Case Study
cap hill brands
Cap Hill Brands acquires and operates consumer brands, empowering them to fulfill their true potential. With a dedicated team for marketing, product development, brand management, and supply chain, they grow brands globally.
Challenge
One of Cap Hill Brands’ portfolio brands, that sells high-end plush toys and gifts, sends out 7,000 catalogs each year to retail locations. Cap Hill Brands hypothesized that calling catalog recipients in preparation for each seasonal collection would drive more sales meetings and increase their sales volume. Without the staff or system to make these necessary outbound calls, they sought a solution that could seamlessly ramp up and pivot from one holiday promotion to the next.
Goals (In First 2 Months)
- Reach out to catalog recipients to set up a meeting with an account executive
- Entice prospects to receive more information about the new product lines
- Target leads based on those that bought in 2022 and top customers for 2023
- Implement The Selling Factory system to show future pipeline of contacts and opportunities for prospects whose contracts will expire in future months and years
Solution
The Selling Factory worked with Cap Hill Brands to quickly ramp up cold calls for their portfolio brand. The calls started with retailers that bought in 2022 (but have not bought yet this year) and the top retailer buyers for 2023.
We worked with Cap Hill Brands to craft a script that would encourage a prospect to sign up for a meeting. The conversation focused on the changes to the plush toy product lines and the promotional discounts available at this time.
Outline Project Specifications
Identify Talented Students
Engage in
Phone Outreach
Send Sample to Interested Prospects
Follow Up to Drive Business
Results (Over 2 Months)
- 3,661 calls made to catalog recipients to encourage a conversation about their holiday selection
- 369 businesses requested more information (RMI)
- 11% conversion rate from cold call to RMI
- $27 per email address lead
- 67 businesses requested to book a meeting
- 2% conversion rate from cold call to a meeting
- $150 per meeting scheduled
Testimonial
In a newly created role at Cap Hill Brands, I was looking for ways to effectively and efficiently leverage an existing customer list for one of our largest brands. I contacted The Selling Factory to help me with outbound telesales to that list and they very quickly developed a structure, training, and scripts for our program. The end result was thousands of phone calls over an 8 week window, multiple updates in the moment, and an increase in net new sales versus prior year. Throughout our first program together there is always a willingness to partner with us and to stay connected on how to improve our program. We are very happy with the results of the first campaign and will launch more holiday campaigns with The Selling Factory throughout the calendar year. I highly recommend The Selling Factory to any consumer product companies looking to grow revenue and build their brand.
