Three-Dimensional Marketing

Three-dimensional direct marketing is probably one of the most effective ways to reach new patients, current patients, or potential associates for your networking group.


What is three-dimensional marketing? It is the use of highly creative oversized or odd-sized packages that have the appearance of a gift. Three-dimensional mailing packages are designed to get past gatekeepers, and into the hands of the specific person in your target audience. Even the busiest person will be tempted to stop work and open a mysterious package that has appeared at the door or on his/her desk.

Some three-dimensional mailing formats could include an odd-sized envelope, box, tube or wooden box, containing a product and/or a message. The mailing might be a personalized incentive product related to the procedure or service you are introducing.  For example, you may send an unbreakable mirror compact with the practice contact information imprinted on it and a letter title asking, "Are you happy with your smile?"  Three-dimensional boxes also work very well as gifts for those that refer new patients. Gimmee-Jimmy's Cookies (www.GJCookies.com) can send one of their delicious cookie assortments in a decorative tin with an inflated Mylar "Thank You" balloon-in an oversized corrugated box for under $35.  What a great feeling when the recipient opens the box and the balloon pops out!

Here are some key elements to remember when designing a successful three-dimensional campaign:

  1. The incentive product must be of high quality. It must be relevant, of good quality,  with enough perceived value to retain.
  2. From a creative perspective, the piece should inspire the recipient to call others into his/her office or home to share this unusual package.
  3. Send the package Federal Express or UPS"not via USPS.
  4. One of the most important parts of a three-dimensional campaign is the letter that accompanies it. It should be designed to motivate the recipient to pick up the phone and call to thank you.

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