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Multiple possibilities
There are endless possibilities for brands to connect with customers and prospects by using direct mail. The advanced printing technology which is available today allows for production of stunning, personalised mail that can be so much more than simply a piece of paper. The material you choose, the way the mailer opens, the object that it perhaps imitates, this is where print comes alive.

A seamless connection
We all love email as a medium and it can work when treated correctly. However, all too often online and offline is spoken of in separate terms when in actuality an integrated approach would produce a more memorable experience for your customer. An example of this is our “Artic Truck Challenge” for Terex Trucks. Terex’s brief to us was appropriately no-nonsense. Come up with an idea that would not only persuade owners and operators to reconsider the truck, but actually pick up the phone or point their mouse in the right direction.

Our creative solution, the ‘“Artic Truck Challenge” consisted of microsite that posed a series of five challenging questions to potential customers asking them to seriously evaluate their current supplier.

Of course, answering questions takes time, so we sent potential targets a personalised tea break courtesy of Terex encouraging them to complete the challenge whilst enjoying a brew. Like any good cuppa, the mailer went down an absolute treat and led to several new business meetings. Perceptions were changed and new fleet orders were received.

Cost versus value
In more challenging times marketers are more accountable for their spend against budget. However, as proven during the 2008 downturn, those businesses that defended their share of voice and actively built their brands prospered far better than those that chose to go dark. Going dark led to many businesses experiencing lower profits and fiveyear recovery periods.

Including direct mail into your marketing mix will increase your initial outlay. But can you afford not to? Direct mail can seem more costly than digital but will often be more profitable over the long term. As the saying goes, “when others zig, zag”. It’s the brands that recognise this that will be the winners in 2021.