Ever wonder what makes certain marketing pieces stand out in the mailbox, while others fall by the wayside? You’re not alone. Numerous studies have attempted to solve this mystery – striving to determine the importance and quantify the influence of various campaign factors. Is it the copy that dictates a campaign’s success? The design? The relevance of the offer? Or even the mailing list itself?
It appears that all of these components contribute to a campaign’s success in varying degrees. But perhaps one of the best ways to garner the attention your campaign deserves is to think outside the box with your marketing pieces. Sure, even a standard postcard or direct mail letter can be hugely successful. But what about a two-panel postcard with a pop-up? Or a piece that speaks to the ears as well as to the eyes? While these special features come with a higher cost, the extra attention they can generate may well be worth the price.
SeaComm Federal Credit Union, a longtime image.works client, is no stranger to going above and beyond with their promotional materials. Here are just a few of the not-so-basic, out-of-the-box pieces we’ve created for them:
#1: Three-dimensional box with hourglass timer
Sometimes thinking outside the box…means going straight for the box! That was certainly the case with SeaComm’s “Minute to Win It” credit card promotion, which consisted of a box and accompanying timer. The three-dimensional box aroused the curiosity of recipients, while the timer gave readers a tangible item to hold onto and remind themselves of the promotion. Not convinced that 3-D is the way to go? Take a look at the statistics in this article, which show that three-dimensional direct mail pieces achieve average response rates that are more than double those of conventional, flat pieces.
#2: Holiday card with musical recording
What better way to strike a chord with your accountholders than with a promotional piece that literally sings your praises? In their 2013 holiday credit card promotion, SeaComm opted for a two-panel postcard that opened to reveal a surprise holiday music recording. It was a smart move based on the findings in this article, which examined the benefits of engaging the senses in marketing campaigns. According to the article, a promotion in the UK that sought to creatively engage the senses recorded an astonishing 625% increase in responses from younger audience members.
#3: Two-panel postcard with pop-up
At first glance, SeaComm’s prescreen auto piece may look like a normal postcard – but inside it has an unexpected pop-up element that captures the attention of readers. The memorability of this piece means that even if recipients aren’t immediately planning to purchase a vehicle, they’ll likely think of SeaComm when their needs change later down the road. Don’t believe in the power of pop-ups? Check out this article, which states that pop-ups can increase response rates up to 40% compared to traditional flat mailings.
So go ahead – think outside the box and challenge yourself to transform the ordinary into something extraordinary. We can help! Just click here for more marketing inspiration. Have a campaign success story you’d like to share? Drop us a line in the comments section below. We’d love to hear from you!