Activity Highlights: B-to-B
The B-to-B market is all about cost and value these days. The high quality of the products and wares is also discussed in the direct mail, as well as the excellent service and programs provided, but these often take a back seat to good offers and top-notch deals that prospects can get. Also, in an attempt to get prospects to raise their hands, pURLs, sweepstakes and CD-ROMs are employed.
Verisign sent a very Christmasy 5-1/4" x 10" pullout mailer, covered with snowflakes (Archive code #836-475022-0909). The back of the envelope asks a sure-to-get-their-attention question in big type: "What's the difference between a holiday shopper who fills their cart and one who fills out their credit card information?" The answer is tucked behind the long, horizontal window below that forces the prospect to pull out the inside card. It reveals a green-colored web address bar with https://www.imagineyoursitehere.com next to a lock symbol and the text "identified by VeriSign."
The inside piece also works effectively, with a large "25% OFF" greeting the prospect next to several calls to action. The four-page booklet uses a potent combination of promotional copy, research data and testimonials. The lead line is an attention-getter: "When customers know they're shopping on a secure site, they're 86% more likely to make a purchase." The back page gives a few snapshots of case studies, with companies having some success with VeriSign's new "green bar."
Ok, this next mailing went out in September as a "Summer Special," but that's a season that never goes out of favor, especially when a sale is attached. Ricoh printed a "Big Summer Break!" on its four-color, 5" x 10" postcard, with the shot of a piggy bank riding a wave (Archive code #812-174947-0909). To get leads, the opposite side places a pURL in the middle of a promotional paragraph about its digital printer, which is being discounted.