CASE STUDY #02

Seacret Prospecting Kit

Designing a Multi-Channel Lead Nurturing System

Introduction

Seacret is a skin care company that uses minerals from the Dead Sea to enrich their products, creating a therapeutic experience for their users. Within the last five years, Seacret has found success by distributing their products worldwide via large networks of dedicated sales reps and independent agents. One of the tools that helped them build this success was their lead nurturing system: The Seacret Sample Regimen. The Sample Regimen acted as a micro-focused, targeted marketing campaign that a sales rep could activate on their own for a small fee. Sales agents could simply log on to their supply portal, place an order for a sample, enter their prospect’s information, and the sample would automatically be shipped to the prospect from a third-party logistics facility.

The Problem

The sample system proved to be an effective method for nurturing sales leads, but not without its fair share of pitfalls. The shape, size, and contents of the branded parcel barred it from being eligible for deliveries to a PO box. Additionally, the parcel wasn’t trackable, which contributed to a heightened volume of customer service tickets when delivery issues occurred. However, the biggest issue with the system was that there were many lost opportunities. Leads were slipping through the cracks due to common breakdowns in the way reps were communicating with their prospects.

The Solution

From the very start of the project we had a clear-cut goal: among all else, we needed to bridge the gap between rep and prospect. In order to do this, we had to completely strip away all pieces of the system and reimagine what the underlying purpose of this tool was. It was a way for reps to build meaningful relationships with their prospects and to provide them with a great product experience. We began by creating personas and user profiles for reps and prospects. The profiles were used to then draw out possible user flows, both from a rep’s perspective and from a prospect’s.

A simple map of the user flow helped us focus on ways to enrich the experience using automation and triggered messaging.

It was important to maintain a sense of empathy for both parties as we were striving to serve two sets of end users. For the new system to be successful, we needed buy-in from all participants. We continued to dream up ways in which reps could stay updated on the status of their prospects, landing on the idea of automated messaging and linking that messaging to key moments in the prospecting timeline. We created a map for how and when automated messages would be triggered and to whom they’d be sent.

The prospecting map shows what messaging is being transmitted, to whom, and at what point in the timeline. The agent is notified throughout the process where their prospect is in the flow, allowing them to pick the opportune moment to contact them personally. This was the secret to bridging the communication gap between agents and prospects.

A glimpse at the draft copy for automated messages. In the triggered messaging to prospects, it was important to humanize the copy. Each email to a prospect would appear to be personally sent from the rep – this helped to avoid a sense of “spamming” as often times this would be the rep’s first attempt to contact a prospect.

Prototypes were created for all parts of the experience. The key points in the prospect timeline would be punctuated by email notifications and SMS alerts to the reps and then separate email notifications to the prospects.
After laying the foundation for the digital channel of the campaign, we started redesigning the physical portion of the campaign: the sample package. We reconfigured the presentation of the envelope from the inside out, even reorganizing the inserted samples in a way that allowed for the parcel to be sized appropriately for PO boxes. We dialed up the quality of the materials used for the envelope and added a customizable letter to the inserted content so that the rep could make the prospect feel even more valued.

The envelope is constructed of a thick, premium, matte-black substrate featuring a silver-foil logo deboss. Nice’n’shiny – we wanted to make sure that anyone receiving this in the mail wouldn’t throw it away.

In the bottom right corner of the envelope, we decided to implement a die-cut, circular window. The window allows you to preview which of the six skincare lines is packaged within. This made it easier for distributors to organize their envelopes if they purchased in bulk. Additionally, it helped streamline the fulfillment process by allowing the shipping associate to quickly reference envelope types while packing shipments.

And if one foil debossing wasn’t enough for ya… As the recipient opens the envelope they’re met with a foiled Seacret logomark in conjunction with their tagline “Minerals from the Dead Sea”. Every part of the physical packaging was formulated to be a special experience – it needed to the best piece of mail that person would get that week… or that year. Or ever, I guess. Who gets cool mail?

Each envelope included one of the above insert cards. Skincare product samples were attached to the front & back sides of each card and the circled numbers coordinated with regimen steps that would be introduced personally by the Seacret distributor. The distributor also had the option to include a completely personalized letterhead in the package to really drive home the prospect experience.

Finally, we rounded out the campaign design with a killer new identity that would help promote awareness and build excitement for the updated lead-nurturing system.

The Outcome

Only weeks after completing the project, the revamped system was introduced onstage at their international sales conference. The launch was met with considerable excitement and the campaign was open for enrollment directly after the speaking session. With the system up and running, rep-to-prospect engagement became more solidified through the patched communication channels. Overall customer service tickets reduced dramatically in the short and long term. Prospects were being better served with a refreshed product experience and reps were finding it easier than ever to stay on top of their leads.

Evaluation

One of the most jarring shifts from the original system to the new system was an increase in the retail fee of each individual campaign (the revamped system almost doubling in price). Initially, the inflated fee provoked a near negligible amount of complaints. It was known from the onset that the new system would have to increase in price and that some reps might find it difficult to adjust and become early adopters. However, over time, comparison of enrollment between version 1 and version 2 showed a far lower yield on the latter. So, although prospects were enjoying better product experiences and reps were finding it easier to manage new leads, the new system was just not matching previous levels of buy-in. After looking at the data, it is sensible to conclude that the price increase is making it difficult for the campaign system to return to its previous level of enrollment. Some proposed iterations for reducing the campaign price point:

 

  • Creating a secondary option for campaign enrollment that includes less product samples within
  • Sourcing alternative materials to produce the physical assets of the campaigns

Thank You’s

Thanks to the additional contributors who helped bring this project to completion: Joe Bui (Project Manager), Tam Le (Creative Director) and Nick Huynh (Development & Logistics)

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