First, we made sure the campaign was personal; that it spoke to every exec as an individual. Artesian helped. It’s their business to support new social selling strategies – and they’re experts in intelligence.
Second, we had to get to the heart of the proposition quickly – explaining to time poor CxOs why they should care about Artesian’s social proposition.
Then we needed to get them to engage – and start a conversation.
For that we built every exec a personalised landing page.
But it was the Video in Print direct mailer that made the real difference – driving over a quarter of Artesian’s targets from the physical mailer onto their personalised site.
Video in Print is exactly that…a video embedded into a hardcopy direct mail. It’s a simple concept – an intriguing package, a snappy headline and a high impact video. Not to mention a strong call to action for audiences to visit their personal pages for more: something a vast amount of c-level prospects did here.
But the ‘Social Intelligence on Tap’ campaign didn’t just work because of the video in print package, the personalised approach, eye-catching headlines or the insight Artesian provided. It worked because all these elements (and more) were knitted together to create a complete package – one that grabbed the attention and imagination of this difficult to reach audience.