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You’ve Got Mail (or Do You?)!

You’ve Got Mail (or Do You?)! published on No Comments on You’ve Got Mail (or Do You?)!

Remember that audio prompt from the early days of AOL? Boy, how things have changed…and how e-communications have inundated the marketing mix. And it’s not just email anymore. It’s Facebook and Twitter and all the rest of social media.

But for now, at least, email still seems to reign. Not fully great or remotely tangible, yet it remains a viable advertising option…uh, somewhat.

Email is fast, cheap, and easy. Heck, in per-addressee cost, you can blast out all sorts of messaging for 1/10th a penny on the dollar, compared with traditional direct mail promotion costs.

Does it work, though? And do its social media cousins work for your business?

Maybe yes, maybe no. Depends on way too much to detail here (e.g., market, product, offer, audience, locations, et al.).

The thing is though, where’s the memorability? And more on that, where’s the “openability”?

Think about the latter.

How many emails do you get each day that if they don’t automatically go to your Junk or Spam folder you then delete without reading? If you’re like me, the answer is plenty.

Yet if you’re like too many advertisers, you don’t see the disconnect when you look at how to promote your product or business. You generally ignore all the unsolicited e-come-ons that try to cram your Inbox, but you often turn to using the same kind of uninvited emails to advertise your offerings. Do as I say, not as I do?

This then leads us to tangible advertising…and the programs that can and do make them work. And that raises the issue of “surprise” and, more importantly, “curiosity.”

Be honest here. Are you ever surprised to receive some e-pitch? And are you ever curious enough to open the email or, even worse, click on some embedded link (yep, the fear of being hacked cannot be downplayed)?

Now what if snail-mail (or FedEx or UPS) delivers an envelope or box that obviously contains something dimensional? Do you “delete” it into the circular file? Or do you open it, if only to see what the heck is inside?

And if you do open it – like the average person most certainly will – do you then toss the enclosed item in the trash bin? Or do you keep it, whether or not you care diddly about the offer, pitch, etc.?

Chances are that you keep it, even if the promo item is stupid-laughable. But you still keep it, and therein enters “memorability” for the advertiser…and memorability that derives from the openability of the mailing.

Direct marketing experts will tell you that the #1 challenge in any direct mail promotion is to get the target to open the mailer. A dimensional marketing program can get those mailings opened and, yes, remembered.

Every day 24/7, you’ve got email. Ditto for your customers and prospects, and ditto for the ease of hitting .

But an actual physical envelope that has something “lumpy” inside? Would you trash it without opening the package? Would your targets do likewise with this new-is-old-is-new-again version of “You’ve got mail”?

Are You Ignoring Your Fan Base?

Are You Ignoring Your Fan Base? published on No Comments on Are You Ignoring Your Fan Base?

O.K., so when you think of your business’s fans, you think of your customers, right?

But really, who’s more interested in your company’s success: those who buy from you or those who work for you?

Your customers may rely on you for quality service, quality product, and quality customer care. Yet all of that quality comes – or doesn’t – from your people…and those “assets” constitute your primary 24/7 fan base.

So just what have you been doing to recognize them?

Alright, sure, having a job and getting a paycheck and accompanying benefits are neato-deluxe. However, it takes more than regular income to make your “family” feel like family, and it’s the members of that family who present the day-to-day face for your business.

Furthermore, it’s not just your employees. It’s also their own families. Spouses and kids need to know that your people are appreciated. Bonuses and annual BBQ’s or picnics only go so far. They don’t enter or stay in your employees’ homes, and they often require “attendance” that interferes with the respective family’s plans….and/or present a kind of “political” obligation that should not be ignored.

Why not, then, occasionally send your people some dimensional marketing gift as a “Thank You”…and mail it to their home address? Nice surprise for the employee, but an even nicer atta-boy for the employee’s family or cohabitant.
Plus, it puts your name and identity and image directly into the employee’s home.

The surprise doesn’t have to be expensive. It could be a coffee mug or a fridge magnet or thermal cup or whatever on the low end of the cost scale. But it ain’t about the value of the item. It’s about the direct and appreciative contact with the employee and his/her family.

Most business people view promotional products as items to help promote and generate sales. Yet dimensional marketing products are equally effective in generating esprit de corps among employees, and in that they can accentuate such esprit among the employees’ families, cohorts, consorts, et al.

And on that, don’t just look at sales & management staff. Go companywide – from the ivory tower down to the shipping dock! Let every employee be acknowledged…and again, with something that’s mailed to the home address, not just “couponed” in the paycheck envelope.

The mailed gift item itself isn’t as important as the fact that the employer chose to honor and respect and appreciate the employee’s contribution to the company…and in that, that the employee’s family got to see that said employee isn’t ignored.

Joe may be a lowly warehouse worker making minimum wage. But lo and behold, here he gets a personally addressed package from his employer! Talk about making Joe feel better about his employer!

Yes, there is an expense involved. But it’s a marketing expense. And employee turnover is immensely costly. If you can keep Joe from leaving….well….?

And more, if Joe feels appreciated and noticed………………..