When it comes to Business to Business marketing one of the key necessities is to stand out and get past the gate keepers. Reaching qualified prospects with impact is crucial. Creating a positive emotion when presenting your marketing is also very important when you want your clients and customers to remember you. Using direct marketing and now known as dimensional mail, is now offering new and creative ways to break through the media clutter.
According to the Direct Marketing Association’s Response Rate Report – You can compare any direct response medium flat direct mail with dimensional, 3D tactile mailings and see that measured responses can pull 200-300% better than flat, envelope pieces. In fact in the Direct Marketing Association’s Response Rate Report states last year, dimensional mail averaged the highest overall response rate, at 5.49 percent, of any direct response medium, according to the Direct Marketing Association’s Response Rate Report, with campaigns for some businesses yielding astronomical response rates of close to 16 percent. (The average response rate for other direct mail ast year was just 2.73 percent.)
The key to understanding dimensional mail is for one thing is that it’s not flat, and it typically arrives in a 3D Cube box or a cylindrical tube. Consumer marketers selling packaged goods, for instance, have traditionally used boxed mailings to send product samples to hundreds of thousands of consumer prospects at one time. Unfortunately, only extremely deep-pocketed companies can employ this form of sampling to reach wide consumer audiences. The good news is, when used to target business-to-business prospects; dimensional mail campaigns can be dramatically effective in producing results from small, well-qualified, prospects.
Now B2B marketers can create custom small run dimensional mailings. Not all dimensional programs are the same, and they certainly do not offer the same results. Depending on creative, and whether or not the campaing is long term or short lived. But most importantly, one objective is clear. Engage your prospect with information that is delivered in a fun and playful medium.
Here are some ideas for creating a 3D dimensional marketing campaign:
1. Pre-qualify your list. Because mail that arrives in a box can be hard to resist, dimensional mailings are rarely discarded or opened by screeners, making them a great way to get your sales materials seen–and noticed–by your prospects. And although dimensional mail has a higher per-unit cost than simple flat mail, the cost for your overall campaign can be kept within modest bounds by mailing hand-delivering your boxes. It’s therefore critical to get your mailings in the right hands. Create a 3D item that creates multiple impressions, engages the audience and tells a story.
Begin by reviewing your company’s database and selecting your top B2B prospects. Do everything you can to clean and pre-qualify your prospects list, including making multiple phone calls to each business on the list until you’re satisfied you’ve found exactly the right decision-makers.
2. Create a memorable campaign. In order to open doors or move prospects further along in the sales cycle, your dimensional mail pieces have to be clever and demonstrate how you’ll meet your prospects’ needs. So tie your campaign in with your company’s overall marketing and advertising campaign.
What should you put in your box? It all depends on the message you want to convey. Just be sure the object is something your prospects will want to keep, and even display, for a while. Avoid overdone advertising specialty items, such as imprinted mugs, and go for something unique. For example, a Washington-area speechwriter once sent a “relaxation kit” to targeted decision-makers at major PR firms. His box included an aromatherapy candle and a neck pillow with his logo on it, along with clever, illustrated instructions on how to use the kit for maximum relief–and the message imparted was that hiring him would relieve the stress of too much work. So take some time to think about just what objects would work with your primary message–and what objects your clients would find unique or useful.
3. Make follow-up a top priority. In most cases, the primary purpose of dimensional mail is to capture the attention of prospects and open the lines of communication. That makes immediate follow-up within one to three business days essential. If your dimensional mail is successful, it’ll warm up your prospects and make them more receptive to your phone call. Of course, with the high response rate of dimensional mail, if your campaign is truly effective, prospects will soon be contacting you.
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