CAMPAIGN NEWS: Vecta uses Magic 8 ball to shake up interest in sales intelligence software

Published: 29-03-2006

Vecta is using the cult Magic 8 Ball toy for a high-impact DM campaign that aims to generate brand and product awareness for its sales intelligence software.

The mailer is targeting IT and sales decision makers, managing directors and senior financial directors across sectors including construction, engineering, industrial supplies, food/beverage and IT. One thousand key Vecta prospects will receive the mailer over a period of around a year. It is being distributed by couriers in monthly batches of around 60-100, with the first batch going out at the end of March. The campaign has been devised by Loewy.

Inside the mailer is a customised version of the classic American toy; Magic 8 Ball. Recipients receive a black box containing a Vecta Magic 8 Ball and accompanying 20-page explanatory booklet carrying the strapline ‘Whatever your question – Vecta’s the answer’.

Zoe Richards, account director at Loewy, explains, “We wanted to create an impact for this emerging category and encourage prospects to ask questions in order to allow Vecta to try and solve their problems.” The booklet features a set of sales-related questions covering topics such as customer drifting, identifying new sales opportunities with existing customers and how to improve profitability.

The answers in the ball are all designed to fit any question and work as a call-to-action to encourage recipients to call, email or visit the Vecta website. A follow-up telemarketing campaign will be run with the aim to push interest in its sales intelligence software product range, and to offer further information. Loewy is also using email marketing.

Having never heard of Vecta before I did a little research and found this on their webpage-

Established in 1996, Vecta is the leading provider of sales intelligence solutions.

We launched our solution to meet the uniquely challenging requirements of companies within the manufacturing, distribution and wholesale sectors.

Characteristically, companies selling within these sectors needed the ability to draw out and exploit the potential value within their existing sales data. We recognised the unique issues shared by these sectors and realised they were being failed by traditional sales tools. We listened to the market, looked at its challenges, and developed a solution which was truly tailored to its needs.

VECTA Sales Intelligence now helps more than 200 companies and thousands of sales people improve their sales performance by enhancing effectiveness and increasing productivity and efficiency. We help maximise our customers’ sales potential – and our goal is to maximise yours.

Hundreds of organisations are already benefiting from the VECTA solution – experiencing up to 20% improvements in sales and a 5% increase in profits.

On the 16th October, 2006, Electronic Data Processing PLC (EDP) acquired the business and certain assets of Vecta Software Corporation Limited (Vecta), forming our new company as Vecta Sales Solutions Ltd.

Unfortunately, there was no mention of their Magic 8 Ball.  Not too surprising, of course, since the promotion is more than 3 years old at this point.  Unfortunately, I also was not able to find so much as a photo of the Vecta Magic 8 Ball, much less any further information about the answers that “are all designed to fit any question and work as a call-to-action to encourage recipients to call, email or visit the Vecta website.”

If you’ve seen (or, better yet, have) the Vecta Magic 8 Ball, please comment below with whatever details you have available!