Increasing awareness of brand and specialized products. Increasing pipeline conversion.

SparkCognition faced challenges in sales and adoption of their novel predictive analytic AI-powered technology for HD/Industrial Energy applications. The education curve and negative bias towards the technology made it difficult to set meetings and convert leads.

Creative mailer campaign

The first step was clearly defining our target audience, which were decision makers in oil, gas, and hydro power utilities. We focused on understanding the challenges and motivations of those buyers. 

We developed a comic book inspired by the leadership of our target audience. We called it The Adventures of Maxx Powers, in which we told the story of utility heroes saving their power plants from “Dr Downtime”, a real problem to our potential buyers. Along with the comic book, we created a desktop hero figurine in the likeliness of each of our potential buyers (we pulled photos from LinkedIn and company websites). 

We mailed out the comic books and figurines to those potential buyers

We came up with this plan, because we know while people will throw away marketing promotions - even promotions as nice as Kindle’s - people don’t discard pictures or images of themselves.

Reached nearly 100% open rate on mailer campaign, and over 70% conversion to initial sales meeting with every account on the campaign list.