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Last updated: Thursday, June 7, 2007

How to get past gatekeepers

A marketing idea that got past all the gatekeepers to the CEO of 30 fortune 500 companies

The reality is that you letters may be addressed to “The CEO” or “The finance director” but the chances are that it wont reach the target, even if you name them by name.

The mailing will be ambushed, and binned by a gatekeeper.

Want to know a marketing idea that got past the gatekeepers of 30 fortune 500 companies - ALL of those targetted!?

Getting past the gatekeepers - stage 1

The marketing Idea all begins with a fedex parcel.

And a fax.

And the fax says:
“Dear xxxxx
Your fedex parcel will be arriving on thursday.
Please have your staff look out for it.
Signed Bill”

No company name. No name. No contact details.

So when the parcel turns up marked private, the gatekeepers need
to allow for the fact that it could be from a personal friend, acquaintance.

So that gets the parcel to the CEO

Getting past the gatekeepers - stage 2

So the marketing idea succeeded and now you have the attention of the CEO.

So what do you put in the parcel?

It is the first step of a 2 stage mailing: to find out more you need the DVD!

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