Challenges:

Real Eye was planning a series of PR actions aimed to share ideas about trends in Market Research. The goal was to conduct interviews with experts in a field and use it as a base for PR communication. Potential interviews were to take place with people from the US and Canada. However not having means or experience necessary in reaching out for such interviews was an obstacle to face. 

Solution:

Open Rate executed a cold email campaign and then proceeded with cold calling in order to schedule interviews. We created the phone pitch from scratch based on our previous experience. During the process we runned ABC tests for different ways of approaching to maximize results. Comparing and adjusting approaches during the project proved to be very effective in finding the correct way to contact our target.

Results/conclusions:

The process for cold outreach for the interview was built and executed successfully.
During cooperation we managed to bring people to interviews. We sent over 1000 emails, got 59.8% open rate and reached a 7.5% response rate (Mailing to the US compared to the EU is usually way more challenging, so those stats were really good). On top of that we did 10 hours of calling people who received email.Direct phone calling ended up being the most efficient way to schedule meetings.

This is a good example of successful multichannel campaign where using one channel might not be enough, but adding another one can make a huge difference.
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Feedback after the cooperation happened to be quite valuable especially if similar interviews were to be done in the future.

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