The aromatic mailing was also taken up by other advertisers — a chain of garden centers used a cut-grass smell. Cost: Adding the smell increases production costs by 10 percent to 20 percent.
A colorful picture isn't the only direct mail offering that capitalizes on the recipient's senses. As technology evolves, sound, too, is being added to print media. Also called "web-enabled print" ads, tiny touchables can be affixed to a magazine page that readers can "click on" to make something happen.
For example, an advertiser might mail a coupon or send a free sample to a customer who clicks on the ad. Snappables are a really "cool" technology that — given the chance — most people can't resist "trying out." And magazines aren't the only delivery vehicle. Also think direct mail, newspapers, apparel, brochures, in-store displays, packaging, etc.
"Mobile activation marketing" — already well-accepted in Asia — is the end game for technologies applied to print. LinkMe's technology combines visual, voice and audio recognition — which means you can connect a print image to your mobile phone via voice and sound. All you have to do is say something like, "Nike Tennis shoes in Nov. 3 issue of Women's Day" and the image will appear on your mobile phone.
Here's a taste of things to come
Meanwhile, the Australia Post reports on another sensual possibility from Down Under.
With Peel 'n Taste® technology, the flavor of a product is replicated and applied to a compact, dissolving, wafer-thin, edible film strip and tipped onto the mail piece. Each strip is individually packaged in tamper-resistent, easy-to-open sachets. It's cost-effective, easy and safe to use, and consumers love it.
Find information on producing flavored, edible film strips that can be tipped onto your mail pieces at www.firstflavor.com.