Create Powerful Direct Mail Marketing
Increasing your ROI is the goal for all direct mail marketing. So, how can you create powerful direct mail to drive that improved ROI? You won't believe it is this simple, but just add scent.
Your sense of smell is extremely powerful. A scent can elicit vivid memories that take you to your mom's kitchen growing up, to the beach or just about anywhere you have been before. Our sense of smell is the most powerful sense, even above sight and sound. The location of our sense of smell, in the same part of our brain that effects emotions, memory and creativity, is the reason we react so powerfully to it.
To harness that power with your direct mail and make people respond is a marketers dream. In order to do that effectively, you will need to take the time to figure out how to tie scent to your marketing message. If you create a message and then incorporate a smell that is not compatible, you have doomed the campaign. They must be symbiotic, both with the message and the visual images.
How can you harness that power for your direct mail? Here are a few things to start with:
- Identify the message: This is not just conveyed with words, but also with images.
- Identify the emotion: What are you trying to make people feel?
- Create the call to action: This needs to be very specific and easy to identify.
- Create the scent: Now decide what scent will enhance all of the above and drive them to respond.
The first thing to do once you have completed the above is to gather a group of people together to bounce these ideas off of. The group should not be employees of the company. They need to be outsiders who are seeing this for the first time and can give you honest feedback. If any one of the four is out of whack, your mailer will not get the desired response.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.