The other day I went to my mailbox to pick up my mail. Inside my box was a bright orange slip letting me know I had a package. I handed the slip to the girl at the counter and she returned with a big purple and white box. I was immediately intrigued. After all, I wasn't expecting package.
The package was from Yahoo Search Marketing. Now I was even more intrigued ... what could they be sending me in such a big box? I couldn't wait to open it! It's important to note here that as a regular Google search advertiser, and a one-time Yahoo search advertiser, I regularly get direct marketing postcards from Yahoo, eager to get my business back. I didn't get very good results with my initial Yahoo search marketing campaign, despite the fact the Yahoo experts set it up for me, so these postcards usually go right into the trash can.
But you can bet I wasn't going to throw away this big purple box! When I opened it I found a small brochure and a purple Yahoo button. The button reminded me of the Staples "Easy" button - you've seen it if you've seen the Staples TV commercials. When I pushed the purple Yahoo button, it hollered "YAHOOOO!" It was hysterical!
Click Here to Listen to the Yahoo Button
Of course I've had lots of fun playing with the Yahoo button ... I shared it with my husband, my son and my dogs (they really don't know what to make of it!).
But my point with all of this is to illustrate the power of an unusual direct marketing piece. I haven't yet decided whether or not to give Yahoo Search Marketing another try, but you can bet that purple Yahoo button is still sitting on my desk, reminding me every day to consider it.
You may not be able to afford to send something so elaborate or expensive. But you could probably come up with something unexpected to send to your prospects or clients. Even if it costs you more than a traditional postcard, if it gets opened and does NOT get thrown away, it may just be worth it. Of course, you'll want to track and test to find out for sure.
Have you ever received an intriguing direct mail piece. If so, post a comment to tell us about it!