A golf course community's sales force needed to build a large, yet highly-qualified, base of prospects.
WHAT WE DID.
- Designed a direct response piece that focused on the rugged-individualist psychographics of current residents (assuming that those are the types of people who would make the best prospects).
- Presented the benefits in terms of a challenge (in order to excite good psychographic prospects while eliminating bad ones).
- Doubled the response potential by enclosing two reply cards (so people who were "delighted" by the piece could pass one to their friends).
HOW IT TURNED OUT. The campaign generated a total response four times the average for this sort of direct campaign, yielding a large pool of qualified prospects.