Are you rocking the box?
Although the modern world might seem to be consumed by digital marketing, a trend is emerging, rekindling a joy and delight for the mailbox experience.
With increasing clutter in digital spaces, printed marketing material is making a comeback - and it's proving to be effective.
According to Roy Morgan research 50 percent of mailer readers visit the store's website to find out more and 47 percent buy the product the next time they are in store.
At REACH, we operate under the belief that combining online and offline marketing strategies gets the most effective results for our clients. "The best practice rule of marketing to an audience in multiple channels is not new, and it's a no brainer as that's how people live their lives," says Account Director Harinderpal Singh. "However often it's aligning the targeting, creative and overall strategy that trips people up and getting those factors working in harmony is where the performance uplift of any campaign comes from."
In the digital age, receiving physical marketing materials cuts through the digital clutter and creates a sense of anticipation and delight. Tangible materials engage multiple sense, leaving a lasting impression on the recipients, with 55 percent of mailer readers keeping the flyers for future reference.
The act of holding a beautifully designed, well-crafted mailer can trigger emotions that digital ads struggle to replicate in an audience constantly exposed to screens.
Following the pandemic, there has been a shift towards greater in-store shopping, driven by a preference for local shopping. Kiwis have amplified their in-store expenditures in Q3 of 2022, marking a 19 percent rise compared to the same period in 2019. To capitilise on this trend and bolster footfall and sales, employing localised in-store campaigns and area-specific marketing strategies is key.
Marketers and retailers who harness multi-channel approaches in both physical and digital realms are poised to reap the rewards of heightened in-store activity.
There is also the added bonus of print carrying an inherent sense of credibility. With apprehensions around scams, spam and privacy breaches when it comes to digital content, the tried and true medium of print offers a welcomed relief from this.
With cybercrime surging by 600 percent since the pandemic, it's projected that ransomware will continue to be the primary threat. In contrast, the act of picking up a printed mailer does not pose this sort of risk. Singh says this increase in cybercrime means consumers are cautious and sceptical of online deals and advertising which is why a combination of the two can be advantageous. "We're always encouraging our customers to combine their printed marketing through the letterbox with their digital efforts - not only to bolster results through greater recall, but also to improve trust levels of what people see online.
"Print marketing holds a huge amount of stability and trust in many consumers minds, across a wide age demographic."
Letterbox marketing has rekindled the joy of tangible marketing in the digital era. By tapping into the power of creative designs, personalised content, and practical shopping tools, businesses can forge stronger connections with their customers and drive in-store purchases.
Integrating mailers with digital efforts ensures a comprehensive marketing approach that leaves a lasting impact.
So, if you're looking to surprise and delight your audience while boosting your brand's reach, consider making the letterbox sexy again with letterbox marketing.