![]() “It’s a high statement piece,” Tervo observes. Why has this mailing been successful for nearly a decade? Tervo says that many prospects agree to a meeting and a significant percentage of those become clients. MSP’s sales reps determine who should get the mailbox – typically senior executives at direct marketing companies the rep has identified as a best prospect. Personalized inserts are stuffed in the box and shipping is via FedEx. Mailboxes are custom-painted and branded with MSP’s logo and colors. According to Kirstan Tervo, Director of Marketing and New Business Development at MSP (who signed the letter I received in 2004 and is still with the company), MSP launched its mailbox campaign in 2001. MSP provides printing, mailing, and database management services to direct marketing companies. How a Smart B2B Marketer Uses Dimensional Mail Depending on the premium and shipping costs, dimensional mail can be a big investment, so it’s usually mailed to a small list. ![]() Dimensional direct marketing campaigns commonly include a premium related to a creative theme. Many B2B direct marketers use dimensional mail to get executives’ attention. But when the target audience is C-suite executives, it can be challenging to create direct mail that reaches the executive’s desk. Here’s how MSP deploys dimensional mail in its smart marketing strategy, and five lessons for every B2B marketer using direct mail to generate leads.ĭirect Marketing as a Lead Generation ToolĪs a B2B marketing consultant, I often recommend direct marketing as a lead generation strategy. Six years later, MSP’s mailbox remains the single best example of effective B2B lead generation dimensional mail I’ve ever received. ![]() I still remember my reaction - “Wow!” - when I opened the mailbox I received from MSP in 2004. MSP, a direct marketing services company in Pittsburgh, has been sending real mailboxes to its best prospects for nearly 10 years. What if you got a real mailbox – a full-size, metal mailbox – sent to you at your office? Would you open it? Success in a Box: The Power of Dimensional Direct Mail in B2B Marketing
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