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Business to Business Situation: Client asked Affinitas to develop creative geared toward awareness generation in the alternative media channel of pay phone kiosks in one specific major serviceable area. Solution: The Affinitas Agency Services team developed a series of ads showing that Client provides the "Right Tools" for small businesses. Creative incorporated simple yet eye-catching and brightly colored graphics paired with ample white space, all designed to catch the attention of pedestrians in areas with heavy foot traffic and to stand out among advertising clutter. Affinitas further recommended a long-term campaign integrating the “Right Tools” theme and messaging across a variety of media channels, including direct mail, print ads, sales-force collateral, Web, and outdoor. Results: Client approved the Affinitas recommendation and increased the target geography to all five of its major serviceable areas. The “Right Tools” campaign ran in multiple media for six months. Although a formal measurement of awareness before and after the campaign was not performed, Client field sales team reported many positive comments from prospects who had seen the executions and also reported having greater success in securing appointments with prospects. Direct mail response was the highest that the Client had ever experienced, with a 38% increase over the previous highest performing piece. The combination of acquisiton and awareness media helped Client to surpass sales goals for the campaign period by approximately 15% (average, with some variability by serviceable market). |
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