Summary of Gorilla® Campaigns
Campaign Name / Target Market / Campaign DetailsCold Calling
Campaign / Mass Mail / This campaign is a basic cold calling campaign vehicle. We have taken the “Lead Processing-New Prospects” Speedbuttons and increased the ability to track leads.
To use this effectively, you need to get trained. If you want to start or improve a cold calling campaign, go through the lessons in Section 7 at BGM University. These lessons cover three topics you need to efficiently and quickly manage a cold calling campaign (or any campaign that generates Prospects):
No Contact: a detailed strategy for dealing with people you cannot get in touch with
Lead Processing: how to categorize and process different grades of Prospects
Appointment Processing: how to schedule, re-schedule, close the opportunity process and cancel appointments
Connections
Campaign / Connections
or previous
Clients from
other industries / Note: You should review the $50 Million Wilson Campaign before considering The Connections Campaign. The $50 Million Wilson Campaign is a revised Connections Campaign.
The Connections Campaign is designed for people you know and would like to do business with but are not quite sure how to approach. The underlying problem is identity. In addition to the identity by which you are currently known, you need to develop a new identity: financial advisor. This campaign helps you change your identity through a series of low-key letters.
The Connections Campaign is a series of 12 "No-Key" letters sent to your Connections over a period of 12 months. Once your identity as a financial advisor is established with your Connections, they are uplined to Prospects and should be included in your normal C&P Drip mailings. For most of the letters in the campaign, you need to send information that is neither firm-promoting nor self-promoting, but rather educational in nature.
Elliott Phase 1 / Mass Mail / Elliott Phase 1 is a standard direct-mail campaign. Letters are sent out daily to a qualified list. As replies come in, mail and phone follow-ups occur. Basically, people responding will request information involving two approaches: The Broker Version and the Planner Version.
Broker Version: Leads may request information on Stock research, a Bond Inventory, a CD rate sheet, etc.
Planner Version: Leads may request information on Financial or Retirement Planning, Education Funding, etc.
You have two follow-up options: Immediate or Delayed. In the Immediate option, leads are mailed information on the topics they selected on the coupon and called seven days later for qualification. In the Delayed option, a letter is sent to leads telling them they will be receiving the information periodically. The Elliott Phase 2 Campaign then kicks in and information on requested topics is sent during an eight-week cycle. Leads are called at the end of this cycle. (See the description for Elliott Phase 2 Campaign for more information.)
Elliott Phase 1 is designed to run for 16 weeks (about four months), sending out at least 500 letters per week (100 per day). You’ll need at least 8000 names to run the Elliott Campaign.
Elliott Phase 2 / Respondents of
Elliott 1
and OPC / Elliott Phase 2 is a saturation direct-mail campaign.
The Elliott Phase 1 and Old Prospect Campaigns generate a pool of Prospects who want to receive information but are not yet ready to act. Each week, Elliott Phase 2 sends additional information on topics of interest to Phase 1 and/or Old Prospect respondents. Each lead stays in the Phase 2 cycle for eight weeks. At the end of the eight weeks, leads are harvested. The goal is to re-qualify them and set appointments with those who are both interested and qualified. If leads are not yet ready for an appointment, the goal is to re-qualify them as Cherries, Green Cherries, or Info Leads.
Saturating the leads in Elliott Phase 2 helps build identity and name recognition, so Prospects are generally more receptive to follow-up calls.
Find the Money &
Find the Money for
Established Users / Clients / The “Find the Money” Campaign begins as a “rerun” style campaign and continues as a phone-intensive campaign. The Find the Money letter is sent out with a questionnaire.
On or before the day of each mailing, a short, blitz-style “Watch for It” call is made to each Client. The second mailing--to everyone who has not responded to the first mailing--is sent out three weeks after the first mailing. If questionnaires from the first letter are still arriving frequently, you can delay the follow-up mailing until responses begin to slack off. The third mailing works the same way as the second.
The fourth and fifth mailings are optional; you may bypass them and go directly to the non-respondent calls. Otherwise, they work the same way as the second and third mailings. Only mail a fourth or fifth rerun if you have a large number of people who still haven’t responded. Otherwise, move on to the non-respondent calls phase.
Call non-respondents. The goal is to do the questionnaire with them over the phone. You want to try to minimize the number of calls you will have to make in this phase. For that reason, you may want to consider a fourth or fifth rerun if you still have a large number of Clients who haven’t responded.
Send respondents a thank you letter and then call to get missing info, follow up on sales leads, and thank them for returning the questionnaire.
The Established User Version of Find the Money should be used once a year, every year after the first year on Gorilla. The letter is much shorter than the initial version, and the questionnaire requests other types of info you may be lacking in your database.
Instant Message
Campaign / Any list of
Contact Groups / The purpose of this campaign is to get a message out the door fast!
Let’s say you want to get the word out to your Clients and/or Prospects about a change in the market or tell them about a time-sensitive opportunity. The Instant Message Campaign is designed to get your message out now!
Simply populate the campaign with a Selection Rule you create to find your target group, and then attach your letter to the campaign. This campaign is so easy to use that you should be able to start printing your letters within 15 minutes of activating it.
Jeff Johnson
Blitz Campaign / Prospects / The Jeff Johnson Blitz Campaign is designed to harvest a Prospect file that has been dripped on consistently. This is a mailing to all Prospects in the database followed by a blitz-style phone call three days later.
The main letter in this campaign discusses a bond offering and should be sent to Prospects coded with an Investment Type of Bonds. All other Prospects are sent a more generic “Appointment” letter. The letter discusses a unique investment opportunity but doesn’t mention specifics. You should run this campaign periodically, usually once a quarter or semi-annually.
Mail/Phone / Mass Mail / The technique for this campaign is simple:
1) You (the RR) take everything that you’d like your callers to be able to say--and then some--and put it into a letter.
2) Get the letter approved by your Compliance department.
3) Mail out a batch of about 50 letters daily over an extended period of time.
4) Your SA or Non-Registered Caller follows up with phone calls three days later.
The Mail/Phone Campaign is intensive and will usually generate more leads than just Mail or Phone alone.
Mail/Phone 2002 / Mass Mail / Bill developed this new version as a variation of the standard Mail/Phone Campaign. The emphasis here is to find a profitable campaign by TESTING a couple of letters and follow-up scripts before ramping up full-steam.
The target Bill suggests is a Business Owners list, and the two letters selected for this Campaign are: “Education-Retirement Planning-Can You Ever Retire” and “Education-Retirement Planning-Income Reduction Plan.” However, if Business Owners or Retirement Planning are not your specialty, you can select your own target, letters & scripts and test those. Detailed instructions are given on how to test a campaign.
There are six parts to running this version of the Mail/Phone Campaign:
Decide on a Market. Business owners & executives are recommended so you can develop/buy a daytime calling list.
Develop or Buy a List. The easiest way is to purchase a list. This can be done through our preferred list broker, CIS.
Campaign Style. This is a Mail/Phone Campaign.
Design Material for a Split-Run Test. You need a letter and a script. Two possible letters with scripts are provided.
Get Yourself and Your Staff Trained on the Campaign Style. Have your SA or NRC practice the script(s).
Roll Out the Test. The only way to know if a campaign will work is to test it. This part works like its predecessor, “The Mail/Phone Campaign.”
Monthly Drip
/ Clients andProspects / Every Client and Prospect should get a letter at least once a month on a topic of interest to them. The Monthly Drip Campaign enables you to coordinate and automate your mailings so that objective is achieved.
The Monthly Drip Campaign is the key to:
1) Client Retention
2) Business Now
3) New Assets
4) New Clients
What Is Dripping? Dripping is repetitive mailing and low-key calling.
Key Concept: If you can’t talk to them this month, you’d better send them at least one message.
When you get a new lead, you naturally pursue it right away. But many people aren’t ready now. Drip until they are!
Possible Campaign Uses:
Monthly Drip Master (coordinates all Monthly Drip and Statement Review Campaigns)Mail Only (Product Targeting or Personal Targeting)
Mail Only with Watch for It Calls
Mail Phone
Saturation (Wave)
Mother of All
Retirement Planning
Prospecting
Campaigns / Mass Mail / The goal of The “Mother” Campaign is to generate leads interested in rolling over their retirement plan assets. Three classes of leads are generated:
Most Wanted: people who are within one year of retirement
Other Broker: an often overlooked group--people who are currently working with another advisor
Future Lump Sum: people who are more than one year from retirement
The initial letter offers to send “The Answers to the 46 Most Frequently Asked Questions.” Those who respond receive that as well as a short Retirement Planning Questionnaire. Call the leads to follow up and determine their rollover readiness. Non-respondents are sent another letter four months later.
We recommend sending 500 letters per week for 16 weeks (you’ll need 8000 names).
Note: After the first and second waves, you should invite the leads generated from this campaign, as well as the rest of the Mass Mail list, to a seminar on retirement planning.
Neighborhood
Referral Campaign / Clients / In this campaign, your goal is to generate referrals from the neighborhood where your best Clients live. As we do not believe in soliciting referrals, this is a good way to ask Clients to introduce you to people they know.
You can Call or Mail to your Clients. The script and letter provided with this campaign ask for permission to mention to the neighbor that the referrer is one of your good customers.
This campaign is not run through your Campaign Manager. You simply download the script, letter, and a set of instructions on how to use them from the Campaign Center.
Old Prospect Card
Campaign / Prospects / The Old Prospect Card Campaign’s purpose is to clean up and weed down your old Prospect collection to only:
· Cherries
· Green Cherries
· Info Leads or Elliott Phase 2-Type Leads (Non-Registered Caller version)
This should be your first proactive Prospecting Campaign. It is used with ALL of your Prospects for whom name recognition exists. It is a mail/phone style campaign designed to weed out old Prospects hanging around.
There are two variations of the Campaign: Registered Sales Assistant Follow-Up and Non-Registered Caller Follow-Up. In both versions, you send out a letter and follow it up with a phone call one week later.
The Seminar
Campaign / Any type of
Contact Group / The Seminar Campaign enables you to:
Run multiple promotion campaigns for a single seminar
AND/OR
Promote multiple seminars in a single promotional campaignGorilla Seminars are divided into Seminar Production Campaigns and Seminar Promotion Campaigns.
There are five Seminar Promotion Campaign styles (a style is the media combination used to generate a response):
Out of House Invitation
Mail Only
Phone Only
Mail Phone
Mail/Mail/Phone
Those who respond are moved to one of two Seminar Production Campaign styles. In the “Dinner Style” Production Campaign, you serve the guests dinner; in the “Education Style” Production Campaign, you do not.
The $50 Million
Wilson Campaign / Connections
and High
Net Worth
Fee-Based
Clients / The $50 Million Wilson Campaign is a variation on the original Connections Campaign. It is a “No-Key” campaign. This campaign should take the place of the Monthly Drip Campaign for Clients for whom you have all assets, as well as for traditional Connections (i.e., people you know socially, personally, etc. with whom you’d like to do business).
Until the release of this campaign, we did not have a Client marketing strategy to help you communicate with Clients you have converted to fees. As you convert Clients to fees, add them to your “$50 Million Dollar Wilson Campaign.” Instead of “dripping,” you will now “mist” them with the very gentle, reassuring Wilson Letters.
Wilson Letters are always short, quick, “here's the info” types. When you add a name to your Connections List, send the “Introduction Letter” first. Then send a Connections Letter once a month. The letter for each month will be posted on the Letters Library home page about a month before you should send it. NEVER call or otherwise solicit the Connections in your Wilson Campaign. This is not a fast-start campaign. It is designed to create your identity on three levels: financial advisor, caring individual, and good citizen.
For Clients still in transaction mode, the Monthly Drip is still the best way to generate current and future business.
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