Marketing isn't often thought of as a method for moving consumers to
act or buy a product, but that hasn't stopped Coca-Cola from putting it to
use in their social media strategy.
Contact Marketing, as I defined it in my book, How to Get a Meeting with Anyone,
is a fusion of marketing and selling designed to support connecting
with high-value prospects. It is mostly associated with
business-to-business, account-based selling, because it can make a
tremendous difference in how effectively the sales force breaks through
to their most important prospects.
typical Contact Marketing campaign might employ some form of
correspondence with an unusually high production value, or a gift that
moves the recipient to respond. Coca-Cola's campaign used both to
impress a tightly-targeted group of high-value influencers in the
electronic gamer community, with spectacular results. Each social media
influencer on their list received an impressive, hand-painted wooden
box bearing the logo of their favorite game, with a treasure trove of
game-related swag inside, including coke-branded game controllers, game
copies and a personalized bottle of Coca-Cola.
campaign resulted in millions of earned positive media impressions, but
more importantly, it gave the brand a presence among an audience they
have trouble reaching through traditional media, along with something
money can't buy—the endorsements of hundreds of thought leaders in the
more on the story, listen to my interview below with Wes Finley, Global
Operations Lead for Coca-Cola on Contact Marketing Radio.
About the Author: Stu Heinecke is the author of the new #1 best-selling book, How To Get A Meeting with Anyone and a Wall Street Journal cartoonist. He is also co-creator of the NASP's 30-day behavioral program, "The Power of Contact Marketing," host of Contact Marketing Radio and founder of "Contact," a Contact Marketing agency devoted to helping enterprise sales teams break through to named accounts with greater efficiency.
About Contact Marketing Radio:
Every week, host Stu Heinecke explores methods people use to break
through to important prospects to produce critical breakthroughs in
their businesses. Carrier pigeons, swords, cartoons, events,
personalized videos, stolen bases and response rates as high as
100%—they're all part of the story of Contact Marketing.