Rapp New Zealand's Wayne Pick on Creating a Higher Level of Engagement
Boldt: “Be entertaining.” Easy to say and sometimes even do, but how do you get that to translate into a good response?
Pick: Once again, insights are key. Rapp’s philosophy is Customer Obsession … being fixated with our customers, and understanding them and what drives them—and that includes what amuses them.
Humor builds rapport, and if people feel you “get” them, they’re more likely to feel you’re worthy of a relationship with them. With Sky TV Wrestlemania, we had a particular challenge of urging a very diverse group to watch WWE wrestling at a particularly inconvenient time. [Rapp used a faux-red meat package, complete with dried, fake blood, with the tagline, “Who’s Gonna Be MINCEMEAT?” to promote a live pay-per-view event to New Zealanders, for whom the 7 p.m. Orlando, Fla. show time was noon on Monday. Results? More than half of the 14,714 mailed paid to watch the event at lunchtime Monday.] By approaching it in an entertaining and relevant way, we were able to get through and build rapport—and that’s what drove response.
This article originally appeared in the February 2009 issue of Inside Direct Mail, a sister publication to Target Marketing. To learn more about Inside Direct Mail, visit www.insidedirectmail.com.