DivDat Direct Mail Kit

Getting a Power Player to Notice You

DivDat was seeking a way to reach a hyper-targeted audience that numbered in the 10s — high-level decision makers at specific public corporations nationwide. It was a unique challenge in that a mass marketing program — such as public relations, digital and traditional marketing, or social media marketing — would have been inefficient and wrought with potentially expensive waste. Instead, the laser-focused challenge was to personally identify the precise decision makers within complex organizations, learn their motivators and de-motivators, understand how to best appeal to such motivations, and ultimately achieve engagement that would provoke a direct, specific, measurable conversion.

Client: DivDat
Services: Ideation, Direct Mail Strategy, Design, Content

Alchemy developed an interactive board game that demonstrated and reflected the recipient’s own sensibilities as to how “the customer service game” was changing in the energy industry.

A FedEx package would arrive, containing the boxed game, a game board, game pieces, rules of the game, playing cards, player tokens and more. The nature of the delivery method and the contents of the package practically forced the recipient to pause, take time to consider the contents, and interact with the game in some way…if only to understand what it even was.

Of course, the written messages and overarching concept of the piece contained compelling language and easy channels for the recipient to respond to the call-to-action of our choosing. But the mere physicality of the piece, along with the disruptive delivery method, served to overcome 90% of the barrier to entry: simply getting a power player to pay attention.