Home topics small-business-resources sales-and-marketing Marketing Marketing Trevor gets mail Gemma Tognini June 1, 2010 My friend Nate introduced me to his friend Chris, who has a cat called Trevor. Trevor isn’t really Chris’ cat in the traditional sense. He’s more Chris’ cat in the “visits when hungry, bored or wants to lie in the sun on the deck” kind of way. Trevor also proved himself entirely useless when The Cantle (the name of the house where Chris lived) found itself at war with a family of crafty mice. I say crafty mice because they managed to outsmart Chris AND his engineer housemate Brendan, before finally being wiped out in a bloody wave of retribution. So, about Trevor. Trevor can’t catch mice, doesn’t do much other than loiter on a deck that doesn’t belong to him and generally hang around uninvited. So why then do you suppose that Trevor was recently the recipient of some mail? Yes, that’s right. Trevor got mail. A health insurance company sent a letter addressed to Trevor, who is a cat. And I have it on good authority that when the letter arrived, Trevor appeared out of the blue for said letter to be read to him. But I digress. The reason Trevor got mail is because for some reason, some companies still think that blind, blanket, random communication will yield meaningful results. I don’t share that view. Today’s client – at either a B to B or B to C level is more savvy, engaged,