Sprint hits home run with baseball campaign

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To generate enterprise leads for its telecommunications services, Sprint in April rolled out a direct mail campaign timed to coincide with the start of the Major League Baseball season.

“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.

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