My Best Promotion
PM: What made this promotion so effective?
DM: We had a nice hook that when we sent the package out. It wasn't branded with their logo, it just said, "a sweet introduction inside" printed in blue (hence the taffy). I think that if someone had gotten the box and it said "Cape Bank" on it, they're not necessarily going to open it. I think that's important. I don't want [the packages] to say who it's from, because I don't want them to prejudge it.
PM: Any advice you could give to others attempting similar promotions?
DM: If you're going to do any kind of dimensional mail, I strongly suggest to not put the name of the business on the mailer unless your brand is strong enough. If you're Xerox or Verizon or someone like that, you're going to get opened up, but otherwise you really need to make the judgment of "Is you're brand strong enough to get someone to open a box?"
I also think it's important to take a look what you're putting in the package, and then build the package around the item. It's better presentation. I fit mine nice and snug so it wouldn't move around and I wouldn't need to build a foam insert or a tray to put it in.
Also, If your customers are not going to call and follow up on the mailers, don't spend the money, because it won't work.
Want to be considered for a future edition of My Best Promotion? Contact Michael Cornnell at firstname.lastname@example.org or (215) 238-5449 for a list of questions and other details.