Question

Topic: Advertising/PR

In Need Of A Unique Direct Mail Idea

Posted by ormancreative on 3/27/2009 at 5:14 PM ET 500 Points
I'm looking for a unique direct mail idea. Something that will get opened. The piece will go to Independent Pharmacy Owners and Directories. We are offering a FREE POS system with the purchase of our regular Pharmacy Software. This truly is a great offer, but it has to be because most potential customers will need to be convinced to switch over from their current systems and this involves time and relearning of system. Although, we feel in the long run they save money and frustration, it's always tricky to get them to make such a big change. I think the offer is strong and attention getting-just need help with creative to make sure we get the offer in front of them. Any ideas would be appreciated.
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RESPONSES

  • Posted by joshuacrumbaugh on 3/27/2009 at 5:58 PM Accepted
    Don't over complicate it. Some of the most successful campaigns are handwritten. Graphics are great, but Americans receive so much junk mail that it's difficult to stand out of the crowd no matter what you do.

    I hire someone to hand address the envelopes whenever I'm marketing to high end clients that most likely get 4-5 times the amount of junk mail.

    Other than that it's a matter of clearly presenting your value proposition as quickly as possible and keeping a highly professional image as to not give them reason to doubt the offerings authenticity.
  • Posted by michael on 3/27/2009 at 6:37 PM Accepted
    How about a prescription bottle?

    You can jam a lot of stuff into a bottle if you use one of the bigger ones.

    Michael
  • Posted on 3/27/2009 at 8:10 PM Accepted
    If the offer is as good as you say it is, then that should be on the outside of your mailing and the headline thought inside too.

    The concern I would have is that the offer would take center-stage instead of the real [product] benefit. This suggests that you don't think you can get converts with your basic story. It may be difficult to sell them on the long-term reason to switch, but if they don't think it's right for them, do you think the promotion offer will be enough to get them to switch?
  • Posted by Jay Hamilton-Roth on 3/28/2009 at 8:53 AM Accepted
    It depends on your budget. Mailers, prescription bottles, CDs are all good ideas. If you've got more of a budget, then anything from: a box that looks like it contains a computer component (and may contain a toy computer), or a chocolate computer (https://www.corporategiftshowcase.com/CIchocolatetechnology.asp), etc.

    However, focus on the real benefit: saving them time/money. Do you know which pharmacists are using which of your competitor's products? If so, segment your list, and have your marketing material explain specifically how much time/money they can save switching from company A to you. If you have a strong benefit, then you've got their ear...and eye.
  • Posted by jstiles on 3/31/2009 at 11:37 AM Accepted
    The audience is pharmacy owners right?
    so how many pill bottle shaped promos do you think they have seen already?

    I'm guessing lots.

    I would suggest you tie the creative to the offer. For example if your POS system saves them time do something with a stopwatch theme.

    Above all, focus on the benefit to the customer not just product features. For example, the integrated 802.11n wireless capability is great, but the freedom to access the system from anywhere in the store probably is a better selling point. tailor the offer to their needs.

    Best of luck!
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