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Direct Mail: It just makes 5 senses

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Today more than ever consumers are looking to be entertained, engaged and amused. And no other channel has the means to connect with a consumer on so many levels. In fact, it can engage with all five senses. Touch, taste, sound, sight, and smell. By leveraging new printing technology and the power of digital innovations, Direct Mail will continue to be a powerful tool in any marketers’ toolbox.

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Direct Mail: It just makes 5 senses

  1. 1. Direct Mail It Just Makes 5 Senses Scott Pinkney | SVP, Creative Director | Proximity 
  2. 2. The New Media Ecosystem TV Radio DM Print Social Mobile Digital Promotions Ambient Telemarketing
  3. 3. The New Media Ecosystem TV Radio DM Print Social Mobile Digital Promotions Ambient Telemarketing
  4. 4. The Opportunity “Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand.” - Benjamin Franklin
  5. 5. Why It Works  Direct Mail is a powerful tool to engage, entice entertain and motivate consumers to action  It can engage all five senses  Adding sensory experience can increase response, campaign recall, brand awareness and ROI  Can effectively link and leverage multiple channels
  6. 6. Our 5 Senses
  7. 7. Sight
  8. 8. Sight  Sight is our most important sense  83% of all information you receive is visual  The most important sense when it comes to consumers' relationships with your brand  Direct Mail has substance and depth – it’s naturally three-dimensional
  9. 9. Nissan 370Z Launch – Take the Wheel
  10. 10. Nissan 370Z Launch – Take the Wheel
  11. 11. Nissan 370Z Launch – Take the Wheel
  12. 12. Laubman Pank – See the Difference
  13. 13. Sound
  14. 14. Sound  A positive sound can affect mood by as much as 65%  Sound captures attention, especially when it surprises  Retail research shows music affects customer perceptions of wait time, spending and turnover in stores and restaurants  Sound chips are the natural 'go-to’, but it’s not essential
  15. 15. GGRP Cardboard Record Player
  16. 16. GGRP Cardboard Record Player
  17. 17. GGRP Cardboard Record Player
  18. 18. Monster 6 Sense Golf DM
  19. 19. Scent
  20. 20. Scent  The sense of smell is the first sense developed in the womb  It's the closest sense linked to memory  You're able to recognize over 10,000 scents  75% of our emotions can be generated by scent
  21. 21. Toyota – Breathe
  22. 22. Allianz Business Insurance
  23. 23. Touch
  24. 24. Touch  Our sense of touch can increase mood by up to 29%  There are more tactile receptors in your fingers than on your entire back  A pleasant touch releases a hormone that promotes feelings of well-being and calm  Direct Mail’s tangible attributes means your message is likely to be kept longer
  25. 25. At times like these, you need comprehensive reassurance Mercedes Dent
  26. 26. BMW M Print
  27. 27. BMW M Print
  28. 28. BMW M Print
  29. 29. Queen Silvia Children’s Hospital – The Childish Letter
  30. 30. Queen Silvia Children’s Hospital – The Childish Letter
  31. 31. Taste
  32. 32. Taste  We're taste-obsessed... everyone is a foodie now  Our mood will increase by up to 23% when we’re exposed to a positive taste  Consumers can “sample” products firsthand by utilizing taste strips
  33. 33. Royal Mail Chocolate Letter
  34. 34. Land Rover Edible Survival Guide
  35. 35. Affinity Petcare
  36. 36. Creative Filter
  37. 37. Can taste be the perfect ingredient to make a connection? How can I maximize this fundamental sensory experience? Concept How can I maximize this experience? Can I leverage the power of smell to make my point? How can I use sound to help express the idea?
  38. 38. Direct Mail  It Just Makes 5 Senses

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