PPB December 2018

Even if your prospects do not open your e-mail, they may be inclined to go back and look for it after receiving the direct mail piece. Chances are they will recognize you and your company name, which can lead to more engagement for future e-mails and communications. Provide Your Prospect With Value Along with making sure your campaignmessaging is consistent throughout each channel you are using, another way to ensure you are getting the most out of your direct mail pieces is to add value to the prospect. Being in the promotional products industry, we have exposure into industry news and trending products, and it is important to help prospects fully recognize the power that promotional products can have when used thoughtfully and effectively. No matter what industry your prospect is in, direct mail is the perfect channel to support your message paired with physical products that can bring your campaign to life. In the promotional products world, it can be easy to routinely send a branded towel or notebook with a handwritten note but consider the value it’s really providing to your prospect. To ensure your direct mail piece is adding value, think about themessage you are conveying and then select products that further enhance that message. For example, if you are trying to close a fast-food restaurant account and need a piece that will blow their socks off, would you send thema brandedmug? A branded mousepad? With endless, creative product options at your fingertips, let’s hope not! This is where the power of promotions and customization come in. In this situation, let’s pretend you want to show themhow your team can take themost common and ordinary promotional products andmake themextraordinary. By keeping your audience and your message inmind, you guarantee your piece will connect with them and provide value. So, what do you send this fast-food restaurant prospect? How about a piece that is a replica of a typical fast-food meal and uses the most common, ordinary promotional products in completely custom shapes and designs, making them extraordinary? By keeping your messaging consistent throughout various communication channels and putting thought into your direct mail piece to ensure it provides value to the prospect, your campaigns are sure to leave a lasting impression. Lisa Ghera is marketing manager at distributor Boundless in Austin, Texas, where she is responsible for lead generation. Custom products in this mailer included a ketchup packet USB, a cheeseburger Bluetooth speaker, a French Fry tote, a milkshake coolie and a milkshake-printed/ chocolate-scented t-shirt. No matter what industry your prospect is in, direct mail is the perfect channel to support your message paired with physical products that can bring your campaign to life. In the promotional products world, it can be easy to routinely send a branded towel or notebook with a handwritten note but consider the value it’s really providing to your prospect. | DECEMBER 2018 | 23 INNOVATE