Advertiser ■ IBM, Denmark
Industry ■ IT
Media used ■ Direct mail
Date ■ Spring 2013 (reprinted 2014)
No one likes to talk about something they do not understand. Therefore, the key to a fruitful dialogue for IBM was to create a common ground between buyer and seller. The IT company needed a tangible tool that could explain the product, its outsourcing, and create an entry for dialogue. The goal of the campaign was lead generation for IBM salesmen.
838 financial manager / CFOs in small and medium enterprises in Denmark.
A crate box containing miniature self-assembly boxes were sent to the financial officers of SMEs to create an understanding of a technical product for a non-technical decision maker. The crate illustrated that the solution is to move the selected IT solutions out of the house. The box was sent to the financial controller and contained a brochure with QR-code to a responsive website about the solutions written in clear and non-technical language. The brochure was divided into 6 sections focused on why it is beneficial to go with IBM, and each was represented by a small self-assembly crate. It caused itself curiosity to receive a crate from an IT company like IBM. CFOs were ready to discuss the product that they fully understood.
ROI on anticipated closed deals: 27
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