What causes business decision makers to buy products and services? In a nutshell, motivation. Yes, they consider their decisions using spreadsheets, ROI analyses and a bevy of experts. But after due diligence comes motivation. The final decision often springs from deep-seated needs, anxieties, and / or unsatisfied wishes. In other words, emotions.

This client is a trade association representing the nonfoods side of the supermarket industry, and the goal of the campaign is to enhance membership. The following multi-stage direct mail campaign targets the leaders of buying groups within large chains. The buyers purchase all the General Merchandise (GM) and Health & Beauty Care (HBC) products lining supermarket shelves.

The cost of membership is not an issue; it's time. We must convince very busy people that they need to take time out of their annual calendars to attend two industry conferences dedicated to introducing buyers (our prospects) and sellers (product manufacturers).

This campaign addresses prospect motivations and overcomes resistance from a number of perspectives:

This campaign increased new members by 116% over our goal, plus it better defined the value of GMDC membership to stakeholders, including the management team.