Direct Mail Example: Hammering a seminar home run for Informatica
In this day of “seminar fatigue” it’s becoming harder to fill seats. We had to apply a very different kind of “hammer” to fill a seminar series sponsored by Informatica. The seminar speaker was the well-known author and consultant, Dr. Michael Hammer. We designed the layout of the seminar invitation to capitalize on the fame and personae of Dr. Hammer and his books, featuring a large tinted photos of him in action along with a seminar agenda. We also convinced the client to offer an autographed copy of one of Dr. Hammer’s books as a reward for registering early. The results were a big bang for Informatica, with filled seats in every city.