Question

Topic: Strategy

Mailing To C-levels

Posted by aaroncagen on 7/7/2009 at 5:16 PM ET 157 Points


We want to send something out to the people we’ve met in the past – but who have NOT signed with us:


The theme is disaster recovery – we’re now smack in the middle of Hurricane Season – and my initial thought was to have a disaster recovery awareness theme along the lines of “When the lights go out, will you be ready?” Then have a few helpful tips on how to prepare in the event of a disaster. The piece will be sent to decision-makers at small-businesses:

a) Does this sound like a viable plan to use?
b) If so, would a “dry-erase” board with some useful tips be useful?
c) If not, what sort of materials would be most ideal to use for someone to keep on their desk, etc.

Thanks!
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RESPONSES

  • Posted by michael on 7/7/2009 at 5:27 PM Accepted
    Aaron,
    I've seen some emergency kits for $9.00 each. They might keep it in their desks.

    Michael
  • Posted by aaroncagen on 7/7/2009 at 5:43 PM Author
    Thanks Randall.

    Yes, packaging IS critical. I agree. I would love to hear suggestions.

    I don't necessarily need them to KEEP the package - as long as they remember us when we follow up via email/phone.
  • Posted by aaroncagen on 7/7/2009 at 6:10 PM Author
    Thanks Phil. Those are great ideas.

    However, half dozen emergency items - depending on the item of course - could cost upwards of $10-12/package, not including shipping costs.

    Any suggestions for a lower budget (times are tough these days!)

    Thanks for your help.
  • Posted on 7/7/2009 at 6:17 PM Accepted
    Well, if the theme is lights out, why not send keychain flashlights? They should be cheap, and still satisfyingly "lumpy".
  • Posted by aaroncagen on 7/8/2009 at 10:28 AM Author
    Thanks everyone. I know I've asked for something less costly, but I'd also like this to work. Will a keychain flashlight get the attention of C-levels?
  • Posted by Jay Hamilton-Roth on 7/8/2009 at 10:35 AM Accepted
    If you're offering services to help people in an organization, you might want to target HR people instead. If your business is preparedness for equipment/building c-level targeting makes sense.

    Your simple tips is unlikely to work to your advantage. If they're simple tips, then they're likely to be obvious (and not useful). Instead, focus your message on the cost to not prepare - in lives, downtime, etc. Remember that when the lights do go out, they're not going to look in their desk for the postcard/letter/magnet that you've sent them. You want them to call you NOW to protect their organization TODAY.
  • Posted by aaroncagen on 7/8/2009 at 11:39 AM Author
    Thanks Jay, salient points.

    This is more from an computer/IT perspective.
  • Posted on 7/8/2009 at 11:40 AM Member
    What you want to aim for is something that's lumpy (a package is much more likely to get opened than an envelope). Even better would be something worth talking about (or leaving out on a desk). Clearly a keychain fits the first better than the second, unless you can find one that's unusual and fits your theme and your business.

    Can you tell us what kinds of services you offer? Water/Flood/Wind Cleanup? Data recovery? Rebuilding?

    Jodi
  • Posted by aaroncagen on 7/8/2009 at 11:49 AM Author
    Thanks Jodi,

    Proactive disaster recovery - aka Business Continuity. Our clients can continue to work through a disaster without interruption (provided they plan to go to safer grounds) or data loss.
  • Posted by BizConsult on 7/8/2009 at 12:52 PM Accepted
    Aaron:

    I seriously doubt that a keychain flashlight is going to provide a meaningful incentive to, or get you noticed by, the C-suite. I understand your desire to keep incentive costs down, but you're talking about top-level executives and a $1 tchotchke...not only is the perceived value insignificant, it's not likely to be kept (if you want to be remembered, you would want them to retain the item!) and it could provide a poor representation for a serious and not inexpensive solution that you're selling.

    Don't just think costs - think about value, brand perception and returns: If an item costs $20, but increases your response rate by 5% or results in 10 incremental accounts versus a $3 item, run the numbers and see if it's worthwhile!

    If nothing else, try testing a couple of different items like a solar-powered recharging/battery-backup flashlight, a small book on surviving emergencies or something as simple as a mini multi-purpose jack-knife/tool with your brand on it (I still have one from a marketing company in my desk from 15 years ago that I use weekly!). Make sure you send out enough of each to get a readable difference.

    Best of luck
    -Steve Udell

  • Posted by aaroncagen on 7/8/2009 at 12:58 PM Author
    Hi Jay,

    Perhaps in order to alert folks on "the cost to not prepare, etc", I could have some sort of statistic saying, "% of business owners will lose their shirt during the next hurricane".

    And then have a "replacement shirt" with our logo.

    Your thoughts?
  • Posted on 7/8/2009 at 4:29 PM Member
    Ahh, data loss! OK, then why not something related to that? Put an ebook called "10 Ways to Survive a Hurricane and Keep Doing Business" on a thumb drive in a customized shape (see https://www.customusb.com for ideas).

    Steve is right, match the value of the item you're sending to the potential ROI if someone signs up. Focus on the best potential customers (rather than the most).

    What size businesses are you aiming at? Getting the attention of a C-level exec at a $10 million company is different from getting through to the CEO of a Fortune 500 company.
  • Posted by aaroncagen on 7/8/2009 at 4:50 PM Author
    small-midsized business. No Fortune 500 companies.
  • Posted by Jay Hamilton-Roth on 7/8/2009 at 8:38 PM Member
    Your shirt idea is unlikely to cause them to remember you. You're asking them to wear an advertisement for a business they don't know.

    Why not give them access to free (web-based) tool to evaluate how robust their existing business is currently? Based on the number of applications, servers, computers in network you can probably create a guess on the cost of a failure (based on average days, # users, cost downtime/user). Ideally your tool would also identify other things that the user could to to protect their IT dept.
  • Posted by aaroncagen on 7/9/2009 at 10:29 AM Author
    Thanks Jay,

    I like that idea. As a business owner would this be of interest to you? Which metrics would be most valuable to you?

    I ask because we've run across business leaders who have little familiarity - and therefore little care or interest - until it's too late, obviously.

    Would love your input on this.
  • Posted on 7/9/2009 at 3:42 PM Accepted
    Hi Aaron, If you decide to go with emergency items, it is possible to get something that is good quality, but won't break the bank.

    As far as lights go, I would stay away from keylights. They don't have the durable image that you are trying to portray and they are not incredibly memorable. you could however try a Garrity flashlight which is a brand name that you can get without spending a fortune. Here are two I would recommend:
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7445412&...
    or
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7445413&...
    You could also go with a flashlight that doesn't require batteries, which fits with the emergency theme:
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7373442&...

    Other items could include putting your logo on an umbrella and use something like "Will you be prepared when the storm hits?" or you could have a custom journal (notebook) created. I've seen ones recently that you can have custom thick cardstock fills inserted for the first few pages, that are printed with any kind of company information you want. It's much more effective than a brochure that someone will just throw away.

    The one thing I would recommend is whatever you buy, make sure to get samples of the product first. You definitely want to see/feel/test the product to make sure the quality is what you are expecting, prior to placing a full order.

    Feel free to contact me through my profile if you want more ideas!

    Best of Luck!

    Rebecca
  • Posted on 7/9/2009 at 3:43 PM Member
    Hi Aaron, If you decide to go with emergency items, it is possible to get something that is good quality, but won't break the bank.

    As far as lights go, I would stay away from keylights. They don't have the durable image that you are trying to portray and they are not incredibly memorable. you could however try a Garrity flashlight which is a brand name that you can find at a really decent price point. Here are two I would recommend:
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7445412&...
    or
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7445413&...

    You could also go with a flashlight that you can charge by hand, which fits with the emergency theme:
    https://teamworld.logomall.com/ProductDetail/ProductDetail.aspx?id=7373442&...

    Other items could include putting your logo on an umbrella to fit with "Will you be prepared when the storm hits?" or you could have a custom journal/notebook created. I've seen ones recently that you can have cardstock fills inserted for the first few pages, printed in full color, with any kind of company information you want. It's much more effective than a brochure that someone will just throw away.

    The one thing I would definitely advise is whatever you buy, make sure to get samples of the product first. You definitely want to see/feel/test the product to make sure the quality is what you are expecting, prior to placing a full order.

    Feel free to contact me through my profile if you want more ideas!

    Best of Luck!

    Rebecca
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