Direct mail.

Direct mail remains a significant part of the marketing mix for many of Frantz Group’s customers. But driving response and truly qualified leads from direct mail campaigns isn’t as simple as sending out a postcard. Direct mail is almost always more effective when sent out in a series, or in conjunction with other marketing elements. Creative must be personal and meaningful. Calls to action must be clear and enticing. Thought should be given to shape, size, packaging, material, etc. in an effort to command the attention of busy prospects and stand out in a stack of mail. Having been involved in thousands of direct mail campaigns over our fifteen year existence, Frantz Group has vast experience driving qualified leads through innovative direct mail campaigns.

Email.

Email marketing is an increasingly attractive medium for technology marketers – in large part due to its cost effectiveness. However, there are many complexities that must be taken into account when designing and distributing email solicitations - such as email filters, CAN SPAM regulations, etc. Frantz Group is practiced at building effective email marketing campaigns that maximize open rates, click-throughs, responses, and qualified leads.

Collateral.

“Can you send me some information?” is a very common request in lead generation and sales. While not always a true litmus test of interest, it is clear that targeted collateral remains a necessary ingredient to successful demand generation campaigns. Frantz Group provides collateral development support to create meaningful documents and materials that help reinforce telemarketing and sales messages, engage and maintain a dialogue with interested prospects, and increase urgency/interest in further interaction.

Web & multi-media.

Beyond corporate websites, there are many ways the web can be utilized to increase effectiveness of direct marketing campaigns – including micro-sites, forms, landing pages, web-casts, online (& CD) demonstrations, personal URLs, click-to-chat technologies, online value calculators and other sales tools, etc. Frantz Group is adept at weaving web elements into integrated marketing programs in order to communicate with prospects in increasingly personal ways, more effectively engage strategic prospects, accelerate the lead generation process, provide meaningful, targeted, and timely information to prospects, and capture information about campaign hand-raisers/responders.

Events.

Many technology marketers continue to stage events (both web and physical) as a means of getting their message across to their target audiences. However, getting generating sufficient qualified attendance remains a significant challenge. Topics must be compelling – and carefully chosen with the target audience in mind. Use of third party participants (industry experts, customers, etc.) can be very effective. Time, location, venue, etc. must be optimized. Care should be taken so that the event provides real business value to attendees – and is not overtly sales-y. Frantz Group provides support in planning, staging, promoting, and managing both physical and web-based events. We help our customers host successful events that engage qualified prospects, generate qualified leads, accelerate sales cycles, and lead directly to pipeline and revenue.

Advertisements.

Although not always the most lucrative lead sources, print and online advertisements and newsletter sponsorships can provide additional reinforcement of integrated campaign messaging, and augment response/lead flow from ongoing campaign efforts. Optimizing advertising materials for lead generation requires careful thought to messaging, offers, and response channels. With our true demand generation orientation, Frantz Group helps our customers achieve tangible, measurable business results from print and online advertisements.

Search marketing.

Optimizing corporate websites for organic internet search is a significant time consuming challenge – and when tweaks are made, time-to-benefit can often be slow. Paid search marketing is an effective tool for driving an increased volume of targeted web traffic and inquiries, more quickly – particularly when leveraged in conjunction with an integrated, multi-channel direct marketing program. Strategies can differ for brand search optimization vs. brand search optimization – which can often be more targeted around certain solutions, industries, or messages. Frantz Group is practiced at developing and maintaining effective search marketing programs – including market analysis, key word selection, search-optimized content writing, submissions to search engines, tracking, and results reporting.