B-to-B insights: Let’s Get Physical
According to MarketingSherpa, a company promoting a Web-conferencing platform used direct mail to generate leads. The mailing, which included a pair of 3D glasses, generated a 31.11 percent response rate.
Paper brochures are out of vogue. Today, product information is increasingly found on marketer's websites and in PowerPoint presentations residing on sales people's laptops.
But don't underestimate the persuasive power of a well-designed, attractively printed capabilities-of-a-product brochure. The brochure says to the prospect that our firm is "real" in a way a website cannot. It also highlights key information about your products and services; the reader can be directed to your website for product specs and other details. Plus, many prospects will keep your brochure on file in case a need for your solution occurs.
A particularly impactful form of physical marketing is to put a product sample in the prospect's hands.
A manufacturer of pollution control equipment marketed a device made from knitted wire mesh. It had the flexibility of a Slinky and the appearance of thin chain mail. The company mailed a sample to prospects with a faux shipping tag that was, in fact, a sales letter with a reply card. Sales reps found many prospects kept the mesh on their desks and played around with it frequently.
A freemium is a premium, a free gift or incentive, enclosed with your cold direct mailing.
In consumer fundraising, address labels are the most frequently used freemium, followed by small crucifixes and rosaries (for Christian charities). The freemium's effectiveness is based on the principle of reciprocity: Giving prospects a gift makes them feel compelled to reciprocate by giving a little more attention to your promotion.
In an inquiry fulfillment package to chemical engineers, a custom-made slide guide for converting between the metric and English systems of measurement was included as the freemium. A mortgage broker used a free mortgage table as a freemium, and a bank selling foreign exchange services used a currency converter slide-guide.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.