Let mail recipients go 'coconuts' over mailings
Many think of direct mail as a somewhat boring and traditional marketing strategy, even if it has proven to be successful over time. However, direct mail offers an excellent medium for creative businesses to win customers with eye-catching marketing pieces.
That is exactly what a Pittsburgh franchise of a printing and marketing company did. The business decided to mail coconuts to local high-level marketing executives, reported Deliver magazine.
“There’s a wow factor,” Tracy Schneider, the company’s design and marketing manager, told the magazine. “It’s kind of hard to ignore a coconut. It really demonstrated the lengths that we go to get a message out.”
The printing and marketing company used the coconuts in two ways: It wanted to show how direct mail is still alive and well and can contribute to an integrated marketing campaign, and also how direct mail can create a pleasing shock value.
This is just one example of how businesses can use direct mail to showcase the personality of their company. But businesses that plan on using direct mail as part of an integrated marketing campaign should use address verification software because they don't want their well-designed mailings to be sent to phantom addresses.