Home' micenet eMag : micenet October 2017 Contents C
onsumer marketing tends to
dominate most marketing
education. But the simple fact
is, while B2B marketing is
more complicated, it is much more fun.
Unfortunately, thanks to the marketing
world’s fascination with all things digital, one
of the best ways to generate B2B leads is
This became clear to me when I consulted
to a large telco about how to generate leads.
The lady I was advising was responsible for
selling “enterprise level telecommunications
solutions”. This means she flogs phone
systems to large organisations. She was
complaining that her banner ads and
LinkedIn promotions weren’t generating any
leads. When I inquired as to why she wasn’t
using direct mail, she looked at me like I was
from another galaxy.
“Mail never crossed my mind,” she said.
“Everything’s digital these days, and the
agency would never go for it.”
To say I was gobsmacked at her naivety, is
an understatement. One of the most successful
ways to reach executives and get a response in
the digital age, is with (digitally printed)
customised direct mail. So I thought I’d review
one of the world’s most successful conference
industry mailings, which was created for The
Observatory Hotel around 20 years ago, and
see how it stands the test of time.
The mailing was to promote the hotel’s
conference facilities. It generated close to 85
per cent response rate and 15 unsolicited
letters of congratulations from executives
who received the mailing. The campaign paid
Don’t underestimate the power of direct mail, says Malcolm Auld.
THERE’S NO BUSINESS
for itself in the qualified leads it generated within the first four hours of being delivered. It also
won marketing awards around the world.
What’s interesting is that if you ran it again today, you would likely get a similar response.
There are a number of reasons for its success:
• You cannot avoid the mailing, it’s the size of a shirt box
• It has lots of involvement devices to grab the recipient’s attention including a complimentary
gold leaf bone china coffee cup, ground coffee and plunger
• There was a powerful offer – a free lunch at the hotel
• A world first – the first ever virtual tour of a hotel, delivered on a floppy disc (some of you
readers may have to ask your parents about floppy discs)
• The message content respected the reader
Those who didn’t respond immediately were followed-up by telephone and this added to the
overall success. The mailing is fun because of the way it involves the recipient. People like to
receive 3D mailings, as there is implied value in them. Even more, they like to receive them when
they include worthwhile incentives and involvement devices.
In today’s digital jargon, this is known as customer engagement. The only change to the
mailing you would make if you sent it today would be to put the virtual tour on a customised
website, so you could track the response by individual. The site could include video testimonials
from happy clients. It could also demonstrate the conference facilities or destination in use –
different themes, size of events and more.
So if you’re struggling to really generate leads from your digital marketing, you might want to
go back to the channel that still works well – direct mail. After all, you’re reading about it in
another well-proven channel – print.
Technology changes, humans don’t. So until you can prove the new digital channels work
better than the proven channels, you might want to reconsider your marketing. After all, Google
is one of the world’s biggest users of direct mail for a simple reason – it works. m
Check out Malcolm’s blog – www.themalcolmauldblog.com.
I mentioned in the last issue that I would reveal which offer worked best when offering
a pocket calculator as an incentive. The headlines we tested were: “FREE calculator
when you book an appointment...” and “Your BONUS for taking the initiative...”
The BONUS headline worked better than the FREE headline – which goes against
all my experience, as the rule of thumb says the FREE headline would have been
the strongest. But that’s the beauty of direct marketing – you can test your
message and therefore predict the future before you roll-out.
94 | micenet
MARKETING | MALCOLM AULD
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