Page 195 - Duct Tape Marketing

Duct Tape Marketing

Lumpy mail is a piece of Duct Tape Marketing that Kandy
Meehan of Home Rental Services in Overland Park, Kansas, “grabbed
ahold of.” Her business needs to pull such a specific market that mass-
mailing paper of any type is usually a total waste of time.

She finds that putting something lumpy in the mailing at least
gets the recipient to open the piece. Now she takes this one step fur-
ther. Once a month, she prints colorful flyers, glues individual Hershey
kisses to each one, and delivers them to the offices of prospective cus-
tomers. She states, “It is rare that someone turns us away when offering
this tiny gift. People started to remember us and watch for their ‘kiss.’
We even have customers walk into our office with the flyer in their
hand—minus the kiss, of course” (www.home4rent.com).

How to Run a Lumpy Mail Campaign
To create an effective lumpy mail campaign, start with your core

marketing messages, core point of difference, or benefit. These are
the primary things you promote when you want to tell your prospects
why they should hire you, and these are the elements that you can use
to create an effective lumpy mail package.

Now think of some unique items, trinkets, or packaging that you
can use to help communicate your core message. “We’ll jump through
hoops to get your business”—the hula hoop. “We’re the key to your
success”—a box of keys. “We provide total solutions”—a box of Total
brand cereal. “We’ve got the tools to help you get the job done”—a
box of play tools. It’s important that you create a strong image and
metaphor for the message you are trying to communicate.

Repetition
Like any good direct mail campaign, repetition will improve your

results. I usually suggest looking at three installments in your cam-
paign. If done correctly, this will usually leave the recipient eager to
perform whatever call to action you request at the end of the campaign.

176