The pitch came in the form of a short video clip included on Compaq iPAQs that the business-software provider sent to executives. Each iPAQ included personalized information about the recipient and contact information for the J.D. Edwards sales representative handling that company.
"Our sales force had already identified [the recipients] as good prospects," said Priscilla Wiederhold, marketing programs manager at J.D. Edwards. "The goal was to move through the sales cycle, because the audience was a very targeted, small group."
The iPAQ mailing resulted in 12 additional sales meetings in the two weeks after it dropped, prompting J.D. Edwards to ready a second wave of iPAQ mailings to 25 more executives.
"It's neither traditional direct mail nor traditional interactive marketing. It's truly interactive direct marketing," said Ian Baer, exec VP-director of directDeutsch, Los Angeles, the Interpublic Group of Cos. shop handling J.D. Edwards' integrated effort. "It's a way to communicate CEO-to-CEO."