Online advertising has become commonplace. But standing out is another story. Our screens are overflowing with newsletters, banners, social media advertisements, etc. Everything is shouting, pushing and spamming. How can you, as a company, still make a difference in a field that is already largely occupied? There are many opportunities to stand out in the letterbox. With tangible and personal communication. Give me that paper!
How much importance do we still attach to the contents of our letterboxes today? That was the big question in a survey conducted by Bpost. It turns out: much more than you might think. Eighty percent of those surveyed say they are curious about their post. Seventy-eight percent even rush to empty their letterboxes every day. Twenty-seven percent of the post they read leads to action. When you consider that we receive an average of just four direct mailings – printed media such as letters, leaflets or postcards – per week, the conclusion is clear: the letterbox offers enormous opportunities to reach people.
The same study also points to another phenomenon: SelectPost, a feature that can be compared to the popular selection criteria on social media. People create a seller profile with Bpost. As a company, you can gain insight into this and then send them targeted advertisements in line with their interests. Combine this information with the knowledge above and you can work very efficiently with your target audience!
Here is an example to illustrate this further. When it is a child’s birthday, toy shop Dreamland sends a playful, personalised birthday card with a discount voucher. This promotion is effective: more than twenty-one per cent of recipients who have received such a card have actually used the voucher during a visit.
Alone is just alone. Of course, we don’t serve up a communication mix either. On the contrary. If you want to be effective in your communication, you need to use both digital and printed media. So look beyond the possibilities of the internet and target your audience through different channels!
To be effective, communication must be touching. If we can give you one tip, it is to address your customer personally. Use their first name when addressing your letter. Or refer to their last purchase to show that you know what your customer is interested in. Research* shows that printed media such as direct mailings are the best way to forge an emotional bond with your customers. Need a little more affection? Our HP Indigo is a relationship expert par excellence. It makes it possible to process variable data within one and the same design: a different photo, different first names, different colours, you name it. The superpowers of our printing press are endless when it comes to approaching your audience in a unique way.
*See: The neuroscience behind the response-driven power of direct mail, Canadian Post, 2015
Stand out from the crowd! You can get noticed by thinking differently from the rest. So, get rid of that same boring, ironed paper. For example, go for paper made from grass or wheat, a special cap shape or a laser cut. Choose letterpress or soft touch varnish, or combine colours, printing techniques and finishes to make your message even more compelling. The potential of printed media as a seducer is endless.
Got enough inspiration? Ready to give your customers a “letterbox moment”? We’ll execute your ideas down to the last detail. Still have a few questions? Drop by (or schedule a meeting via MS Teams), and we’ll work together to find a solution tailored to your needs. Connect with us at sales@buroform.be.
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