Tag Archives: PURL

The biggest marketing flop I have ever witnessed…they should’a used a PURL!

The other day at my job, every single one of the sales engineers, and everyone in management was shipped the most beautiful stainless steel mug.  When I say stainless steel, that doesn’t really do this mug justice.  I am not really describing it correctly.  I just don’t know what to call it! But trust me, these mugs are unbelievable! The company that sent them to us even personalized the mugs with each of our names. Everyone was shipped a mug in a separate box.  The box was made of the most unique wood.  It smelled good, it was heavy, I actually have it sitting on my shelf in my office because its so pretty!  Inside the box was the mug and a piece of paper that had the company name on it where the mug came from….

So…what did they do wrong? Well, first, they spelled the presidents name wrong. That’s a BIG mistake. Second, they shipped all of these mugs out in the regular postal mail.  So, how were they planning to know when we received them? I mean, what was their plan to follow up if we actually opened the box? A guesstimate? Third, there was NO contact information inside. No phone number, no website…We were absolutely amazed. Someone spent a lot of money on this nifty campaign, but let me tell ya, this doesn’t top it…The biggest whoops was that NO ONE EVER CALLED ANY OF US EVER!! Not that we’d have used their services, but I mean, wouldn’t you want to follow up? Also, they sent the mugs to some people that were probably or possibly not their targets. I was confused why so many people in our organization received them anyway.

If it were me who was sending these out, I would have sent them via FedEx so that I could track the packages and allow the sales people to immediately call and ask the customer if they could come out for a 10 minute meeting.  I would also use a PURL on the letter inside the box directing the recipient to a microsite to tell them who I was and what it was that I wanted to tell them about if I couldn’t do it in the letter (but you know me, I like to always use a PURL and microsite so we can offer more substance and a chance to capture more data from the customer!).

Something else to note, this company DID use personalization on the mugs which was clever! Making sure spelling is right is fairly important, I personally hate when someone spells my name with an “I” as in “Sylvia” and it’s my one personal pet peeve. I have learned that I need to just get over it and people make mistakes, but some people really get offended. Also, I just want to clarify, personalization DOES work. We all use our mugs daily. Honestly, if the company that sent these called to this day, I would talk to them and pick their brain on their method of their madness..because…surely there is some right?

So, if you ever want to send a nice expensive marketing campaign out..please make sure you at least have a way to track it and that you’ve got the president’s name spelled right! LOL!

P.S. I do still keep the box and the mug that has the presidents name misspelled in my office just so I can be reminded what NOT to do when thinking of new ideas.  I call it my “Idea Box.” Ha!

2 Comments

Filed under Internet Marketing, Marketing

Picking your PURL for your Direct Mail Campaign

I remember the first direct mail campaign I ever did involving a PURL.  It was for a machine tool that I wanted to show with a great price.  In order to sell machine tools, we tend to not ever show “pricing” on our campaigns and it also just happens to be one of the hardest things to make an ad “sexy”. So we decided to make this particular campaign the campaign that was “Setting Sail” and you didn’t want to miss the boat…What? It was catchy!

The fun part of this campaign was that we put the machines on a boat in the ocean and it looked like they were really setting sail…but we had very low response rate on these mailers.  We also put pricing on these mailers because we decided that perhaps this one time…it could work.  What we found was instead of leading with price, we just needed to lead with what customers really wanted to know about. In our case the audience wants to know why these high dollar capital pieces of equipment were worthy of their almighty dollar in a tight economy.

In another campaign for the same company we chose a waterjet machine (these machines cut steel, titanium, anything with water – very cool stuff – you should learn about this. Click here to watch a short video. Anyway, back to the direct mail piece. What we did was concentrate on the audience more this time. The audience of this machine happens to be into Harley motorcycles and the machine that we were selling just so happens to cut a lot of the parts on the motorcycle “Harley Davidson”. So we did an entire campaign around this and the PURL reflected this. The mailer had a Harley motorcycle on the front of the postcard and so did the landing page that PURL directed the customer to.

Everything is personalized once the cusotmer gets to their site and that’s the beauty of the PURL. They feel like you know them. If you have a good database, you can do this. If you know your audience, which 9 times out of 10 you do, you just need to organize your information into one place, then you can target your customers in a way that makes you seem like you understand your customer and care about them more than your competetion ever could. And in this day and age, that my friends is exactly what we all MUST do!

Hope this is helping someone!

Leave a comment

Filed under Direct Mail, Internet Marketing, Marketing, PURL, Uncategorized