Sales+Letter

Below is an example for your one page sales letter. You can use a real company as I do or you can invent one. Insert the Proximity letterhead image file at the top of the page. Address the letter to the Director of Marketing whom you met at the Proximity seminar.

You should follow the four paragraph model, weaving in details from the About Proximity text which you have recast in first person plural.

1st ¶ - the opening where you reference your earlier meeting and describe the enclosed prospectus for your report. 2nd ¶ - the transition to the sales pitch where you mention a specific need this client has for marketing to Gen Y. 3rd ¶ - the sales pitch where you describe what Proximity can do for the client. 4th ¶ - the closing where you invite the client to Proximity to discuss a campaign.

Sign the letter with your name and title yourself as Associate Media Analysts.

Jan 19, 2010

Ms. Lea Klingon, Director of Marketing The Black & Decker Corporation 701 E. Joppa Road Towson, MD 21286

Dear Lea:

I enjoyed talking with you yesterday at the New Markets / New Media conference regarding Black & Decker’s need to promote its brand to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the new Personal TV service being developed by broadcast networks and cable companies.

As you noted yesterday, Black & Decker feels that it must establish brand identity with Gen Y now in order to sell its products to that cohort when they start families and buy homes. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal.

We can provide you with customized survey and focus group results to help shape Black & Decker’s image as a progressive, green company. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote Black & Decker on social networks such as Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Black & Decker’s Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely, David Graves Associate Media Analyst

enclosure