📍 The Story (Quick Summary)

Antimetal is a tech startup that, instead of relying solely on typical digital outreach, invested $15,000 in sending over 1,000 branded pizzas to targeted potential customers — CEOs, startup founders, and influencers in tech hubs like San Francisco and New York. Within a few days, that campaign helped generate over $1 million in revenue — exceeding a 66× return on marketing spend.

A few important outcomes from the campaign:

• About 75 companies that received pizza became paying customers.
• Social buzz dominated tech feeds, driving organic attention and engagement.
• Their booking system was overwhelmed due to surge in demo bookings.

This highlights that creative, unexpected outreach can outperform generic digital campaigns — especially when attention and memorability are at a premium.

🎯 Core Lessons for Chiropractors (B2B Adaptation)

Chiropractic practices don’t sell software or pizza — but the principles behind this campaign are highly applicable.

✅ 1. Pattern Interrupt Beats “More Emails”

Insight: Antimetal’s cold outreach (emails/ads) was being ignored — but a pizza delivery didn’t allow people to ignore them.

Chiropractic Playbook

• If your emails/messages aren’t getting replies, consider something physical and memorable:

• Send a well-branded office care kit (e.g., posture tool, branded stress ball, ergonomic guide) to a clinic executive.

• Send a healthy lunch or snack to offices you want to partner with (gyms, PTs, med practices) with a note introducing your services.

• Add a specific reason tied to their business (e.g., “Better posture for your team = less time lost to back pain”).

✅ 2. Provide Value Before You Ask

Insight: The pizza wasn’t just a gimmick — it was value first before any sales message.

Chiropractic Playbook

• Instead of “cold sell,” start with something that benefits them immediately:

• Offer a free workplace posture assessment for their staff.

• Share a custom video message explaining a specific problem they face (e.g., repetitive strain for office workers).

• Attach a unique demo or free trial of a service (e.g., corporate wellness day).

Goal: leave them thinking, “Why would they give me this without asking for something first?”

✅ 3. Make It Personalized

Antimetal didn’t just send pizza — they targeted specific people likely to benefit.

Chiropractic Playbook

• Tailor each outreach to the recipient:

• Instead of “Dear business owner,” use their name and a specific pain point you know they have (from Linkedin, industry news, etc.).

• Example: “Hey Dr. Smith, noticed your clinic specializes in athletes — here’s a free guide on speeding up recovery post-competition.”

Personalization shows effort and relevance — and drives much higher response rates.

✅ 4. Create Something Shareable

Antimetal’s branded pizza boxes were made to be posted online, creating free social proof.

Chiropractic Playbook

• Deliver something that looks great online:

• Branded wellness kits.

• Custom illustrated posture posters for office walls.

• Fun “Healthy Office Challenge” cards for desk workers.

• Encourage recipients to share with their audience or staff — increasing visibility and social proof.

✅ 5. Founders and People > Logo-Only Outreach

Antimetal’s founder led the communication — not just the corporate account.

Chiropractic Playbook

• Outreach from a named person gets higher engagement:

• “Hi, I’m Dr. X — here’s a short video just for you.”

• Use voice notes, handwritten cards, or personalized video messages.

Human connection matters.

🧠 B2B Cold Outreach Framework for Chiropractors

Here’s a structured playbook you can apply this week:

🧩 Step 1 — Define Target Accounts

Pick specific businesses or decision-makers you want to reach (e.g., HR directors, clinic partners, local gyms).

🎁 Step 2 — Select Your Offering

Choose a tangible outreach item that:

• Has real utility (not just swag).
• Can be branded or message-oriented. Examples:
• Healthy lunch delivery with ergonomic tips.
• Workplace posture kit.
• Staff wellness day vouchers.

💌 Step 3 — Prepare Personalized Outreach

For each target:

• A custom note (email plus physical).
• A short video link or voice note.
• Call out a specific benefit for their team.

📣 Step 4 — Amplify via Social

Encourage sharing:

• Include a branded hashtag.
• Add a gentle CTA to post about the gift.

This generates social proof and broader visibility.

📈 Step 5 — Track Responses & Follow-Up

A typical delivery should be followed by:

• A warm follow-up email 2–3 days later.
• A call a few days after that.
• A specific offer (discount, free consult, workshop date).

Final Notes

👉 Creativity beats shouting louder. Traditions like cold email sequences are often ignored because everyone uses them. Something memorable — a physical surprise or tailored value — cuts through the noise.

👉 But always connect your creative outreach back to a clear business benefit (e.g., healthier workforce, enhanced productivity, referral partnerships, more patient referrals).