An Executive Door Opener campaign is, simply put, a campaign designed to open the door of a prospect you’ve be dying to communicate with, typically a prospect with an executive-level position and often one that has proven to be unreachable due to safeguarding by an effective gatekeeper who screens calls, mail, and appointments. (See the Executive Marketing samples on our Portfolio page for more detail.)
These campaigns generally consist of a brief note that accompanies a relatively inexpensive item that is (sometimes literally) the key to a closely related high-dollar item that the prospect will receive when he/she schedules a brief appointment with a sales or technical representative.
Keeping in mind that most of these prospects have the resources and ability to purchase virtually everything they might want, the high-dollar item needs to be either something that genuinely speaks to them as an executive or something high-end enough to be appealing, but that they can easily re-gift if they choose.
Effectively executed door opener campaigns can yield response rates in the 30-35% range, versus low single digits for other campaign types that are typically less costly and aimed at larger target populations. Where sales has done due diligence on C-level prospects, these campaigns are game changers.