Multiple possibilities
There are endless possibilities for brands
to connect with customers and prospects
by using direct mail. The advanced printing
technology which is available today allows
for production of stunning, personalised mail
that can be so much more than simply a piece
of paper. The material you choose, the way
the mailer opens, the object that it perhaps
imitates, this is where print comes alive.
A seamless connection
We all love email as a medium and it can work
when treated correctly. However, all too often
online and offline is spoken of in separate
terms when in actuality an integrated
approach would produce a more memorable
experience for your customer. An example of
this is our “Artic Truck Challenge” for Terex
Trucks. Terex’s brief to us was appropriately
no-nonsense. Come up with an idea that
would not only persuade owners and
operators to reconsider the truck, but actually
pick up the phone or point their mouse in the
right direction.
Our creative solution, the ‘“Artic Truck
Challenge” consisted of microsite that
posed a series of five challenging questions
to potential customers asking them to
seriously evaluate their current supplier.
Of course, answering questions takes
time, so we sent potential targets a
personalised tea break courtesy of
Terex encouraging them to complete
the challenge whilst enjoying a brew.
Like any good cuppa, the mailer
went down an absolute treat and led
to several new business meetings.
Perceptions were changed and new
fleet orders were received.
Cost versus value
In more challenging times marketers
are more accountable for their spend
against budget. However, as proven
during the 2008 downturn, those
businesses that defended their
share of voice and actively built
their brands prospered far better
than those that chose to go dark.
Going dark led to many businesses
experiencing lower profits and fiveyear
recovery periods.
Including direct mail into your
marketing mix will increase your
initial outlay. But can you afford not
to? Direct mail can seem more costly
than digital but will often be more
profitable over the long term. As the
saying goes, “when others zig, zag”.
It’s the brands that recognise this that
will be the winners in 2021.
