I’m not suggesting that a mail shot can create the same desire in your target market as chocolate or cream cakes nor will it make them gain weight, but good marketing should trigger the senses because that helps us make memories.
And memorable marketing is the gift that keeps on giving.
A standard printed piece of marketing collateral will rely heavily on colour to create an impression which is a great start, because the eye is no slouch and can see somewhere in the region of seven million colours. So the range hue and balance of the colours you choose will all be seen and hopefully create a pleasant experience.
Will this along with your carefully selected font and call to action make the piece truly memorable? Is it likely that a few days later the person who received the piece will bring it up in conversation? thereby giving your marketing a second bounce; will they keep it to show others? In short will it start conversations such as –
“Look what I got in the mail the other day”
Unless your call to action or offer is incredible then it is unlikely to have generated enough emotion for the recipient to do little more than glance at it, if they have no interest in your product or the service you offer that glance will probably last for only a second then your lovingly crafted message is in the bin.
It’s this kind of reaction that makes us question the value of mailing our target market, often people will turn to cheaper methods of contact such as emailers or flyers, looking for the cheapest way to get their message to as many people as possible.
However, let’s consider a couple of salient facts here, 82% of direct mail are opened as opposed to only 29% of an email campaign.
So right from the off direct mail works, in a high percentage of cases the envelope is opened and at least a cursory glance is given to the marketing collateral it contains.
This is your moment on the lips! Or your ‘time in hand’ and the quality and uniqueness of your marketing will determine for how long.
Touch is another powerful sense, we have been feeling our way around since we were babies learning what was hot or cold or downright pleasant. We are tactile creatures with each hand containing in the region of a hundred thousand nerves but they are not infallible, a classic example of this is when washing on the line is either cold? Or damp? Sometimes our brain struggles with the information provided by our senses.
This can work to our advantage in the brief window of ‘time in the hand’ add our dimensional ink and it mimics the surface of the printed image so you can feel the grain of the wood, the skin of the orange or even the blades of grass.
The dimensional ink also gives a 3D effect to the appearance of your work. Now you have had much longer in the hand. The eye has worked its way over the 3D; the feel of the piece is being explored. Your message is now being observed and your marketing is working the brain much harder.
Let’s say we add a scented coating to the mix, so the scent of fresh mown grass mixes with the feel of the blades of grass. We have between five and six million cells that carry out our smelling function so when we engage those as well, we have a sensory overload that may very well result in someone saying
“Hey take a look at what I got in the mail the other day”
Why don’t you come down and see our world of communication, a cup of tea and biscuits included.