DMNews talks with Jeff Connally, president and CEO of CMIT Solutions

Share this content:
Jeff Connally
Jeff Connally

Jeff Connally, president and CEO of CMIT Solutions, an IT services company with about 100 franchise locations across the US, talks about the company's recent DM campaign, “Aspirin.”


Q: What was the idea behind the “Aspirin” campaign?

A: The concept was, “So your computer is giving you a headache? Here are two aspirin!” We actually put two aspirins in the envelope. These lumpy mail pieces got people curious, which I think helped our response and open rate. The campaign consisted of three direct mail pieces — two lumpy letters and one postcard. We also sent three personalized e-mails and then two voicemails that were left after-hours to alert people to the letters.

Q: When did the campaign launch? How long did it last?

A: The mailings began in July, and we just wrapped up the execution phase in August. We plan to track results for 60 days after the last piece has dropped.

Q: Who were you targeting with this campaign? How did you iden­tify these companies?

A: We focus mainly on small busi­nesses with fewer than 100 employ­ees. We have access to a number of industry databases. Then we scrub, scrub and scrub some more. A telemarketing organization does a lot of our scrubbing, makes the phone calls and gets a lot of good information to verify the lists. Our top industry is financial services.

Q: Why did you choose this direct, multitouch approach?

A: If you're a small business owner, you are busy running your business, technology is not your first priority. But, if something bad happens — say, if a salesman's PC is stolen — all of a sudden, technology becomes a priority. It's a combination of knowing how our desired customers behave, knowing they are busy and knowing that three or four times a year they need something. So, our marketing has to be appealing and consistent. We want to keep the brand in front of them, and to add value in our marketing so they understand that CMIT is where they can find their trusted IT advisor.

Q: What are some results so far?

A: For every $1 invested by one of our franchise owners, there's a $16.10 return. That's just initial 3-year contracts for our managed service offering — the lifetime value of a customer is much more than that. Once we have that relationship, they come to us for things both within the basic contract and outside of it.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above