I think we can all agree that the amount of emails business owners receive is crazy! There are emails from clients, co-workers and friends, and a slew of “spam like” emails from various events, subscriptions and product announcements.
Sandy Gerber, CEO of NEXT Marketing Agency, was going through her massive pile of emails when an email from QuickBooks caught her attention. I had a quick talk with Sandy on the reasons she thought the QuickBooks Intervention campaign was a success.
Q. Why and how did this campaign catch your eye?
- A. Firstly, the term “Intervention” caught my eye. The term was cause related, unique in marketing messaging and demonstrated a sense of urgency. Key elements grab the reader’s attention and help to stand out from the mass amount of emails we filter daily. The words in this email campaign were carefully selected for effect, and the message came across in a very clever manner.
Q. This marketing campaign must be having a great effect on QuickBook’s Brand Marketing, especially with the $10,000 giveaway! How well do you think this campaign will be as a lead generator?
- A. I think this marketing campaign will be extremely effective in generating leads for the company. When I first read the email I began mentally sourcing business people I knew who could benefit from the promotion. I concentrated on business owners and leaders I knew in my network that required accounting support for their business. The carefully crafted messaging in this email marketing campaign provided a clear call to action for referrals of qualified new prospects for QuickBooks. I took the initative to consider my network for referral of this promotion because it would HELP them and I could support my network in their businesses.
Q. QuickBooks Intervention has a great element of giving back; explain how important it is for business owners to unplug from work and spend more time with their family.
- A. Honestly the copywriting of this promotion was exceptional, and instantly created an emotional trigger for the readers. By identifying the guilt or obstacle that makes business owners/leaders swap life priorities (business over personal), Quickbooks quickly provides a desired solution that people would easily refer and acquire.
Q. Are you in need of a QuickBooks Intervention?
- A. Nope! I’m already a QuickBooks user and fan!