October Nomination: Build a Castle with NetPro’s Sand

Wow, companies sure love sending out junk mail. Every time we go to the mailbox we find piles of fliers, collections of catalogs, and pounds of postcards waiting to be carried inside. But as much as we’d like to spend our days calling each company thanking them for their kind consideration, most of us just don’t have the time. Busy IT managers are no different, so Phoenix’s NetPro nixed the paper and invited them to play in the sand.

NetPro has a long and successful career of helping IT managers optimize their infrastructure, but even a company with 17 years of success has difficulty reaching new clients and encouraging them to pick up the phone. NetPro was no stranger to the tried and true method of direct mail; it’s not uncommon for companies to send out thousands of mailers hoping to reach just a few potential clients. But NetPro wanted to change the game by targeting their “dream clients” and sending them something that couldn’t be ignored.

NetPro asked each of their sales reps to choose the 10 IT managers with which they would most like to have a face-to-face meeting. With their sights set high and a list of addresses in hand, they sent each of their prospective clients a mini-sandbox bearing the question “Why bring sand to the beach?”

NetPro’s sandboxes got the attention they were hoping for, and the campaign got started with a bang. In only a few weeks, NetPro’s sand-centric marketing had resulted in meetings with several of their most highly coveted clients and a lucrative contract already in the works. Not only had they caught the eye of high-profile clients, they had compelled busy IT administrators to sit down and call NetPro for an appointment.

Overseeing a company’s IT infrastructure is no day at the beach, but NetPro’s sunny disposition and creative marketing got them the clients they wanted as well as October’s nomination for the illustrious Oddy award. If you think your marketing genius is outside of the sandbox, let us know at www.theoddy.com.