I receive more direct mail from Google than anyone. There’s a clear message that direct mail works when a strictly online company uses so much print and mail.
Today I received this box:
It took me awhile to figure out what that little cup there is. Turns out it’s this: https://store.google.com/product/google_home_base
It’s the base for Google Home (looks like Google’s answer to Alexa). It’s personalized with a little sticker with my name on it. The kit itself is completely personalized.
Google is using gifts to drive business to the Cloud Platform. I got off light….some people are getting a Chrome Book.
From the article: The psychological trick here is clear — they are replacing corporate motivations with a personal one. Everyone loves free stuff. And if you talk to any B2B sales person, they will tell you that personal motivations are a huge driver of any enterprise sale. Like it or not, people are still thinking more about themselves than about their companies. On average, or course. And unless it is a startup.
Consider this in your own B2B marketing. Dimensional mail, a small gift, and a personalized message can have a big impact. Of course, if you can afford to send out laptops, that couldn’t hurt either.
Jami Daniels is the CEO for The Daniels Group in Asheville, NC. The Daniels Group is a communications company with the tools and knowledge to help you grow your business. Feel free to start a conversation with Jami at firstname.lastname@example.org