“We have a pretty small market at Intronis, it’s manage service providers, mainly in North America,” said Richard Delahaye, Senior Director of Marketing, Intronis in his interview at the MarketingSherpa Media Center at Summit 2016.
He explained that the sales staff wasn’t able to get many conversations going from that group with traditional methods like phone calls and emails. They needed something special to differentiate them from all the other phone calls and emails their prospects were likely getting.
Inspiration came from an old school method: a direct mail campaign.
Delahaye and his team were told to think big, but also keep the customer in mind. So after one idea – which unsurprisingly never came to fruition – to give a car away with every purchase was vetoed, he decided to look for a tech gadget that would especially appeal to their customer base.
“I landed on possibly the oldest, but maybe the greatest tech gadget of all time. Which is, you can now get an Atari game console for about 30 bucks, so that became the core piece of the campaign,” he said.
Customers would receive a box with the Atari, with a note on top that encourages them to “open up for some office fun, courtesy of Intronis … unfortunately, not all technology is this retro-cool. You need to upgrade your cloud service storage.”