Direct Marketing in the Digital Age
5 Big Brands That Are Mastering Print Direct Marketing in the Digital Age
If you’re asking yourself, “Does print marketing even work in 2018?” an article from Forbes explored how tangible materials vs. digital ones connect with the human brain at different levels. Both are necessary components of a full-scale marketing strategy—neuroscience doesn’t lie.
Go big when it comes to direct mail! Your item should be the biggest thing in your prospects’ mailbox, whether it is a postcard, sales letter or product portfolio. Imagine your direct marketing piece as the Subject Line of an email. If your envelope passes unnoticed, does it even matter what’s inside? Just as you would take the time to write an engaging subject line for an email, also spend time thinking about the size your print marketing piece, the copy inside, and the quality of the graphics.
Not only do you need a stand-out message, but you also need stand-out design. The bigger the better!
We want to share with you 5 examples of incredible direct mail pieces that are helping companies have a huge ROI.
1. Chipotle Uses Direct Mail to Restore their Public Image
Sometimes direct mail is not only smart but necessary. After the brand experienced nationwide backlash from a salmonella crisis that hit a Denver location, customers from Boston to San Diego assumed their food was unsafe. Not much could be said to fix the issue, and the company reported its first quarter loss.
They offered a great promotion to get customers back into their restaurants. With an oversized direct-mailer and simple, high-res images of their most popular menu item, the image was sent loud and clear..
2. Florida Hospital builds a brand that lasts
The medical industry and direct mail marketing work really well together. Florida Hospital is a great example of this: friendly, inviting images of smiling doctors and staff members promise a patient that they will be in good hands. Clean lines and simple content reinforce that promise in a way that is easy to understand. “The Right Care. Right Here. Right Now.” We follow similar formulas to help our medical and dental clients attract attention, whether through direct mail or their digital presence.
3. Jeep Masters the Art of Subliminal Messaging
Jeep sent keychains in the shape of a jeep as a direct mail item. This is a brilliant example of how to send “clunky” mail or a mail piece with a grabber item which gives your brain a subconscious message—it reminds people of the simple fact that they need a place to hold their keys, and they could be the keys to Jeep. It’s simple, yet sophisticated.
4. Bed Bath & Beyond Keeps ‘Em Coming!
When you get a Bed Bath & Beyond postcard in your mailbox, it’s almost guaranteed to be the biggest item in the pile. Our brains are wired to give more value to items larger in size, so we are more inclined to keep it on our dining table or fridge to use for later. Through providing customers with a flexible offer like 20% off ANY item, it appeals to everyone – a mother in search of a zucchini spiralizer or a new college student buying a set of towels. It stands out against every item in the mailbox and appeals to every customer it reaches. This is a clear direct mail win.
5. GAP Inc. Pivots Towards Personalization
GAP knows their audience very well. Most people who frequent this clothing retailer have been loyal to them for years, as GAP had its heyday in the 1980s-1990s, and caters to the baby boomer crowd. To make sure these boomers feel the love, they send GAP credit cardholders special gifts, like a 25% special birthday offer. Who wouldn’t stay loyal to a brand that knows exactly what day its thousands of card holders were born?
No matter how many marketing Instagram posts or Tweets dominate our news feeds, the human brain is still wired to respond to tangible print messages. The average customer sees thousands of advertisements online each day. Yet, one well-designed postcard or brochure in their mailbox can be more powerful than all of these messages combined.
As Forbes said, “Science clearly shows paper can be more impactful and memorable than digital.”
The question is not whether to run a direct mail campaign, it’s how to do it in a meaningful way that connects with your audience. Contact us to learn more about our direct mail services. We also offer web design, custom banners and promotional products!
Direct Marketing in the Digital Age
5 Big Brands That Are Mastering Print Direct Marketing in the Digital Age
If you’re asking yourself, “Does print marketing even work in 2018?” an article from Forbes explored how tangible materials vs. digital ones connect with the human brain at different levels. Both are necessary components of a full-scale marketing strategy—neuroscience doesn’t lie.
Go big when it comes to direct mail! Your item should be the biggest thing in your prospects’ mailbox, whether it is a postcard, sales letter or product portfolio. Imagine your direct marketing piece as the Subject Line of an email. If your envelope passes unnoticed, does it even matter what’s inside? Just as you would take the time to write an engaging subject line for an email, also spend time thinking about the size your print marketing piece, the copy inside, and the quality of the graphics.
Not only do you need a stand-out message, but you also need stand-out design. The bigger the better!
We want to share with you 5 examples of incredible direct mail pieces that are helping companies have a huge ROI.
1. Chipotle Uses Direct Mail to Restore their Public Image
Sometimes direct mail is not only smart but necessary. After the brand experienced nationwide backlash from a salmonella crisis that hit a Denver location, customers from Boston to San Diego assumed their food was unsafe. Not much could be said to fix the issue, and the company reported its first quarter loss.
They offered a great promotion to get customers back into their restaurants. With an oversized direct-mailer and simple, high-res images of their most popular menu item, the image was sent loud and clear..
2. Florida Hospital builds a brand that lasts
The medical industry and direct mail marketing work really well together. Florida Hospital is a great example of this: friendly, inviting images of smiling doctors and staff members promise a patient that they will be in good hands. Clean lines and simple content reinforce that promise in a way that is easy to understand. “The Right Care. Right Here. Right Now.” We follow similar formulas to help our medical and dental clients attract attention, whether through direct mail or their digital presence.
3. Jeep Masters the Art of Subliminal Messaging
Jeep sent keychains in the shape of a jeep as a direct mail item. This is a brilliant example of how to send “clunky” mail or a mail piece with a grabber item which gives your brain a subconscious message—it reminds people of the simple fact that they need a place to hold their keys, and they could be the keys to Jeep. It’s simple, yet sophisticated.
4. Bed Bath & Beyond Keeps ‘Em Coming!
When you get a Bed Bath & Beyond postcard in your mailbox, it’s almost guaranteed to be the biggest item in the pile. Our brains are wired to give more value to items larger in size, so we are more inclined to keep it on our dining table or fridge to use for later. Through providing customers with a flexible offer like 20% off ANY item, it appeals to everyone – a mother in search of a zucchini spiralizer or a new college student buying a set of towels. It stands out against every item in the mailbox and appeals to every customer it reaches. This is a clear direct mail win.
5. GAP Inc. Pivots Towards Personalization
GAP knows their audience very well. Most people who frequent this clothing retailer have been loyal to them for years, as GAP had its heyday in the 1980s-1990s, and caters to the baby boomer crowd. To make sure these boomers feel the love, they send GAP credit cardholders special gifts, like a 25% special birthday offer. Who wouldn’t stay loyal to a brand that knows exactly what day its thousands of card holders were born?
No matter how many marketing Instagram posts or Tweets dominate our news feeds, the human brain is still wired to respond to tangible print messages. The average customer sees thousands of advertisements online each day. Yet, one well-designed postcard or brochure in their mailbox can be more powerful than all of these messages combined.
As Forbes said, “Science clearly shows paper can be more impactful and memorable than digital.”
The question is not whether to run a direct mail campaign, it’s how to do it in a meaningful way that connects with your audience. Contact us to learn more about our direct mail services. We also offer web design, custom banners and promotional products!
