Omniture Business Unit at Adobe pushed the sensory envelope when it mailed prospects a pie chart made out of three types of chocolate (milk, dark, and white) to drive home a point and to give them something to chew on – literally. (Adobe enjoyed an 11.6% response rate and 289% response rate. Source: Deliver Magazine, December 2010)
How many times have you stopped to smell the scratch-n-sniff ads in women’s magazines? Research in How Magazine Advertising Works shows product sample ads raise product awareness by 42% and prospects are 56% more likely to buy the cologne based on the sensory experience.
This double digit sales lift based on smell isn’t surprising according to author Martin Lindstrom’s book “Brand Sense.” According to Lindstrom 75% of our emotions are generated by what we smell.
Can the sound of music push a recording artist into a higher bracket of record sales? Yes, according to Famecount.com, Lady Gaga holds the record with over one billion YouTube views. Gaga is the most popular living person on both Facebook and Twitter.
How Are You Igniting Prospect Senses?
Are you relying solely on pretty images to break through the gatekeepers and get your message into the hands of the C-Suite, consumers or small business owners? In today’s competitive world, it’s going to take more than a glossy stock image to crack that door.
Get the door to swing wide open by using variable data printing (VDP) to pull images and graphs into your marketing piece that speak directly to your prospects. People respond to images or people that appeal to or look like them. Like attracts like, so it makes good strategic sense to include photographs of people who look like your prospects or like your prospects want to look after using your product or service.
Thanks to emerging technology, companies can now blend smell, sound, video, tactic and distinctive touch into their direct mail campaigns, according to Good Sense: A case study by Deliver Magazine.
Taste Strips Take Samples Beyond the Supermarket
When a soft drink manufacturer wanted to learn just how popular one of its most popular sodas could be, it mailed a survey to 5,000 customers with a flavor strip of the drink. Of the 1,650 who responded, 76% told the manufacturer that they would very likely be buying the product in the next week. (Source: First Flavor, a suburban Philadelphia firm)
Getting people to try your product by sending samples or getting them to try a sample is nothing new. You’ve probably been asked to sample some cheese and crackers in the store or a small tube of toothpaste inserted in your Sunday newspaper. Product samples convert. Consider these stats:
- 81% say they would try a product after they receive a free sample.
- 61% say a product sample is the most effective way to get them to try a product.
- 65% say they would prefer to have samples mailed to their home.
- 89% say that an accompanying coupon would increase the perceived value of the mailed item.
Source: Arbitron and Edison Media Research
4 Ways to Maximize Sensory Engagement with Mail
According to Postal Service advertising expert Chris Frazier, engaging customers’ senses is the surest way to get them to stay longer and buy more. Frazier goes on to say companies miss the mark if they design direct mail campaigns that are only built around visuals. Here are the four ways to stimulate more response through sensory marketing.
Give Them a Whiff. Freshly cut grass, coffee, strawberries or chocolate are engaging and memorable when sent through scented coatings, scented papers or scratch-n-sniff labels. Car dealerships can infuse the scent of a new car into their mailings and spas can use the scent of lavender in their mailings to reinforce the relaxation they provide as a benefit.
Give Them a Taste. Flavor strips are a much more affordable way to give your prospects a sample, rather than having to send an entire food or beverage sample. “A bed and breakfast that mails a maple flavored sample will not only bring an experience into the home, but will likely gain an edge over its competition,” says Frazier.
Make the Feel Unforgettable. Not every direct mail piece should be flat and smooth. One of the reasons direct mailworks is because it is tactile. Companies that use varnishes, coatings and textured paper-or include sample pieces of sweaters or denim-win.
Use Video. Not only can your multi-channel campaign drive prospects to a micro-site that includes an embedded video or URL to a video, you can include wafer-thin video on your direct mail piece, too, according to Frazier. The greater the interaction, the greater the response rate.