While walking into a meeting yesterday a large package from American Express caught my eye. After asking one of our partners if we could open it (the curiosity was killing me!), I was ecstatic to reveal a remote control helicopter after tearing through the packaging! Of course, I immediately searched for the remote control. I was quickly disappointed to learn that we’d have to set up a meeting with American Express in order to gain “custody” of the remote control. However, my disappointment was short-lived—and quickly replaced with awe: seriously, what an amazing direct marketing idea!
With this marketing collateral still in mind, we thought it would be a great time to discuss taking risks with your direct marketing. The American Express helicopter will be a direct marketing piece I’ll never forget most pieces I receive don’t even get opened and I tore through the packaging like a kid on Christmas day. It did everything that a great direct marketing piece does: sparked our interest, stayed top of mind, and drove us to respond to the message. Most of all, it reminds us that marketing is all about taking risks. The reason the piece stood out is because it was unique and they took a chance — and it paid off.
With direct marketing, remember to go big or go home. What do you have to lose? Customers. What do you have to gain? Customers. The potential for success may just be worth the risk.