Do’s and Don’ts of Dimensional Packages.

Posted August 24, 2010 by Larry Bauer
Categories: Branding, Direct Marketing
Tags: direct mail, 3D, dimensional, premiums

You can create a buzz with dimensional packages, to say nothing of generating valuable leads. Here’s how to ensure that recipients will not only open a dimensional package, but will open it first.

Do

• Put something inside that is valuable, fun—or preferably both.
• Make the sales message simple, to the point and easy to find.
• Use a parcel delivery service rather that the USPS, if possible.
• Tie the contents into what you are selling, though you don’t always need to be literal—copy can make a strong tie-in.
• Use a standard size box if you want to minimize costs.
• Think beyond paperboard if you have the budget and really want to stand out—try wood or fabric, for instance.
• Incorporate other channels—a pURL or a QR Code on an enclosure can add more involvement and personalization.
• Demand accountability from the sales force—involve them as much as possible.

Don’t

• Use a dimensional package with the intention of closing a sale—it’s a lead generator.
• Make the contents so expensive they look like a bribe, though you can get by with a bit more if your target is owners of independent businesses.
• Think that boxes are your only alternative—tubes as well as lumpy mailings or sturdy, gusseted envelopes can also work.
• Get lost in cleverness at the expense of an action-generating message.
• Do anything that would make your package look potentially dangerous or prankish.
• Forget to use a stringent pre-qualification process—dimensional mailers are too expensive to waste.
• Send more mailers than your team can follow-up with promptly.

By Larry Bauer

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