Sponsored Content WEBINAR: ELECTION 2008: E-mail Tips from a Political Insider   WEBINAR: Becoming the Illusionist: The Magic of Using "Brand" to Drive Response without Results Disappearing in the Process   WEBINAR: Score and Win Through Cooperation   TOOLS OF THE TRADE: Holiday's are prime-time for email marketing - maximize your ROI by getting to the inbox   ON DEMAND WEBINAR--MASTER CLASS: High Performance Online and Off-line Strategies for Large Scale Customer Acquisition   FREE WHITE PAPER - Direct Mail and the Internet Find any supplier you need - agencies, CRM, fulfillment, lists, e-commerce, paper, printers, telemarketing, and more. Featured Categories Lists and Data Telemarketing Database Marketing E-commerce Web Marketing Agency & Creative Services Print, Production & Paper Lists and Data Processing :: view all categories Get free access to more than 50,000 list data cards - one of the most comprehensive databases in the industry. >> Search Now DIRECT Buzz Blog Webinars Buyer's Guide Calculators JobZone ListFinder Promo Calendar Research Store E-Newsletters Print Magazine This Month in Direct Magazine Deal With It Direct had a full house for this year's list roundtable. Considering all the additional responsibilities on brokers' plates, that's impressive... See Full July Issue

Equities First Holdings LLC wanted to persuade financial advisory firms to offer its new consumer borrowing plan. The question was how to get the word out.

The answer? Direct mail.

Recently the Indianapolis-based lender, which previously had marketed through personal sales calls and networking, sent 700 pieces to financial companies in its home state and another 2,500 to similar businesses in Illinois. It hoped to generate awareness and leads for a program that lends consumers money using their stock and securities portfolios as collateral, according to marketing director Julie LaPoint.

The firm chose direct mail because, LaPoint says, “we didn't get a lot of positive feedback” about using e-mail. Company founder and president Al Christy Jr. also felt mail would make a better impression among potential clients.

Equities First rented a list of small financial advisory firms in the two states for the campaign. LaPoint believes “[prospects] with an entrepreneurial spirit will be more receptive to the products we have.”

The mailings targeted owners,C-level executives and registered agents. About two weeks after they went out, Equities First hired telemarketing company EAS LeadGen to set up appointments with recipients.

While there's no time limit on the campaign, the company is hoping it does well enough so it can be tried in larger markets like New York.