It isn’t easy to find a suitable mailing list when your territory is the state of Montana. But the one Sage Advertising president Henkel hit upon for his client, the Montana Chevy Dealers, was so perfect, agency and client ended up getting national exposure as well. Sage put in the winning bid to handle the mailing of the financially strapped state’s Department of Motor Vehicles’ renewal notices in exchange for a chance to slip a dealer group insert into the envelope. So far, the Chevy Dealers are happy, the state has saved money and the small, Helena agency’s getting all kinds of press on the newswires, and even broadcasts on ABC and CNN. A call from The Wall Street Journal’s Detroit Bureau has Henkel expecting still more ink on the agency, but the most sincere flattery may come from the state of New Hampshire, whose officials are considering copying Montana’s program.
Copyright Adweek L.P. (1993)