Rand McNally Direct Mail Campaign

For months, Rand McNally “Sales Reps” phoned Fortune 1,000 company executives to sell “custom” logoed maps with very disappointing results. Few leads and even fewer sales led to heavy internal frustration.
By repositioning Rand McNally sales reps as renamed “Customs Agents”, Pinnacle brought intrigue and excitement to their telemarketing roles and boosted morale.
Combined with Pinnacle’s sales training and a cost-effective 3-wave teaser direct mail campaign, this new group of “Customs Agents” hit their targets and really delivered the goods.
A 23% response rate, huge sales lifts, significant profits AND…a fun, memorable identity that transcended the company.