A financial software package company wanted to build company and product awareness among CFOs of large, multi-national organizations in North America and to secure appointments.
Strategy: Unusual Gifts with the “smile factor” to a Top Executives
The company targeted a group of 70 top level executives with objective of encouraging the use of its financial software. To accomplish their objective they sent out two very unusual gifts.
First, strait jackets were hand-delivered or couriered to prospects in custom packaging with the theme “Most CFOs Don’t Realize How Constraining Their Financial Software Can Be Until It’s Too Late.” Other selected prospects received a large box containing the full-size hammock and attached pillow accompanied by the message “When Making Changes To Accommodate Your Growing Business Needs, Does Your Financial Software Leave You Hanging?” Each mailing also included a full-color brochure explaining the advertiser’s software packages.
Results: Incredible ROI!:
The company landed one large firm that gave them an incredible ROI of $2 million dollars!