Swirl for Sales Genius

Each week, The Examiner showcases an advertising campaign by a local company.

Client: SalesGenius

Agency: Swirl

Principals: Martin Lauber and Matt Hofherr

Other Clients: eBay Inc., PayPal, Jamba Juice, SF Giants, Cisco.

Creative team: Steven Anacker and Larry Baltutis

Media team: Doug Powell, Tom Thatcher and Nathalie Cicurel

Account team: Kathleen Finerty and Naima Wareham

Web development team: Joel Boardman and Ross Goodman

The plan: Lead generation

The theme/concept: Quit Cold Calling Cold Turkey with help from Sales Genius

Steven Anacker

Age: 39

Position: Associate creative director

Education/background: 1990 University of Texas at Austin, B.S. Advertising; Worked as a copywriter and associate creative director of 17 years in big and small agencies in New York City and San Francisco, including BBDO, DMB&B, Grey, Young and Rubicam, Arc Worldwide and Swirl.

What drove your development of the concept? SalesGenius is a wonderful and rare product that truly has a unique benefit for its customers, namely salespeople no longer have to make the dreaded cold call to prospective buyers. That’s because they can now instantly learn whether their prospective clients are reading their e-mails, visiting their sites and even how long they’ve visited each page of the site. We decided to link the dreaded cold call to an addiction — something you don’t want to do, but you do anyway, time after time, usually with disastrous results. We made SalesGenius a healing center of sorts, a supportive place that helps in the recovery process. Only with Sales Genius it’s just a one-step program: sign up for a trial of SalesGenius. Banners and e-mails sent salespeople to our microsite, which through Live Demos, Product Information, and Interactive Brain Scans helped explain how their Cold Calling Addictions could be cured forever.

Working on next: San Francisco Giants campaign for the 2008 season, Trumer Pils 2008 branding campaign, upcoming eBay Motors trade show, Cisco microsite, Jamba Juice breakfast campaign, California Table Grapes international campaign.

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