Want Your Prospect’s Attention? Get Lumpy!

Getting the attention of a prospect can be a tough job. Everyone’s e-mail inbox is overcrowded. Your prospective clients probably receive stacks of direct mail pieces every day and may have to regularly deal with telemarketing calls. It can be hard to break through the clutter, particularly if your prospects employ gatekeepers and filters aimed at muffling your message. So if you want to make sure your message rises above the others and gets the audience it deserves, give it some lumps. 

The kind of lump I’m referring to is any form of what I call “dimensional mail.” Essentially, that is a package or object that can’t get sorted into the junk mail pile like a flat letter or postcard might.  

Few gatekeepers have the authority to toss a package in the trash. After all, it may be that special-ordered widget the boss has been waiting for. The same holds true for a balloon bouquet, hula hoop or barking toy poodle. A direct mail piece that employs something lumpy will increase response tenfold. That’s true whether you’re sending a single piece of direct mail or building a multi-step campaign.

How to devise a lumpy mail campaign

Any good direct mail piece or campaign starts with your company’s primary marketing message. The best lumpy mail programs help drill your company’s core point of difference or benefit into the mind of your prospective customers. 

The trick, then, is to think of some unique items, trinkets or packaging that you can use to help communicate your point. We’ll jump through hoops to get your business: the hula hoop. We’re the key to your success: a set of keys. We’ve got the tools to help you get the job done: a box of play tools. We build a strong financial foundation: some Lego building blocks. The goal is to create a very strong positive image or metaphor for the message you are trying to communicate. With the right creative approach you can even communicate through your lumpy mail how you solve a problem, provide more than the competition or try harder. 

Tell a complete story

A useful way to construct your campaign, particularly if your audience is not too familiar with your organization, is to create your campaign in story fashion. Each piece of mail builds on the previous one and helps deliver an integrated message. For instance, you might send three pieces of lumpy mail over a 10-day period, although some businesses may prefer to work with more. A series of lumpy mailings also allows you to add an element of intrigue into your campaign, if you wish. I’ve conducted lumpy mail campaigns in the past that have not even identified the company sending the first installment. Those first packages simply alert the prospect that there’s more to come. This drives curiosity in your campaign and turns it into a bit of a game.

Go for the final result

When you’re conducting your lumpy mail campaign, don’t forget to ask for the order. All this creative attention-getting is important for the setup, but keep in mind that you need a result. It’s important that you have a goal for the campaign and that your final piece has a call to action. If you want an appointment, say so. If they need to save a date, make sure they do. If you want them to engage in a trial run of a product, show them exactly how to do that. 

This sounds expensive

A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing, so it is important for you to consider two things when you are designing yours. First, how many clients can you serve, and second, what is the lifetime value of a new client to your business? 

If you are in a business that sells a onetime $19 product then you can’t really spend too much to acquire a new client. A lumpy direct mail campaign isn’t for you. But if your business can generate thousands of dollars from a long-term, loyal client then it might make sense to spend the money to run a creative lumpy mail program. 

Many small businesses need only a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate (the percentage of calls that result in appointments) soar to about 70%. 

A case of lumpiness

Here’s how one small business’s lumpy direct mail campaign worked. A comercial furniture dealer was new in town and was experiencing difficulty getting appointments with targeted accounts. That’s putting it lightly — they weren’t even getting their phone calls returned. 

So, we suggested some lumpy mail. This company was young and had some new ideas about how clients in this somewhat old-fashioned industry could be served. They wanted these target clients to know that they were fanatical about providing service and had the ability to provide more than just furniture.