The diabolically clever 3D mailer

In B2B, everyone wants to get the attention of the key decision maker. Their offices are bombarded with great wads of junk mail, sales mail and business proposals. But very little of it ever makes it to their desk. Most have secretaries or PAs acting as gatekeepers to ward off those beautiful pieces of DM you’ve spent a small fortune on.

Our client, Canon Business Australia, wanted to promote their Managed Document Service to CIOs of large organisations across Australia. The service could result in large savings for these companies, sometimes hundreds of thousands of dollars annually. The aim of the communication was to get a meeting with the CIO, a crucial and difficult step to achieve in the selling process. They had an up-to-date database we could use to target the right people, but in business addressing an envelope to someone doesn’t ensure they get it.

All effective DM faces three main challenges. The first, to slip past the gatekeeper and reach the intended recipient. The second, to be engaging and memorable enough to avoid being instantly binned upon opening. The third, to contain an offer compelling enough to motivate the prospect to take action.

DM is often seen as a numbers game. With a <2% success rate, volume counts. Highly targeted DM can get <4%. 3D mailers, although more expensive, can increase the response rate up to as much as 20%. 3D mailers are oversized or unusual shaped packages that incite curiosity and seem special enough to slip past the gatekeepers.

For Canon, we developed a two part communication. The first piece of mail the CIOs received was a glossy black envelope, printed on thick, expensive stock. It looked and felt expensive and exclusive. Most importantly, it did not look like advertising. Inside was brief but formal note, and an elegant credit card-style card imprinted with a code. The note said only to keep the code in a safe place, as something valuable would be arriving in the next few days, and it would be required then.

Now we had the attention of our notoriously cynical and time-poor decision makers, we wanted to involve them in a personalised brand experience that would leave a lasting impression.

A few days later, as the letter promised, a courier arrived with something valuable. A locked silver briefcase. Inside, the case was full, stacked with bundles of notes. Although fake, the notes were beautifully rendered, and displayed the face of the Canon Sales Manager writing to them.

A letter, printed on premium paper, with a sophisticated design reminiscent of a high-end bank, lay folded on top of the notes.

The letter was highly personalised, and revealed that the amount of money in the case was the amount their organisation could save in 6 months with Canon MDS. It then detailed how their personalised calculation had been reached, and how Canon MDS could generate these savings. The letter was signed by the Sales Manager who promised to call them to arrange a meeting in the next few days. 

Astoundingly, when the Sales Manager called, more than 30% of the CIOs on our database agreed to 30 minute meeting. And in many cases, they mentioned that this was only due to the creativity of the DM.

If you’d like to discuss how your brand
can benefit from creative, results-driven DM,
call Steve on 09 950 2155.