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Here customer, customer, customer…
Page 1 - 2 - 3 - 4 Bluegrass Buddy Corporation realized that breaking into the pet product industry was not going to be easy.The largest distributors are bombarded with new products every day. How could Bluegrass Buddy get their attention? They were a small company with only one product. Instead of going the usual route - sending product samples and write-ups that were sure to be overlooked in the sea of other new offerings, Scott got creative. He dreamed up a blind promotion that has since been called the "greatest ever" in the pet industry. Over a ten-week period, Scott sent anonymous packages and poems to key distributors that captured their attention and held their interest. Afterwards, one buyer even told Scott that she loved the promotion and checked with her shipping department every day to see if another package had arrived. The first mailing was a child's watch with the Bluegrass Buddy logo on it. The attached poem started: Only time will tell what we have done Every two weeks he mailed another package and another poem. Six miniature cats in a bag with cats imprinted on the cover: We're getting close to letting the cat out of the bag. A child's shoe in a corsage box with a $100 bill: We're doing everything to get our foot in the door and the $100 just proves how your profit has already soared. A pair of white crew socks: We're going to knock the socks off our competitors. A small black coffin filled with competitor's products: They were all good companies. Everybody liked them. And We aren't just going to knock the socks off our competitors, we're going to bury them. It was time to introduce OzzyAtt®. As soon as Scott received delivery confirmation from the coffin mailing, he sent a letter to the distributors introducing Bluegrass Buddy Corporation and OzzyAtt®, along with the new OzzyAtt® retail display filled with 12 individual containers. Scott's note included a chocolate cellular phone. Its label read, Now to find out how sweet a deal this is. It's your call now! In the first week the displays went out, Bluegrass
Buddy Corporation wrote orders for more than 15,000 OzzyAtt® containers. |
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