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SCORR Marketing Advice: Dimensional Direct Mail
When your message absolutely, positively has to get through
By Cinda Orr
Getting through the clutter to reach the right prospect with your marketing message is
harder than ever – especially if you’re targeting C-level executives and top management.
When the campaign demands that you get your message through to specific, decision-making prospects, the only thing better than direct mail is three-dimensional direct mail.
It almost always gets by the gatekeepers in the mail room, and if it’s properly presented,
even the people making a gazillion dollars a year can’t resist opening a package to find
out what’s inside.
One recent industry example involved Adobe’s Omniture Business Unit, who sent out long, narrow packages containing marshmallows, graham crackers and chocolate bars – the ingredients for that favorite summertime treat, S’mores. The ingredients represented different parts of the company’s suite of digital business products, and the accompanying materials pointed out that while they were good individually, they could be fantastic together. Results
of the mailing include a 12.7 percent response rate and a 300 percent ROI.
While 3D mail can be especially effective as part of a strategic marketing campaign — especially if it’s kept as relevant as Adobe’s — there are a few things you need to
keep in mind.
Dimensional mail costs more to design, print, package and ship than any flat piece of mail would. If you’re making a big investment, make sure you’ve got a big idea behind it – one that will catch attention, make a memorable impression and result in a specific action.
- If there was ever a time to take extra steps to make sure you’re reaching the correct decision maker(s) in each company, it’s before you send out a high cost-per-unit mailing. Triple check your list.
- To improve readership, pre-mail a teaser postcard and then personalize, personalize, personalize. Make them feel like you really understand them and their problems.
- Keep your packaging “green.” Excess packaging can really make a negative impression on some prospects. Be as creative in ways to protect the contents as you are with the presentation of the message.
- Make the call-to-action easy and obvious. One interesting way is to create highly-personalized micro-websites that make specific, tailored offers to customers who respond.
Nothing stands out more in the pile of daily mail than a tube, box or package. When
your message absolutely, positively has to get through, three-dimensional direct mail
can do the job.
About SCORR Marketing
SCORR collaborates with energetic companies to develop “next-phase growth strategies” and a disciplined approach to marketing plans that ensure solid incremental growth year after year, creating tangible results. SCORR’s team includes dedicated talent with worldwide experience in market development, public relations and communications, customer retention and development, corporate identity/branding, broadcast and print advertising, and interactive/Web design and development, as well as tradeshow/event planning and promotion. Connect with SCORR Marketing on Facebook, LinkedIn and Twitter, or call us at 308.237.5567.