Using Sample Products in Direct Mail Campaigns
A lot can be accomplished using direct mail marketing as a media platform. Direct mail using letters, coupons, and promotions creates an endless list of possibilities. One strategic way of executing a direct mail campaign is to include a sample of the product. As a business owner, it will provide you usable feedback as to the quality of the product, as well as consumer reaction to gauge how your product is received.
Macromark conducts thousands of direct mail marketing campaigns, so we have seen how effective including a product sample can be if done correctly. Typically, including product samples should be done when introducing a new product; giving existing clients the ability to touch, taste, or smell whatever new product creation that your company is ready to launch, it’s a great way to test how that product will be received.
Sample products are also a great idea for acquiring new clients. If diligence is done prior to sending the samples and the audience you have selected for the campaign has been targeted specifically based on variables that are consistent with the demographic of your product, then you have a real chance of securing new consumers.
Some precautions must be considered when including samples in your direct mail marketing campaign. First, you must make sure the product can be safely shipped; that means finding a way to have consumers utilize your product in a way that is conducive with mail. Along the same lines, it should be simple to use whatever sample you’ve included, with not too much ripping, bending, or folding, unless those things are necessary for experiencing the product.
One consideration that Macromark suggests to all marketers that want to include sample products in their direct mailing campaigns is to ensure the sample makes an impression. Make sure you are confident in the product you are delivering, and once that is settled, it’s crucial that the product leaves a lasting impression and over delivers on its promise. More specifically, when sending out samples for acquisition, you must be certain that the delivery of the product is memorable and that the product itself is of sufficient quality.
Even when sending a new product to your existing customer base, the same considerations must be addressed. Although you may have a greater margin for error because you have hopefully gained the trust of your current customers, it is important to maintain that relationship and continue to build consumer confidence in your company by giving them products you assume they will appreciate.
The final aspect of including sample products in your direct mail marketing campaigns is to ensure your response piece speaks to exactly what variables you want measured. For instance, if you are including a new scent in your campaign, then your response piece shouldn’t simply be “Do you like this smell?” At the very least, there should be some type of scale: “Is this smell 1. Amazing 2. Good 3. Average,” and so on. Maybe you can get a bit more personal and ask “Would you wear this scent?” or “Would you buy this scent for a friend?” There are many ways to go about it, just make sure to be as specific as possible so you get responses that can actually be used.
Including sample products is just another effective means of utilizing direct mail campaigns. When done properly, it can do a lot to both sway new customers and build confidence with existing ones.
“Direct Mail Marketing,” Experian web site; http://www.experian.com/small-business/direct-mail-marketing.jsp, last accessed May 5, 2014.
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