Overview
Looking to make an impression among their bigger competitors in the niche industry of recovery auditing, GALOSI was looking for a campaign that would increase brand recognition and create awareness of their service and solutions to top C-level decision makers.
Problem Encountered
To make such an impression in the recovery audit industry would require a bold effort that would catch the target audiences’ attention, ultimately creating a solution to a need that perhaps didn’t exist before.
GALOSI teamed up with mundayMorning Creative Group to create a topProspectsTM direct mail campaign. One of the most difficult hurdles for a direct mail piece is to not allow it to be tossed away or shuffled to the side. Rather a successful campaign gets it past the mail room “gatekeepers”, generates “buzz” beyond just the recipient, and most importantly places it directly into the hands of the target recipients. For GALOSI’s campaign, the recipients included executive-level players within the Business-to-Business (B2B) and Business-to-Consuner (B2C) retail companies in the Dallas-Forth Worth area that met certain financial and business criteria. It was also necessary for GALOSI to have the ability to track the effectiveness of the campaign- something that is crucial for the engagement of a successful campaign.
Our Solution
To make the vision come true, mundayMorning tapped into the root principle of GALOSI's recovery auditing business: “to find lost money already owed to a company through a recovery audit process.” To do this, mundayMorning, already familiar with GALOSI's business, created a campaign that got that message across in a distinctive way. The agency created a direct mail piece that went back to the same idea of the “free” money found in your pocket pants, but with a spin:
We all love that feeling of picking up an old pair of pants and finding money. We think of it as 'free money.' Of course, the money is not free. It's something we already earned or received at some point and simply misplaced it. This is exactly what GALOSI does for its clients. They help to recover lost/misplaced money already earned and owed to their client’s company. And the best part of this service is that it's essentially free-- GALOSI only gets paid a percentage of the cash they do recover during the recovery audit.
Results
The direct mail campaign created an instant buzz and within hours of packages being delivered, the mini sites reported huge traffic. The most surprising effect was that some of the online responses to the campaign were from individuals who were not even part of the initial targeted recipients. While traditional direct mail only maintains a 1-2% response rate this campaign resulted in a 37% online response rate. The strong, supported sales approach that resulted from the complementary nature of the direct mail package and the follow-up phone call allowed for GALOSI to get their foot in the door in a clever and unique way.
ABOUT GALOSI
GALOSI has recovered millions of dollars for Fortune 500 companies in the retail, grocery, distribution and service based industries. The company has proven itself as a key player in the retail profit recovery auditing industry and continuously reinforces their abilities to remain a knowledgeable, highly experienced team of professionals who recover lost monies that internal auditors or other, larger profit recovery audit firms may miss. GALOSI is diligent on its efforts to positively impact the perception of an audit company by presenting itself and its industry as a vital part of the auditing process for companies to add to their bottom line and avoid future profit loss.
The GALOSI team consists of experienced auditors and IT professionals, each in the audit industry for 20 years or more. With this experience, they developed unique, customizable software that outshines the “cookie cutter” methods of their competitors, allowing them to design programs based on client’s actual processes. GALOSI uncovers the root causes of payment errors in the accounts payable, vendor funding and merchandising departments and delivers hard evidence to support the recovery of all vendor claims.
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