What do you do when you know who your target market is, but it is difficult, if not impossible, to reach? Further, what do you do when what you have to offer is not on your target market's radar screen?

Last year, we worked with a large business intelligence software company that wanted to reach CEOs and senior executives in companies with revenues exceeding $500 million. It had a new product in an undefined category that was not well known by targeted manufacturing companies. Initially, without established customers, there was no documented record to illustrate how the product would benefit new customers. Traditional marketing (advertising, PR, trade shows, direct mail, the Internet) wasn't enough to get the attention of fully engaged executives.

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