'Lumpy mail' and your marketing success
Author: Jacqui Vear
29th October 2019
The marketing tactic that's impossible to ignore
There’s a torrent of marketing communications bombarding our eyeballs and ears. We make decisions quickly because we don’t generally value interruptions, we’ll have a finger over the delete button and the recycling bin within arm’s reach!
One lifeline for those wanting to raise awareness of a great product or service is ‘lumpy mail’. As the name suggests, it’s bulky or tactile marketing mail, sent in the post. It’s ideally sent in packaging that’s as incognito as possible, to add intrigue upon receipt. It will be too big to ignore, perhaps recipients will have to sign for it. Importantly, the contents will be clearly branded; the legacy of the package needs to unequivocally be associated with the sender, making branded corporate gifts the order of the day.
Here are 5 top tips for a successful lumpy mail campaign
1. Do your research. Make sure your recipients are likely to have a legitimate interest in your product or service. If you’re approaching businesses, ensure you are targeting decision makers.
2. Gift not gimmick. The package will include a promotional product that feels like a present.
3. WIIFM. What’s in it for me? You need to give a simple but compelling reason why the recipient would benefit from getting in touch with you.
4. Personal. Send something you think they’ll want, find useful or even funny, whatever style best suits your brand. The product may be simple but with careful consideration of your artwork and message, print will give it the wow factor.
5. Follow up. It can take several touches to engage with someone, so see this as the starting point and plan other activities that comply with the contact permissions you have.
When it comes to the messaging, you need to acknowledge the general starting point of your audience; your prospect doesn’t care, they struggle to tell the difference between one supplier and another, they’re not quite sure they believe you and they don’t want to act!
Start with the basics, a specific, big benefit for your audience. Keep it simple, be clear, ensure it differentiates your business and that you can definitely deliver on the promise. Statistics say that people generally only remember one idea or concept about a company! That’s it, so that idea or concept needs to be very powerful indeed.
Lumpy mail is not a ‘quick fix’ marketing tactic. It demands clarity of purpose, a clear understanding of your customers and most importantly of all, creativity. The good news is that it does not necessarily demand a big budget! Get those elements right and the return on investment will be well worth time you’ve spent thinking outside the box, if you excuse the pun!
Print Week Awards
We’re here to help you with a lumpy mail tactic! Our work has recently been celebrated in our industry’s leading award forum, the Print Week Awards. Our campaign earned us finalist status in the ‘Marketing Campaign of the Year’ category, sponsored by Quadient. If you’d like us to start developing some ideas that suit your message, simply get in touch.
Recommended for you
Author: Chris Robey 8th June 2020Systematic are pleased to announce that we are giving all existing clients a free upgrade from Xerox Business to Xerox Premier paper. This is a totally versatile, optimum and comprehensive paper range, and carries the globally trusted PEFC certification. (Programme for the Endorsement of Forest Certification) The Xerox Premier Paper range will run alongside our Woodland Trust Paper, which carries an equally prestigious certification, FSC...
With a lot of employees starting to return to work, you will probably be starting to wonder how you can achieve a safe working environment and protect your staff. Are you in need of branded safety equipment or branded PPE? If so Systematic can help. We can help you get your business back to doing what it does best. You may need new safety signage, branded PPE & workwear or branded safety equipment for employee’s personal use as well as new ways to engage and attract customers.Do you...
Author: Jacqui Vear 31st January 2020 Your contacts are feeling that there’s no excuse for single use plastic, and why would they when there’s a growing array of alternatives? That now includes mail wrapping solutions, with the launch of an eco-product that’s made of the starch in potato products and waste from the food industry. This polywrap can be placed in home composting or food waste bins and when it’s in contact with micro-organisms, it will fully compost in just 10 days....