What is 3-D direct marketing?

Three-dimensional marketing is the use of highly creative, oversized or odd-sized packages that have the appearance of a gift. Three-dimensional mailing packages are designed to get past the reception area or administrative gatekeeper unopened, and into the hands of the targeted decision maker.

Stopping power.

The direct mail challenge is always breaking through to grab the attention of a target and engage him or her to interact with your message. The unique stopping power of 3-D direct marketing is generated by the unexpected, surprising or intriguing nature of the package.

Razzle-dazzle ‘em!

3-D mailing formats could include an odd-sized box or tube containing a message and a relevant promotional item. Get creative with sound chips, pop-ups, tabs to pull, multiple inserts or boxes within boxes. Even the busiest executive will be tempted to set work aside and open an unusual package or a tube with a promotional item rattling around inside it.

The mailing list is still the key.

As in all direct mail, your mailing list is still the most important driver of 3-D marketing success. Perhaps the list is the 20% of your customers from whom you derive 80% of your business or a well-defined slice of your most targeted prospects. Dimensional mailers require a greater financial investment than a one-dimensional post card, so make sure you are grabbing the attention of those most likely to respond.

Put a premium on your success.

Including a premium promotional item enhances the impact of the 3-D package. However, don’t scrimp and stay on-message in premium selection. The premium must be a high quality item that is relevant to the offer or message and have enough perceived value for the recipient to keep.

It’s not the cost per piece.

The cost of production per piece is admittedly higher with 3-D packages compared to one-dimensional flat mailers. But because the engagement rate and response rate to dimensionals is consistently five times higher or more than traditional direct mail, the all-important cost per lead is typically equivalent to or even lower than a flat piece. As a case in point, CMA has developed 3-D mailers whose response rate was over 50%.

Follow-up.

A follow-up call after a 3-D mailing is not a cold call. By initiating the call with “We’re the company that sent you __________,” you’ll be amazed at how 3-D mailings break down typical communications and sales barriers.

Add a new dimension to your marketing results.

If you want more results from your next direct marketing effort, give CMA a call. We’ll put together a dimensional solution that will bring a whole new dimension to your marketing success.

Based in Princeton Junction, NJ, Creative Marketing Alliance (CMA) provides integrated marketing programs, high-impact creative services and single-source association and event management to produce measurable results on a regional, national and global scale. For 23 years, CMA has powered its clients’ success through strategic and tactical solutions including marketing, advertising, public relations, sales support, interactive digital communications, direct response and publications. Please call (609) 297.2235, email info@cmasolutions.com, visit www.cmasolutions.com or our blog www.CMACentral.blogspot.com for more information.