Good Advice from USPS:

“Save Your Foot. Use the Mail”

The United State Postal Service says the surest way to get your foot in the door is through the mail slot.

Despite those nasty remarks we all hear about “Junk mail,” most folks look forward to opening mail they feel is worth their attention. The challenge is to get them to feel that what you’ve sent them is worth opening. When your creative seduction works, it’s a great way to expose yourself without being lewd.

Anyone who has ever made cold calls either in person or on the phone knows just getting your toe in the door is a tough assignment. How sweet it is when a marketing plan that includes direct mail helps you find and qualify leads, set up confirmed appointments, or even handles the whole sales process.

Some Marketers Are Not Listening

Despite all the evidence that direct mail works, some marketers are so focused on the Web and email that they are neglecting a tactic that works. In “Marketers Resource Guide ’07, “ Bob Felsenthal, publisher of BtoB Magazine and BtoB Media Business, says “Integration of the traditional with newer techniques has proven to be the most successful strategy for business to business marketers of the past year.” Amen!

He also says, “Marketers that combine multiple channels and techniques with strong creative thinking and execution will win.” And that’s good advice, not just for business to business marketers, but for anyone with a product or idea to sell.

Direct mail is still a great bargain. The traditional sales letter remains one of marcom’s most potent weapons. Visit usps.com/directworks for ideas you can use.

Direct marketing at its best:

Geico Insurance Company

What fun it must be to work for a client like Geico! They have a fat budget, a clearly defined U.S.P., a product needed by everyone with a car--- and the cajones to experiment with edgy creative to deliver their message.

How many clients would buy the idea of using a noisy little lizard as their spokesmen? Not many, I’m sure. But love him or hate him, Geico’s gecko must be helping them write a lot of new business.

And their caveman series: It’s edgy and memorable despite the strain to entertain. But it does entertain while it delivers the message that Geico could save you money on car insurance.

Nasty Streak?

Clients willing to take risks sometimes approve a series that may be clever, but lack empathy for some of the audience. For example, the series they ran of victims in dire circumstances that have their hopes elevated and dashed with: “I just got some great news. I saved a bundle on my car insurance with Geico.” To me, that’s more nasty than funny.

Protecting the high ground

Geico is on the move. They’re not just building brand and awareness, they’re writing new business direct. In an industry that’s often layered with many levels to reach the end user, they cut out the middle man, pass on savings and have lots of money left to invest in effective print, mail, phone, TV and web communications.

Others could do the same thing, but they’re not. At least not with the muscle that Geico uses. Geico must have an exceptionally astute bunch of bean counters who know what each retained and new policy holder is worth and they’re willing to let marketing do its job.

The insurance business is not a sporting event. Pile it on. Rack up the points. Let the other guys try to catch up.

Lesson for the little guy

Even when your U.S.P isn’t really unique, if you market it aggressively and the competition doesn’t, you can own it.