Use 'curiosity' for the next new customer campaign
Unless you're a marketer or an advertiser, not that many people are huge fans of advertising or marketing as a profession.
Even the die-hard fans, who wait the 11 months of the year on tender hooks for the new John Lewis Christmas ad, will when asked, say advertising is a blight on their lives used to intensify social persecution.
This attitude causes a problem for all marketers and in particular direct marketers. They can spend a considerable amount of money, and put a large amount of time and effort into creating a piece of direct mail or a door drop that customer will genuinely find useful, but just because it's a piece of marketing, many people will simply throw it away.
They won't read it because they think they're not interested. And they don't know they're interested because they won't read it.
This is where the power of ‘curiosity' comes in, as champion, summoned to defeat the above catch-22 and save the beautiful princess of target marketing.
If you can get a customer to pick up a door drop and think ‘huh, this is different' then you've already beaten the rest of the mail pile, including the favourite takeaway menus.
How do you achieve this? A particularly effective way is with tech in print products, such as VideoPak, AudioPak and Digital Key, which will transform your direct mail into videos content, internet links or audio messages.
Sending out something that is interactive, multi-sensory and not static is sure going to make people get interested enough to take a look. However, that's just the beginning of all the surprising thing you can do with this tech, such as video brochures.
According to the Private Life of Mail, 65% of direct mail is opened. Which means you have the opportunity to nearly double response rates just by making people a little curious and doing something to grab their attention right off the bat.
Of course, you need to make sure you're not wasting people's attention once you have it and ensure that the marketing is worth that attention. Luckily, tech in print products are more than a novelty and can offer a much more interesting, impactful and engaging experience for your customers. Plus, people are more likely to keep mail for longer if it feels more premium.
Many top brands are using these products to raise curiosity and turbocharge effectiveness.
Source: Marcelo Bustamnate
The awarding of the Victor Watson Trophy for young persons of outstanding achievement took place during the 2017 All-Party Parliamentary Print Group Reception at the House of Lords on 4 July.
With the election now behind us, we're continuing to lobby on behalf of the printing industry by sending our latest Priorities for Print 2017-2020 to all MPs and Lords.