Databases today can be sort selected to reach the precise audience you want to reach. It goes beyond position and responsibility to pinpoint by geography, company size and other relevant factors. The more you can eliminate waste, the more you can afford to spend reaching your highest potential audience. The 40/40/20 rule of direct mail success claims that 40% of a mailing’s success comes from the list, 40% from the offer and 20% from the creative. We agree, but at the same time believe that if the list is not 100% on target, the other elements will have 0% impact.
Powerful messaging and nice packaging is only a part of what a creative direct mail campaign can do. We’ve incorporated sound chips, 3D lenticulars, pop-ups, candy, toys, gloves, lunch pails, bugs, watches, tools, and other trinkets to get attention. And it works!
Or at least it should. With the right packaging, it can stand out in someone’s inbox and say “Hello – I’ve got a message for you.” With direct mail, the package can be integral to the message. Here is where the little guy can stand out more than the big boys with the right message and a clever packaging job. We love dimensional mail because small boxes get opened by gatekeepers and often passed on to the big cheese. What other media gets delivered by an executive’s most trusted advisor?
Direct mail has been around a long time. In recent years, email has taken the leading role for targeted direct response. Yet, because there is so much of it, people often “junk” emails that come from an unfamiliar sender – preventing a marketer from being invited to their inbox ever again. This leaves more room in the snail mail inbox for creative direct mail to stand out, get noticed and trigger positive action.
Direct mail is going to be more expensive on a cost-per-touch basis than any other media. Yet it can have greater impact. This is why it is essential to pare down the list and become friendly with the U.S. Post Office. There are dozens of techniques that can be employed to reduce postage and handling. And at Young Company, we pursue them all. We’ve gone to the seminars and worked with a few highly reliable sources that enable us to push the envelope and keep costs to a minimum.
Young Company conducts multi-touch campaigns using a variety of media for many clients. When we run direct mail and email to the same audience, we get a higher return from the direct mail. Of course, these are highly targeted lists and somehow great direct mail breaks through.
The “PRIVACY” sticker on the outside of the cabana mailer dares the recipient to open it. And in turn, it opens their minds to the idea that “Poolside cabanas are romantic, cozy, sexy and profitable”. The offer was a free ROI Report and Calculator on “How Luxury Resorts are Profiting from Resort Cabanas”. By delivering as part of an ongoing campaign of mailers to thousands of hotel managers and landscape architects throughout the county – Resort Cabanas was able to open new doors in dozens of hotel and resort chains. The majority of inquiries came through a BRC (Business Reply Card), although a high number of respondents also visited a “squeeze page” prepared by Young Company that facilities lead generation and also links to the client’s primary site which showcases its distinctive styles, colors and durable construction.
As the largest producer of plastic pail containers in the U.S., Ropak is no stranger to innovation. This assignment was the perfect marketing storm for Ropak’s Diamond-Weave containers that are stronger, lighter, greener and less expensive than anything on the market. Our multi-talented “Ropak man” mailer was delivered to over a thousand packaging designers bearing a gift of South of the Boarder Margarita Mix. A mix that had already adopted Diamond-Weave and has just won a national packaging award for creativity, beauty, economy and greenness. And a gift that opened doors for Ropak all over the country.
The idea is simple. Save big when you switch to Commerce Energy. To drive home the relevancy of this message, we featured sports fans at home watching a power-hungry plasma big screen. Creatively, this tied to the television ads which featured three time Super Bowl Champion Chad Hennings as Commerce Energy’s pitchman. The result of this program is proprietary information available only for the client.
Everyone is in favor of cleaner air. But not everyone wants to pay more for it. Commerce Energy gives consumers the best of both worlds with Clear Choice™. With the lowest cost per kWh for wind power, residents can save money and contribute to a cleaner environment. With an offer of free 2 weeks of clean electricity, it’s a win, win, win when homeowners sign up online. The result of this program is proprietary information available only for the client.