“We wanted to drive qualified leads to our sales reps for Nextel Direct Connect and location-based services in the Sprint portfolio,” said David Dickey, director of direct, e-mail and SMS marketing for Sprint corporate brand marketing.
The target audience was telecommunications decision-makers and influencers at companies with more than 1,000 employees. “One of the challenges with enterprise marketing is how to really grab the attention of fairly senior-level people in a business environment,” Dickey said.
So Sprint turned to its agency, Euro RSCG Chicago, to develop a direct campaign that would break through the clutter.
The result was a large box, measuring two-and-a-half feet by four-and-a-half inches, containing a real baseball bat with promotional pieces reading “Swing for the fences.”
“It is a physically imposing piece. When it reaches your mailbox or desk, it can’t help but be noticed,” Dickey said.
“The baseball bat is really an attention-grabber. It is something you might actually leave in your office or take home.”
The mailer encourages recipients to set up an appointment with a Sprint national account manager to discuss Nextel Direct Connect or Sprint’s location-based services, with a premium offer of a baseball jersey of their choice for doing so.
So far, the campaign has been a hit. While it is still ongoing, it has exceeded Sprint’s goal twofold, Dickey said.