The true power in promotional products is not just in their keepability or getting the “envelope” opened, it’s equally (if not more so) in recognizing a concomitant dimension to dimensional marketing. That “dimension” is the all-important 1-2-3 punch of a properly developed and executed program.
During my career, I’ve seen far too many advertisers who send out one dimensional marketing mailer and…uh…that’s it. Then they wonder why their investment hasn’t paid off.
The inescapable truth is that, with few exceptions, a one-trick pony won’t win the race. A single dimensional marketing mailer might get some response, sure. But direct marketing statistics show that a follow-up piece typically produces twice the response of the first mailing…and a third in the “series” generally generates even more.
It’s like the old adage of how to craft a speech: Tell ‘em what you’re going to tell ‘em, then tell ‘em, then review. A similar 1-2-3 philosophy applies to dimensional marketing.
Consider the game of poker. You’re playing draw poker, and you pull a hand that holds a single ace. All the other cards are disconnected and unsuited. You keep the ace, depending on how you’re reading your components, and then ask for four cards.
Or do you just fold?
One ace holds small promise, buy maybe you feel lucky.
On the other hand, what if you’re dealt three aces? Odds are that you’re holding a winning hand, and so you bet…as you should.
Welcome to professional dimensional marketing. Why would you bet on a single ace when you know that three aces can win…and in that, why would bet on just one ace when, in terms of dimensional marketing, you can increase your odds by going for and, in this case, assuring a threesome?
And hey, even a pair of aces is trumped by three deuces, eh?
Alright, there’s no way you can assure that if you draw four cards to an ace, you’ll get three of a kind. But if you hold only one ace, why would you think you can luck out and get two more aces?
In a game of 5-card draw, no skilled poker player would ever hold an ace and ask for four cards. The odds of being dealt two more aces are about the same as those for winning a Power Ball lottery.
In that respect, then, why would think that a single dimensional mailer would fill out your sales opportunity hand?
We thus come back to 1-2-3…and the dimensional marketing concept.
One promo product mailer may seem good. Yet a second and then third dimensional marketing package will, statistically speaking, do so much better for your response rate, your R.O.I., and your leads/sales success.
A 1-2-3 repetition of messaging – and with relevant dimensional marketing products – will go far to produce profitable results from your investment. A one-hit-and-done won’t generate the results you seek.
No guarantees that a single promo product mailer will or won’t work. But wouldn’t you prefer to play your marketing hand with three aces from the initial deal?