I’ve received some really impressive ‘lumpy’ mail recently.
Some of the best stuff has been sent to me by EC members like Mitch Lloyd whose ‘Proposal Kit’ (they are an independent Jewellers), is simply awesome and Inside Track member Nick Williams who did something very bespoke involving a pair of trainers!
But beyond our Circle, the big boys also recognise the importance of well-targeted pieces of marketing that stand out and stick around.
Take a look at the pictures on this page of the 15-inch box that I received from Sky recently.
When you open it up, you’ll see that it contains a box of chocolates – but not an ordinary box of chocolates, for these spell out a message:
“Make work a little sweeter”
The piece goes on to explain why Sky for my office would make perfect business sense.
I’ll be honest, this is a tough sell – but they give it a good go, both in the presentation of the benefits and the creation of the offer.
The bit they miss however is the big objection that anyone receiving this in an office is going to have, which goes something like: “But my staff will be distracted and less work will get done.” Their failure to address the elephant in the room holds this piece of marketing beneath the waterline and, I’m pretty sure, dooms it to failure.
However, the device itself and the principle of sending lumpy mail is worthy of much consideration on your part. When allied to well constructed messages that don’t miss the obvious, it can generate big results.
Just think about it. This box has been kicking around now on my desk for a couple of weeks. It’s kind of hard to throw it away. It certainly grabs much more attention and sticks around a lot longer than a simple letter or brochure would (or could!)
The chocolates are tied into the strap line for the campaign, which is nice but it’s just the fact that they’ve sent me a box of stuff that gets my attention.
They have deep pockets at Sky of course, but even so, they’ll still know what they can afford to spend to get a new customer, and I’m sure they’ll be tracking the response to this campaign and looking at their costs per sale. If only all business owners would be similarly diligent.
When you understand how much you can afford to get a customer, it invariably opens up all sorts of possibilities for you. Once you know, for example, that you can afford to psend £100 to get a customer, it allows you to spend, say £10 on 10 prospects and just need one of them to convert. But the spending of £10 enables you yo do stuff to get attention and interest that spending 10 pence
simply prohibits.
It is understanding these numbers that can liberate your marketing muscle and transform your business.
We’ve seen it several times within Mastermind this year. I promise you it’s a game changer and it’s personified by our Superhero, Spec Saver.
You see, Spec Saver sees everything clearly. He knows who and what to pay attention to, and while he’s able to spot bullshit and red herrings in an instant, he’s also all over the business numbers.
He never has the wool pulled over his eyes.
He’s a smart guy is our Spec Saver, and when you’ve got him in your business, lumpy mail, marketing muscle and an obsession with the right numbers tells the whole world that you’ve got the discernment necessary for super success.
