Select branches of Stuart C. Irby Co., Jackson, Miss., saw significant boosts in leads and sales last fall, thanks to a software-driven direct marketing and call campaign.

Using Sylvania LeadsOnline, a wizard-driven campaign module found on Osram Sylvania's e-business extranet for business partners (www.mysylvania.com), the Irby branches built lead databases and established direct-mail campaigns.

The software lets distributors select a target market segment, the appropriate mail piece, form a trading area and specify the campaign date. In about 20 clicks (less than 10 minutes), distributors have scheduled a marketing campaign from start to finish.

About one week after the campaigns were mailed, Sylvania representatives scheduled all-day sales blitzes at the branch locations. Working through Irby branch managers, the Sylvania representatives primed internal distributor sales teams with tools to build relationships with leads qualified in the direct mail campaign.

“We saw significant progress made in three of the five markets we tested in conjunction with the Osram Sylvania initiative,” said Jane Burks, Stuart C. Irby marketing manager.