When Shannon D’Sidocky needed to pique curiosity in a new thrill ride called the “Time Warp,” she sent television reporters and newspaper writers across Northeast Ohio blue and white cylindrical “time capsules” with an invitation to Geauga Lake’s annual media day event tucked inside each one.
“I’ve sent out press releases and I’ve sent out invitations,” says D’Sidocky, a public relations manager with the amusement park, who swears by this brand of dimensional marketing to announce the park’s new rides and attractions. “I’ve realized that you really need to send something that’s going to grab their attention.”
The idea behind dropping peculiar trinkets in the mail to tout a new product or service is simple. Distinct packages usually don’t get weeded out by gatekeepers charged with sifting out the day’s junk mail. More often than not, they end up being delivered directly to the person you want to reach.
Twinsburg-based Traymore Marketing has focused on dimensional marketing for the past several years. The firm helped Geauga Lake on its “Time Warp” campaign and is working with the amusement park under its new Six Flags Ohio banner. Rob Felber, president of Traymore Marketing, points out that dimensional marketing may cost a little more than traditional paper mailings, but it’s a much more reliable way to get your message to decision makers.
Here are four tips he offers anyone considering a dimensional marketing campaign of their own:
Start early
Assembling a dimensional marketing campaign requires time to work out the logistics of your mail strategy, especially if you intend to send something in an odd-shaped container.
“If you’re looking to introduce a new product in April, you’d better be thinking in December or January what you are going to do and how you are going to do it,” says Felber. “It can take quite a long time to put these things together.”
Make your message clear
Know what you hope to achieve from your investment and make sure that message is communicated clearly by the package you send.
“Ask yourself what you want the recipient to do,” explains Felber. “Do you want somebody to attend a trade show? Do you want someone to buy your product? Or do you want someone to simply feel good about your company?”
Assemble a list of prospects
Your list of names and addresses is the most critical part of the process. If your address list is old or incorrect, your credibility will be diminished from the start.
“The list is very, very critical,” says Felber. “Sometimes it comes from a client database and that’s something you have to have a good handle on. Ask yourself who’s on the list, why are they on the list and are the addresses good.”
Decide what to send
The item you send doesn’t have to be extravagant, but should somehow tie into the theme of your message and stand out from the onslaught of mail decision-makers receive on any given day. If your prospect information is very good, personalizing the promotional items can be even more powerful.
“If it has their name on it, they’re not going to let it go,” explains Felber. “It just adds a whole other degree of permanence to your dimensional campaign.”
How to reach: Traymore Marketing, (330) 963-3664
Jim Vickers ([email protected]) is an associate editor at SBN.