So I have been hearing about how many people are having a hard time finding a job in the market today. I would say things are slow, not dead. Just look around, and you can see that, but there are still jobs, and there are still great companies looking for great people. You just have to know how to find them, and how to get those good jobs.
Here is what I would do. I would create a personal marketing campaign. I would use Lumpy Mail to get it into the hands of those companies who I want to work for. I would also carry this theme through to the resume.
So the job market is hard, so you have to get tough with it. Come up with creative ways to reach your target audience (employers) and show them your “Hot” (said like Paris Hilton). Follow the steps below to create your own.
How to do it:
Step 1: Research
Find the companies you want to work for. This is easy, find the trade association for the industry you want to be in and go through their member list. Or use what is called a “Book of Lists” this is a publication by the business paper in your city and you can see the top 25 companies in each sector and sub sector. Narrow you search to growing companies, because they will have cash to hire you. Or just Google your industry and the city you live in, then you will see everyone in business, and if they don’t show up for a relevant search result, then do you really want to work there?
My Target Audience: Marketing Firms, Software Companies, Startup’s
Target Demographics: Those CEO’s, and Head of Sales (Don’t send this to HR, they will not get it)
My Goal: To create interest in and show creativity, and have them pick up the phone when I call.
Step 2: Get Creative
Come up with a campaign. If your not creative, then learn. If you need help search the internet and get some inspiration, or use hot topics, or industry items and themes. Just don’t send your resume on fancy paper, because it will get put in the stack with everyone else. The trick is to carry your theme throughout the whole project, from the box you send it in to the paper you use. Read my other article on Lumpy Mail for more on this.
My Theme: Bright trendy colors, with a bold appearance to draw the eye to the main themes. The spray bottle is really just what ever you can use. I chose the spray bottle because i wanted to use aluminum or some kind of bottle. The original theme was to use a milk bottle and put the resume in it. So you can see how it has evolved into something completely different. Make sure you tailor your Lumpy Mail to the audience. I would not send this to a banker. However I feel that the marketing industry will see this as creative, and a good use of talent.
Step 3: Set your Goals
Set your audience, get their address, phone number and make sure you know who to send this to. Remember this will take work, and yes about a solid week to do the whole thing, but it is much more effective than sending out a resume on Monster.com. Really i mean who has gotten a job off of monster.
Step 4: Build it
Step 5: Send it out
Step 6: FOLLOW UP!!!!
Good Luck.
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I am not here to say anything against the Atlanta Angel, or VC markets. I am here to say there is a change in who businesses are turning to for early stage capital. The model that you need $1mill or $500k to start a company now is just not realist any more. You can start a company with much less. I am applauding ShotPut Ventures for steping up and realizing companies can be started for much less, and saying here is $25k now go!
The idea of a new technology company should be to do something very specific, that you can do better than anyone else, and that you can do quickly. So you can move quickly with minimal costs. So why am I talking about VC money then? Merely to say most of us don’t need it right now, and these people get that. They see that a company can be started with a great team, and a good idea for less than $25k.
I think for the early stage market the new ShotPut Ventures is a big deal for Atlanta. Here is why, it is funded by entrepreneurs (successful ones at that), it is for small funds, it has an educational piece as well, and they are building solid foundations for these companies for future rounds if they need them. This is where the market is going. Funds like this are the future of the investment community.
So why do we still care about the VC market, it is needed. But the reality is with today’s technology, and speed at which things can be done, large amounts of capital are not needed at the early stage, and these guys get that. We are moving in a new direction where we will see a lot more benefit come out of $100k being invested in a lot of small startups than it all going into one deal.
Here are the basics, from their FAQ section:
How much funding do you provide?
We provide $5,000 per team and $5,000 per founder. So, $15,000 - $25,000 per team in exchange for 5% - 10% of equity.
What else does Shotput provide?
We provide significant mentoring, contacts, and facilitate a weekly dinner with successful entrepreneurs and business experts. We also put on an event at the end of the program to demo your prototype to venture capitalists and angel investors.
What doesn’t Shotput provide?
Shotput is not an incubator with office space.
Do I need to be based in Atlanta?
Yes, you need to be based in Atlanta during the three month program. Once the program is done, there’s no requirement to stay.
What type of commitment do you require?
We require a 100% time commitment during the program so that teams can successfully launch their respective companies.
Excited to see what comes out of the first class this summer.
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So after a long discussion with Celia Dyer from TechDrawl and various others in the Atlanta Startup community I have come to the conclusion that a Co-Working space in Atlanta is needed. Here’s the thing, we already have one. The ERC at the ATDC is what we want (For those who are not familiar ERC is the free space provided by the ATDC, ERC stands for Entrepreneurs Resource Center. It is located in Tech Square, with seats, and rooms to work in). I think we are wanting the world and not happy until we get it, but in reality have a perfect set up and are just being to snobby to use it. Yes I said were being snobby, I mean really we have a great set up and just because its not “Ours” we don’t use it like we should be. I think if we use it then we can look at getting our own space, but until then I don’t see it happening. The idea that if we build it, they will come is not going to work. We all run businesses and understand data, and our markets. So if we are not using the ERC (which is nice, free, and available) then why would we use something we have to pay for? There are many arguments against the ERC and here are my responses to those who object.
1. The Internet Sucks.
Its free, get over it. The space is free to use and if you want better Internet buy a wireless card.
2. Its not ours.
Yes it is. I like the shoot first ask questions later. This is built for us to use, so lets use it how we want to until they kick us out.
3. No Whiteboard.
Bring one. I’ll pitch in $10 for it and bam, were done with that one. We can leave it here, no one is goign to steal it, I mean really who wants one?
4. The hours are only 9-5 mon-friday
Yes, but if you want to work more then go to a coffee shop or someones house. We can petition for this to be a 24-7 place later, but first we have to have people using it. If were using it at all, then it is a perfect example that our community is all talk and no action, and proof that one is not really warranted.
5. No where to bring Clients.
False, there is a freakin huge conference room, which can be booked for free to my belief thru Ivey on the 2nds floor at the ATDC.
Location and Contact Info
75 5th Street, NW
Atlanta, GA 30308
(404) 894-3575
The Facts:
Parking: $1 per hour in a lot, there is free parking on side streets if your lucky and dont mind a block walk
Internet: Free
Coffee: Starbucks on the corner
Seats: 4 (who’s stopping you from bringing in your own folding chairs)
Tables: 1
Rooms: 2
= the cheapest co-working place in town.
In closing here is my point. We have a free space its nice, coffee shop near by, no muggins in the parking lot, plenty of resources near by, we can use the conference and we can use it how we want until they tell us different, and until we are using a free space then why would we think we will pay for a space. We have to make due with what we have for now, and this is what we have. Instead of spending all this time talking about a space, why don’t we just use this as it until our needs superseded what it can offer, then we know a Co-Working space would work. I am going to use this space like it is my office from now on. Just remember were all having to bootstrap a lot of stuff so lets make use of whats free!
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This is a white paper i have been working on. It is long so probably not a great blog read. But if your curious check it out. First rendition, so i will be editing this. Just wanted to see some initial feed back.
LUMPY MAIL
INCREASE RETURNS IN DIRECT MAIL MARKETING
The digital age of marketing has brought cost down to a level never seen before in direct marketing. As a result of this many companies have used this to their advantage despite the very low “response” rate. The sheer economics of reaching hundreds of thousands of people instantly with an email marketing campaign, or cheap direct mailer for pennies has many corporations utilizing these mediums with a new fervor. This has had a reverse backlash on consumers, and lead to an increased need for filters. The purpose of this paper is to explore the new tactics of using direct mail marketing to leverage this backlash of marketing to see an increase in your companies effective direct mail marketing practices.
The definition of marketing from the New Oxford American Dictionary defines “Marketing” as the action or business of promoting and selling products or services, including market research and advertising. The definition of “Direct Marketing” as provided by WikiPedia: is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving purchases that can be attributed to a specific “call-to-action.” Lumpy mail is a subset of direct mail marketing which is often called 3D mail, or lumpy because of its non traditional size.
The unsolicited nature of direct marketing has given it a bad name. A quick look at the increase in our exposure to advertising and you can see why this is so. Shenk, in his book Data Smog, states that the average American encountered 560 daily advertising messages in 1971. By 1997 that number had increased to over 3,000 per day. That is over a 500% increase over the past 26 years. We are hit with multiple marketing, and sales pitches every day which has created a distaste for unsolicited marketing.
Marketing should opens up our eyes to new ideas, and products which we love. Instead marketing as a majority is called clutter. It is by its own creation a nuisance, and we as adaptable creatures have learned to tune it out. Which has made us as marketers have to come up with new and creative ways to reach our target audience. Lets not miss the point here we are trying to get past the filters and compel our audience to do something, not create more clutter. David Olgivy said it best “When I write an advertisement I don’t want you to tell me that you find it “creative”, I want you to find it so interesting that you go out and buy the product”. Like David, I want my marketing to take my audience to a new place. I believe there is a place where all people want to be taken to, a level which allows our marketing to intrigue them, and sell them an idea, or product so well and in such a manner that they not only accept it but love it so much to go out and buy, or subscribe to that new idea. So how do we create this level of marketing, and get past the filters. Lumpy mail!
The majority of the campaigns which lumpy mail work best for are upper level B2B campaigns. Where you need to cold call the head man, who is never reached by phone, or by email, and has all the buying and decision power. That is when these tactics are perfect and most effective. For this type of direct mail to be effective it must do a couple of key things. Be personal, be relevant, be and be thought provoking. Next it has to be created with a level of cunning which will allow it to get past the filters, both physical and mental.
Being personal is a huge problem direct marketing today. We already went into how many times we are reached ever day and it is so impersonal, which is one reason it fails. Marketing is a conversation and if the conversation is not made for you or involves you then it is useless for you and there is no reason to listen. This is the very reason that the message has to be personal. I don’t just mean in the right demographic, I mean this marketing needs to be made for that person. This will add so much subconsciously to the marketing that people will listen because they know you talking to them as a person, not as a number. People are not numbers, they are mothers, fathers, sons, sisters, soccer coaches, runners, painters, and like to be treated as such.
Next marketing has to be relevant. Just as above if the message is not for the person, and not relevant to the person then there is no reason to listen. This needs no further discussion. So the last thing is thought provoking. This is by far the most important of all three. Thought provoking does not mean you make them ponder the meaning of life, nor does it mean create something so obscure they can not figure it out. It means think about the person and where they will be when they see your marketing. What mood will they be in? What mood would they like to be in? Think about the person and where they are and where they want to be. Then help them get where they want to go, and since you can’t do this physically do it with their thoughts and imagination.
One additional thing to keep in mind about lumpy mail marketing. I firmly believe people are always looking to waste time, and one time every day when we do this is when we are going through the mail. We naturally program our selves to sit down and look at the mail, because we have had to schedule it into our day. We make time for the task, and expect to sit down and read a letter should it come for us. We also have a small part of our subconscious which gets excited about the possible prospect of the unexpected card or gift in the mail. The combination of the psychological allotment of time, the brains expectation to take in information, and the pre-disposed anticipation of the unexpected, direct mail has a huge potential to be very effective.
Finally to be effective it has to be read, and this means opened. Which means the audience has to have a reason to open it. Just like I said above the stage is set for you. We are by nature curious, hoping there is something really cool in the mail, and ready to dedicate time to read something. So when they see something new, and interesting they are willing to dedicate time to figure out what it is and who sent it. So why not give it to your audience, it is what they want.
We have gone over the basics of how and why it works now lets look at how to create a lumpy mail campaign. The basic parts to the campaign are a well thought out marketing package, and some well written copy. The parts to make up both of the above are first research, then creative process, then production. All marketing should end with some kind of follow up.
Research:
First start out with research. This is very important to make your marketing personal and relevant. This step is taking into account you already know who you want to reach, and just not the how. The research will help you get a better understanding of your clients. I would suggest starting off with the internet. The internet has allowed us access to more information than ever before. This is to be used to your advantage. Gather all the information you can about your targeted audience. What do they do? If you are targeting CEO’s Google their names, and find out what organizations they work with out side of the office. Find out what the company does. Find out what sports they play, what their hobbies are or where they went to school at. Use linkedin.com to find out their past jobs, and interest, what clubs are they in, and even how old they are. You can use it all. If you are creating a mass mailing campaign you can usually skip this stage, but if you are trying to target one person this is a very important step.
Places to Look:
Google ?Linkedin.com
Facebook.com
Their Corporate Website (the upper management usually will have a quick blurb about them on the site)
Corporate Press Releases
Their personal blog
Creative Process:
Next is to use all of your information and to get creative. Like I said, I firmly believe everyone at their desk is looking to waste five minutes to let their mind take a break. People want to see creativity when reaching out to them, and it fulfills that five minute mental break they are seeking. Also when you are dealing with C level’s you are dealing with smart people with ego’s and it pumps up their ego to think you did all of this to reach them. They also usually notice creativity and will give your message the time required because of the level of interest the creative nature of your marketing.
When getting creative there are three things you will have to plan out. First is the theme of the message, second is the packaging it will be shipped in, third the copy. When creating your theme think way out side the box here. Some of our past successful themes have been:
Brain Box (box filled with small squishy brains)
Secret Mission (secret military mission instructions)
Seed Packet (themed around growth)
Construction Box (themed around a construction forman)
Dig it (interactive with a hidden prize)
Baby Delivering Stork (themed around the cartoon stork)
The goal here is to create an experience. So when they open your package they are instantly taken to a new level which no one has ever taken them to. You are letting them involve themselves with your marketing, and then you have them where you want them. Giving them the mental break and engaging them. Your package should be interactive, and not just a gimmicky present in a box. In short thought provoking.
If you are targeting one person, use your research to come up with a theme they like. If you know they went to a particular college you can use that colleges colors, if you know they like golf make it around golf, if you know they are into gaming make it around games. You get the point, but make it personal if you can.
If you are targeting multiple people just come up with the most creative theme you can, but make sure it is relevant to your goal. Remember you are trying to make an impact so get really off the wall. Some times the marketing package made such a stir I was called the instant after they opened the package. Some rules to use here:
Make it interactive
Make it tailored to your audience
Make it fun
Make it rememberable
Make it big
Make it generate a response
Make it unique
Remember you are trying to create something they would never expect, have never seen, and by doing so peak their interest right away to get your message across. The secret mission themed marketing package created such a stir the employee who delivered it, walked in holding the package with out stretched arms, walking very carefully stating “I don’t know what this is but it looks super important”, the executive then asked the employee to excuse himself because he thought it required “secrecy” to be opened. Opened it instantly and loved it so much he took the first meeting with me he could schedule. All the package said on the outside was “TOP SECRET”. I was expecting a laugh instead, got a level of attention usually reserved for NASA and the CIA.
When you are creating your campaign you need to remember what you are doing and what your goal is. This will help you keep your ideas in check. I would advise against trying to sell someone with one of these packages, because of peoples disposition to being sold by mail you are opening up the possibility of adding your self to the list of junk mail, and generating a lot of NO’s. I would suggest to set a goal of either generating a phone call or getting them to answer your call when you follow up. Or to direct them to a web address where they can learn more. Then sell them when you have them on the phone or online. Here are some examples of how to refine your goals.
How to refine a goals
Make a sale - too vague
(what comes before the sale)
Have your marketing get in the hands of decision maker - good
Have your marketing engage with decision maker - better
Have your marketing create a positive experience on a level which they have not been reached before -best
See the trend, reach on a level which they have never been reached on before. This is the key to the “Lumpy Mail” you have a chance to do something so new and unique you are sure to be remembered, and create a positive experience with your marketing as opposed to a negative experience which most sales attempts invoke.
When getting creative the key is to get inside the minds of your audience. Think like them, what do they want to see, what would interest them? What would make them spend five minutes playing with your marketing and hit them in such a way, when you call they can’t wait to tell you how much they loved your package. Keep it in theme with your goal and their business. Make sure not to go off in some direction just because you feel like it. This is a real trap with creating these things, you have to stay in the mind of your audience if not, you will miss the boat, and just make something you want to see. Remember, this is not about you but your audience.
To come up with a theme of the package use all of the above for fuel. Try to use the business they are in, the business you are in, or some common thread or play on any of these. The stork box, is a good example here. We were selling advertising space for a surrogate mother website, and were sending the marketing box to the people in charge of placing the ad buys. So we created a box to look like a stork. When opened the head of the stork would pop out holding the top of a folded cloth (just like the cartoon stork carrying a baby). Instead of a baby the folded cloth was holding fortune cookies which we had printed with the leads of members of the website. So they could see who they would be advertising to. This is a great example of a theme which plays to the industry and to the audience. Because they were dealing with babies, and mostly women we leveraged both of these with a play on the traditional baby carrying stork, with a twist. The “Top Secret” box went to an ex-military man. You get the point.
If you search for “Lumpy Mail” on the internet you are going to find various purveyors selling all kinds of crappy pre packaged “lumpy mailers”. I would highly advise against this. The main reason is they are the exact thing you are trying to avoid sending. They lack creativity, lack ingenuity, lack a targeted approach, and most of all are easily spotted as cheap gimmicky sales tactics. You are just wasting your money with these items. Creativity is rewarded here.
Packaging is the next big item. The packaging is the way you will get your message through the filters. It has to have a hint of either comedy, realism, or trickery to do this. Remember your packaging needs to follow all the same rules of creativity and fit with the theme of your marketing package. I often will find custom sized boxes to fit the needs of our lumpy mail campaigns. These can easily be ordered from ULINE and are cheap. You need to think this one though, think about the human nature of excitement for large packages. The curiosity of a random package that shows up on your door step. It doesn’t matter what it is, you want to open it to find out. This is one way the lumpy mail is effective.
The size and shape of the box is important as well as what you put on the box. The marketing theme should carry though with the outside of the box. For instance, the Stork box had four stickers on the outside of the box. There was the outline of a stork wing on each side, front silhouette, and the rear view of a stork on the back. This turned the box into a real stork when the top was opened and the head popped up. So the packaging keep with the theme and gave it a large dose of “what the hell is this?”. Which is a great thing to have with these packages. Back to the thought provoking issue. You want to make the packaging in such a way that you ignite the inner curiosity of the audience. Now you have them engaged with the marketing from the moment they see it.
Some notes to remember about the packaging. You will have to do something to not get lost in the mix of other mailers. Use size, color, wit, and anything else you can think of. You can use wooden crates, supper big boxes, mailing tubes, really anything as long as it all fits together. Stickers are your friend. This sounds really dumb, but trust me that stupid “TOP SECRET” sticker made all the difference. It will get you past the doors, and show off your talents right away. Here is something to keep in mind. Why do good looking people go so far in life, it is because when someone sees your good at one thing they assume you are good at others. So being good looking, people assume you are good at other things. The same with this marketing, if they see you are good at marketing they will sub-concisely assume you are good at other things, like the product you are selling.
If you are a larger company you can have boxes printed up with material and designs, these will work well, however you lose some of the curiosity because they are not ambiguous boxes. If you get a random brown box, it can be anything and most likely from someone not trying to sell you something. If you get a fancy printed box, that looks like a high end mailer, you know what it is right away. So just keep this in mind and make sure it fits your goals.
The last key item and most important is the copy. Copy is the text and words you use in your marketing. This is the make or break on most of the boxes. Remember people get junk mail all day long, and don’t want any more of it. They do however want some really creative, fun, thing in the mail to make them guess, and ponder. So make sure your copy fits. I am going to reiterate the goal of the marketing package here. Your goal must be very defined. It should not be to make a sale! Selling takes a lot more than 10 words and some cardboard. If your product can be sold with that then you should just do carpet bombing post cards, not Lumpy Mail.
In this copy, less is lots more. You want to use as little copy as possible. You want to stay far away from sales pitches, pre packaged slogans, and anything which smells like a pitch. The “Brain Box” opening copy was, “Can I pick your brain?”. Remember if your goal is to make someone want to accept your phone call, then why are you selling anything other than I am a fun guy to talk to? Don’t try to give away to much up front. Save it for the phone call, when you have more time to discuss, uncover and tackle objections. Please note this is not just a fancy way to get your marketing packet in front of someone. This is to generate interest in your company, or you, and to get people excited to talk to your company and about your company.
The copy should be very direct, and very short. Sometimes I would suggest not even using your company name, or logo. Why? Simple, it instantly takes on the perception of a sales package. The goal of these is not to sell on the opening of the package but to introduce you or your company in a way which the will be receptive to hearing your sales pitch. There is a big difference in the two. If you go by the numbers which of the following do you think will have a higher close rate: 1) A sales rep on the telephone answering objections 2) a cardboard box. I will bet the sales rep ever time, which is the point I am trying to make here. You need to get in front of the customer, and this way of marketing will get you in their head, build rapport, and get your foot in the door. You can do all of the rest later on.
When working on your copy make sure to make every thing very targeted. Don’t use words which are not needed, and make sure not to use any puffery. Don’t include pricing, and you don’t even have to include what you do. This is a huge hurtle for most people and companies to over come. I firmly believe and have proven with my marketing to this point that you don’t have to explain anything more than “I want to talk with you, and I want to so much that I made this amazing piece of marketing to prove it to you”. Of course this is not all of the time, sometimes there is lots of copy which is required. Just learn where it is appropriate and where it is not, it will all be based on your goals, and your product. We created one box which was called the “Dig Deep” box. It was a box and when it was opened there was a small shovel sitting on a piece of AstroTurf, with a sign that said “Dig Deep”. Under the AstroTurf was a box of chocolates with a company logo on the top of the lid (they would only find this once they sat there and figured to lift up the astroturf). The company was a consulting firm, and just wanted an introduction. Their success rate with the packages was over 60% (based on number of packages sent to number of phone meetings set as a result). There were two words in the whole box.
Production:
Coming up with your “Lumpy Mail” you are now going to have to make it. I would first suggest setting a budget for this. Because you will probably have some wild things dreamed up, but once you start to see what is possible you will quickly re think many of the ideas. Scour the internet for the piece you will need. Many of the things you will need, you can buy pre made however many things you will have to make on your own (or hire a professional, depending on your budget and project). One marketing piece we did we had a brick company engrave bricks with a famous saying on it, as a paper weight. It still to this day sits on the some desks, I am sure. Once you have everything just make a prototype and then send them out. This will take courage, and confidence. Don’t waste time or money sending them to someone to ask their opinion. Why? Because they will just tell you either two things, 1)Well it sure is interesting, or 2)It’s the dumbest thing i’ve ever seen. Neither will help you out, and in fact they can’t because they are not who the package is intended for, nor do they understand what you are trying to do. Trust that these will work, and just do a trial run to test on your actual audience if you don’t feel very good about this.
Follow Up:
This is the most important of all steps. Depending on the goals of your marketing it will most likely require a follow up call. If your goal is to drive customers to a website you should then make sure to have your tracking set up to measure the websites traffic. For the majority of the “Lumpy Mail” boxes we send the purpose of is to make an introduction for you and to get you in the door. For this reason the follow up and the sale is extremely important. The marketing does its job now your sales team has to do theirs. I will not go into this section very deeply because sales skills should something you have already. The proper time to follow up is also important. With general UPS it takes the package about 3-4 days to arrive. I find sending out these packages on a Thursday works best, because they arrive on the best days and give you a day or two to follow up before the end of the next week.
People have become inundated with marketing and sales pitches these days. Which has opened up the door for new innovations and techniques in marketing. The purpose of this paper is to explore the new tactics of using direct mail marketing to leverage this backlash of mass marketing to see an increase in your companies effective direct mail marketing practices. Lumpy mail has it purpose and it place in a sales and marketing organization. Nothing can make up for a sloppy product, or a bad sales team, however with a marketing program which utilizes some of these techniques you will be able to see an increase in the ability of your marketing to make the impact you desire, and improve your sales and return on marketing dollars.
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