DON'T FORGET + NO CAN PULL
DON’T FORGET THE KITCHEN SINK
You’ve probably noticed – freemiums from non-profit organizations have been getting a lot more extravagant over the past couple of years.
Ahead of Christmas, it’s not unusual to get two or three weighty packages of greeting cards and envelopes in a single day, not to mention other packages of labels with note pads.
Then the quantity of gifts drops precipitously until mid-fall. Maybe that’s what prompted the Alzheimer Society to decide to fill a void.
Last week I received a hefty package from them containing 13 greeting cards, 13 envelopes, a sheet of stickers depicting forget-me-nots, and two note pads. Who could avoid noticing their package among the half dozen or so thin #10 mailings in that day’s mail? And, with no other gifts in sight, who could resist opening their envelope?
TIP: As one of my middle school teachers constantly reminded my class, “Circumstances alter cases.” So while you can make a case that it’s effective to mail expensive premium packages ahead of Christmas, the circumstance is that almost every other non-profit is doing the same thing…so you’re not going to be the DM powerhouse.
But send out a whack of material when the circumstance is that no one else is, and you’ve got yourself a strong case for success.
NO CAN PULL
Toyota sent me a nifty self-mailer with a car & street scene on the front and a place to ‘pull here’. I love involvement devices, so I pulled where I was instructed, so I could see what would be revealed.
And I pulled. And I pulled. And pulled.
Finally, I pulled the entire mailer apart. That’s when I discovered that the panel that was designed to slide, had been glued down.
TIP: Production bells and whistles like sliding panels can be highly effective. But they have to work! Someone needs to be on the production line as pieces are assembled, testing to see that they’re not stuck in neutral like the Toyota piece.
Glued panels frustrate the drive-train out of DM recipients like…
Dr. Bob
symbiomarketing@telus.net
You’ve probably noticed – freemiums from non-profit organizations have been getting a lot more extravagant over the past couple of years.
Ahead of Christmas, it’s not unusual to get two or three weighty packages of greeting cards and envelopes in a single day, not to mention other packages of labels with note pads.
Then the quantity of gifts drops precipitously until mid-fall. Maybe that’s what prompted the Alzheimer Society to decide to fill a void.
Last week I received a hefty package from them containing 13 greeting cards, 13 envelopes, a sheet of stickers depicting forget-me-nots, and two note pads. Who could avoid noticing their package among the half dozen or so thin #10 mailings in that day’s mail? And, with no other gifts in sight, who could resist opening their envelope?
TIP: As one of my middle school teachers constantly reminded my class, “Circumstances alter cases.” So while you can make a case that it’s effective to mail expensive premium packages ahead of Christmas, the circumstance is that almost every other non-profit is doing the same thing…so you’re not going to be the DM powerhouse.
But send out a whack of material when the circumstance is that no one else is, and you’ve got yourself a strong case for success.
NO CAN PULL
Toyota sent me a nifty self-mailer with a car & street scene on the front and a place to ‘pull here’. I love involvement devices, so I pulled where I was instructed, so I could see what would be revealed.
And I pulled. And I pulled. And pulled.
Finally, I pulled the entire mailer apart. That’s when I discovered that the panel that was designed to slide, had been glued down.
TIP: Production bells and whistles like sliding panels can be highly effective. But they have to work! Someone needs to be on the production line as pieces are assembled, testing to see that they’re not stuck in neutral like the Toyota piece.
Glued panels frustrate the drive-train out of DM recipients like…
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 12:21 AM
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