Getting the attention of an important prospect, decision maker or influencer calls for creative strategies. You need to break through the noise and get yourself noticed. It is not enough to send a standard direct mail package to those special prospects.
Leo Quinn is the author of a How to Own Your Paycheck Again!, a program about becoming debt-free. Many of his sales are made through affiliates, people who promote Leo’s program to their customers. Signing a single high-profile affiliate can mean thousands of dollars in new sales, but there are lots of other marketers competing for their attention. Leo is always looking for ways to make himself stand out, and one way he does so is with lumpy mail.
“Lumpy mail” can be defined as anything sent through the postal service or other carriers that stands out. It should be unexpected and unusual.
Lumpy mail may be sent in an envelope or package, but often it is sent with no packaging at all. Leo has sent bank bags, sports bottles, baby bottles and large rubber balls through the mail with only stamps.
Would a postal carrier standing at the door with a large red ball get the attention of your prospects? You can see examples, and send personalized balls to your sales prospects, at http://www.SendABall.com/. When Leo used SendABall.com to reach prospective affiliates, the handwritten message on each ball directed recipients to a web site with their name in the URL. At each site was a video of Leo delivering a personal video greeting, made just for them.
For one campaign, Leo bought ten prepaid cell phones, activated them, programmed his phone number into them, then mailed them to prospects and asked them to call him. The total cost was under $300. One of the recipients became an affiliate, resulting in $6000 in sales.
An alternative to sending cell phones would be to send a small recorder or MP3 player with a personalized greeting. Or even a portable DVD player with a video greeting recorded especially for the prospect.
Avoid sending lumpy mail that might cause security issues, such as anything that ticks, or contains white powder. Food items are probably not a good idea, unless they are commercially prepared and sealed. Whenever possible, ship to an office instead of a P.O. box, and do not require a signature on delivery. You do not want to inconvenience your prospects.
When is it appropriate to send lumpy mail? Although it might work as a first approach, Leo recommends sending lumpy mail when the prospect has become aware of you, but has not yet taken action. Perhaps you have sent more traditional mailings, emailed, called, or met them at an event.
The response rate for a campaign such as this is typically higher than for standard direct mail approaches. Of course, the costs are greater. Leo points out that a more important number than the response rate is the return on investment—does it earn a lot more than it cost?
Because lumpy mail can be more expensive than regular mailings, it should be used when the potential sale warrants it.