Below, you'll find extensive information on
home business to help you on your way
to success.
Dimensional Mailers In Direct Mail Marketing Must IntrigueTip! Plan properly: The best direct marketing campaigns work along with PR, traditional advertising, brand strategy and efforts by your sales force. Ultimately, each piece is part of a larger total company campaign and should work together. The number-one advantage of dimensional mailers is that they get noticed. Amidst the #10 envelopes, postcards and other traditional mail that your prospects receive daily, boxes, cylinders and lumpy oversize envelopes stand out. The number-two advantage of dimensional mailers is that they get opened. Usually. Most of us, when we receive a box in the mail, addressed to us, from someone we don't know, simply have to find out what is inside. But you cannot depend entirely on the odd shape or size of your dimensional mailer to do all your work for you. You must still tease your prospect into opening the box. One organization that knows how to use lumpy mail to good effect is the city of Memphis, Tennessee. A while back, the nice folks down at the Memphis Convention and Visitors Bureau realized that they needed to attract more meetings and conventions to the city. So they sent a promotional mailer to meeting and convention planners across the United States.
The mailer consisted of a small box wrapped in wrinkled brown paper. Handwritten on the top of the box was this message: "We found your wallet in Memphis." Inside was a wallet, and this message: "Next time, why not come with it?" The wallet contained faux credit cards for accommodations and dining, with Memphis hotels and restaurants listed on the back of each card. Along with the wallet was a sales letter explaining why Memphis was the most cost-effective place to host the prospect's next meeting or convention. You'll agree that this mailer works for a number of reasons. The packaging, complete with wrinkled paper, is unique. The teaser copy on the box is irresistible. And the message inside, along with the wallet, is light-hearted and sure to put a smile on a prospect's face. Tip! Follow up: If you don't follow up, the results of your direct marketing efforts could crash to a halt. Initiate a conversation with people on your list. The box alone was probably not enough to tease a prospect into opening it. It might have been mistaken for a home-made bomb. But the line about having found the prospect's wallet in Memphis was inspired, and sure to make the recipient reach for the scissors and cut open the package. As you can see, your goal with dimensional mail is three-fold. You must get noticed. You must get opened. And you must get read. Naturally, you also want your prospects to respond. But if you've managed to get them to open your package and start reading your sales pitch, your toughest challenge is behind you. © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message). ----
About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com. Tip! Be conscious of details: Find the name of your primary contacts, and make sure you spell them right in the items you send to them. Even the best direct marketing piece is useless in the trash. 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
We strive to provide only quality articles.
So if there
is a specific topic related to home-based business that you
would like us to cover, please contact us at any time.
And again, thank you to those contributing daily
to our
home business website.
|
