Q:
We're having a hard time getting our message through to
decision-makers in select companies. We send direct mail, but it
doesn't seem to reach the right people and our response rates
are fairly low. What do you suggest?
A: If
you want to make sure your next mailing gets opened, put it in a
box. All kinds of dimensional mailers--boxes, tubes and just about
anything that isn't flat--grab the attention of recipients and
are virtually always opened. Think about how much fun it was to
open presents at holiday time, and it's easy to understand why
boxed mailings to business-to-business prospects are so
successful.
Dimensional mailers are great at getting your message past
screeners, such as receptionists and assistants, and are rarely
discarded as junk mail. When cleverly executed, they capture and
keep the attention of your prospect for longer than other
"flat" mail. They can help you stand out from your
competition. And with some marketers reporting response rates of 25
to 50 percent or even higher from dimensional mail, it's hard
to argue with success.
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Probably the biggest challenge is deciding what to put inside
your box. You can use a promotional product or create a package
that makes noise, plays music, flashes lights when opened, has
moving parts or simply makes your point in a fun, creative way.
Software maker Aprimo Inc. sent a boxed mailing to business
prospects that included a wooden train with tracks accompanied by
literature headlined, "Wondering how to keep your organization
on the right track?" The trains carried stick-on labels with
the Aprimo name and were attractive enough to be displayed on an
executive's desk. This helped ensure recipients would be
receptive to a follow-up call from the company.
The only drawback to dimensional mail is its per unit cost,
particularly if you have the pieces custom fabricated. But if you
have a small target group of top prospects that represent
significant sales potential, the high per unit cost is largely
irrelevant. The key is to reserve your dimensional mailings for
well-qualified lists. If you rent your list instead of developing
it in-house, you may need to make multiple calls to each business
to make sure you've pinpointed the correct recipients for your
mailing. At Aprimo, staffers make as many as 10 calls to a targeted
business before a dimensional mailer goes out.
Dimensional Mail Tips
To make your own dimensional mail campaign a success:
- Keep the tone and content of your mailing consistent with your
company or brand image. And be sure to use your company colors and
slogan or positioning statement as well as your name and logo in
the package.
- Make your mailing part of a cohesive campaign. While your
promotional hook should be tied to a specific theme or offer, the
mailing should also relate to your larger marketing message.
- Clearly label your dimensional mailer. Heightened security
precautions, particularly in large companies, may cause a poorly
labeled or "mysterious-looking" package to be set aside
or discarded.
- Follow up by phone one to three business days after your mailer
has been received.
- Include a call to action that has recipients do something, such
as visit your Web site for an additional gift or extra bonus.
You can hire an advertising agency, independent freelance
creative talent or create your own dimensional mailers by working
directly with a packaging company, such as All Packaging Company
Inc. in Kansas City, Missouri. To find the right promotional
product to include in your dimensional mailer, visit the site of
Promotional Products Association International, where
you'll find a searchable database of advertising specialty
companies.
Kim T. Gordon is an author, marketing coach and media
spokesperson-and one of the country's foremost experts on
entrepreneurial success. Her newest book, Bringing Home The Business, identifies the
30 "truths" that can make the difference between success
and failure in a homebased business. Kim offers one-on-one coaching
by telephone to motivated individuals, providing practical
marketing advice and budget-conscious strategies unique to your
business. To receive free how-to articles and advice, get
information on coaching and appearances, read a book excerpt, or
contact Kim, visit http://www.smallbusinessnow.com,
a huge site devoted exclusively to marketing your small
business.
The opinions expressed in this column are those
of the author, not of Entrepreneur.com. All answers are intended to
be general in nature, without regard to specific geographical areas
or circumstances, and should only be relied upon after consulting
an appropriate expert, such as an attorney or
accountant.