Automatic Data Processing (ADP)
Payroll, human resources and benefits
Winner Bronze Pyramid Award
|Challenge:||Lead generation and quality appointments
ADP has 15 account managers in Cleveland, Ohio covering a territory from Sandusky to Ashtabula and down to Dover. They are challenged with generating 4-5 new appointments per week per manager.
|Target:||ADP's prime market is organizations that have a minimum of 50 to as many as 1,000 employees.|
Felber & Felber Marketing introduced a sweet "out-of-the-box" marketing idea. Dubbed ADP is S'more than Just a Payroll Company, the idea was a complete S'mores Kit in a clear tube. The clear plastic tube (9-1/2" high x 3-1/2" diameter) included graham crackers, marshmallows, Hershey's chocolate bars and wooden skewers; all the fixings for a perfect S'more. Decorated with colorful graphics the message was clear:
Each account manager was then responsible for dropping their kits off to their targeted accounts.
|Results:||Within the first two weeks, a 12% appointment success rate was achieved. This conversation starter gave prospective clients a reason to meet with ADP. The promotion was successful because, as a dimensional promotion, it was different and thus inferring ADP is different than other payroll companies. People were emotionally attached to the experience, additionally proving that when you incorporate more than the visual senses, such as taste and smell, you get even a stronger reaction from the recipient.|