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Unique Direct-Mail Packages That Get Immediate Attention Sept. 4, 2000 (SmartPros) Have you tried sending out a letter with your bank brochure or promotional flyer, hoping to generate an influx in business -- and then been disappointed with the dismal results? Have you turned into a direct mail skeptic? Do you think most direct mail gets trashed? If you answered "yes" to any of these questions I would like to offer you a renewed sense of confidence that an effective direct-mail program can generate business leads for you. First, though, I have to come clean and tell you that a lot of direct mail does get tossed.
This happens for one of several possible reasons: because it was sent to the wrong target market, because it had a lousy offer or because it did not communicate the message in a creative or effective manner. These useless packages are not direct mail -- they are junk mail.
A Budget-Friendly Alternative
If marketing dollars are limited, direct mail could easily be a good solution to the quandary of how to reach the right target market with your message. Although the Internet is the hottest new source for marketing products and services, the direct mail business is still a multi-billion dollar industry -- and your competitors still use mail to generate leads. Your target market is limited to businesses with a certain demographic profile in a specific geographic area, so using direct mail makes perfect sense as a marketing strategy. Getting Noticed
Here are a few tips on how to stand out from the rest of the pack -- so that your package gets noticed and read immediately. When selecting the correct package format for your program, you need to answer three basic questions: 1) Will the package be opened? Obviously the answer should be "yes". If it is not, you are wasting marketing dollars.
2) Will it get past the gatekeeper? Sometimes regular business correspondence never gets past an office administrator. Use unique formats to prevent this problem.
3) What will the reader's reaction be when it is opened? The goal is to get the recipient interested in reading the entire package and then to respond to your offer. Do not consider any package format that will not leave the reader with a warm and fuzzy feeling. If the package is too confusing to understand, has too many involvement devices (i.e. the Publisher's Clearinghouse packages) or irritates the reader (i.e. a package filled with confetti), you risk turning the reader off right away.
A unique package format can be the best solution to getting the reader's immediate attention. Consider the pile of business-to-business mail you receive every day in your office. You will probably take notice of any unique package that sticks out amongst the typical #10 business envelopes or promotional self-mailers. Here are a few ideas that might just do the trick:
1) Make your package lumpy.
Stick something in the envelope to give it three-dimensional appeal. The packaging can include a bubble pack envelope, a box, mailing tube or even a regular envelope. The key is for the prospect to be "enticed" into finding out what is in the package. Make sure the item enclosed ties into the theme of your package. Here are a few examples of items that might be included in a business-to-business mail package.
All of these items are relatively inexpensive, but memorable. It is even better to consider sending an item that has your name and phone number printed on it. I developed a direct mail business-to-business lead generation program for a large financial institution, which included post-it notes imprinted with the institution's name and phone number. They got a double-digit response.
People remembered the package and were open to scheduling an appointment with a corporate banker. This "lumpy" package was a memorable way to introduce the bank... and open the door to new business.
Please note: when considering whether to send out a lumpy package -- especially one which includes a food item -- be sure to send out a "test package" to yourself before you do an entire mailing. This is to determine how your package gets processed through the postal system and in what shape it will arrive at the recipient's doorstep.
It is not advised to include potentially messy food items like chocolate, which might melt or open up in the mail and damage the rest of the contents of the package. Many years ago, my client included packets of mustard and relish in their direct mail package. This proved to be a very messy and embarrassing mistake.
2) Try a mailing format that is "a creative package in itself".
They include items in a can, items that make sound when you open them up, or items that have a self-concealed pen in them. Contact your local premium and advertising specialty company for more ideas. They typically have catalogs filled with fun, attention-getting formats. 3) Greeting cards always get immediate attention.
Imagine getting a colored envelope in the mail that is hand addressed and looks like a greeting card. It is a welcome relief from the standard business-to-business correspondence. Not only do greeting cards get opened -- but many people hold on to them. Greeting cards can be used as invitations, announcements, birthday cards, customer anniversary reminders and open house announcements. 4) Postcard mailings are fun, creative and do not need to be opened.
They offer a quick way to get your message across. Handwritten postcards are an especially easy and effective way to keep in contact with prospects and customers. They add a very personal touch and help strengthen business relationships. A postcard could have a photo of your bank printed on one side and your personal photo, address and phone number printed on the other side. When you use a photo in your direct mail, it serves as a personal link between you and the recipient.
There are many other factors that contribute to the success of a direct mail program. However, if you do not pass the first test of getting the reader's immediate attention, none of those factors will even be an issue. Make your next direct mail effort a profitable one with these creative, fun and attention-getting formats.
Send your comments, questions and article proposals to information@smartpros.com.
2000, Smartpros Ltd. All Rights Reserved.
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