Case Studies > Ameritech - Prospecting and Promotion

Ameritech hired EMI to re-launch their 1-800-CONFERENCE service and dramatically improve sales results.

First, we identified market segments with the highest potential and the best ways to promote trial usage of the product. We also analyzed competitive promotions, trends, and offers.

EMI then launched an aggressive but cost-effective integrated marketing campaign. It included a large targeted mailing with custom copy, a smaller gift mailing to high-volume telecom managers, and a sales force incentive program.

Our research had also shown that secretaries often decide which conference call provider to use. So we arranged for pre-paid calling cards to be placed in Secretary’s Day bouquets delivered by thousands of urban florists.

The afternoon the campaign launched, Ameritech’s call center took 500 calls. They closed $50,000 of new business in the first week and reached $250,000 in the first month.