media mail requirements
media mail requirements
Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales – Part II
Every direct marketer has faced the challenge of getting past all the gatekeepers, and grabbing the attention of top executives, each of whom receives over 8,000 messages daily.
Based on our research, the best approach seems to be the following: a series of small hits designed to introduce brand and build recognition, and then an intriguing package, large enough to stand out, unusual enough to get opened, and relevant enough to trigger action. A tall order, but not impossible, with the right research and the right concept.
Dimensional mail seems to be the most effective door opener for senior managers and executives, but it must be relevant and come from a known or at least recognized source. A reasonable question might be “How is that accomplished?”
It is a multi-step process, starting with intelligently planned market research, applying that data to credible, functional list selection. Working closely with your list broker or other source, even your house list, review the lists and make finer and finer slices, reducing the number of recipients to those you have the most data in common with – only the “A” list names, with fully deliverable street addresses end up on the final list. Append that list with as much data as you can afford, and model for commonalities.
You should now have a solid list that shows several transactional or behavioral traits in common. Those common traits are the key to relevance in your dimensional package. Base the creative concept around those common traits, which show personal and professional interest, and you will strike a chord that resonates with a majority of your list, boosting open rates, building trust with the audience and enhancing response rates and sales.
The lead-up materials should be given just as careful consideration as the “Big Guns” at the end. For them to be effective in imprinting the brand and imparting recognition, they too have to resonate with the recipient. They are what creates trust with the audience, what starts the relationship off on the right foot, sets the tone and builds a platform that allows the final piece to gain traction and have impact on the recipient enough to trigger action. These smaller pieces can be as simple as a postcard, or more elaborate depending on the product or service and what kind of story you need to tell. They should be as perfect as you can make them, and reflect the qualities your brand represents.
If you’re selling high-end software, hardware, or services, quality is a hallmark of many indefinable characteristics about your brand. These characteristics show in the quality of paper, of photography or illustration, even good typography and design play a role here, in showing the prospect that you are a legitimate firm, offering a legitimate product or service that is worth their precious time to investigate further, that speaks their language.
These lead-up pieces should be clear in the offer, but leave much to the imagination as to specifics, and drive recipients to another media for more information, like a website or an 800 number. These are more accountable media, and your responses are likely to be more investigative than purchase oriented anyway based on a postcard or letter from an unknown source. You may as well send them to a place where they can get answers quickly while giving up what amounts to little personal information, in their minds anyway – you really can learn quite a bit just studying lag times and media choice, but that’s another article).
If you’ve driven sufficient response and made some sales off the lead-up materials, be sure to purge your master list of them quickly – sending someone a solicitation after they’ve responded to something prior is a huge red flag that you don’t have your act together and don’t really know the audience. It breaks the trust and you’ll likely lose them as a repeat customer.
OK, by now you’ve created several small but relevant pieces, gotten at least some response by which to judge your list and your offer, now it’s time to bring out the “Big Guns” and put together the closer, the piece that will drive the recipient to action, whether it’s an appointment from a follow-up call, a call to your sales office, or even a referral to a colleague. Where to start?
Start with the big picture thinking – what are these folks’ lives like everyday – full of meetings, or full of phone calls, or laced with e-mail and drudgery-like paperwork at their desks. What are they trying to accomplish every day? Are they getting anywhere or just grinding it out? That information is where your research really shines, as it will give you clues to the type of personalities and job responsibilities each has by their title, location in the organization, type of business or industry, and their transactional habits that lead you to include them on the list in the first place.
Your package concept should promise to solve a problem for them that you are fairly sure they have, or at least can identify with easily. It should be intriguing enough to get them to open it, trusting in the brand awareness you’ve built up over the last several weeks/months to know that it is worth their time to find out what’s inside, and to know that they won’t be disappointed when they do.
This is a good time to not only flesh out the concept for the package, but also any incentives, promotional items or other inclusions to the package, some of which will likely require some lead time to produce. One angle is to select a two-part inclusion, and include the least functional part first, promising the “real” item when they agree to a meeting or as an incentive to a sale. These items should be carefully selected for not only their quality, but for their functionality on a daily basis and how they relate to the daily endeavors of the target audience.
The most important trait that this big package has is its ability to inspire trust while evoking mystery – “Why are they sending this to me, what is it, I hope it’s something I can use?” is the stream of thoughts you want to produce upon it landing on their desk. If you achieve that, an open is almost guaranteed. And as we’ve seen in our study, an open is at least halfway to a win. The other half rests on your research, your offer, and your reputation.
At the end of the day, these multi-step programs garner tremendous response rates, but are most effective when performed on a small scale, to a tightly selected niche target with a high-dollar offer or service. They require strong research and planning skills, and nearly flawless execution. If done correctly, they can pay off huge dividends, even showing greater retention and higher response rates for up-sell offers, cross-selling and longer lifetime value of customers generated through their use. Our research shows that customers gained using this program can add 46% to their overall lifetime value, either through length of time as a customer or in total dollars of purchased goods. The key is to use research data to drive relevance and to generate trust over the longer term for the brand.
About the Author
David Poulos, Chief Consultant at Granite Partners has been offering marketing guidance to firms for over 25 years. Specialties include non-profit marketing and full-scale strategic marketing campaigns. He can be reached at http://www.granite-part.com, or 410-472-4570.
UCI- University of California Irvine?
I currently attend a community college in southern California. I have a good number of questions regarding requirements and what not for having my application considered by the university. It would be too much to stick them on here so i was wondering if anyone could help me with my questions via e-mail? To clear a little more up, im in my 2nd year at the JC. I want to be a veterinarian so my classes revolve around the Biological Sciences. Some of my question revolve around, possibly attending the university as a Film and Media major (Humanities) while continuing my pre-vet requirements. I have spoken to counselors at 2 different JC’s and im getting mixed answers from them. I haven’t had a chance to speak with a UCI representative so im hoping someone on here can help. Thanks.
If you plan on selecting Bio Sci as your major, just know that subject is the most popular and competitive at UCI.
Typically community colleges grade on a straight scale. As you are probably aware, courses are graded on a curve at UCI- meaning the worse your peers do compare to your score, the better your grade is. This causes some real cut throat competition. I’ve seen some students in chem class sabotage other people’s lab experiment when they were not looking, in order to get better grades. Pretty crazy.
Anyways, just make sure this is the field you want to get into before declaring the major. Once you have made up your mind, be 100% committed.
Good luck
TransMedia Link – Royal Mail
|
|
iHome iP43LVC Dual Alarm Clock Radio for your iPod/iPhone with Pillow Shaker (Blue) $75.95 Sla 12v 18ahupg 85977/d5745 sealed lead acid batteries (12v; 18 ah; ub12180). Specs: used in ups backup systems, spotlights, flashlights, exit lighting & other equipment; 12v; 18 ah; ub12180. Refurb: n. Returnable: y. Warranty: one year……. |
|
|
Dual Alrm Clck Rad Iphone/ipod Purple Charge Play Or Wake $91.77 iHome IP43UV Desktop Clock Radio IP43UV Clocks… |
|
|
Alex Super Baking set – 18 Piece Metal and Plastic Set $16.99 Measure, mix, prep, and bake some imaginary treats| This 18-piece set features a loaf pan, bear pan, heart pan, mixing bowl, rolling pin, whisk, measuring spoons and cup, pastry wheel, 2 star cookie cutters, 2 heart cookie cutter, and an oven mitt. Bon Appetit|… |
|
|
Omaha Steaks Prime Rib Roasts Prime Rib Roasts… |
|
|
KIKE CALVO photo illustrations FREAKLANCES Collection – Freaklance Fausto with bike graphic tablet and keyword – Coffee Gift Baskets – Coffee Gift Basket $44.99 Freaklance Fausto with bike graphic tablet and keyword Coffee Gift Basket is measuring 9x9x4. Contains 15oz mug, BONUS free set of 4 coasters, biscotti and 5 blends of gourmet coffee. French Vanilla, Kenya AA, Decaf Colombian Supremo, Chocolate and Italian Roast Espresso elegantly presented in our signature black planet coffee gift box. A very nice and thoughtful gift for any occasion…. |
|
|
Betty Lous Organic Harmony Hippy Happy Apple Bar Case Pack 24 – 683021 $116.33 1.75 oz bar. Vegan. USDA organic. Ingredients: organic apple cinnamon granola [organic oats, organic maple syrup, organic oat flour, organic crisped rice (organic brown rice, malt syrup - GF, sea salt), organic brown rice syrup, organic walnuts, organic sunflower seeds, organic expeller pressed high oleic sunflower oil, organic unsulfured dried apples, organic cinnamon, organic vanilla, sea salt],… |
|
|
Tiger Balm Analgesic Tiger Muscle Rub … |
|
|
Gecko Nasal Pad – Large, 4.12 Long $24.80 The Gecko Nasal Pad (formerly the Sleep Comfort Care Pad by Sequal) is intended for patients with Obstructive Sleep Apnea (OSA) who experience pain and discomfort on or around the bridge of their nose associated with using nasal or full face masks. The pad acts as a cushion between the patient’s face and mask, and is simply placed across the bridge of the nose under the mask. The protective polyme… |
|
|
Ableware 769450000 Raptor Reacher $13.99 Raptor Reacher Maximum value at a moderate price The Raptor Reacher is a low cost, durable, lightweight, all plastic reacher with a contemporary design unlike other reachers. The jaw opens a full 2 1/2″ (6.3 cm) and provides a tight grip on even the smallest items such as coins or bulky items like newspapers, clothing and cans. A hook-like extension on the front can be used as a dressing aid. The … |
|
|
Passion of the Christ: Songs (Original Songs Inspired by the Film) $7.00 … |
|
|
Egyptian Hieroglyphs Made Easy $26.50 Learning and understanding of the ancient Egyptian hieroglyphic language. The hieroglyphic script was the longest lived and earliest form of the Egyptian language. Its use was limited primarily to religious and monumental inscriptions, whereas a more cursive script called hieratic was preferred for administrative and epistolary purposes. Hieroglyphic Egyptian employs pictures of objects, each with… |
|
|
Promised Land [CD-ROM] Queensryche’s follow-up to the double-platinum Empire is something of an acquired taste, but it’s well worth the effort. There’s considerable variety here; the heavy progressive-rock of “I Am I” and the ballad “Bridge” were hit singles, but there’s also the funk-inflected “Disconnected”, the edgy, spooky “Lady Jane”, and the piano-and-vocals “Someone Else?”. The title track is probably the stronge… |
|
|
Swirly Tree 3 – Vinyl Wall Decals Murals Stickers Art Graphic – 45H x56W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are… |
|
|
Modern Floral Bird – Vinyl Wall Decals Murals Stickers Art Graphic – 46H x29W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are… |
|
|
Yoga Girl – Vinyl Wall Decals Murals Stickers Art Graphic – 25H x 35W – by üBer Decals Better than wallpaper, wall stickers are a perfect way to decorate your room and express yourself. They are a fun, easy and removable decor solution. These stickers are pre-cut and will only take you several minutes to apply on any surface – walls, doors, windows, and more. Each of our designs come with easy instructions to follow. This is an original design from uBer Decals. All other sellers are… |
|
|
Green Toys Sand Play Set $11.00 Kids will ‘dig’ building castles and hunting for buried treasure with the environmentally friendly Sand Play Set from Green ToysTM. Made of recycled plastic, this classic 4-piece collection of tools consists of a bucket, sand castle mold, shovel and rake. Made in the U.S.A from recycled plastic milk containers, which helps save energy, reduces landfill waste, and lowers greenhouse gas emissions, a… |
|
|
Alex Color A Flower Bag $20.86 Dazzling flowers| This fashionable bag measures 14?W x 11?H x 4?D – big enough for school books and binders. Includes 6 permanent markers in a cool pouch that can be colored, too|… |
|
|
Alex Toys Draw like A Pro $34.76 A fun and easy way to draw…just turn down the lights, switch on the projector, insert a preprinted slide and trace away| Comes with 124 slides, 6 markers, 10 sheets of paper, and a flip book…. |
|
|
Rocket Dog Women’s Memories Ballet Flat $39.95 Create new casual day memories with this flirty and modern ballerina flat featuring a step-in and go design, thai silk detailing and ruched round toe with bow accent. By Rocket Dog Product Information • Heel Height – Flat • Material – Thai Silk • Toe – Round Final sale, no exchanges, no returns. CALIFORNIA PROP 65 WARNING: Bakers strives to provide safe and environmentally friendl… |
|
|
New Balance Women’s CW 442 Sneaker • A classic running shoe with gotta-have style • Low-profile synthetic upper • Cheery polka-dot lining • Cushy foam insole • Flexible rubber sole • Thick padding at collar and tongue… |
|
|
Easy Street Women’s Castle Ornament Pump $39.95 • Elaborate your wardrobe’s feminine features in this smartly-styled skimmer • Smooth synthetic upper • Gentle tricot/smooth lining • COMFORT WAVE⢠construction with cushioning foam insole • Flexible composite rubber sole • 1/2″ heel height … |
|
|
Kuzy® – AQUA BLUE Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $0.99 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***… |
|
|
Kuzy – PURPLE Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $2.00 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***… |
|
|
Kuzy – Circles Blue/White Keyboard Silicone Cover Skin for Macbook / Macbook Pro 13 15 17 Aluminum Unibody $2.00 Dress up your MacBook Pro in fashionable color, silicone protection now. *** Will Not fit MacBook Air 11″ ***… |
|
|
The Sims 3: Outdoor Living Stuff $10.00 Electronic Arts Inc. The Sims 3 Outdoor Living Stuff 19503 PC Games… |
|
|
The Ultimate Library…10,000 Books on Cd-rom $49.49 This 4 CD-ROM set includes: Volume One Volume Two |
|
|
Power Game Pack (featuring Super Show & Go) $24.91 Includes 250 games – nonstop Arcade Action puts you in the game! Categories: Best Games, Action/Arcade, Card & Dice; Board Games; Strategy; Screen Effects – and many more!… |
|
|
Sony ICF-C05iP Clock Radio for iPod (Black) $39.95 With the Sony ICFC05iPBLK Clock Radio you can charge your iPod’s battery while you sleep. This Sony ICFC05iPBLK Clock Radio is the space-saving bedside accessory for iPod® and iPhone® users. Set the alarm to wake to the radio, iPod®, or a buzzer. The charging tray ensures both you and your iPod/iPhone® start the day with a fully charged battery. Plus, The Sony ICFC05iPBLK Clock Radio features … |
|
|
Sharp LC60LE835U Quattron 60-inch 1080p 240 Hz 3D LED-LCD HDTV, Black Sharp AQUOS LC-60LE835U 60″ 3D LCD TV LC-60LE835U LCD Flat Panel TVs… |
|
|
KONNET iCrado Original, Stylish Metal Charging Dock / Cradle / Stand for iPhone, iPhone 3G, 3GS and iPod (Black) The KONNET iCrado is an easy to install cradle for your iPhone or iPod. With its unique distinctive design, it demonstrates the userâs personal style. The front is designed with a wide opening to give users the quick convenience of charging the iPhone or iPod without removing the protective case. The iCrado has a dedicated port to fit the Appleâs 30-pin USB cable to charge and sync the i… |
You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
