Lenovo ThinkPad direct mail case study

How do you open the door for a sales conversation with IT decision-makers? More specifically how do you create a personal aspect to a business transaction?

Computer company Lenovo needed to get a foothold with previous customers of IBM ThinkCentre Desktops to persuade them to think about buying new ThinkPad notebooks fitted out with super-fast Intel Centrino 2 processors.

So Targetbase Integrated, Melbourne came up with the performance-fitness analogy. Send this B2B audience a nifty little hand-grip which helps them flex their muscles, improving their effectiveness at work. As would one of the new go-faster ThinkPads.

Accompanied by a card containing exercise tips to improve posture and prevent RSI, the 3D communication linked the idea of body and mind, speed and performance, creating a 'warm' opportunity for the Lenovo sales team.

And the results were more than warm - a 30% conversion rate from the recipients of the 3D mailer.