Explosive Focus For TNTOur Work — By Lois Geller
TNT is a lot smaller than their FedEx and UPS competitors so the company stresses its international shipping expertise. Their marketers asked us to help them find some new customers.
We sniffed around a few shipping rooms and discovered that people who worked there had a lot of discretion in choosing an international shipper. Basically the office boy was the key decision maker!
So we wrote to the office boy in language that resonated with him. We started with a simple character looking for Europe, which he pronounced Yurp.
We offered a wall map of the world just for talking to a TNT rep along with a lot of the benefits of using a specialist shipper who didn’t charge an arm and a leg. We also promised to make things easier.
The approach was such a hit that we adapted it to several other mailers and kept growing it â€¦ and we kept growing our clien’s business.