Freedom of the Open Road

Cox Business needed to capture the immediate attention of select prospects in the Northwest Arkansas emerging market segment. The marketing manager asked for a direct mail campaign that would drive prospects to set an appointment with local sales representatives and communicate the message that a switch to Cox Business service, a locally based provider, just makes good business sense.

Due to climate and geography, the Northwest Arkansas region is a prime spot for motorcycle enthusiasts. The strategy my team recommended centered on a huge payoff for the prospect. The creative solution called for a three-dimensional direct mail. A model collector’s case with a teaser message promised a Harley-Davidson® die-cast model to live in the case in exchange for a face-to-face appointment with a sales representative.

The campaign was an immediate success. The very day of direct mail arrival, a senior account representative received a call from a prospect. The prospect had recently purchased his own Harley-Davidson and was over-the-top excited to receive his own model. He set an appointment and told the representative he would have his contracts in hand, ready to discuss. Our client contact shared her overwhelming satisfaction and enthusiasm.