“Let’s Have Coffee” Direct Marketing Campaign

Reaching high-level executives, particularly Chief Financial Officers, can be a persistent challenge for businesses looking to establish meaningful connections. Traditional methods like email outreach or cold calls often fail to break through the noise, leaving marketers seeking more innovative approaches to engage this audience effectively. We looked to find a different way to catch their attention with a direct mailer.

A targeted, thoughtful campaign was designed to stand out by leveraging a personalized, tangible approach. The company curated a premium coffee package, including high-quality coffee, a mug, and biscotti, accompanied by a handwritten note inviting recipients to meet for coffee. The packaging was intentionally clean and straightforward, reflecting the brief and thoughtful messaging. Following the delivery, the campaign was reinforced through follow-up calls to schedule meetings.

This creative and carefully executed strategy resulted in the successful engagement of over 40 Chief Financial Officers, leading to numerous meetings. The campaign not only achieved its goal of breaking through traditional barriers but also generated 8 opportunities and $450K in new revenue.

This case study was produced by Jennifer Farrington in her Director of Regional Marketing role at Grant Thornton LLP. Further reproduction prohibited. All rights reserved.