Seminar Prospecting Strategy

Challenge: Break through the advertising clutter to get consumer goods manufacturers to understand and make use of a unique new quantitative research system for new concept screening.

Actions: The research company routinely gathered a ton of data on new products that had been introduced into the marketplace and sold that data on a syndicated basis. Analyzed this data and created a list of concept "do's and don'ts" that were turned into a concept development seminar. Seminar offered the opportunity to showcase the company's unique research process. Offered this seminar free to manufacturer concept development teams (company's targeted customers).

Results: Prospects who had ignored previous mailings were eager to sign up for a free seminar. Gave the seminar 9 times in the first year, turning it into six concept screening jobs worth over $300,000 in incremental sales. Cost was less than $1,200 per seminar delivered.