Pushing the Envelope on Direct Mail

Everybody likes packages; the anticipation of what’s inside, especially when it’s unexpected, creates an irresistible urge to rip that package open. In the world of the direct marketing, getting recipients to open what we send is job one.

For your next campaign, consider trying something called “lumpy mail.” Defined by the USPS as “mail that isn’t flat,” lumpy or dimensional mail produces higher response rates than regular flat mail and generates great word of mouth buzz.

One seasoned direct marketing professional encourages this kind of “outside the envelope” mailing.

“Creating immediate interest is critical in designing a successful campaign,” says Becky Quinlan, Direct Marketing Manager at Allegra Network. “Lumpy mail engages, starts conversations and gets noticed.

“With advances in digital printing technology and production,” Quinlan continues, “marketers can now create some truly unique mailings without breaking the budget.”

Some of our favorites include:

• A large plastic egg filled with candy and a call to action
• Self-mailing “messages in a bottle” announcing a marina open house
• Sample-size bags of coffee to promote an afternoon webinar

Want to try a lumpy mailing? Keep in mind that your list is more critical than ever in these campaigns. Make sure your mail is personally addressed to actual decision makers; you are investing extra time and expense with this campaign. The tighter the list, the better the payoff. And take the Postal Service’s advice to build extra time into the schedule for anything that’s out of the ordinary.

Allegra to Participate in Twitter Dodgeball for Special Olympics Hamilton

Twitter and dodgeball — an unlikely pair, but several Mohawk College advertising students have thrown them together in order to raise money for Special Olympics Hamilton.

The first annual Twitter Dodgeball Championship will take place Saturday from 1:30 p.m. to 4 p.m. at Ancaster High School, and the Mohawk students organizing the event are urging spectators to get involved and influence the game through their tweets.

“Any spectators who come to watch it, they’ll be able to upload tweets and hashtag them,” said advertising student Lindsay Celeste, who is working on the event with two of her fellow students.

“And if they decide that they want to throw a few extra balls in the court, they can do that. Or if they want another team to join the game, they can join the game. So basically the audience has a say in what goes on in the actual game.”

Celeste, who is organizing the event for Special Olympics Hamilton as part of an end-of-semester assignment, said one of her fellow group members came up with the idea and it seemed like an interesting way to mix social media and dodgeball in order to raise money for a local organization.

“Unfortunately, Special Olympics Hamilton does not get funded because it’s a municipal organization,” said Celeste. “At the national level, Special Olympics does get funding.… So that’s basically why we’re helping them out.”

The event was titled the “first annual” Twitter Dodgeball Championship because Celeste and her fellow organizers are hoping to see students continue to organize it again in later years, depending on how this event goes.

Organizers are still accepting teams to participate in the event and interested parties are encouraged to email fellow organizer Kevin Junor at kevin.junor@elearn.mohawkcollege.ca. The deadline for team submissions is Wednesday at 8 p.m.

Tickets are $5 and all proceeds will be going to Special Olympics Hamilton.

Source: CBC Hamilton