Message & Media: The Kit Factor
I took the lesson learned from Earl and Labconco and have since created offer kits that have identified qualified prospects and upgraded customers for everything from mutual funds and burial insurance to wedding invitations, scroll saws and gardening supplies.
Direct Mail Kits
In recent years there's been a trend to use the Kit Factor to create engaging direct mail promotions. The fact that I'm seeing the same direct mail marketers remailing their kit solicitation packages tells me the Kit Factor works for them, too.
Here's the big "aha": In some cases, they are changing nothing about the contents of the previous control mailing. They are simply incorporating the word kit into the outer envelope teaser copy. This means kits are more likely to get opened and are generating higher response without adding cost. Bingo! The Kit Factor reigns again.
Here are some examples of direct mail kits I've seen and received:
• Welcome Kit generating new customers for a marketer of women's fashions, as well as a New Subscriber Welcome Kit for a gourmet cooking magazine.
• Christmas Gift Kit to past donors filled with freemiums including a note pad, return address labels, personalized calendar and gift stickers. The purpose? Donor upgrade.
• Donor Kit from the American Heart Association delivering a presumptive "Certificate of Appreciation" for a gift donation yet to be made.
• Appointment Kit from LasikPlus Vision Center complete with a personalized appointment card reminder for scheduling an appointment by phone or online.
Now it's your turn to think of how to apply the Kit Factor. Create your own kit success story, then keep me posted. I may share it in a future column.