In a time when marketing budgets are tight, marketers are looking for the most effective ways to reach their targeted audience, spread their message and generate qualified leads. While sticking with the traditional marketing activities, including tradeshows, webcasts, email marketing and SEM, continue to bring in new leads, many times the quality of these leads may be less than desired.
While these tried and true marketing methods may successfully connect you with contacts within your targeted organizations, if they are not the senior-level decision makers that will ultimately sign-off on a sale, you may end up lengthening your sales cycle, extending it past your company’s norm.
Marketing to Decision Makers
In today’s highly competitive marketing environment, in order to reach decisions makers, companies must shake things up and get creative with their marketing efforts. A great way to do this is to leverage alternative marketing methods that are less exhausted and are more unique in execution, including three-dimensional marketing campaigns.
Benefits of Three-Dimensional Marketing Campaigns
In a time of marketing overload, three-dimensional marketing campaigns can help ensure your company gets in front of your most sought after targets, while other marketing activities may miss the mark.
A few key benefits of using three-dimensional marketing campaigns include:
Breaking through the clutter. People are overwhelmed with marketing materials coming at them from all directions. Leveraging a three-dimensional marketing piece, marketers are able to create materials that stand out from the masses, ultimately invoking curiosity and demanding immediate attention. After all, who can resist that big, mysterious box sitting on their desk?
Reaching decision makers. Decision makers are usually well guarded and have administrative assistants who consistently filter marketing communications, preventing them from reaching the desk of the intended recipient. This is not typically true when it comes to packages. Using dimensional mailers, a package is most likely to zoom right past the admin and land straight on the decision maker’s desk.
Making an impact. People get tired of the same old marketing tactics and after a while, ads, brochures and emails all start to blend together and look the same. By sending a creative dimensional mailer, marketers not only grab the recipient’s attention, they have also created a memorable experience that can positively affect their brand and communicate value, all in a unique way.
Components of an Effective Three-Dimensional Campaign
Three-dimensional mailers can take on all shapes and sizes, and rely on this unique aspect to grab attention. While unique sizing sets a piece apart, to be memorable, a mailer should also incorporate a well defined creative theme and message.
Even more important to the success of the mailer and the absorption of your message, is sending it as part of an integrated campaign, not simply executing it as a standalone activity. So, when planning this type of campaign, look beyond the initial mailing and use a mix of marketing activities and marketing mediums that will best connect with your audience.
No matter the mix of integrated marketing activities chosen in conjunction with the three-dimensional campaign, when it is all said and done, to be most effective, they should always include timely, follow up phone calls to the mailing and have a well planned call-to-action and clear next steps.
Open the Door for Dynamic Conversations
While using traditional marketing methods to capture leads on a regular basis is highly recommended, sometimes it takes stepping out of the marketing comfort zone and implementing highly targeted campaigns to deliver non-traditional results.
Sending three-dimensional mailers can help you break through the clutter, reach decision makers and make an impact. Most importantly, they are extremely effective at opening the door for dynamic conversations with senior-level decision makers which is invaluable.
Interested in breaking through the clutter to reach select decision makers? We can deliver the results you are looking for. Contact Launch Marketing today.
Graphic Source: http://www.thestar.com/news/insight/2014/01/25/amazon_puts_shopping_cart_before_the_horse.html