• Divide sales force into sales regions
• Develop contact database from sales call sheets
• Implement alternating monthly programs of e-mail and direct mail to database
• Produce personal letters from sales representatives (written by MCI)
• Sales inquiries sent directly to MCI for processing
• Monthly delivery of hot industry topics, tech sheets and product information
• Generate leads and process literature requests
  

Client Results

• Sales representatives focus more on day-to-day sales
• Sales representatives are aware of need for one-on-one contact
• Sales leads skyrocket and final sales increase
  

Problem
“I have a similar product as my competitors, but can’t outspend them to market it successfully.”

McKinley Solution
Shared Advertising/Marketing Magazine

• Combine industry-sharing companies that have noncompeting products
• Combine display ads, product information and PR pieces in one magazine
• Share cost of producing magazines with companies in the same industry
• Reach bigger audiences with more diverse messages. Narrow product promotion spending gap by getting four times the value

Client Results

• Reach target audiences with customized message
• Generate more leads from magazine partners
• Position a company and products as an industry leader
• Wipe out product spending gap and sell more products

Problem
“We have great products but not enough product awareness. We don’t have huge marketing budgets either. It’s a catch-22 and we’re losing.”

McKinley Solution
Operation Good Ink

• Mail Rolodex^® cards of managers and tech support people to industry magazine editors
• Design an aggressive print media campaign tied to industry problems and solutions
• Target specific stories to editors of industry-specific magazines
• Establish company managers and technical reps as contact points for magazines
  

Client Results

• Products are explained better by company leaders via industry magazines
• Company personnel, via magazine quotes, are perceived as industry leaders
• Customers buy products they understand from people they trust
• Greatly reduced budget yields extraordinary results that continue to pay
• Products are understood better by editors and explained better to readers
  

Problem
"I don't even know how much money we spend on trade shows and giveaway items, and I'm not sure how those expenditures correlate to sales.”

McKinley Solution
Trade show database and agency/company tracking system

• Develop a database of all shows in the industry
• In a database, develop a cost for trade show space, travel and entertainment
• Establish a budget for trade shows for each regional manager
• Establish a protocol for supplying trade show booths with corporate sales materials

Client Results

• Reduce total cost of trade show participation
• Increase product awareness and sales
• Better merchandise collateral and point-of-sale material
• Establish better rapport among sales staff and management