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February 28, 2006

Humor and Promotional Gifts in Direct Mail

Sales coach Lori Richardson has used bendable glow-in-the-dark toy skeletons in direct mail pieces to people who refuse to return phone calls. She encloses it with a written note saying something like: "This is me, waiting to hear from you".

To get people to open direct mail pieces, marketers often use humor plus promotional gifts, like putting a magnetized key inside, the front of the envelope emblazoned with: "Your Key to Success Lies Inside". A cleaning company campaign used a plastic comb – their pitch was "We'll Clean Your House With a Fine-toothed Comb".

The promotional item sparks interest that keeps the mail from being immediately trashed and to get it opened up. The humor may serve to break down resistance far enough that the recipient will then read the piece. If you're able to use a useful or fun gift that is likely to be retained by the potential customer, then you've got your name and contact information in their house. Even if they don't use your services this time, you're making it easier for them to call your company when they do.

The value of WOM (word-of-mouth) marketing shouldn't be discounted either. When people receive something funny in the mail, they naturally tell their friends and family members about it.

Here's one for you which could be used by an air-conditioning company, summer wear retailer, or tax company: slide a pocket coolie with a "We Help Keep You Cool" imprint in your next direct mail campaign.


Posted by farfromboring at February 28, 2006 11:08 AM