It's Not the Gift That Counts-It's the Box (578 words)
by Bob Hacker
Computers can hear us and cars can talk back—why not a mail package that sings? Our client, VERITAS Software Corporation, liked the idea and so did we. The result is an eye-catching dimensional mailing.
VERITAS faced an unusual challenge. As a provider of data management and storage solutions for large enterprise systems, the company's sales path typically follows a multi-step, relational process. And because many of its customers need multi-faceted solutions, VERITAS is willing to invest heavily in prospecting to targeted clients. It has a strong success rate in sales prospecting by using corporate gifts and entertainment programs.
While high-end gifts are cost-effective for some prospects, they don't work in every situation. In the case of VERITAS, some of its best prospects are government and municipal agencies. The gifts that attract corporate clients are off-limits to government employees.
So VERITAS came to us with a question: How can we generate the same kind of response the gift programs bring—without the gift?
That's when we decided a mail package could sing.
The concept was event-centered. VERITAS arranged luxury suite baseball parties with major league teams in its target market cities. The offer was simple: Join us for an evening of great baseball and a good party.
Since VERITAS couldn't include a high-end gift, we decided to make the invitation an event in its own right. Arriving in an Airborne box, priority delivery, the package is designed to get past the gatekeeper. The recipient opens the 10˝ x 13˝ x 3˝ package to find a grass green box with a lid displaying an image of a Louisville slugger bearing the recipient's name.
You have to open that box, right?
When you do—you're right in the ballpark with your name in lights. We put the full power of variable image printing to work to create a highly personalized baseball diamond inside the box. The box lid shows the stands and the scoreboard—with the prospect's name and stats prominently displayed. We used a peel-and-stick stock to create the images and applied them to the box.