Page 134 - Visual Marketing

53. Too Big to Ignore and Too Personal to Discard: Using
“Lumpy Mail” to Get Your Foot in the Door of the C Suite

How do you attract the atten-
tion of chief executive officers
(CEOs) at the top Fortune
1000 companies? Traditional meth-
ods like cold calling and letter writing
rarely work, and even with electronic
outreach via e-mails and social
networking—if you can get into the
right networks—it is increasingly
difficult to penetrate. Ken
Edmundson of Sandler Training
selected five prospects and hand
delivered a large poster board (18 ϫ 36 inches) with a personalized
cartoon and a prototype business book cover that featured the CEO
as the author. All five prospects agreed to meet with him.

113 V I S UA L M A RK ETIN G