Money in the Bottle, the Bank Bag ... and the Trash Can
Cheaper doesn’t always equal better. When CSi Complete, a company that provides customer satisfaction indexing for auto body shops, was looking to expand its customer base, it decided it was worth the extra money to send a little more than a standard mail package.
Working with Positive Response, a direct marketing consultancy in Dublin, Ohio, CSi Complete orchestrated a three-step dimensional mail campaign to get the attention of the busy owners of auto body shops and encourage them to set up telephone meetings with a sales representative.
First, the company sent a message in a bottle—a 32-oz. sport water bottle that served as a letter carrier and was emblazoned with the company’s logo. This package went out to an initial list of 300 prospects. The letter asked: “Thirsty for more repair orders?”
The second mailing, sent to shops that had not yet responded, included a bank bag—the type a small business owner might use to shuttle funds to and from the bank—sent in a 9˝ x 12˝ full-window envelope. The pouch contained a letter explaining how CSi Complete’s service will increase repair orders and improve workplace performance, essentially putting more money in the owner’s bank account.
The final mailing, sent to 208 of the original 300 prospects, came in a mini metal trash can and played off the theme that one man’s trash is another’s treasure. The letter explained, “while you’ve been trashing my letters, other shop owners and executives have been happy to talk to me,” and then provided responses to common objections.
After each wave of mailings, telemarketers followed up with the purpose of booking telephone meetings. Prospects who agreed to meetings were given an engraved world time clock/calculator.
According to Positive Response’s Ernest Nicastro, CSi Complete generated more than 42 telephone meetings and, as of June, converted 12 new accounts from the campaign.