An Adventure in Marketing

Marketing opportunities are all around us. Some of us see them when we close our eyes and some of us see them when we go on vacation. We let our Graphic Designer leave for a week this Spring, and while we managed to survive, she was making some marketing observations.

“To Overland Expo!” That was I told them. Driving to Arizona and back in a 50-year-old vehicle with a tent perched on a trailer. What sorts of things did I see on the way? Well, of course everywhere there were billboards and storefront signs trying to outdo one-another with something clever or no-nonsense, but I noticed a three key things underneath the surface of my destinations:

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Lumpy Mail: An Engine for Lead-Generation

There’s nothing quite like a box or bulging padded envelope in the mail. It makes your inner child hop up and down, tug your sleeve and ask — nay, nag: “What’s inside? Huh? HUH? WHAT’S INSIDE?” This happens even when the package contains something you ordered. The effect is multiplied when it’s something you didn’t order. An eager, inner child dwells within us all. Even hard-to-reach corporate curmudgeons, who take pride in chucking unopened direct mail or delegating the task to administrative assistants, harbor such a child. And that is precisely why well-executed lumpy mail works. It has the uncanny ability to find its way to the curmudgeon’s hands — and heart. It even charms their administrative assistants, some of whom, rumor has it, also once had hearts. Continue reading Lumpy Mail: An Engine for Lead-Generation