On Direct Mail
"I have a customer, a bank in Cape May County, New Jersey, that was looking to target businesses in its space for business banking and lending. We came up with a custom-printed box mailer. Inside the box went a custom pail and a lid from, a one-pound bag of local saltwater taffy and a totally customized postcard. The post card was personalized, so it would say 'Dear Joe Smith' on it and not just 'dear generic customer.' And at the bottom, where the digitized signature was, was the person's name from the bank who was going to be calling them. So, Joe Smith got this package, and it was signed by Lana, so Lana is the person that was going to be calling Joe Smith.
"We assembled the box, put the pail in, the taffy in, the lid on top, then this personalized postcard. They were all packaged in shrink-wrap and mailed. We mailed 250, they got appointments with 150 of them. It was tremendous. The whole thing only cost them like 30 bucks a unit."
- Derek Miller, principal of ProPrinters, Trenton, N.J. From "My Best Promotion," Promo Marketing, October 2012.
- Companies:
- Edwards Garment
- Liqui-Mark
- Molenaar