October 30, 2018

Top 5 best print ads case studies

1. Take a ‘text drive’

Before launching a new car, Kia created a fantastic interactive promo pack with a range of engaging print effects. It was sent to 100 automotive journalists to grab their attention to the new Stinger model. Kia’s goal was to make this model feel very special, and they succeed.

The pack featured eight chapters to match the car eight-speed automatic transmission. The first page gives readers a special sticker that when peeled back revealed the image of the car. It invites readers to ‘spin doughnuts’ with their finger and after tracing a circle on the page then folds out to reveal tyre marks in a microfiber cloth underneath. And then the page smells of burnt rubber – the “scent of passion” makers say. More about KIA’s innovative advertising.

Text Drive KIA

2. Check your head

Shampoo brand Head & Shoulders created a recent interactive ad in the magazine. They invited the readers to test their head for dandruff, by merely scratching their head over the page. Since one of the sides of the ad is entirely black, it will highlight for those with the dry scalp any flecks of dandruff that falls from their head. Such action will push readers to consider using the anti-dandruff shampoo. Ingeniously simple, it proves that print’s low-tech approach can often be the most effective. 

3. The washable book

Infectious diseases transmitted via hand are still significant issues in developing countries. More than 6,000 children lose their lives every day over this problem. Japanese company ANGFA created an interactive print ad where kids would need to use the block of soap, this way they decided to educate young people to use it. The company created a technology where colourful print would appear after it is washed with the soap. As a result, Washable Book was created. This campaign was very successful and boosted soap sales for the company by 1,730%.

4. The ad that sends you to sleep

When it comes to innovations in print IKEA is not a stranger. Their goal was to promote the range of beds, and they came up with the idea of creating a print ad that puts readers to sleep. They used several techniques in their ad that helped to nod off. Firstly it’s printed with lavender ink, a scent known to make people feel relaxed and improve sleep quality. Then, by plugging the ad into the USB charger it becomes a white noise speaker, helping to keep the noise down and aiding sleep. Even the visual of the ad was created to relax the reader by drawing them into a circular pattern. More information about IKEA’s campaign. 

5. The print that saves lives

Proving that door drop mail is as effective as any other form of marketing when it comes to public service. Grey Group Poland took a simple piece of paper and turned it into a print ad that reached over 40 million people, potentially saving thousands of lives. Such ad was created to prevent deaths from carbon monoxide poisoning, and it instructed the recipient to hold the page of ad up to the home intake vent. If it stuck to the vent, then the house had a good air circulation. But if it didn’t, it indicated that the vent might be clogged, posing a significant threat of carbon monoxide poisoning. The campaign was so successful that there are plans to roll out to other countries. More information about Grey Group Poland campaign.

If you have in mind another great idea that can help you to increase your sales or, like in these examples, save lives we are always here to help you. Please contact us by e-mail at hello@romax.co.uk or give us a call 020 8293 8550 and we will create it together.

October 16, 2018

How to Integrate Digital with Direct Mail

It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures?

Let’s Start with the Basics

Mail is hard to ignore. According to the 2018 JIC Mail Report, the average UK householder receives 1.3 addressed mail and 3 unaddressed mail items per day, compared to 281 emails per day. So, including a piece of Direct Mail in a campaign will help your brand to stand out from the crowd.

If you want to know more about how Direct Mail works, you can find useful tips in our blog posts listed below:

There are different ways to integrate Direct Mail with your digital campaign. Here is some advice on how to do it. How to tailor them to obtain a higher response and increase the ROI of the overall campaign:

Use Direct Mail as part of the Whole Campaign

You can use Direct Mail as another channel of your campaign. Or take a step further and use it as a channel that stands alone. The first option reinforces the other channels and helps the user to take an action on your website or store. The second one gives your mail an opportunity to present your brand or product/service in a way that it lasts for a while. The JIC Mail report also shows that 57% of householders open an addressed mail item and keep them for 28 days on average. So, you can create a printed communication that you know will have longevity.

For example, product catalogues help customers get to know your brand. It helps them to get a better understanding of your products and  to make an informed decision. It can be either impulsive if you have a short promo or a meditated if they want to buy out of season.

Drive your users to Digital and other channels using Direct Mail

To integrate Direct Mail into your whole campaign it’s recommended to drive recipients to your key purchasing channels to have a result. The Mail and Digital study by Royal Mail MarketReach confirms that 92% of people move to digital as a direct result of receiving direct mail. Moreover, the study shows that 43% of people download something and 54% engage in social media.

You can drive them to download your app, visit a physical store, attend a live event or visit your website/landing page. Send them a sample, a catalogue, a voucher, or whatever you consider would help you to build a new database and increase sales and brand awareness.

Tailor your Direct Mail to suit your audience

How you present your direct mail will depend on the age and living standard of your audience. There is a series of advice that you can find for every type of customer. However, if you want that target audience to respond in all your channels, you would want to tailor your campaign, both on digital and direct marketing.

Young people have a high rate of response and sharing in communication on social media, so that should be one of the focuses with direct mail. Elderly couples have more time and prefer more detailed texts with proper grammar. Adapting your communication, on length, expected response or language that suits your audience will help you to have a higher global campaign ROI.

Personalised Direct Mail

Your customer will feel that you care about them if you personalise the communication to their needs. You can tailor your message for the group that your customer belongs to. But the personalisation message will grab their attention.

If you are already promoting your campaign on the digital, you can connect more with your audience with a personalised printed communication.

Hello “First name” is a good start, but if you are working with your database, you have a huge amount of information about your clients and their behaviour. You can personalise the content, images and more.

If you want to build your database, you can use a personalised door drop with location or redirect to a specific store or landing page. It can also help you to know the impact of this channel.

Stand out from the crowd

One advantage of incorporating Direct Marketing into your global campaign is that you can use different paper and finishing process to attract a sophisticated audience. Use embossing or foiling. If you want to stand out from competitors, use a thicker stock on your next postcard (we advise to use 530 gsm compared to a standard 350 gsm). There are multiple options in Direct Marketing that you can choose to offer the best user experience for your target group.

Automate your Direct Marketing Communication

To provide the best user experience for your future or returning clients, having personalised, automated communication is crucial. At Romax we work with companies who connect digital with direct marketing to send both, personalised electronic and printed communication. Examples include: welcome packs, including membership cards, welcome letters, periodic communications, the website generated responses and call centre responses. The impact on your customer’s perception of your brand, as a result, is extremely positive. Helping to build trust and confidence for a long-term client relationship.

Romax has more than 20 years of experience in managing customer communication, managing membership, marketing, printing and communication services for organisations including Southbank CentrePlusnet and Mercedes Benz. Contact us for a bespoke Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

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October 9, 2018

Direct Marketing Tips for Age Group and Lifestyle

In a previous blog post, we talked about the relationship between a person’s age and their mail consumption, based on the study “The Life Stages of Mail” by Royal Mail MarketReach. The result shows clearly how every age group reacts to direct marketing, ranging from an ask for more information, to purchasing or other action with brands.

In this article, we review how marketing activity is based on the lifestyle of each age group.

Fledgelings – Adults living in the home of their patents – 3 Million in the UK – 52% age 18-24

It’s easy to assume that as digital natives engrossed in social activities, that Fledglings don’t engage with mail. Fledgelings generally have far fewer responsibilities than other age groups. They have the need for social interaction and digital communication tools – particularly smartphones – which are central to their lives. Not surprisingly, Fledglings spend more time online than all other media combined, however this does create an untapped opportunity for non-digital cut-through.

Some useful tips to incorporate Direct Marketing in a campaign for Fledgelings:

  • Make it clear that this item is for them, not their parents.
  • Personalised Mail and age-appropriate style with correct tone of voice lead to a higher open rate.
  • Clear call to action, help them use it by guiding them through any next steps.
  • Encourage sharing on social media and make it easy to respond to by all channels.

Sharers – Adults living in shared accommodation with other adults – 1.9 Million in the UK – 51% age 18-24

Like Fledglings, Sharers report receiving low levels of addressed mail, however, they are more likely to find mail memorable and to trust printed material more than the Internet.

Sharers are the heaviest users of unaddressed mail with 8.2% of them saying they bought or ordered something as a result of receiving unaddressed mail, 9% tried a new product and 19.8% used a voucher or coupon delivered by this method.

Tips for a Direct Marketing Campaign for Sharers:

  • Create personalised and visual mail that stands out. Reflect the life they want to live.
  • Creative, well-designed mail that matches these characteristics is more likely to cut through and build brand equity. Mail that offers them value, such as coupons for new products or experiences, is likely to be well-received.
  • Consider door drops. As young adults, Sharers are only beginning to show up on databases. But they respond to unaddressed mail, which you can use effectively for multi-person households and, if they have a response mechanism, to build profiles.

Couples – with no children – 6.4 Million in the UK – 36% age 18-34 – 47% age 35-54

Couples – like Sharers – are more likely than the sample to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving addressed mail, 26% bought or ordered something and 16% requested more information online.

Tips on Direct Marketing Campaigns for Couples:

  • Couples engage with their home and consider new products and services, unaddressed mail can have a significant impact.
  • Mail may take a shorter journey around a couple’s home. Mail imagery needs to be strong to demand attention and digital response mechanisms should be included.
  • Be clear about what the mail is for and what you want Couples to do with it.
  • Door drops by local businesses or localised operations of larger companies are likely to resonate.

Young Families – One or more children – 8.5 Million in the UK– 69% age 25-44

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with companies, retailers, health and local community organisations – and engage with it more. More than 30% of them bought or ordered something because of receiving addressed Direct Mail, over 23% are more likely to have referred to mail whilst online and 24% are more likely to go online to make an enquiry/request for more information as a result of receiving Mail.

Tips on Direct Marketing Campaigns for Young Families:

  • As parents, they want to do the best for their children. They are especially focused on areas like health, nutrition, early years development, as well as finding value for money.
  • Young Families are often busy. Mail that simply and clearly expresses benefits and response mechanisms is likely to be well-regarded.
  • They are practical and focused on their parental roles, so content is likely to be more important than design. Clear digital response mechanisms make it easy for them.
  • Vouchers are appreciated because Young Families are often tight for money and allow immediate redemption.

Older Families – At least one child in secondary school living at home – 3.7 Million in the UK – 63% 35-54

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or Internet, and use the vouchers it provides.

Tips on Direct Marketing Campaigns for Older Families:

  • Mail is more “communal” and often shared or displayed to be actioned or discussed by more than one family member. Content and design should recognise this.
  • Older Families may be financially hard-pressed. Value messages and offers are likely to resonate with this group.
  • Mail is used to evaluate – and evangelise – brands. Designed for parents is also seen and noticed by their children.
  • It informs and drives digital response and action. Older Families over-index on digital response channels, so mail that highlights easy-to-use digital response mechanisms are likely to be considered.

Empty Nesters – No longer have children living at home – 10 Million in the UK – 67% 55-74

Empty Nesters are more likely than previous groups to watch broadcast TV, read newspapers, and spend significantly on DIY. Without the costs and responsibilities of dependent children and relatively unencumbered with age-related health limitations, they have the money, time and energy to reward themselves.

Tips for Direct Marketing Campaigns to Empty Nesters:

  • They like longer form copy and take the time to read it – often more than once.
  • Address mail in a manner that is personal and respectful and doesn’t condescend.
  • Empty Nesters prefer to receive Mail as individuals where it empowers their ability to make choices.
  • Their children may not live at home, but Empty Nesters may feel a sense of responsibility for other adults, including relatives from the previous generation.

Older Retirees – Singles or couples with pensions or investment as an income – 6 Million in the UK

Four out of five Older Retirees agree that post is part of their daily routine, and they are more likely to say that they open mail immediately. They have the highest propensity to buy or order something in response to mail (38%) so, the opportunity to use Direct Mail to increase the campaign impact is high.

Tips for Direct Marketing Campaign to Older Retirees:

  • They appreciate a longer copy – and have the time to read it – and the more traditional rules of grammar.
  • Older Retirees tends to live off a fixed income, so mail that offers value and/or discounts will resonate.
  • Many Older Retirees may live alone, either through bereavement or the ill-health of their partner. It is important to be sensitive to this possibility.
  • Older Retirees are more likely to respond by post, but not exclusively so they use all available channels.

Conclusion

Every group has their own characteristics and responds differently to every type of direct mail and campaign. The common factors for success in a direct mail campaign relate to accurate data processing. It will allow you to reduce cost and increase ROI. A targeted campaign, both to groups and with core messages including personalised content and image will increase your ROI.

To contact the Romax Team for advice on your next Direct Marketing campaign.