METRICK SYSTEM CREATES BALSAM HEDGE FUNDS CAMPAIGN
By Adnews Staff
The Metrick System of Toronto recently created a direct mail campaign to introduce Balsam Hedge Funds to brokers in Toronto. The campaign began on Feb. 7 with an email teaser, followed by a letter to compliance officers of some investment firms on Feb. 10. Direct mail packages, which included disposable cell phones, were sent out between Feb. 11 to 18. The packages asked recipients to "Answer Our Call." The pre-activated cell phone would ring, delivering a message from company president and CEO John O'Donohue. O'Donohue's phone number was programmed into the phone for those who missed the call. The direct mail effort resulted in $1 million in sales, according to the company. Corporate communications for Balsam Hedge Funds are handled by MJW Communications of Toronto.