Many PODi members have promoted themselves with multi-channel marketing campaigns that have featured “dimensional” mailers. The printed elements of the campaign are usually the first touch point that the recipient has and so they are designed to grab attention, invoke a response and encourage a visit to a personalised landing page or microsite.
Dimensional mailers have included pie wrappers, actual “pieces of pie”, mini roll-up banners, toy robots, handy boxes and even a real coconut. The purpose of the campaigns are typically to invite an audience to an in-house seminar, business briefing or booth at a trade exhibition.
There’s no doubt that sending interesting dimensional mailers to carefully selected target audiences can give excellent response rates, generate good attendances and lead to worthwhile sales conversions.
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Use Your Coconut This case study is free for everyone!
An AlphaGraphics centre developed a campaign to educate their clients about the true power of direct mail, especially when approached as an integrated, multimedia marketing campaign. Their “Use Your Coconut” theme involved mailing prospects an actual coconut in nylon netting with a hangtag. The theme was carried through in email, personalised URLs, social media, direct mail and on site materials at a marketing workshop. The campaign achieved a 46% response rate.
Ben E. Keith, a distributor of food service products and premium alcoholic beverages, frequently uses hospitality and food trade shows to showcase their newest products. The company had committed to participating in a new event and wanted to attract restaurant owners, chefs and others in the industry it. A multi-touch campaign was developed that involved a “fried pie” box. It yielded a 52% response rate.
To kick off their annual sales initiative BURNDY needed a way to capture the attention of sales representatives and get them excited about the coming year. A mailer was developed that tied in with BURNDY’s baseball-themed sales campaign. The BURNDY personalised packaging introduced each salesperson to the goals for the year ahead and provided a hint of what was planned. The launch was a success with high praise from the sales force.
CustomXM added a new division, SignsXM and wanted a unique way to announce its new offerings which included all types of wide format printing, including banners, signage, wall graphics, vehicle graphics and more. They created a mail piece that included a personalised mini-banner. Recipients were encouraged to post photos on Instagram and Twitter, which would qualify them for entry into a prize draw. Over 13% did just that.
Gilson Graphics wanted to increase awareness of their position as a complete marketing solutions firm amongst big-name retail clients across the nation. They created a full-scale marketing campaign to demonstrate their capabilities and increase booth traffic at the 2014 GlobalShop trade show, the world’s largest annual trade show and conference dedicated to store design, visual merchandising, and shopper marketing.
The Standard Group wanted to create a high level educational seminar for marketing executives to learn about the latest advancements, trends and tools for marketing automation. The Standard Group created a personalised campaign that included a robot in a box with a QR Code and personalised URL for the response. To encourage people to respond, all registrants were entered into a draw for a real robot vacuum cleaner. The campaign achieved an 18% response rate.
MSP and sister company BlueSky ETO had a common goal to increase awareness of their brands and capabilities. Their approach focused on a 2-day event at MSP’s facility. To drive attendance and highlight their capablities, MSP developed a fully-integrated, multi-channel marketing campaign utilising two and three dimensional mailings with QR codes, personalised websites, emails, and personalised samples. The campaign resulted in over 100 event attendees.
Buckland Media Group had recently rebranded and invested in a new digital press. They wanted to introduce their marketing services to potential new clients by hosting a seminar they called “Slicing Your Marketing Pie”. Their cross-media promotion campaign featured a series of mailers which used the dimensional printing capabilities of the press to create impact. Over 10% of their list registered for the seminar.
Cedar Graphics wanted to increase awareness of their solutions and developed a self-promotion campaign that demonstrated their cross-media marketing and web-to-print capabilities. To gain the attention of advertising agencies and print buyers Cedar Graphics created a dimensional mailer that looked like a box of cereal. The package was personalised with the recipient’s name and personalised URL and QR Code response mechanisms. Inside the package was a letter describing Cedar Graphics’ services and several print samples showcasing their capabilities. The program achieved a 10% response rate with recipients visiting a personalised landing page and completing an online survey about their printing needs.
The Daniels Group offers strategic communication services, including integrated cross-channel marketing, print, fulfillment and call center support. They developed a cross-media direct marketing programme to generate qualified leads for marketing services. A direct mail piece was die cut to resemble a glass of ice tea and mailed in a clear envelope. It was personalised and versioned by vertical market. 1.8% of recipients visited their personalised landing page and 50% of visitors downloaded a white paper.
Velocity Print Solutions implemented a direct marketing campaign that let their customers see first-hand their cross-media marketing capabilities. The first touch was a personalised self-mailer die cut in the shape of a playing card. It directed recipients to a campaign microsite where they could order a set of custom playing cards and experience the functionality of a web-to-print solution. Over 8% of recipients visited the microsite.
Your Packaging Source provides distributors and printers top quality boxes, dimensional mailers, and custom creative packaging products. To promote its services, they needed a marketing campaign that would reach key C-level decision makers at large, multi-location resellers of print and promotional products. A dimensional mail campaign with personalised URLs was used to gain the recipients’ attention and begin a dialog about their marketing needs. It achieved a 400% ROI.