14 / 134
Rediscover Direct Mail
What would you tell a client
who asked the same question
of you? Use promotional
products, of course! Create a
clever direct-mail campaign.
Research the intended
recipients to confirm you have
the correct contacts. Consider
sending to multiple contacts
in the same company. When
the campaign is strong and the
merchandise of value, you’ll
create a buzz. Choose creative
packaging or delivery methods
that make the recipient want
to open your mailing. Select
product that’s timely, clever
and interesting. Just as you
teach your clients, the enclosed
promotional items must
coordinate with your message
or theme. The purpose of the
product is to communicate
your capabilities and creativity.
Howmuch better will that
ultimate appointment be
when you don’t have to
tell the client what you can
do, because he will have
already experienced it?
MARSHA LONDE
Co-Owner
Tango Partners
UPIC: TangoP
If people aren’t returning your
calls or emails, you simply
haven’t captivated their attention
to the point where they feel
it’s in their best interest to
respond. Instead, dazzle them
with something you sell—a
promotional product. By utilizing
physical advertising through the
vehicle of direct mail, you show
them that you value what you are
trying to get them to purchase
and use. For example, you
could send themamousepad
in the shape and design of a
pizza in a similar-sized pizza
box. In the box, you could have
a page describing the “menu”
of services you provide. When
you get their attention through
promotional merchandise,
you’ve already shown them they
can replicate the same results
with their target audience.
BILL PETRIE
CEO
brandivate
UPIC: BVATE
This is one technique that
I have heard many people
use, although it’s not strictly
electronic. It’s really simple.
Along with a handwritten
letter asking for further
communication, send:
1
a wine glass, and
tell your contact
you’ll bring the wine
for their meeting,
or vice versa.
2
a pen, and tell them
you’ll bring the paper.
3
an inexpensive time
piece, and ask them
to pick a time to call.
JEFFREY BATSON, CAS
President
Next Products, Inc.
UPIC: nextpro
Ask yourself this: “Have I done
enough to earn a callback? Have
I done anything to separate
myself fromcompetitors?” Guilt
is an awesomemotivator. If
you have impressed the person
with a string of spec samples
(once everymonth, once a
quarter), or if you sent any
“thank you for your business”
appreciation gifts (maybe with
their logo so as to not classify
it as a bribe) thenmost decent
people would feel really bad
not returning your call or
email.Those who still don’t are
probably not the ones you want
to do business with anyway.
NIV BEN-HAIM
President
DgroupTrevelyan
UPIC: dgroup
by
Julie Richie
Can You Hear Me Now?
Q
A DISTRIBUTOR ASKS
:
What are some creative ways to
break through the never-ending
nightmare of unreturned calls and emails in
today’s busy electronic society?
12
|
DECEMBER 2016
|
INNOVATE