Only 8% of Marketers Upped the Emotional Tactic of Response Boosters
Even as brand marketers are all over the emotional appeal of video, only 8 percent of marketers were increasing their use of the emotional tactic of response boosters in 2016, according to Target Marketing research.
Perhaps part of the reason for the single-digit appeal is the tactic needs to be explained as “any technique which helps outreach efforts increase effectiveness,” as detailed in Target Marketing’s survey findings, “Marketing Mix Trends 2010-2016.” Response boosters are especially used in direct mail, another channel whose worth may have to be explained to some marketers. Target Marketing’s analysis of six years of “Media Usage Survey” data includes the “Response Boosters” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Response Booster Marketing
Here is an excerpt from “Marketing Mix Trends 2010-2016.” Target Marketing sent a survey question about this tactic to marketers from 2011 to 2016.
During 2016, marketers pulled back slightly on their use of response boosters — any technique which helps outreach efforts increase effectiveness. They’ve also pulled back on direct mail, the medium traditionally associated with response boosters, so the finding makes sense, at least from a consistency perspective. But does it make sense from a marketing outlook?
Response boosters include tips for effective sales, such as selling solutions to problems as opposed to products and appealing to emotions first and reason second. They include making the response mechanism as easy as possible. So why would the percentage of people increasing their use of these tactics drop from 14 percent a year ago to 8 percent?
Overall, the percentage of respondents who said they used these techniques in 2016, whether they have increased, maintained or decreased their use, is still on the historically high side, at 29 percent. But it should be higher.