Target with the Technology Ticket
"Within two weeks we had a prototype up and running that made the ordering and management of printed supplies a lot easier for the client's regional sales reps," said Traxler.
By delivering technology, Webb/Mason has earned more than 70 new clients, noted Traxler adding, "And, most of our new clients say that they didn't know technology could be deployed so quickly and easily."
While a simple call gained the telephone company's initial attention, Webb/Mason also employs technology to sell technology.
"We are pursuing new clients all the time and we've tried a number of different avenues to target them," said Mason. "One was a direct e-mail campaign that incorporated links to our Web site."
By utilizing services rendered through the direct e-mail distribution company targetmail.com, Webb/Mason was able to set up three HTML messages which were sent to companies on a mailing list that fit the parameters of Webb/Mason's target audience. According to Paul Bailey, marketing and communications manager, 30,000 e-mails were sent—10,000 to each of the three cities where the company has offices.
"By tracking the response rate, we found that recipients opened the mail at a rate of 68 percent," said Bailey. "In fact, targetmail.com reported its average is 35 percent, so we doubled the rate of messages opened."
In addition, Bailey reported that of those who opened the mail, 1.25 of them clicked onto at least one of the company's sites.
"This shows that the recipients took action," said Bailey. "Only with direct e-mail can we gain precise data like this."
The effectiveness of the e-mail campaign rested heavily on the fact that hot links to Webb/Mason's site were incorporated. The existence of that site, said Mason, makes a positive impact when courting new clients.
Even with his e-mail and Web site success, Mason conceded that there is no substitute for cold calling.