American Idol is back again, and our nation is looking for the next big star. Some lucky contestant, who was an average Joe yesterday, is just a few steps away from becoming America’s next biggest star. But is the winner the only one who gets recognition? No. It’s not always the winner who sticks with us and gets millions of views on YouTube, but it’s those who present themselves creatively.

It can be the same in a B2B world. It is not easy to go from being a “non-brand name” to a well-known company, but like the American Idol contestants a little creativity can make you stand out. I read an article about a company who wasn’t well known, but who successfully got attention and generated 190 leads with their first ever direct mail campaign.

Just like other companies, Truition, Inc. was looking for a way to have a great kick off for Q4. Their challenge was to get prospect’s attention, build trust and generate quality leads. They chose direct mail as their marketing method, but what they did differently was, instead of pushing a sales message, they created an industry report written by experts for their targeted audience to download for free.

The other creative part was the way they sent the direct mail piece. They used envelopes that simply said “DO NOT BEND” and “Inside: Your 2008 eCommerce Guide Brief for Brand Manufacturers”. The result? It passed the gatekeeper because it looked like the prospects ordered them and so it landed on their desk! Truition, Inc.’s ROI was more than 200% with a response rate of 1.98%, which is an unbelievable number (a 1% response rate is considered good).

We have been repeatedly saying that the key to a successful direct mail campaign is to really understand the audience. For example, creating content that is relevant, and having a compelling offer and good call-to-action. Personalized mailing works because it’s about tailoring the messages and offers to the individual. So enjoy this season of American Idol and let’s get inspired by those who are creative and talented!