Automatic Data Processing (ADP)

Client: Payroll, human resources and benefits
Pyramid Bronze Award Winner
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.
Solutions:

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:

ADP Is S'more than Just a Payroll Company

While each of the ingredients in this package is good by itself, when combined together they produce a synergy that makes them S'more appealing to the taste buds.

ADP has integrated S'more technology and services to better manage your workforce – from Recruitment to Retirement!

Want to know S'more - call ADP at (216) 643-5451

Each account manager was then responsible for dropping their kits off to their targeted accounts.

ADP

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.

 
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ADP

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