The ‘Wine & Stemware’ door opener was created for Alphanumeric Systems and VERITAS software (later acquired by Symantec). In each ‘session’ of this campaign, eight to ten difficult to access C-level executives from medium to large size (primarily life sciences) companies were targeted.
Each C-level prospect received a personalized package that contained a set of four boxed, lead crystal Riedel Bordeaux glasses. Inside the package was a personalized 5″ x 5″ C-fold print piece (encased in a sophisticated vellum envelope) that offered a high-level introduction and overview of the VERITAS/Alphanumeric storage solution, as it related specifically to the company being targeted.
The cover of the print piece read, ‘You didn’t get where you are in the corporate world thinking the glass was half empty …’ and let the prospect know that scheduling an appointment would make sure their glasses were full of a limited-edition, beautifully presented wine set that was also suitable for display for any recipients who may not have preferred wine.
The wine glasses and customized invitation were delivered by hand by the sales representative targeting the account. Remarkably, while this campaign was first executed by Alphanumeric nearly 10 years ago, I’ve also conducted varied and highly successful iterations of it through the intervening years — sometimes a classic just never goes out of style!
Copyrights on all concepts, imagery, copy, and messaging on the ‘Wine & Stemware’ page are held by Alphanumeric Systems.
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