The biggest problem we marketers face today is not finding the time and money to generate our messages – as difficult as that may be — but rather how to get them noticed in the avalanche of messaging that leaves our customers numb.We are an over-communicated society. There is so much information coming at us from all directions – snail mail, email, Web, blogs, broadcast, print, lectures, cell, etc. – that we just can’t pay attention to all of it. It’s system overload!
Get Noticed with Great PR
The way to break through the noise is to do something unexpected. One way to surprise prospective customers is to send them “Lumpy, Bumpy Mail.” Lumpy, Bumpy Mail is anything that has greater volume, dimensions, weight, texture or bumps than expected, or even something that makes noise when shaken. Lumpy, Bumpy Mail does not wind up in “file 13” the way that “junk” mail does.
Effective Marketing Campaigns
In one of my campaigns, I Fed-Exed helium-filled Mylar balloons in large boxes to prospects. Promotional messages were stapled to the balloon strings, which became visible as the balloons drifted out of the boxes. When I made follow-up calls, every person I “ballooned” not only took my call, but laughed about my off-beat introduction. No cold calls there! My prospects were eager to find out who the kook was that sent them that “Lumpy, Bumpy Mail.”
Another time I sent toy shipping boxes that had a sound chip (such as those found in a “talking” greeting card) and vibration device inside. When activated, the box shook violently and a little voice said, “Excuse me, excuse me, could somebody let me out of here?” The tag line? Call us for “out-of-the-box” solutions. See how much fun this can be?
Using Specialty Advertising and Logo Items
If you have the budget, specialty advertising companies can provide custom-ordered items with your logo to help you with your Lumpy, Bumpy Mail Campaign. But what if you only need a few items, and it isn’t economical to order just a few pieces? Then head to the toy store or even the dollar store and get inspired. You can put together compelling campaigns with minimal costs.
Direct Mail Marketing Tips
Here are some tips:
- Send your Lumpy, Bumpy Mail in a large padded envelope or box.
- Use an overnight mail service, or at least first-class mail. Bulk-rate mail indicates “junk.”
- Put stickers on the outside to indicate that there’s something special inside or as a teaser to build suspense.
- A series of mailers is much more effective. Try mailing monthly to key prospects.
- Follow up with phone calls. While your prospects may respond without prompting, nothing substitutes for the personal contact.