CES International

CES International, a software developer for electrical utilities, has long enjoyed positive coverage from the utility trade media.

Yet until the summer of 2000, not one major technology publication had ever mentioned CES or its products. As a small, private company in a niche market, CES was finding it nearly impossible to grab the spotlight.

To break through the clutter, Hayslett Group assembled a themed direct-mail piece designed to build interest in CES' flagship product - a software suite that helps utilities fix power outages caused by vicious storms.

The direct-mail piece capitalized on the popularity of the blockbuster film "The Perfect Storm." The box cover featured storm artwork and a prominent question: "What's the perfect solution to the Perfect Storm?" The inside cover answered: "Centricity" — the brand name of the CES software product. The contents included a copy of "The Perfect Storm" book and information about CES and its products.

The storm-themed mailer struck a chord with editors and analysts alike, landing CES a prominent mention in InformationWeek magazine and recognition in a top research firm's online newsletter. For CES, the InformationWeek hit was a break-through accomplishment that paved the way for future success.

By reaching an audience of 440,000 InformationWeek subscribers - a media equivalency of $49,038 — the article alone yielded a 10-fold return on investment. The intangible benefits are far greater, and continue to pay dividends to this day.