Question

Topic: Advertising/PR

Direct Mail Eye Catching Insert Suggestions

Posted by Anonymous on 8/30/2004 at 12:20 PM ET 125 Points
I work for a company that provides equipment to construction companies/general contractors. The biggest challenge we have is getting these people to save their direct mail pieces we send in the mail. Overall it has been a successful campaign since we are able to see that traffic on our website has gone up significantly. Now we want to get to the next level. We want to give the end user something to keep from our direct mail campaign. Our layout is an 8 panel fold up so we would be able to insert something with a removeable adhesive, but we're having trouble coming up with what that "something" could be. Like I said we're in the construction industry and have done stickers for hard hats in the past, but are looking for something new. Any ideas would be great even if not applicable to the industry, they might generate something in our minds. I appreciate the help in advance!

-Cheryl
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RESPONSES

  • Posted by Blaine Wilkerson on 8/30/2004 at 12:33 PM Member
    You might try magents with calenders or micro LED clocks for metal dashboard, equipment, regrigerators etc. Make sure it is "cool" enough and not too bland, cheap, or "sissy" looking.

    Something else to consider is one of those creditcard sized "stealth" knives. Guys would eat that up like crazy!!! Every hardworking man can appreciate an extra knife that doesn't take up a lot of space.

    You should be able to find these products pretty easily online.

    I hope this helps!

  • Posted by SRyan ;] on 8/30/2004 at 3:40 PM Member
    I like MJK's idea, but I'd change the slogan to:

    SAFETY FIRST
  • Posted by Deremiah *CPE on 8/30/2004 at 3:47 PM Member
    cfeldner22,

    You might want to try something safe, memorable and something that will evoke a smile. I recently received a couple of lolly pops in the mail from one of my clients and it was an inexpensive gesture, that was not costly but it sure was sweet :-) To my amazement I was so eager to open the envelope (the one I could feel something in first) even though I had many other letters in my hand I was just compelled to get this envelope open. Like right now. The mystery created a strange tension.

    I also remember a small piece of chocolate I received from another client of mine who had their logo engraved in the chocolate.

    Again something sweet, something memorable and something inexpensive will do the trick. I know they work because I still can't forget the gesture. What's even better is that now I'm sweet on them. Is there anything I can do for you?

    Your Servant,

    Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by SteveByrneMarketing on 8/30/2004 at 5:03 PM Member
    cfeldner22,

    How about a bumper sticker

    Contractors do it with … (must be careful here) blueprints, lumber, toolbelts

    Contractors low ball
    Contractors bit for it

    I can’t seem to get to any high ground with the messaging. Maybe others can.

    Good luck,

    - Steve
  • Posted by SteveByrneMarketing on 8/30/2004 at 5:04 PM Member
    bid for it
  • Posted by Chris Blackman on 8/31/2004 at 4:53 AM Member
    Re SteveB's idea, Bumper sticker tagline...

    how 'bout...

    Contractors. Always on a solid footing.

    [Gets you on the high ground but not much else.]

    What else could you give them?

    Those big flat carpenters pencils are pretty cool and offer plenty of space to custom print a message that will last a while.

    Something that can fasten a toll tag to a windshield might be useful. I made one from heavy duty velcro-type material, self-adhesive backed (3M) and everyone asks me how my tag is attached (because it doesn't use the ugly toll company plastic gizmo).

    A double key ring that unclips in the middle (house keys/car keys) might be good for a contractor who might need to get another girl/guy to move his/her pickup for him. (Notice the PC, gender-inclusive language and no, that's not meant to be some kind of euphemism).

    Well that's my 2cw.

    Hope it helps.

    ChrisB
  • Posted by darcy.moen on 9/2/2004 at 10:50 PM Member
    Why not simply ask them....

    Keep and present this letter for one free six pack, or your choice of Sport Illustrated calender.

    ?

    Seemed obvious to me.

    Darcy Moen (Customer Loyalty Network)
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