Why jumper cables? Well, when the company began shopping for promotional items, they knew they wanted something that would “shock” recipients and get them excited about event marketing. Naturally, jumper cables ended up high on their list. Constant Contact planned to send the direct mail piece to executives at Association of Conventions & Visitor Bureaus across the US, and they decided jumper cables were the perfect way to spark intrigue and attention among their primary audience.
The message of the campaign was:”You’re already great at events, but we can help give them a boost!”
Of course, the jumper cables weren’t strictly symbolic. Many executives appreciated receiving a useful gift that would keep them safe and prepared on the road.
This campaign demonstrates how thinking outside the box can send an important message. In this case, Constant Contact showed their prospects and customers that they are creative and enthusiastic company – and who doesn’t want that in a business partner?