Monster Direct Mail Recruiting

BOSTON, MA -- Over the years I have blogged about Alan Rosenspan's copywriting newsletter.  Alan Rosenspan is the Tiger Woods of copywriting -- and he and his team have won over 100 awards for advertising and direct marketing, including 20 DMA Echo Awards.  That's incredible.  Anyway, I love getting Alan's monthly newsletter, which is jammed packed with great ideas.  Today's issue recaps some recent work Alan did with Monster.com ...

I just did a seminar for Monster.com, the world’s leading career network company, and they shared some of their samples with me.

Their work is outstanding – as you can imagine.  And I wanted to share one example with you because it dramatizes an important point.

Monster was trying to reach HR Professionals in the Defense industry. These people need employees who have security clearance.

The mailing arrived in a box with the words, “Classified Top Secret Confidential” printed on it.

Inside was a small combination safe.

A card invited you to “Open your safe for the secrets to procuring the best employees with active security clearance – quickly and cost-effectively.”

Inside the safe was a small brochure about Monster and the call to action.  Once you removed it, the safe could also function as a convenient bank you could keep on your desk.

The mailing was expensive – but the return on investment was exceptional because each HR Professional could hire dozens or even hundreds of people from Monster over the years.

And that’s my main point – let the value of the customer drive the cost of the mailing. Monster has set up an entire organization – Military.com – to handle this industry, and has already worked with over 5,000,000 people.

Now, if Monster would only improve their user experience by deep-sixing the interstitial ads during their users' routine job searches.  Tsk. Tsk.

As always, I strongly encourage you to subscribe to Alan's newsletter.  And if you haven't downloaded my spreadsheet on how to calculate the lifetime value of a customer, double-click here.  Be sure to check out the TABS at the bottom of the spreadsheet.  There are three different parts to it.

 

Comments

[Ted Grigg]

Laurence, I bet that Alan also creates for TV and radio. Why not ask him?

I know about him only by reputation. But he is considered one of the best. And if he is not available to create for broadcast, then ask him for a recommendation. There are some really good people out there who have a reputation for beating controls on a pretty regular basis.

Ted

[laurence haughton]

Thanks a million for the spreadsheet. I'm going to start playing with it immediately.

I've never understood why every marketer didn't start by getting the CEO (or whoever has the money, the authority, and the need) to figure out the "value of a customer." Most business decision makers have never done the math and (in my experience) once a marketer gets them to do it they suddenly are wide open to new strategies and ready to spend money implementing new ideas (like the Monster mailing).

Thanks also for the heads up on Alan Rosenspan. I wish I could find someone like him who worked in TV or Radio.