When Datastream Systems needed referrals from industrial maintenance customer base, there was nothing like a hot cup of coffee to get things going.

Gibbons | Peck:

• Created a dimensional direct mail campaign using the concept that maintenance managers depend on coffee to keep them alert (and warm), and have come to see coffee as a source of comfort in their stressful and largely thankless jobs.
• Fostered the perception among maintenance managers that in a world of “people like us” and “people like them,” coffee is seen as a symbolic part of bonding – a friend who is on your side.

Results: The loyalty generated by this program helped Datastream retain a large percentage of clients and expand its consulting business. It enjoyed 20 consecutive record quarters and grew by nearly 70 percent annually for more than five years.