I am always looking for ideas on how to stand out in the crowd, so when I saw this idea on two different blogs, I had to share it.  In case you missed Dianna Huff or Drew McLellan sharing this interesting direct mail they received themselves, both were sent a FedEx package with chocolate covered grasshoppers inside.

The package said, “You’re a risk-taker, a dream-realizer. What’s left to do that you haven’t already done? Eat a grasshopper. They’re farm raised, covered in chocolate and rich in protein. So, not only will you be breaking boundaries, but you’ll be eating healthy, too.”  A note was attached with the real promotion, “Entrepreneurs can change the world. Join the movement now! grasshopper.com/idea”

According to a Fox News video, a company in Needham, MA sent the grasshoppers to 5,000 “of the most influential people in the U.S.” in the hopes that these people would then talk about the company and its campaign.

Drew and Dianna seemed to have different takes on the success of the campaign.

Drew loved the campaign – Bottom line — it worked.  3-D mailings may cost a little more money — but they deliver big results when they are done well.

The folks at Grasshopper.com decided to send out 5,000 of the attention-hopping packages to entrepreneurs, bloggers, celebrities, journalists and customers.  They spent 3 months assembling the list and made sure the packaging and cross promotion (Twitter, YouTube, bloggers, their website, etc.) were all in order.

This was a very well thought out and executed campaign.  Bravo to the Grasshopper gang.

While Dianna seems to have mixed thoughts – So, the company got me and lots of other people to write about its campaign — which according to the Fox News video, was the company’s objective.  But, it didn’t get me to buy — or even consider its service. Is the campaign a failure or success?

To me, 5,000 doesn’t seem to be a particularly targeted audience but it did seem to get the company the coverage they were looking for.  After all, I didn’t even get the chocolate covered grasshoppers, and I am writing about them.

Obviously this campaign worked best because the name of the company is Grasshopper but the idea of a bold direct mail piece is possible for anyone.  Something else to learn from the campaign is to not just focus direct mail on prospects.  You might get more bang for your buck with bloggers and thought leaders.

Photo credit: Drew’s Marketing Minute