Flamin' Hot Mail Box
Does traditional direct mail still work? It seems that everywhere you look there is a chance to win an iPad, new car or $10,000. It’s become difficult even to surf the web without being bombarded with 1995-style flashing banner ads begging the user to click for a chance to win or better yet, “YOU’VE ALREADY WON!” Typically less-than motivated to even look through obvious sales-oriented snail-mail, one piece caught my eye recently from a local car dealership. As a marketer, I like to believe I’m more sensitive than most when it comes to sales tactics. So what exactly was it that made me follow through with this dealership’s promotion?
The Direct Mail Promotion
The promotion contained two medium-stock, double-sided print pieces as well as a car key glued to one of them. I’m not sure if it was the weight, size, or key that made me consider how much they must have spent on these pieces, but it caught my attention. With a closer look, there was a scratch area that would reveal if I’d won. Awesome. Regardless of context, there’s some inherent excitement found in the instant feedback of a scratch area. My scratch area revealed a matching number to the other piece, identifying me as a winner. The perpetual skeptic, I immediately began reading the fine print, which informed me that all winners received a 3-day/2-night stay at one of various hotels around the U.S. as well as one of the other prizes: a $1,000 scratch ticket, a $5,000 scratch ticket, an iPad, or a new Hyundai Accent. Before showing up at the dealership, I had to register my winning number where I was informed that I had actually won three of the prizes, probably the tipping-point for me to follow-through and show up at the dealership.
Action
I arrived on the last day of the promotion. As suspected, the dealership’s showroom was buzzing with people in and out. After waiting a couple of minutes for others claiming prizes, I sat with a rep who informed me that my number was not the one to win the car, but I did receive my 2-night stay and two scratch tickets. After their surprisingly modest sales attempt, I met their sales bait with responses aimed at sounding like as cold of a lead as possible, since they did have my telephone number and address after all. I was thanked and on my way within five minutes, but they had succeeded in acquiring contact information, getting me in the door, and determining where I fell in the new car sales process.
Five Keys to Success
So what were their keys to success? The following are five takeaways to the success of this direct-mail campaign.
1. Make it Unique. This promotion had multiple hooks that all drove the consumer to the same place. The car key immediately told me what I could win and was unique enough to grab my attention.
2. Hook the reader. Just like any piece of writing, hooks are essential to acquiring interest. “Four days only,” “win a Hyundai Accent,” scratch to see if you won, and a $1000+ coupon (resembling a check) all were hard working hooks for various personality types.
3. Engage the target with a call-to-action they’re willing and ready to take. The initial action was simple and straightforward; reveal the scratch area. Just getting home from work and looking through the mail, I’m not at my computer ready to type in a url. The scratch area worked perfectly because there’s almost always something close by to scratch and offered intrigue and zero personal risk.
4. Over deliver. After calling the 1-800 number to hear what they had to say, I was informed I’d won three of the prizes, not just two as the flier boasted. This supported my interest as to whether it was possible I actually won the car. This was likely the piece that pushed me over the edge to actually show up at the dealership.
5. Credibility is key. The fact that it came from a local company that I was familiar with was a major factor in my decision to follow-through. They didn’t press for personal data other than an email address and questions about where I fell in the sales process for purchasing a new car.
The Promise of Your Mailbox
Although the digital age we live in brags about the cost-effectiveness of online promotion, in the real world a well constructed direct-mail promotional campaign still remains an effective way to drive consumers to take real-world action. That probably explains why our mailboxes still overflow. The Direct Marketing Association offers marketers in-depth information on what works, and through DMAchoice, it offers consumers tips for opting out of all direct mail, or just narrowing down to receive the commercial mail you want. Be careful though — or you might miss the unexpected fun of a chance to win a new car.
