Why We Sent White Gloves in the Mail

When it comes to marketing, people often think B2B (Business-to-Business) and B2C (Business-to-Consumer) are completely different animals. B2B is usually seen as formal, stiff, and all about the facts, while B2C gets to be fun, personal, and emotional. But the truth is, they’re not that different after all. Superior Plumbing, Heating & Mechanical’s recent direct mail campaign shows that the same core principles work in both worlds.

You can see a copy of the letter here, where we included a pair of very fun white polyester gloves.

What made this campaign so successful? The Dream 100 strategy—a targeted, personalized approach combined with the power of sequential mailings. By zeroing in on their top prospects and delivering a series of engaging, benefit-driven messages, Superior Plumbing proved that B2B marketing can be just as impactful, persuasive, and even a little fun as B2C.

And there’s no better way to do that then with lumpy mail or dimensional mail.

Superior’s goal was simple: get on the preferred vendor lists for key buildings across NYC’s 5 Boroughs. But to make that happen, they needed more than just another marketing pitch.

They needed a campaign that would grab attention, build trust, and position Superior Plumbing as the obvious choice for reliable, high-quality service. It wasn’t just about making noise—it was about making a lasting impression that would get them on those exclusive lists.

What you’re seeing is the second letter, a pair of white gloves. This took the momentum from the first and cranked it up a notch. This time, the mailing included a pair of white gloves—a simple yet powerful symbol of the premium, meticulous service that Superior Plumbing offers. The letter, titled “SERIOUSLY… Shouldn’t You EXPECT Insane Levels of Service from Your Plumbing, Heating, and Mechanical Contractor?” made it clear: building maintenance managers deserve better than the mediocre service they’ve been getting.

Making the Message Tangible: Including the white gloves wasn’t just a gimmick; it was a way to physically reinforce the “white glove service” theme. Every time those gloves were picked up, it was a reminder of Superior Plumbing’s commitment to quality.

Solving a Real Problem: The letter didn’t shy away from the frustrations building managers face with unreliable vendors. Instead, it addressed them head-on, positioning Superior Plumbing as the solution they’ve been looking for.

Creating Urgency: The offer for a free plumbing check-up wasn’t just reiterated—it was emphasized with a sense of urgency. The message was clear: this premium service is available at no cost, but only for a limited time.

Building on the First Letter: By referencing the first letter and expanding on its themes, this second mailing deepened the connection with the prospect, reinforcing the brand and making it even more likely they’d respond.

This example shows that when you get down to it, B2B marketing isn’t so different from B2C. In both cases, it’s all about knowing your audience, understanding what they need, and addressing their frustrations. Whether you’re talking to a business or a consumer, the key is the same: grab their attention, build trust, and make it easy for them to say “yes.” If you do that, you’re on the right track, no matter who you’re marketing to.

Marketing Tip Reader’s Only Special of the week

Did you Shawn’s letter linked above. Did you see the headline?

You’ve Earned the Right To Not Only Expect But Receive WHITE GLOVE TREATMENT!”

Do you offer a high-end service? Do you have the top service in your industry? Want to get that point across in your next direct mail piece?

Use our “White Gloves” to show off your “White Glove Service.” Great of service businesses, contractors, medical practitioners and more!

This is a great item to target unconverted leads, or a “high value list” of potential new customers. Here are a couple headlines ideas you can use:

“Our White Glove Service Will Amaze You!”

“Who Else Wants The White Glove Treatment?”

“Enroll In Our White Glove Service and Get __________.”

“You Deserve The Finest ‘White Glove Service’ Available”

“Who Else Wants The White Glove Treatment?”

Get 15% off this all-new item when you use promo code Gloves. Get pricing and order here, or give us a call at (888) 250-1834. We’re open M-F, 8-5 Pacific Time.