We recently came across this story and knew we had to share. They named the article “Disguise the Prize”. We like the Trojan Horse analogy.
The story contains all the things a marketer wants to read about. How does $35mm of new business sound for an ROI? How about a 35% response rate?
Granted, it is nice to have a large marketing budget, but couldn’t we all learn something from this? This is thinking “out of the box”. They use everything a marketer could dream of: custom list, custom message, unique packaging, bulky mailer, wow factor — its a “must open” – oh and did I mention an iPod Touch?? Brilliant.
Read the entire story here: http://www.delivermagazine.com/2012/09/disguise-the-prize/