic marketing outreach program that targeted small business owners, CIOs and CTOs in cities across the Southeast.
We developed personalized VIP gift mailers containing custom-etched glassware that featured each recipient’s city. Included in each mailer was a personalized note signed by the local Comcast rep assigned to each account, as well as collateral promoting the local services and wide range of technology solutions offered by Comcast Business. Subsequent direct mail pieces and emails included exclusive offers that incentivized prospects to contact local account executives.
According to Comcast Business Marketing Director, Alana Leverette, this multi-tiered messaging strategy has had a tremendous impact on leads in each target market, resulting in new customers for Comcast Business and a “wider understanding of their commitment to world class technology and neighborhood service.”