Dimensional Mailers In Direct Mail Marketing Must Intrigue.
by Alan Sharpe
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.
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
business-to-business direct mail copywriter and lead generation specialist who
helps business owners and marketing managers attract new clients using direct
mail marketing. Sign up for free weekly tips like this at
http://www.sharpecopy.com/newsletter.
Source
of article:
www.goarticles.com
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