Page 135 - Visual Marketing

Why It Works customized cartoon on the front • Two of the CEOs signed up for
and a personal message from training immediately, resulting in
Stu Heinecke is a cartoonist and the sender on the back. Some more than $50,000 in sales.
founder of CartoonLink, Inc. a versions include a calendar,
marketing company that uses which increases the likelihood Takeaway Tip
cartoons to reach prospects. that the piece will be displayed
Heinecke calls this “contact for a year. Bulk flat-mail pieces are easy to discard.
campaigning” and says the key Senior decision makers are bombarded
is creating targeted customized Success Metrics with them. But an unexpectedly large piece
drawings and punch lines that customized to the recipient will invite the
feature the CEO in a personal • CartoonLink BigBoards were attention of busy C-level executives, who are
way. These are not just generic sent to five Fortune 1000 CEOs, often unreachable by other means.
cartoons. The large size and and all five agreed to meet with
the personal messaging make the Sandler representative.
them hard to ignore—and it’s
hard to throw away a cartoon
when you are featured in it.
Heinecke experimented with a
number of formats, including
framed prints with an accom-
panying letter—which worked
quite well but required addi-
tional packaging and special
handling. The preferred format
is a large poster board about the
size of a flat-screen TV with a

IMAGES ARE EVERYWHERE IN THE PHY SIC A L W O R L D 114