Company: Goodman Marketing Partners, Inc.
Company Description: Goodman Marketing Partners is an award-winning strategic direct marketing company comprised of senior direct response specialists who develop, design and execute proven direct marketing solutions. Since their inception, the agency has attracted an impressive group of clients including Autodesk, Wells Fargo Bank, St. Supery Vineyards and Winery, and The Leukemia and Lymphoma Society.
Nomination Category: Advertising
Nomination Sub Category: Best Direct Response Campaign

Nomination Title: Autodesk Buzzsaw

   1. The date in 2005 on which this nominated campaign was first run, aired, or otherwise made public:

May, 2005

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Autodesk is known primarily for their software in the engineering and architectural design field -- their most popular product is AutoCAD.

A new product, Buzzsaw, is an online collaboration tool specifically designed for the construction industry. The in-house Buzzsaw sales team was having little luck in securing meetings with key decision makers in the homebuilding industry.

First, the agency developed a highly targeted list comprised of decision makers in the top 30 homebuilders in the U.S. The 3-D package was designed to get past the gatekeeper and begin to brand the Buzzsaw name in a memorable way while stimulating a request for a demo with a salesperson. The combination of dimensionality, innovative brochure, Amazon gift card offer and upscale, relevant premium (laser level) combined to drive a nearly 40% response rate.  The follow up campaign pieces to non-responders continued to keep the brand name top of mind thru the use of interactive devices, thus follow up calls by the sales staff were well received.

Not only did this campaign help to secure sales appointments, but as a result of this door-opener, it generated millions in sales and additional qualified leads in the sales pipeline.

   3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency:  Goodman Marketing Partners, Inc.
Creative Director:  Carolyn Goodman
Sr. Art Director:  Leah Prahm
Copywriter(s): Kim Fritz, Carolyn Goodman
Producer(s): Lauren Elliott, Hollis Brush
Account Director: Amy Farrell
Printer(s): RG Creations, GLS