Keywords are the language of search and the attracting force that makes it work. So, our big idea was a direct mail package featuring a sheet of detachable, magnetic, keywords. Print-on-demand technology enabled us to put the prospect’s name, company and location on colorful magnets, along with provocative, fun words, search marketing terms and our offer. This personalization made the mailing relevant and viral around the office as clever messages appeared on metal surfaces.All other campaign tactics — a letter, a brochure, follow-up emails and postcards, and a landing page — continued the theme of colorful keywords with full-color personalization.