It's Not the Gift That Counts-It's the Box (578 words)
The contents of the box were humble, but effective: a baseball stamped with the VERITAS logo, a team pennant, an invitation and a Cracker Jack package.
The invitation envelope featured a great view of the diamond and opened to reveal the singing invitation. Opening the cover triggers the electronic chip and activates a rousing rendition of "Take Me Out to the Ballgame."
Personalized copy inside issues the invitation and invites a phone call.
This innovative baseball box took some out-of-the-box thinking to become a reality. The combination of creative ingenuity and energetic sourcing really paid off.
Results? Pardon the pun, but this one is a grand slam. With the project still in process, VERITAS expects a sell-out. Response to the baseball box is not only high, it's almost immediate. The company is receiving high visibility and praise from senior level managers, as well as a strong presence with database administrators and system administrators who usually make the decision to procure VERITAS products. Even more important, the positive impact of this mailing is filling appointment books for VERITAS sales representatives. With a response rate of more than 90 percent, the appointment rate is even higher.
That's a home run in any ballpark.
Bob Hacker is president of The Hacker Group Ltd., a Seattle-based direct marketing agency. For a free white paper on his PowerTest! methodology, call (425) 454-8556 or e-mail: email@example.com.