Mixing It Up
Rapoport discussed one of Proforma's direct-mail programs that uses a dimensional mailing piece with variable data printing that also includes a promotional product. "All the pieces of the package work together to tell a story," he said. The piece currently has a 30 percent success rate at converting to first appointments, which shows that going the extra mile with packaging, personalization and promotional items can help to get and keep a customer's interest. Plus, integrating your efforts helps to position you as an objective-based marketer able to solve your client's challenges. (If you can do it for yourself, you can certainly help them do it, too.) And this, according to Rapoport, is what will help differentiate you in the marketplace.