Directly Speaking – Take One

Hey there, as my first attempt to this blogging thing I thought it would be good to start with some basics and explain something that is so old it’s new again. So here goes nothing.

We get a tonne of briefs from clients that want us to explore the best ways to reach our target audience. Lets’s face it, at the end of the day we (and our clients) want results. We’re a results based industry. They’re happy for selling, we’re happy that they’re selling which keeps us employed, everybody is happy. But in this ever changing landscape of communications, we’re constantly being bombarded with new and “improved” ways of targeting our consumers. Smartphones, online, email blasts, you name it. But what some people forget about or have no knowledge about is Direct Mail. To some even the term sounds dated. But it’s time to reconsider the only kind of communications that can engage every one of our senses. It can have visual appeal, texture, scent, sound and even taste.  And what it does best is speak to your target by name in way that’s relevant. We have become so inpersonal with all this new technology that receiving a simple piece of mail with your name on it is a breath of fresh air. What surprises me even more is that our plugged-in-all-the-time generation isn’t used to getting mail anymore because of email, Facebook, Twitter, etc. The best part of DM is that there is no limit as to what you can send, even the smallest of budgets can have a huge impact  if the idea is great. Designers love this medium because the skies the limit, marketers love it because of results. So when you’re thinking of your communication especially to the 20 – 30 year olds, think DM — because what’s old is now new again.

Let me know if you have recently considered DM for your campaigns and how they performed. I would love to chat about it. Thanks

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