Becca Linekin has disturbing visions of her customers tossing her B-to-B marketing materials aside as they stand over the trash can.

It’s these anxieties that drove the marketing manager for Cox Business–San Diego to seek out an attention-grabbing, memorable direct mail piece as the final installment in a three-piece customer-retention program.

“We were looking for a way to reach out to our existing customers without actually attempting to sell them anything,” Linekin says. “I wanted them to stop what they’re doing, say ‘What’s this?’ and put everything else down to look at it.”

A unique way to display a direct mail marketing message
To that end, Linekin teamed with her ad agency to come up with a piece that had recipients peering deep into her marketing messages. Cox Business decided on a charming, three-inch crystal ball mailer that pops open to reveal a retro-kitschy beach scene.

The piece conveys the idea that recipients will have a bright and carefree future by selecting Cox Business–San Diego, which provides telephone, Internet connectivity and video services to businesses in San Diego County.

The mailers — designed in partnership with San Diego’s Blue Horse & Trumpet Advertising and manufactured by Connecticut-based 3D Paper Graphics — go out to businesses when they approach their first anniversary as a Cox customer. The pieces thank customers for their business and remind them how to reach the company if they have any questions or concerns.

Another card attaches to the crystal ball with the message, “I’m loving the future with Cox Business.” Short copy reinforces the idea that the recipient made a smart choice in selecting Cox Business and lists contact numbers for assistance and support.

A successful direct mail marketing campaign
Linekin says mail was a natural choice for the campaign because it is delivered to the same location as the Cox services themselves.

The company launched the campaign in February, with the goal of sending out thousands of mailers in the first year. Linekin says that while the program is still in its early stages, the crystal ball has received a good deal of positive attention and feedback.

“We wanted something that would be so different, interesting and visually appealing that recipients would leave it on their desks long after it came to them in the mail,” she says. “And I believe that’s exactly what we achieved, People love it — and as far as we can tell, nobody is throwing theirs away.”