The Jury Is Out...You Be The Judge?
Campaign Type: Self-Promotion Door Opener
Objective: To create a targeted mailer that could be used specifically to reach and engage marketing
directors at medium to large sized law firms for the purpose of booking an initial appointment.
Execution & Strategy: A small mailer that was designed to mimmack that of a lawyer's briefcase.
The printed sticky-note stating: "The Jury is OUT..." drove the recipient to open the box. Once opened
it displayed the marketers business card along with a small gavel, mini file folder with three mini case
histories marked Exhibit's A, B & C. The clever copy further read: "Give us 15 minutes to state our case...
now you be the Judge"
Overall Results: Marketers that chose to use this piece had tremendous results. The marketing company
that did the most with this piece recorded over a 60% appointment rate. Others have used this in alternate
markets because of its flexibility and tactical nature.
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