Chairman's Club Magnet Mailing
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Client: Loan Department Mid-America BankObjective: To encourage loan officers to push for $40 million in sales and win a free trip as a member of the Chairman's Club. Strategy: Send several different mailings to encourage the loan officers to really push to make more and more sales. This mailing was sent at the halfway mark of the competition. The prize for selling $40 million in mortgages was an all-expenses paid weekend in an exclusive Mexican resort. Along with a humorous letter describing the
wonders of the resort, we sent a magnetized
map which could be kept on the refrigerator
door. The map allowed the loan officer and
his/her family to track just how close (or
far) he or she was to reaching the goal of
$40 million and the Mexican resort.
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Results: Everyone loved the mailing and we got several nice comments about it. The only trouble was the real estate bubble had finally burst - and mortgage commissions were drying up. Thus, proving once again, no matter good the creative, market conditions can still do you in. C'est la vie - and advertising! |
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