From the Desk of John Kumpunen:

Response rates of 8-14% are common for dimensionals and some blockbusters get 20-30% response rate! Dimensionals are direct mailers with bulk — not simply a flat envelope, but something bulky that immediately shows that there’s something important inside.

Industrial caterer looking for some big accounts delivered a 6-foot sandwich with a sing-a-gram promoting his company. The sandwich team and the singers got ushered into the CEO’s office. In addition to the performance, they left a prerecorded cassette and a referral-seeking letter.

A public relations firm sent an audio cassette (new version might be a downloadable mp3 file, CD or a DVD) of a focus group evaluating prospect’s products, accompanied by an abstract with comments and recommendations. The executives were invited to eavesdrop. The package pulled more than 50%!

On Tuesday morning, 200 CEOs received a soccer ball and a note to read Wednesday’s classified personals. 200 ads appeared on Wednesday all worded similarly: H.D.W. of Acme Products: Newly formed pro soccer team appreciates your support. Will phone today, deliver season tickets tomorrow. Have a ball! It was a bandwagon effect of seeing other 199 CEOs importuned. Coverage on TV and newspapers was included.

Industrial developer sent a $500 certified cheque made payable to his wife to the target CEOs. Enclosed were two stamped return envelopes–one addressed to him, the other to his wife — and a letter: “My wife bet me $500 you wouldn’t spend 45 min. hearing how my company can build a plant for you with no capital investment on your part?”

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