Everybody knows that getting customers' attention and comprehension is paramount if a communication is to succeed. Achieving this can be a lot easier than you might think. A lot can be achieved by creating communications which are involving or entertaining. And as you've already seen, DM certainly provides plenty of opportunity in that department.
When something rolls up that's a bit unusual, people take the trouble to understand what it contains. They're prepared to spend time with it, to get involved and interact with it. Sometimes just a small surprise or something entertaining can make people much more open to your message and increase the chances of your communication having the desired effect.
- Direct mail generates response - over 40% of consumers have visited a store or made an inquiry after receiving a piece of direct mail
- One in five consumers retain direct mail for future use
- Consumers in the 18-24 and 25-39 age groups have the most positive attitude towards direct mail.
Nielsen Media Research Panorama Quarter 1 2004
Case Studies
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It makes people sit up and listen - that's the beauty of Direct Marketing
Direct Marketing gives you so many opportunities to increase interaction and comprehension levels. As a one to one media you have the opportunity to target and personalise your communications. When people actually want the information you're giving them, they're far more likely to respond. And you can cut down on wastage by sending your communications to those who are more likely to respond.
Rather than speaking at people, you can speak with them. Your audience can get involved and spend time with your message. Incentives, gifts and gimmicks can not only help your message get cut-through, they can also help build positive brand associations. Sometimes a small tip-on (an item attached) to a communication such as a letter, can make people feel special, valued and increase your response rates.
Plus Direct Marketing has the advantage of being a tactile media. You can add interactivity, memorability and value by sending 3-dimensional items. You can appeal to a number of the senses at the same time - touch, sight, taste and even smell. The more senses that get involved the better your chances of creating a memorable, attention getting piece.