The Tactile Marketing Automation®Idea BookEngage prospects and customers with these unique dimensional mail ideas.

The Tactile Marketing Automation®

IDEA BOOK

Introduction ................................................................................................................................... 1

Get Noticed ................................................................................................................................... 2

Position Yourself as a Thought Leader ............................................................... 3

Build Awareness, Pique Interest ............................................................................. 4

Keep Your Leads Warm ............................................................................................... 5

Increase Engagement ............................................................................................................. 6

Drive Booth Traffic .................................................................................................... 7

Spread Awareness ..................................................................................................... 8

Increase Visibility ......................................................................................................... 9

Create the Right Brand Image ................................................................................. 10

Close the Deal ............................................................................................................................... 11

Schedule a Meeting ....................................................................................................... 12

Get the Signature .......................................................................................................... 13

Drive Return Visits to Abandoned Carts ........................................................... 14

Customer Retention and Ongoing Engagement .............................................................. 15

Reward and Retain Loyal Customers ................................................................... 16

Acknowledging Customer Success ....................................................................... 17

Conclusion ...................................................................................................................................... 18

TABLE OF CONTENTS

Introduction

The digital world is a crowded place. No one is going out of

their way to hear what you have to say. You have to get in front

of them in a memorable, engaging way. But how?

It can be a piece of cake.

No really, use a piece of cake. Sure it might be made of foam,

but it would get your attention, right?

We’re PFL and we are experts at kicking open doors and

making real impacts. Our Tactile Marketing Automation®

(TMA®) solution helps you drive results through the send of

personalized, high-impact dimensional mail, directly from your

marketing automation platform.

It’s much easier to show you some examples of what we do,

that’s why we made this idea book. Flip through, get inspired,

and get noticed.

Tactile Marketing Automation®

— 1 —

— PFL.com/TMA — — 2 —

Your initial marketing message faces stiff competition from all

sides. How can you be sure that you engage the right new person,

at the right time, with the right message? The answer: dimensional

mail, using TMA.

get noticed

— 9 —— 3 —

the goalYou’ve got a thoroughly vetted target list. You’ve uploaded it into your marketing automation platform, and are ready to send an email driving prospects to your thought leadership whitepaper. You haven’t gotten final email permissions from your leads yet, but you know that the asset is a valuable resource for them – and will create the buzz you want.

the approachComplement your email with a concurrent display ad campaign, targeted social outreach, and to really stand out, send direct mail. Use a self-mailing piece that includes creative die-cut presentation, whitepaper messaging, and a PURL prompting a download of the whitepaper. You’ll bypass the spam filter and drive traffic to your website, all while delivering a cohesive experience.

Position Yourself as a Thought Leader

PositionYourself as a

ThoughtLeader

Display Ads

Web/Soc

ial

Dim

ensional Mail

PURL

— 4 —

TradeshowBuild Awareness,

Pique Interest

Web/Social/Ads

Dim

ensi

onal

Mai

l

the goalYour latest tradeshow was a lead-capturing bonanza, and now it’s time to capitalize on those prospects. Trouble is, the other 250 vendors that exhibited are bombarding your mutual prospects with emails and phone calls.

You need a strategy that puts your brand directly in front of your leads, and captures their interest at the same time.

the approachIt’s time to use the power of dimensional mail to stand out and get noticed. Send a mailer that creatively showcases the power of your brand’s solutions.

You’ll put your brand directly into their hands, and you can follow-up with an email message. Incorporate social targeting to deliver an end-to-end experience that builds on your tradeshow momentum.

Build Awareness, Pique Interest

— 5 —

Keep YourLeads Warm

Em

ail

Web/S

ocial

/Ad

sDim

ensional Mail

Phon

e

the goalYou have well targeted prospects that have shown some interest, but they’re not completely convinced. You need to keep your company in front of them, and show that you have the solution to a pain point that keeps them up at night.

the approachKeep them engaged with a box of branded gourmet chocolates, with a personal note, all packaged in a unique box! You’ll sweeten the relationship, demonstrate your creative side, and earn some appreciation from your prospects.

Pair the dimensional mail with targeted email that highlights your capabilities. Finally, use outbound phone calls from reps and relevant social messaging from your CMO to wrap the whole campaign in the proverbial bow.

Keep Your Leads Warm

— 6 —

Now that you have their attention, it’s time to cultivate an

engaging relationship with your prospect. Keep your message and

your company in front of decision makers with timely, targeted

outreach that adds value every time you connect.

increase engagement

— PFL.com/TMA —

the goalYour biggest trade show is coming up in a month. Your manager asked you to double the booth traffic from last year and secure face-to-face meetings with a select group of targeted contacts. You have the budget for a high-value offer, and the list of targets is vetted and ready to go.

the approachYou’ve sent the first email invitation. You’re promoting the show on your website, on your social accounts, and through targeted banner ads. What else can you do?

Send something unexpected like a lottery ticket! Wrapped in a self-mailing card with your logo and messaging, this custom printed scratch-off ticket reveals prizes ranging from water bottles to an all-inclusive vacation package in the Keys.

Your recipients have to bring their specific ticket to your booth, giving you the traffic you need with an offer that keeps the crowds coming.

— 17 —

Drive Booth Traffic

DriveBooth Tra�c

Em

ail

Web/S

ocial

/Ad

sDim

ensional Mail

Trad

es

how

— 7 —

— 8 —

the goalYou need to make life insurance interesting and spread brand awareness. That might seem hard enough, but now you’ve got to fight your way through a digital hurricane. You want to stand out in a boring landscape and get consumers to connect with your brand in a fun, interactive way.

the approachEngage consumers on multiple channels, starting with direct mail. Send a small box with FRAGILE printed on it to get attention. When opened, recipients see a personalized note and paper frame.

The card plays into the idea of “Life is Fragile” and asks them to participate in a social media contest. The recipient frames up the person(s) most important to them, takes a photo, and posts it with your specified hashtag. They’ve engaged with you, spread the word about your brand, and are thinking about protecting those important to them.

Spread Awareness

— 9 —

the goalThe key contact at your prospect company wants to bring your solution on board, but he’s just one voice in a big company. There are 3 stakeholders that have to sign off on the contract before you can move forward. It’s been almost impossible to get them together, much less to agree that your solution is the one they need. You need to start a conversation on their end, and let it grow organically.

the approachHelp your champion by providing extra awareness of your solution to the final stakeholders and increase your visibility across the board. Send your champion a key and send stakeholders a locked box with a message that prompts them to visit the champion to unlock the box. Inside the box are a few handouts that demonstrate ROI and some branded coffee mugs and pens. Your sales team will receive delivery alerts, so that they can step in and direct the flow, pulling them closer to a deal.

Increase Visibility

IncreaseVisibility

Em

ail

Web/S

ocial

/Ad

sDim

ensional Mail

Phon

e

— 10 —

the goalYour prospects from the last five trade shows are still there. They expressed interest, but you just haven’t been able to move them forward with email and follow up calls. You need to remind them of your company’s value proposition, and the unique vision you have for their success.

the approachSend a small empty gas can, something that can do double duty on their desk and hold pens, for example. Inside of the can is a personalized, rolled-up note that says, “Are Your Small Business Dreams Running on Empty?”

The message highlights how your company can add value and promises a $100 gift card if they schedule a demo with you.

Create the Right Brand Image

— 11 —

The courtship is well underway, and love (for your products and

services) is in the air. And while the proposals have been crafted,

the coveted signature hasn’t appeared anywhere. It’s time to

open the throttle for increased sales velocity and tap into the

power of packages.

close the deal

— PFL.com/TMA —

Em

ail

Phone

Dim

ensional Mail

Dem

o

Schedule aMeeting

— 27 —

the goalAfter a flurry of emails and voice mails, your sales executive has secured the name of the decision maker at the target company, but he is struggling to schedule the final demo with her. His ongoing outreach seems to have hit a brick wall and the opportunity has been sitting in the SQL stage for over a week now. How can you help move the relationship forward to a demo?

the approachIt’s time to make an offer she can’t refuse. Set up your marketing automation to identify opportunities that have stalled and trigger the send of a package that includes a personalized note, a branded presentation, and a die-cut print out of an Apple watch.

The offer is straightforward and compelling: If she’s willing to take a demo with the executive, she’ll receive the real watch. Your sales executive will receive a package delivery alert from your automation system, allowing them to make a perfectly timed follow-up call.

Schedule a Meeting

— 12 —

the goalLegal sent the redlined contract back to the prospect. It’s in the hands of the decision maker, but he’s been so busy that he hasn’t been able to put that last critical piece on it: his signature. You need to drive a sense of urgency and compel him to sign.

the approachSend the prospect a branded, custom box with a personalized note, and include the remote control for a high-end quad copter. The offer is simple: When the signed contract is back in your sales executive’s hands, you’ll send the actual flying unit to accompany the remote.

Your proactive outreach and the offer will help to move the deal forward, and his inner 8-year-old will love the aerial acrobatics.

— 29 —— 29 —

Get the Signature

— 13 —

— 14 —

Drive ReturnVisits to

AbandonedCarts

E-Com

merce

Web/S

ocial

/Ad

sDim

ensional Mail

PURL

the goalYou have an abandoned cart filled with unpurchased women’s apparel and you want to drive your customer back to complete the order. You’re already using digital retargeting ads, but want to extend your reach and improve response rates via additional channels.

the approachSend a package to her address (captured when she started her order). The package includes a product catalog, personalized notecard, and a series of fashion “recipe” cards. The “recipe” cards each feature one of the abandoned items with complimentary pieces that create a complete outfit.

To seal the deal, you include a PURL that takes her back to the abandoned cart to complete (and add) to her purchase.

Drive Return Visits to Abandoned Carts

— PFL.com/TMA — — 15 —

Once the contract is signed, there’s no reason to stop engaging

with your customers. In fact, supplementing your digital outreach

with tactile components for new and existing customers can help

foster goodwill, eliminate buyer’s remorse, and create a strong,

healthy relationship that stands the test of time.

customer retention andongoing engagement

— 16 —

the goalCustomer loyalty is one of the most crucial factors in your company’s success. The work doesn’t stop once you secure a new customer. You need a strategy that spurs repeat purchases and fuels new customer acquisition through word-of-mouth marketing.

the approachTry a tiered system to reward initial loyalty and encourage more purchases. Present small, digital rewards as a base offering for being a part of the program, and then encourage repeat purchases by mailing a gift as the customer moves up the loyalty ladder.

Keep customers hungry for more by sending gifts and a product catalog that are relevant to past purchases and web browsing history. For example, if a consumer buys biking shorts and has been viewing bikes on your website—send a branded water bottle and a catalog of bikes to encourage a purchase.

Reward and Retain Loyal Customers

Reward andRetain LoyalCustomers

Em

ail

Web/S

ocial

/Ad

sDim

ensional Mail

Rew

ar

ds

— 17 —

the goalYour customer just signed a great new contract with the client they’ve been courting for months. It means additional business for both your customer and your company, but the real value is in the deeper partnership that you’re fostering with the business. It’s time to show some love for their success.

the approachThe congratulatory emails are out, the win announcement is live, and their PR team is having a field day with the press release. What else is there? It’s time for a fiesta…with the Instant Party Kit!

Show your excitement for their success and send a colorful piñata stuffed with poppers, balloons, party hats, blowers, branded plastic cups and streamers. Include a multi-color disco lamp to guarantee the festive atmosphere is complete when the goods get delivered. Your customer will enjoy a much-appreciated celebration, and you’ll strengthen the relationship at the same time!

Acknowledging Customer Success

The scenarios listed here illustrate only some of the many

ways you can leverage Tactile Marketing Automation to send

high-impact touches to your customers and prospects. The

possibilities are only limited by your imagination.

If you haven’t implemented multi-channel journeys that include

dimensional mail, it’s time. Take advantage of the channel that

cuts through the clutter, turns prospects into customers, and

customers into advocates.

866.930.5088 | inquire@pfl.com

Conclusion Tactile Marketing Automation®

— 18 —

Ready to give your marketing and sales a boost with TMA?Call us at 866.930.5088 or send an email to inquire@pfl.com.

Tactile Marketing Automation® (TMA®) complements your digital marketing with tangible mail that engages prospects and customers. Send anything you can imagine, from postcards and brochures to complex kits with large dimensional components, by integrating TMA directly with your marketing automation platform. Get noticed and drive results with TMA.

About PFL

PFL is a marketing technology company that provides sales enablement and marketing automation solutions, as well as printing, mailing, and fulfillment services. We directly connect B2B and B2C organizations to cutting-edge solutions that accelerate productivity and drive business forward.

Tactile Marketing Automation®

www.PFL.com/TMA