- Tektronix Ice-breaker Series to Photonics Start-ups
- Tektronix wanted to initiate relationships with funded start-ups in the fiber optics marketplace. Since top executives are identified by name, we designed a 5-month direct marketing campaign composed of a series of five highly personalized packages, each including a hand-written note.
- The first consisted of a letter congratulating the start-up executive on funding and urging her to contact Tektronix's Regional Sales Manager as a resource. The second was a specially packaged annual report with a handwritten reminder note bookmarking the page indicating Tek's commitment to Photonics.
- The remaining dimensional pieces contained a high-quality woodworking tool engraved with the recipient's initials, a "romance" card relating the tool to aspects of building a business, and a reminder note to contact the regional sales manager.
- Nine months after the initial mailing to these start-ups, nearly half had begun relationships with Tektronix, evidenced with cumulative sales and orders of nearly $2 million. The total investment in this effort was well under $50K.
