DART is a sophisticated software platform that helps media companies manage the delivery of their products and optimize their routing. The buying decision to procure technologies like this lives in the c-suite of corporate media conglomerates. DART was not a known entity within the industry. They asked Headfirst for an unconventional tactic to get through the usual gatekeepers and capture the attention of hand-picked executives at media companies.
Special Delivery For…
The team behind DART knew the delivery business inside and out. So why not arrange for an extra special delivery — the kind most gatekeepers can’t refuse? The Headfirst team came up with dozens of premium ideas, but we needed just the right one to drive home the main point: only a media leader like you can bring in a delivery technology a special as Dart.
Headfirst recommended hand-delivering custom-embroidered director chairs to each executive. Each white glove courier was given explicit instructions to set up the chair in the executive’s office. On each chair, was a custom-printed, personalized hang tag that contained a personal landing page URL, as well as some introductory messaging about DART.
An Elevator Pitch on a Landing Page
We built a landing page that contained some key information about DART, including an interactive calculator that demonstrated in broad terms how DART could generate significant savings for their delivery operation. In this example, the landing page was “DartPerformsForMark.com,” (did we mention that we had to purchase each domain name?). It contained copy specific to the company and most importantly, a video for an audience of one.