Tip from the top # 1 – Ignore market research at your peril!

Over the next few blog posts we have decided to look at quotes from the advertising and marketing industry for inspiration. Our first featured industry guru is David Ogilvy. Known by some as “The Father of Advertising”, Ogilvy was at the top of the advertising tree for some 40 years or so. He died in 1999 at the age of 88 but in his time offered many a wise word and here we’ve hand picked our top ten quotes to share with you.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. – David Ogilvy

A lot of research has been done to quantify the success of interactive and dimensional direct mail compared to regular direct mail consisting of, say, letters and leaflets. You can search for yourself on Google – “Response rates Interactive and dimensional mail”. We find it quite incredible that a direct mail client will opt for a scatter gun approach and select an A5 leaflet as the mailer. You might as well burn money. Research show response rates to be significantly higher using specifically targeted lists and using direct mail tools that are designed to grab attention. 

 So to make your direct mail campaign most effective it’s clearly important you do your homework and take a more focused approach.  First off hone down exactly who your target audience are, work out precisely who you should be addressing and get together your refined list of contacts.  Then once this is done you need to select the right vehicle which will carry and deliver your message in the right way so that the message gets heard and more importantly is listened to. 

 Direct mail products like our interactive and pop up mailers are exactly the type of direct mail tools you should be using to grab your audiences’ attention, each recipient will have no choice but to sit up, take notice and engage with your promotional campaign.  The pop up mailers which come in various shapes and sizes such as cubes, houses, and even pyramids each have a rubber band mechanism within which allows them to compress down inside their own bespoke mailing wrap for cost effective mailing.  More importantly and most impressively, this mechanism means that on delivery the mailers automatically jump back in to 3D form when released from their wrap. This fun and surprise action instantly commands attention and definitely gets your promotional print noticed.

 As well as the pop up products there are also interactive items such as the picture dissolve and flicker card.  These items have a different kind of intriguing action which are manually operated making them incredibly tactile products that will really engage your customer and entice them to take in your marketing message.  Whether you go pop-up or interactive the outcome is the same, a stand out direct marketing product offers the best chance of success for a truly outstanding marketing campaign.