Question

Topic: Advertising/PR

Ousert Vs Insert Vs Direct Mail

Posted by Anonymous on 11/7/2011 at 1:17 PM ET 125 Points
We are B-B company in the electronics assembly products arena (companies assembling PCBs are our clients). We have a new widget that we want to launch next year and would like to get our message out there in a dramatic fashion. The call to action is us sending them an evaluation kit in the mail.

We are considering using either and insert or outsert (poly-wrapped magazine with out message in the there OR a glued card to the front of the book) which will be sent to approx 15K potential targets. The frequency would be every 2 months.

The other consideration is to buy a direct mail piece and mail multiple times.

We are of the opnion that a tangible piece of mail is the "un" message of the day with so much being done electronically and be lost in the clutter.

Comments or thoughts?
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RESPONSES

  • Posted by marketbase on 11/7/2011 at 6:12 PM Accepted
    Mail, electronic or physically (tangible) delivered, remains but a spoke in the marketing umbrella. The U.S. postal service has started a marketing program itself, aimed at consumers and B2B touting the human "need" to have "something" to hold. Perhaps you could try a limited number of units of each to ascertain response rates before plunging into either arena.
  • Posted on 11/8/2011 at 3:43 PM Accepted
    Use the nature of the media to justify itself, e.g. use a retro theme which will fit with mail, "Remember the bad old days when you got burried in junk mail, and now you have a spam filter? These days you have [whatever problem the widget solves] but with our widget [however it solves it]"

    Or, make the mailpiece something tangible and worth keeping - a mouse mat might be too obvious/overdone so, try to think of something else that would put your brand/widget right in front of your customers for months or years.

    I would councel against mailing the same piece multiple times - if nothing else it looks like you're desperate or cheap - but there's nothing to stop you mailing a variation each time (think how TV channels trailer new shows - a little tease, a few highlights to grab your interest and then the infomercial to suck you in.
  • Posted by Gary Bloomer on 11/13/2011 at 3:51 PM Accepted
    Consider lumpy mail. Something 3D.
  • Posted on 11/16/2011 at 11:23 AM Accepted
    Mail them one IC and tell them they can get the rest of the solution by requesting the eval board from you. You can work with an advertising company to provide creative layouts/designs.
    Good luck.
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