Balance Product Mix

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Balance Product Mix

Class: Internal Promotion

Objective: To increase sales of the firm's proprietary mutual fund through the broker network.

Strategy & Execution:
To encourage sales of the fund, a two-part direct mail and promotional product campaign was designed.

The first mailing was sent to 800 brokers. It featured a custom box with a theme about putting customers on a pedestal, with an enclosed etched pedestal award. A second mailing included an embroidered sweatshirt in a box printed with a theme about trying their product on for size.

Results: It was reported that sales increased from $200,000 to $1 million per week after the promotion.

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