In my workshops I often talk about “guerrilla” methods of marketing. One of the techniques I use is to put loads of neat and colorful stamps on my outgoing mail. This gets noticed and these envelopes get opened first!
The following article is another take on guerrilla marketing … LUMPY MAIL. This is definitely thinking out of the box and will absolutelyget your mail noticed and opened.
Lumpy mail is … duh … mail with LUMPS in it. You have flat mail and you have lumpy mail. Which would YOU open first? Don’t those lumps just call out to be discovered?
HERE ARE SOME LUMPY IDEAS to get you going. Many of these ideas were contributed through the Lumpy Ideas Contest run in the Freelance News and Contest News newsletters. Thank you everyone for your contributions!!
Writers
* an eraser
* a book mark
* custom designed book plates
* a booklet
* if you have a book … use the book cover on a book mark, or miniturize the book cover and make a book mark out of the cover.
* reproduce a bookmark with your website name on it.
* send out a cd with examples of your work.
* editing pencil
* something related to the article being submitted [example: article about babies could include diaper pin
* Slogan: I’ve been around the “block” (and send a lego block).
* goofy stamps
* copies of published articles
Photographers
* 5 or 6 old and out of focus slides with a slogan indicating you ARE in focus
* those cute stickers (word bubbles?) like the ones in comic strips that people can put on photos
* cd with fabulous examples … and tell people they can use them as wall paper on their desktop.
* postcards that clients can keep or send off (promoting you and your services to their friends)
Designers /Artists
* one of those kids paint brushes with the bristles that go all over the place
* postcard made of strips you can get in hardware stores that show paint color samples
* small piece of carpet or wallpaper (I have a friend that makes envelopes out of wallpaper samples)
* cd with samples of your work
* cd with some wall paper or backgrounds clients can use on their computers.
* 30-60-90 triagle with company information printed on it.
* ruler with company informatin printed on it.
Web Programmers
* a gooey spider
* something related to a site [example: I have a website that sells jewelry and could send a piece]
* homemade CD-Rom,
* Slogan: We went to put money in your pocket (and send a dollar bill)
* Slogan: Our web design will give you the edge (send a straight edge)
Entrepreneurs
* a pen enclosed with a consumer survey. That way you may entice the person to fill it out immediately.
* STICKY NOTEPAD with company information printed on top, leaving lots of space for people to make notes and write into.
* CUTE REFRIGERATOR magnets with your company information in it.
* DESK NOTEPAD with company name, logo, and contact information in it.
Miscellaneous
* Send a key fob for automotive related businesses.
* for someone who sells skin care, vitamins, herbal supplements — small skin cream samples … just thin enough to fit in envelopes, thick enough to tantalize potential clients.
* Gardeners – a seed packet
* Restaurants – peppermint candy
* Chinese restaurants – a sauce package
* Dairy products – a sachet of powdered milk
* Wine making – a packet of brewers yeast
* Carpets –a sample one inch square
* Any home decorating item – a small sample – wallpaper, flooring etc.
* From an Optometrist: a magnified, plastic monocle that can be hung on a key chain … with company name on it.
* Real Estate Agent – an amortization table booklet
* A Golf Instructor – a greens restoration tool
Keep your LUMPS and bumps interesting. Keep them related to your business. Your mail WILL be opened. Hopefully it will solicit at least a few laughs … and of course, your ultimate goal —> more business!
Here is a FABULOUS article on Lumpy Mail by John Jantsch, who is a fabulous GUERRILLA marketer!
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Lumpy Mail Gets Your Message Through
Copyright 2004 John Jantsch
When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail room, past the gate keepers, and onto your buyer’s desk, lumps are just the ticket. I love direct mail for small business marketing and I’m particularly fond of something I call “lumpy mail.” Lumpy mail is a direct mail piece or package with some dimension to it. A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop. You name it. The point is you just can’t ignore a piece of lumpy mail.
It’s getting harder and harder to get your message through all of the advertising clutter so sometimes you need to up the ante and make a real statement. A lumpy mail package screams notice me, open me. A lumpy mail campaign can give your marketing message center stage attention. Of course, you’ve still got to deliver the performance. But half the battle is finding an audience.
How to run a lumpy mail campaign
Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you.
Think of some unique items, trinkets, or packaging that you can use to help communicate your point. We’ll jump through hoops to get your business … the hoola hoop. We’re the key to your success … a box of keys. We provide total solutions … a box of Total brand cereal. We’ve got the tools to help you get the job done … a box of play tools. It’s very important that you can create a very strong image and metaphor for the message you are trying to communicate.
Repetition
Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave the recipient eager to perform whatever call to action you request at the end of the campaign.
A building series
A very powerful way to construct your campaign, particularly if your audience is not too familiar with you, is to create your three pieces in a story fashion. Each piece builds on the last and delivers an integrated message. You can use this method to build intrigue. Many times I will send the first piece in a lumpy campaign without a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery.
The Call to Action
Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been.
I’ve actually had clients tell me that prospects who wouldn’t even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don’t get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things … content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact)
How Much For Those Lumps
A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business.
Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%.
If you are in a business that sells a one time $19 product then you can’t really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense.
So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already.
John Jantsch is a marketing consultant and creator of Duct Tape Marketing, a small business marketing system. You can reach him at John@DuctTapeMarketing.com
RESOURCES
Marketing Your Services: A Step-by-Step Guide for Small Businesses and Professionals
1001 Ways to Market Your Services: Even If You Hate to Sell
Marketing Your Services : For People Who Hate to Sell
Great stuff! The stuff about knowing the lifetime value of a client is invaluable to any marketer. It’s all about ROI!
The lifetime value of a client is very revealing to many … I’ve had clients totally re-develop their marketing campaigns once they realize how valuable a new customer can be. ~Melanie
Many of the business owners we speak with express a concern with Lumpy Mail that it is cheap and cheesy and makes them look amateurish. That is why we spend a great deal of time working with them to make sure their message is clear and that the item achieve the following:
1. Long lasting – it should be a keepsake they will leave on their desk or refrigerator and be there when they need to re-order
2. It should create a good feeling for the recipient – make them like you and want to believe you
3. It should be imminently clear what this object has to do with your brand and core message.
Anyone can send toys in the mail, but only a creative soul can make a well-crafted campaign that gets people to stand up and act.
Thanks for the great tips Lee! You’ve got a great website … well worth a visit! ~Melanie