401(k) Squared

Increasing Marketing ROI with Killer Direct Mail

Dissecting the audience

401(k) Squared, a small company that specializes full-time in 401k plan development, asked LeeReedy to get a big bang out of their modest direct mail budget. Instead of trying to solicit every company with a 401k plan in place in Colorado, we discovered a great way to narrow our audience and speak directly to their pain points. Utilizing free public records, we built a precise mailing list hitting only those companies using a paycheck service or insurance company to handle their 401k needs — boxed providers with bad service and fair mutual funds who put your plan on autopilot.

Zigging while they zag

On the whole, the marketing done by companies in the financial services industry is safe, corporate and forgettable. To increase 401(k) Squared's marketing ROI, we went in the opposite direction — developing a direct mail piece that featured a live fish inside a box adorned with messaging. The concept: "If someone's not watching over your 401k, it won't thrive either."

Getting it into their hands

Considering our precious live cargo and our need to get it in front of the CFO's, CEO's and owners of our target companies, all pieces were delivered via courier. Additionally, this allowed us to avoid the gatekeeper who could have reacted in any number of ways.

Landing the big fish

For years, 401(k) Squared struggled with the typical method of trying to solicit new clients through direct mail postcards and phone calls. Today, they don't struggle for the attention of the creative, open-minded business leaders they love to work with. Their direct mail gets results.

401(k) Squared is currently in discussions with a number of large companies to manage their 401k accounts ranging in size from $500k to $20M. Want a better ROI on your direct mail marketing? Drop me a note and we can talk on a deeper level kreedy@leereedy.com.