Want to Get Attention? Try 3-D

Last Updated on Friday, 10 July 2009 07:03 Written by Kevin Saturday, 9 May 2009 06:09

The communication channel and offer to a client or prospect should always be proportional to their value, as a client. We naturally do this when we send birthday cards or gifts to friends and relatives. Special friends usually get a more personal, higher value item like a printed card in the mail, whilst colleagues and acquaintances get a simpler, lower value communication like an e-card.

The same ‘strategy’ should be employed in business, which unfortunately too often employs a ‘one size fits all’ system. Poor clients get great offers they don’t deserve and good clients feel undervalued. By segmenting our database (client list) we can identify those that deserve special offers or more appropriate communication methods. The payback on doing this is immense.

The above is a US example, but there are agencies here that subscribe to this strategy of encouraging high value, 3-Dimensional mailings to key clients. Response rates are always high, typically 5%. Most of Rafis mailings would fit into this category.

Our related birthday card article touches on this topic in detail. Also, check out the big local agencies working in this area. Most work with big budget, major retailers. For smaller organisations on a limited budget, Nova Creative offer some innovative packages.