In addition to over zealous and capable assistants, the big guys nowadays have electronic and digital support that makes it even harder to reach them with your marketing collaterals. These assistants, real or otherwise, have the nasty habit of turning down any form of marketing effort.
Hence, your brochures could barely stay longer in the assistants’ desk, let alone get your message to the hands of the big bosses.
But as marketers, it’s our job to let the word out about our business. We need the senior-level executives to help us be successful in our marketing efforts. It is vital that you get your brochure printing message in.
With direct mail brochures, you surely can. Here are direct mail suggestions to help you send your message straight up to where it matters – to the big guys.
Peer-To-Peer Personal Mail
Send your direct mail brochures as personalized message from one boss to another. Let your highest officials sign your letter on his or her corporate stationery to the counterpart. Make sure to emphasize the qualities that both head honchos share, and play up the business and challenges that each face that only they can understand.
Your direct mail campaign would have more chances of reaching as high as the president of the company if you have simple peer-to-peer marketing collateral signed by your CEO himself, with his contact information and a background of the organization.
Dimensional Mail
These are direct mail efforts that come in unique packages that make it past the mailroom and the over eager assistants. A unique packet, a bulging envelope, a box – anything dimensional can be counted on to go straight to the top honchos.
Avoid Teaser Copy
More than likely, your direct mail brochures will definitely be screened not just once but even twice – in the mailroom and then the executive assistant. So don’t put teaser copy on your print material. Words such as “FREE”, “Urgent!”, etc. will always be stamped as junk mail and be included with the others for shredding. Even if you make it past the mailroom, the assistants would most probably cut you out fast.
The Express Service
Stamped with FedEx, your package would surely get opened right away. The executive assistant might even put your direct mail package on the top of the mail pile on the executive’s desk.
Still, be sure to have something interesting to catch your reader’s attention. Even if you get your direct mail opened, you still have to hook the executives with a compelling message.
Hence, you need this last tip to finally get senior executives hooked on your brochures:
Valuable Information
A unique package is not enough to get your executives hooked on your direct mail brochures. You need valuable information to make them stop whatever they’re doing and read what you have to say.
Senior-level executives are always on the lookout for tips, suggestions, advice and valuable information that will help them have the edge over their competition and develop their careers. That is why business books and self-help publications particularly on management and leadership are bestsellers every time.
With these direct mailing tips in mind, you’ll surely get your brochures straight to the executives if you send out well crafted and well planned direct mail collateral. So make it part of your marketing plan now, and see a growing difference in your sales.
