How to use doughnuts, a personalized digital promotion and smiles to build a successful advertising agency new business program. More at www.peterlevitan.com

1. The 360 View
Of Doughnuts and Dollars

2. 1
Ralston360
Executive Summary
VIEW I: OF DOUGHNUTS AND DOLLARS
What do doughnuts, business-to-business marketing and incredible
ROI have in common? Plenty. In this issue of The 360 View, we
give an overview of a B-to-B direct response marketing program
that yielded results 20 times greater than the industry average.
Of Doughnuts and Dollars
The 360 View

3. 2
Marketing agencies, whether direct marketers or advertising
agencies, are often chided for their inability to practice what they
preach. After all, how much great B-to-B advertising for and by
advertising agencies have you seen? How many brilliant direct
marketing ideas for otherwise smart direct marketing agencies
have crossed your desk?
The latest 360 View is a case history of a marketing company that
does, in fact, practice what it preaches. A company willing to spend
a significant amount per marketing package to introduce itself to a
new market and generate high-quality leads.
Who is this company you may ask? Well, it’s Ralston360. So stay
with me and I’ll outline a successful program that includes Krispy
Kreme glazed doughnuts, the chance to win Krispy Kreme stock,
the opportunity to help sick children, personalized digital printing,
a PIN-managed sweepstakes, a program-dedicated website to
capture and track those PINs and an email program to complete
the loop. Pretty tasty, huh?
A CURE FOR ACUTE MARKETING ANXIETY
Good marketers occasionally wake up in the middle
of the night with a wide-eyed stare worrying about
the success or failure of their sales and marketing
programs. This white-knuckled fear has been
exacerbated over the past few years by the
increase of general media clutter and the growth of measurable
interactive media and program options. With real-time measurement
tools come ever more management scrutiny (read: proof of an
individual’s success or failure), which drives even more anxiety because,
after all, we finally have a good grip on what works and what doesn’t.
I am a member of this insomnia-ridden little club. I wake up often
wondering if our marketing programs are effective, and it’s a drag.
To help cure this anxiety-based problem, we created the Ralston360
“Doughnut Program.” Here is its case study. It is a case study based
on two of our primary biases: A bias towards action and a bias
towards getting noticed.
Of Doughnuts and Dollars
The 360 View

4. 3
PROGRAM OBJECTIVES
We are based in Bend, Oregon, have been in business for 19 years
and have a strong and diverse client roster. Our clients range across
multiple categories that include technology companies, financial
services, consumer products, health care, even casinos.
Bend has been good to us (a strong business, great long-term
360 marketing. clients plus skiing, fishing, golf, mountain biking— you get the idea).
A well-rounded approach We do, however, have a raging case of business wanderlust. In order
to creating Delighted to grow faster and to take advantage of the current economic
Customers.* rebound, we felt that we needed a presence in Portland. We opened
our Portland office in January. We even changed our name from
RalstonGroup to Ralston360 to signal our expansion and recently
enhanced direct and database marketing skill-sets.
Portland is one of the most competitive markets in the country for
marketing agencies. Like San Francisco, Portland has one of the
highest ratios of talent-to-potential-clients. Because of this, we
knew that any business development program we launched had to
meet three key objectives:
1. The program had to immediately capture the attention of our
target executives. We needed to hook ‘em fast. These executives
are C-level and marketing executives at approximately 100
Portland area companies. They are very busy and are the target
of many other marketing firms. They often hear the standard “we
are great” messages from our competitors. They were ready to
hear something new.
2. The program had to quickly and viscerally communicate how smart
and creative we are. It also needed to demonstrate our integrated
marketing talent, from branding to design to data-driven marketing.
We did not want to bore people by just sending our portfolio with the
standard, ineffectual “we’re cool/choose us” message.
3. The program had to deliver a high percentage of face-to-face
meetings. This was the bottom line, the key metric, the only grail
worthy of holiness.
If successful, we would roll out the program to other markets. Of Doughnuts and Dollars
* Find out more about creating Delighted Customers by visiting ralston360.com. The 360 View

5. 4
THE 360 DOUGHNUT PROGRAM
What do business people want to hear or see from marketing
companies seeking their attention? A portfolio of past work? Cool
posters? Business books? Tchotchkes? I have received all of these
plus more in my days as a client. Sorry. They just don’t work anymore.
What works? Something that reaches deep into our human
consciousness. Something that’s glazed-coated and calorie-laden.
Something like…Krispy Kreme doughnuts. Who doesn’t love these
ultra-sweet treats? These anti-Atkins mini-bombs? That emotionally
charged Krispy Kreme bite? It’s a universal winner.
The 360 Doughnut Program was about delivering the ultra-satisfying
Krispy Kreme experience to key decision-makers listed in our
business development database. More importantly, it was about
making a fast, emotional and highly gratifying connection that
would arrest that elusive moment of attention.
(See pages 8-9 for a detailed look at this campaign.)
This multi-element program consisted of the following ingredients:
Krispy Kreme glazed doughnuts. (Krispy Kreme came to Portland in
2003 and is still a novelty.) We generally delivered one box per
person at companies with multiple target executives. In companies
where we targeted just one executive, we delivered two boxes to
create more departmental excitement and to get the conversation
moving. (“Hey, where did these doughnuts come from?”)
A chance to actually “own” a piece of Krispy Kreme by winning a
share of Krispy Kreme stock.
Of Doughnuts and Dollars
The 360 View

6. 5
A box-sized cover card to top each Krispy Kreme box. The cards
were digitally printed on heavy stock with a personalized message
and unique PIN so that each recipient could enter online to see if
s/he had won a share of Krispy Kreme stock. Of course, every
targeted recipient was a winner. (Why not, right?) Other corporate
colleagues could enter the contest to win their own shares of stock
by entering online as a “Guest.”
A program-dedicated micro Web site that included a page for PIN and
“Guest” entry, a registration page and a thank you page. These pages
were directly tied into our database, which provided real-time tracking
data on who visited (based on their unique PIN), who registered and
who received our automatically generated follow-up email.
(See pages 9-10 for a detailed look at this campaign.)
An option. Since many companies have rules about receiving gifts,
we offered executives the option of donating the stock to the Make-A-
Wish® Foundation of Oregon, one of Ralston360’s pro-bono clients.
Continual improvement. Because the program was real-time, we
used digital printing for the box and Web pages for the promotion.
This allowed us to immediately leverage prospect feedback to make
ongoing minor adjustments to the box, Web site copy and art, the
offer and email creative messaging to improve our communications.
Of Doughnuts and Dollars
Fast follow-up. Everyone got a personal call within 4 working days
of the doughnut delivery.
The 360 View

7. 6
R E S U LT S –
T H E F I R S T W AV E
We thought that the program would work. We just didn’t know how
well. Frankly, this is one of the best-performing, lead-generating
programs we have ever run.
20% of recipients
registered at the The results:
Ralston360 micro site
To date, 20% of the targeted executives have registered at the
micro site. Most took the stock and some passed it on to Make-A-Wish
Oregon. (For comparison’s sake, the industry average conversion
rates for programs targeting high-level executives is 1-3%.)
We have scheduled meetings with 40% of the targeted companies.
The industry average is 2% It is very interesting to note that about half of our meetings were
set up with recipients who did not register. For whatever reason,
they didn’t take the time to register online. However, the program
itself resonated so strongly that they scheduled a meeting anyway.
Companies not interested in meeting now were very happy to take
our call* and suggested that we call in the future. We made the
connection and have a fun connection to use as a reminder when
we call again.
*OK, there were a couple of C level executives that might have
taken a call from Warren Buffet… But not us.
A number of the people contacted were willing to provide valuable
feedback on the program, in many cases unsolicited. It was this
feedback that is helping us to modify the program for future rounds
of targeted companies. This feedback-loop also helped to form a
bond between us and our prospects.
THE PROOF IS IN THE PUDDING (OR DOUGHNUTS)
This program put smiles on peoples’ faces (and maybe a couple of
cavities in their teeth). It delivered our primary objective of getting
meetings to introduce Ralston360 and it quickly put us on the
Portland map as a company with fresh ideas, high energy and
integrated marketing skill sets.
Most importantly, the program made us look smart. (Smart is good.)
It also gave me a few great nights of sleep. (An added bonus.)
The program isn’t over. We are expanding the successful 360
Of Doughnuts and Dollars
Doughnut Program beyond Portland.
The 360 View

8. The Ralston360 Doughnut Program

9. 8
CARD FRONT
D E TA I L
A box-sized cover card was created
to top each Krispy Kreme box.
The cards were digitally printed on
heavy stock with a personalized
message and unique PIN so that
each recipient could enter online
to see if s/he had won a share of
Krispy Kreme stock.
Of Doughnuts and Dollars
CARD BACK
The 360 View

10. 9
L A N D I N G PA G E
A program-dedicated micro Web
site that included a page for PIN
and “Guest” entry, a registration
page and a thank you page. These
pages were directly tied into our
database, which provided real-time
tracking data on who visited
(based on their unique PIN),
who registered and who received
our automatically generated
follow-up email.
Of Doughnuts and Dollars
R E G I S T R AT I O N F O R M
The 360 View

11. 10
KEEPING A GOOD THING GOING
And, yes, there’s more. For all of our targeted recipients, our next
step is to maintain contact frequency, a critical element of B-to-B
marketing. We can’t just drop off the face of the earth and expect
prospects to remember us. Our quarterly follow-up program, which
will have a lower cost per contact, will leverage music to reach the
heart and soul of our prospects. First food, then music.
Y O U R N E X T S T E P T O W A R D A G R E AT N I G H T ’ S S L E E P
If you need a program as powerful as ours for your
business, give me a call. I would love to share my
perspective on how you too can create a B-to-B
campaign that helps you stand out from the crowd
and meet your business objectives. I’ll even sweeten the deal with a
couple of Krispy Kremes.
I’m making this offer because I am pretty sure that you are not 100%
satisfied with all of the elements of your current marketing program.
I’m also pretty sure that you recognize that working with people who
do not do the same old, same old makes a heck of a lot of sense.
Pleasant dreams.
W H AT I S T H E 3 6 0 V I E W ?
It’s a series of white papers featuring marketing insights
from Ralston360 CEO Peter Levitan. The 360 View provides
business and marketing professionals with new perspectives
on what makes marketing communications work. Not yesterday.
Not tomorrow. Not in theory. But in the real world, right now.
To get a fresh outlook on the business of creating, nurturing
and maintaining Delighted Customers, check out Peter’s next
360 View. You’ll find a visionary approach to marketing
communications. And a 360º view of how to make it work.
Of Doughnuts and Dollars
Past 360 Views can be seen at ralston360.com.
The 360 View

12. W H O W E H AV E D E L I V E R E D F O R
Just a few of our clients in Oregon,
WE DELIVER Washington, and Idaho:
Ralston360 is dedicated to helping clients ACCENT OPTICAL TECHNOLOGIES –the global leader in
exceed marketing objectives. We are dedicated optoelectronic process controls
to getting our clients and their messages
BANK OF THE CASCADES —nationally recognized
noticed. We use lots of gray matter to make
Northwest bank
this happen.
CLEAR CHOICE HEALTH PLANS —Medicare-Plus
We do not have a one-size-fits-all solution, and insurance program
recognize that the most effective program is FARMERS & MERCHANTS STATE BANK —Idaho’s largest
based on the right brand strategy, advertising, community bank
direct response, PR or grass roots marketing.
IDAHO POWER —publicly traded regional electric utility
Our mantra is simple: We help our clients MICRON TECHNOLOGY —North America’s largest
acquire, stimulate and retain Delighted computer memory supplier
Customers.
SAFECO —one of America’s most respected insurers
SUNRIVER RESORT —the Northwest’s leading golf and
destination resort
And some clients from our staff’s deep,
dark past:
ADIDAS INTERNATIONAL
AMEX
AT&T
COCA-COLA
WHY WE DELIVER
GENERAL MILLS
Ralston360 is a full-service marketing company
with 20 years experience in national and local JOHNSON & JOHNSON
markets. Our management has worked in major NORTHWEST AIRLINES
agencies in San Francisco, Seattle, New York,
PBS
Minneapolis and London. We offer strategic
research and guidance leading to effective SARA LEE
marketing solutions for print, broadcast, SUZUKI
corporate ID, collateral, direct marketing,
trade marketing and the Internet.
We make it easy to reach Ralston360:
www.ralston360.com
877 577 5790 toll free
info@ralston360.com

13. Bend_Portland
19797 Village Office Ct.
Bend, Oregon 97702
877-577-5790
fax 541-388-4381
www.ralston360.com
info@ralston360.com