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