Tag Archives: planning

Direct Mail – not just for dinosaurs …

TRexThis is just a small addendum to my post on Direct Mail last week.  I found a fascinating Millward Brown case study conducted for the Royal Mail which I wanted to share.  In Using Neuroscience to Understand the Role of Direct Mail, fMRI scanning was used to understand how the brain reacts both to physical and virtual stimuli.

The headline results from this study, are:

  • Tangible materials leave a deeper footprint in the brain
  • Physical material involves more emotional processing, which is important for memory and brand association
  • Physical materials produced more brain response connected with internal feelings, suggesting greater “internalization” of the ads

The Royal Mail’s James Kitovitz (Insight Manager) said:  “They successfully turned cutting-edge neuroscience into a practical marketing project, and delivered completely new insight identifying fascinating differences in levels of brain engagement for the two types. We have put the findings at the heart of our communications about the intrinsic power of direct mail, and how physical media have a place in any fully rounded marketing campaign.”

The research is fascinating and illustrates the real need for a fully integrated approach, using both physical and digital marketing material.

Thanks to Direct Mail Manager for pointing me in the direction of this article.

Whether you agree or disagree about Direct Mail’s role in the  marketing mix, or if you have a story to tell, just reply below and let’s have a chat about it…

Victoria Tuffill – victoria@tuffillverner.co.uk   01787 277742 or  07967 148398.   Have a squint at  our website.  And yes, we’re on Linked In, and Twitter

Direct Mail – still part of the marketing mix…

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There’s a belief that Direct Mail is long dead.

“It’s too expensive,” people complain. “It’s just junk mail” … “People just throw it in the bin – they don’t even bother to read it” … “email’s so much cheaper”… “it’s all online now”

chess pieces on a glass boardWell, there’s some truth in some of those statements.  But more worrying is that so many people don’t even know how to run a direct mail campaign any more.  They don’t understand the significance of – or indeed how to capitalise on –  the extraordinary wealth of data available to help refine the target market, the creative approach, and the message itself.  

Equally important is how to integrate direct mail into the overall marketing plan, using the channel in combination with online and other offline activity.

So I think it’s time for an objective look at direct mail – starting with its strengths and weaknesses. 

DM strengths & benefits

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Writing Concepts To Boost Your Marketing Communications Collateral

We’ve reblogged this because it’s a good reminder of the basics of any kind of campaign – whether it’s marketing or building a website, or establishing a social media network, or, indeed writing communications collateral.

It really is just too easy to blast off without thinking it through first – and this blog summarises neatly the steps you should take before even putting pen to paper. Good advice – thanks gracesurya

gracetalk!

Image1. Have clear objectives

While this first concept may seem like common sense, there are plenty of examples out there to say otherwise. Before you begin writing your collateral, decide on your objectives What is it you want to convey to your reader. Do you want them to call you and place an order? Are you trying to inform them about a new product and service? What is the purpose for you writing the copy? You need to have these questions answered before you begin writing. If you are not clear about your objective, then how can you expect your customer or potential customer to understand what it is you want them to do.

2. Create copy that readers can scan first

Your marketing collateral is fighting for the readers attention just like the other guys marketing collateral. Be it printed direct mail pieces or your website, you need to…

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