That's potentially a big long-term problem. the recipients, to think that direct mail isn't relevant, and complaints about junk mail will continue, with people throwing more and more of it out. On the one hand, conspicuous inefficiency will encourage the end consumers of the product, i.e. If we don't help direct mailers use the medium more efficiently and effectively, two things will happen. So, clearly, the response rates are pretty low.īut it's one of the most important aspects of our educational programme and I take that responsibility seriously.
Innovative direct mail how to#
Some of the large direct mailers send more things to more people simply because they haven't thought hard enough about how to target and segment their market for greater efficiency. How well do you think these advantages are being exploited?ĪB: One of the most important things we do is to encourage companies to target more effectively. JL: The two advantages that direct marketing have are the ability to target and the ability to customise messages. Direct mail remains a great and complementary media for all marketing tasks.
Innovative direct mail tv#
In more recent times Capital One is a great example of the reverse – a brand launched with direct mail that now also uses TV to build additional reach and relevance. It was copied by other banks because it was such an obviously good example of a way of being genuinely useful.Īlthough first direct was launched on television it is a very good case study of direct marketing playing a very important part in the subsequent years. Obviously, as a telephone bank it has no physical branches so needed a very good handle on who its customers were and what they were interested in, to engage in a personal way.įor example, first direct was one of the first banks to introduce a notice at the end of the tax year that would tell you what you needed to put in your tax form, in terms of the interest you'd generated and so forth. And first direct needed to use technology to do it.
Here is a bank that found a way of talking to its customer base that is very personal compared to the way most banks talk to their customers. Yet, there are exceptions – first direct is a major exception.
The financial sector tends to always send out the same stuff in vast quantities. It's true in all communications that you're constantly looking for ways in which you can re-engage and get people to re-think your brand.
People stop listening or reading and the only way to get over that hurdle is to take a more creative approach. The traditional advertising approach is based on repetition but that becomes counter-productive. Either people want to listen to a radio programme, watch a TV programme, read a newspaper, open the letters that come through their letterbox, or they don't.Īttention is much harder to get these days.Īnd one of the ways to get attention is to vary the stimulus because the most common response to a constant stimulus over time is simply to ignore it. How do you feel it is faring compared to other media in these more competitive and innovative times?ĪLEX BATCHELOR: One of the realities of all media today is that relevance is ultimately the only thing that matters. JUDIE LANNON: Let's start by talking about direct mail generally.
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