 | Our client had a new technology that had the potential to replace bar code. Our marketing analysis showed that the optimum initial target was airlines. The purchase decision would be made at the presidential level. But how could we get to these hard-to-reach top executives?
We did it with this fishing reel. One was waiting for each of them when they checked in at a trade conference. But instead of fishing line, each reel held a special custom message.
They went for the bait. Our client's rep got face-to-face meetings with five of the six presidents.
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