Page 194 - Duct Tape Marketing

Direct Mail Is an Ideal Target Medium

a small-batch, outbound marketing approach running at all times, you
know exactly when and how a prospect is going to receive your message.

With all the chatter about inbound marketing and social media,
it’s easy to overlook some ways to round out your entire plan with
some good old-fashioned hand-to-hand direct mail.

One of my Duct Tape Marketing consultants provided a case study
for a campaign she conducted for her own business.

First, she built a list of 150 chiropractors in her area from a state
board list.

Next, she sent a personal letter to each, citing various things she
noted about their Web sites.

She followed up by phone and booked 18 appointments.
From those appointments, 5 became clients.
The total cost of the program was about two days of time and
$100—revenue generated from the approach is initially in excess of
$100,000 and lifetime value, significantly more.

Lumpy Mail Always Gets Opened

When it comes to your gravy, lumps are bad. When it comes to getting
your marketing message through the mailroom, past the gatekeepers,
and onto your potential buyer’s desk, lumps are just the ticket. While
I do love the direct mail letter for small business lead generation, in
the right circumstances I’m also particularly fond of something I call
“lumpy mail.” Lumpy mail is a direct mail piece or package with some
dimension or lumps to it. A box is lumpy mail. A balloon arrangement,
a kitten, and a hula hoop are all examples of a lumpy mail package. You
name it. The point is, you just can’t ignore a piece of lumpy mail.

Some prospects are next to impossible to reach with traditional
mailings. So, sometimes you need to up the ante and make a real
statement. A lumpy mail package screams, “Notice me! Open me!”

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