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Need Fabulous Idea For Target Direct Mail Campaign
Posted By: Tatyiana on 7/26/2006 12:26 PM (CST) 250 Points
Ok… I am looking for some creativity out there!!

I need to come up with a hook for a direct mailer piece that is engaging, interesting and you know maybe even a little off the wall… but definitely memorable!

We are a VOIP software company. Our target audience is Service Providers (mostly tier 3’s). Our software targets the small business market and often fills a void for the service provider in servicing that market with a VOIP telephony product that gives high returns on a residual basis for the service provider.

So… I want to do a direct mail piece to pre-qualified leads…I don’t want a letter or brochure… I want some simple that is memorable. I thought about sending a phone that will actually work as soon as they plug it into their PC but that is a little pricey at a total cost for one recipient to be in the $125 – $150 range with shipping, etc.

I am open to something that is a little higher ticket than traditional but probably closer to $50/recipient. That being said, I think that a creative and smart piece doesn’t have to be pricey… just smart. This is definitely for lead generation but also to make a little noise.

So anything come to mind???

Thanks
T.

Posted by: Frank Hurtte Member Response
7/26/2006 1:18 PM (CST)
God I love to spend other people's money...

Here are some ideas...
A DVD of a Popular New Movie with a message from you in its opening menu

A Memory Stick (USB) with your add loaded to play when it is plugged in...

An ipod loaded up with a commercial for your company

Two live lobsters flown into their office with your add stuck under the rubber band on their claw

A globe (world) with your logo attached...
 
Posted by: Tatyiana Author Response
7/26/2006 1:22 PM (CST)
The two live lobsters... that is the type of "different" that I am looking for!! nice. But I need something that links back to communications...

T.
 
Posted by: kpalmer Accepted Answer
7/26/2006 3:07 PM (CST)
It's all about sheep.

A blowup sheep doll, with a headset, blown up and put into a 3' x 2' box - the weight will not be a factor.

Get a company to imprint your logo on the side of the sheep along with your corporate brochure.

This sheep will sit in the CEO's office, will be brought to a meeting or two or five or six and will be the talk of the office.

Use a catchy slogan around the words: sheep, sleep, keep, reap, weep etc. Very corny, however - quite effective.

Kevin
 
Posted by: DR Hitch* Accepted Answer
7/26/2006 4:19 PM (CST)
Tanya,

you're selling a B2B product/service to a select number of VoIP service providers.

You would "like" to give them an actual VoIP phone, but it's too expensive.

So, make your direct mailer a pair of tin cans and a string! Put your company label on one tin can and on the other tin can put a label that states "If you want the REAL THING and the latest in clear VoIP technologies, call us today".....and give your phone number, e-mail, etc.

I can just see the tin cans sitting on the desk of some purchasing agent at a telephony service provider.....what a laugh!
 
Posted by: montva57* Member Response
7/26/2006 5:08 PM (CST)
ok so this is really of the wall, do you remember Get Smart?

He had a shoe phone, so you purchase the shoes. you only send one, you can get the small round voice recorders like they use in talking roses etc. Very inexpensive. Make sure to have a press here sticker.

Record a brief message, make sure you have your logo etc. With a catchie phrase like " We are getting Smarter with Voip technologies"
 
Posted by: darcy.moen Member Response
7/26/2006 10:41 PM (CST)
I'm thinking you might want to buy a quantity of this product, record a message in MP3 and load it on it.

http://www.globalsources.com/gsol/I/Novelty-digital/p/2000000003844/3000000...

The idea is, you would include a plastic postcard in the shape of a phone (I'll have to email you the link privately because I'm keeping this company's product for myself right now), and imprint the words:

We are looking for a few new players who would be interested inplaying ball with us. Listen to the recorded message on the enclosed ball. Press play and listen to what we have to say.

The idea is, the recipient listens to your pitch, and is sent to a website link with even more details, perhaps a flash presentation, etc.

Could do the whole flash presentation on a USB chip too, but some companies are worried about scams or viruses invading their systems if its embedded on a chip from a stranger.

Hope you like the idea. If it comes in under budget, feel free to slip a few bucks my way, I take Visa, MC, and paypal...(kidding...points are fine)

;-)

Darcy Moen
Customer Loyalty Network
 
Posted by: MANSING Member Response
7/27/2006 4:37 AM (CST)
Hi Tatyiana,

Nice question! As you are targeting small business and your budget is limited so I would like to suggest few things.

1. Use DVD or Online registration for your customer so they can get easy access.

2. Deliver a gift related with the software concept with catchy tagline and company symbol on it.

3. Write Effective Direct Mail Sales Letters/ Marketing news.

4. Always follow following message:

• Attention (usually the headline or envelope message);
• Interest (tell them something that is relevant and beneficial);
• Desire (the prospect now needs to desire your service or product);
• Conviction (the reassurance - who else can testify for the benefits? What evidence can you provide?);
• Action (don't forget to tell your prospect what to do next - and make it simple!).

I hope this will help!

Regards,

M Bhor
 
Posted by: Tatyiana Author Response
7/27/2006 6:41 AM (CST)
These are all awesome idea's guys!

I had two ideas that were rolling around in my head...

1. Very similar with the two cans ideas except take one of the can and put some representation of $$ (roll of coins... or something) and then have a card that says something like, :We make it this easy. Open the can to discover the solution". And then in the can I would have: A RJ45 to represent VOIP, a lego guy to represent our profess. services, something to rep. small businesses, something to rep. our software and a business card. On the back a of the business card we would have written (typed) something like: Recurring Revenue with 50% margin. Pay back in less than a year!

and the second one was along the lines of the blow up sheep idea. They have those pigs that actually do fly. So we package one of those up with a simply card that says, "Can pigs fly? They can now! Do YOU have a small business VoIP solution? You do now!"
And then the same business card.

Of course I would have our brand all over both ideas...
Anyway just something rolling around in my head.

Thoughts?

Lots of other great ideas here too! Thanks and keep them coming.

I am basically trying to simply warm up the leads for my sales guys. The sales cycle can be anywhere from 3 months to a year with some carriers. So, if I can make a cold lead warm... that should help!

Thanks all!

T.
 
Posted by: thomas.c.taylor* Member Response
7/27/2006 3:49 PM (CST)
There is an advertising specialty item that is a cell phone charger that plugs into the USB port on a computer. It isn't that expensive. You can contact KB Graphics, Chuck Olin at 585.381.0600 x203 and he can help you. This would combine both telephony and computers which is what VOIP is about. Best of luck with you campaign regardless of your decision!
 
Posted by: Ouka Hayasaki* Member Response
7/27/2006 6:41 PM (CST)
Tatyiana,

Hello, I would like to say something to help you.
I don't know what is your possision in you job.Are you working as a technical manageer, or the department of marketing, or director to make things run....

Basically, I am not sure these advices including other poeple's advices help you or not...If you are a marketing researcher, you can pick good advices up.

Because we are experts of marketing.but I am not sure that the people are here understand your company's product and what your company does accurately and exactly.(I don't think we all know the words,"tier 3’s"). it is very technical.

All ideas can make people suprised maybe..but I don't know it is right or not.

what your company is doing is "VOIP Softwere," right?
and you said "the service provider."It means, "VOIP provider"..is it?

and the costomer "VOIP provicer" makes the IP-phone and sell it, not your company makes "TELEPHONE" because your company is software company...is it right?
and that the softwere is for the real IP-telephone not for PC like skype-tellphone or msn....?

And "VOIP"softwere company's goal is to make a high-guiolity, zero noise, clear sounds, high security, firewall , to protect from hacker...is it collect?

You said, "I don’t want a letter or brochure… I want some simple that is memorable."your feeling is right, but
it doesn't mean the costomer say yes.If you just make people suprised at the work specially in "BtoB", they just feel your company is original...you have to make people say "yes".and That is marketing.


Ouka
 
Posted by: Ouka Hayasaki* Member Response
7/27/2006 7:02 PM (CST)
page 2

"what is greater that the other company??"
"how you make people say yes??"

you said "Our software targets the small business market ,"right?if they are a small business market, the customer tends to basically know every technical things. you can not cheat them by just some attractive commercial.they are careful to use their money.

I don't think it is stupid to send them "letter" or "card".you can send them with something interesting.

what if you gather the monitors, and make them to try your product, (50-100 people...?of course you can use the employers family of friends as anonymous)and make a chart?

and you can say to the customer, "Most of the monitors love my product."logically.your customer 's customer is what kind of people??who uses the phone?what kind of thing they care?cost?quality?high-sense?you can listed up those matter and use for the monitor test.and you can take a video of interviewing.what if you make a interesting but logical promotion video??


this monitor test can use for any company, and besides it helps your company's develop.

In Japan, recently it is in trend.

About me:
I've been working for the Famous Internet Service Provider and Sell-phone company in Japan.My job was the "direct sals"(to talk to the customer ans sell the service in telephone),"technical support in telephone", "to take care of the employer".But recently I quite the job and tried to change my career to be a youth marketer.Thank you.
 
Posted by: shadysamy Member Response
7/28/2006 9:46 PM (CST)
Well, luved the ideas. In response to Ouka, not all markets are the same, you'd have something work in some parts of the world extremely effectively and other parts of the world miserably fail.
In reference to the letter, it surely isn't a good idea, 'cause simply it'd just go in with the rest of the trash. Do you have any idea how many different companies around the U.S send letters to different businesses and how many of them are actually read.
The success key factor here is INNOVATION. As previously stated, something that's memorable.

Tatyiana, the pigs idea is great, really funny though and definitly memorable. Didn't know they had actually flying pigs.

Well off the top of my head, I'd send something that's memorable and USABLE at the same time. They ideas are great, but most of them are items that will be placed on the shelf once read and seen. So I'd think of something that's usable in the office and prestigious & cost effective. They have these very cheap wireless group phones, where you have either 2 or 4 sets that communicate to each other wirelessly. That would be a fun gadget to have, and maybe you could install ring tones on them that says something about your company.

Hope I was of any help.

Cheers

Shady
 
Posted by: alyson Accepted Answer
7/29/2006 6:56 AM (CST)
One of the most effective promotions I have ever done for someone is with a company call Sumo Cookies there website is http://www.sumocookies.com/ . They make gourmet fourtune cookies that are over a foot big. They are delicious and the presentation is beautiful. The nice thing about them is that you can have a seperate custom message for each one you do. They run around $45-$50 each by the time you ship them. They definently get people talking.

Alyson
 
Posted by: DotBeyond.com Member Response
7/31/2006 10:16 AM (CST)
Wine and cheese. get custom labels for wine bottles.. google it
 
Posted by: Tatyiana Author Response
7/31/2006 12:07 PM (CST)
Thanks all!
I have short listed it for presentation to:

1. Pigs can fly (really first inspired by the blow-up sheep :0))
2. Tin can Telephone
3. Dartboard theme, i.e. their small businesses are our target!

This really helped to get some ideas rolling. And I am going to look into the fortune cookie for another events I have.

Thanks folks!

T.
 


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