Back in my "Ad Babies" days -- yes I was 1/2 of a creatively driven boutique ad agency in the late 90's -- my AB partner, Andy Weiskoff and I decided to look for ad clients in specific biz categories.
One of the categories we chose was commercial landscapers. So, we weeded through the Atlanta Business Chronicle's Book of Lists, and selected 10-15 landscapers as our prospective clients.
Our goal was to get their attention and get a meeting with them. To do that, we concepted, wrote and designed a creative piece that was personalized with the name of each firm. We then hand delivered each customized box and followed up with a phone call to see if we could get an appointment.
What we came up with was a box of dirt that said on the outside, "To Find More Customers, All Such and Such Landscaper Needs To Know Is Where To Dig."
Inside the box was a trowel that said "Go For it." Buried in the dirt was a laminated card that said, "Congratulations. You found us." The copy on the card went on to say that they should meet with our ad agency, Ad Babies so we could help them get more clients.
Well, the plan paid off. We were hired by a reputable commercial landscaper in Atlanta to help them find clients, too. We then went on to get our own (ad) hands dirty in the landscape biz. I'll post one of the projects we did next time.
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