As retailers and marketers, the thing we want most out of our advertising efforts, is to make an impression on the consumers which gets them to act. So how do we ensure that we’re making a good impression?
Your marketing mix will determine what kind of an impression you are making. And an Integrated Marketing Communications(IMC) method is the most likely way to get the results you’re looking for. Wikipedia states the IMC concept is, “designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.”
Are your marketing efforts working in conjunction with one another? Creating the greatest amount of unified force as possible? If you’re leaving out any of the elements listed in the description of IMC, especially the direct marketing aspects, you stand a great chance of missing out on some great impression-making opportunities.
This image contains a link to an article in the July/August 2011 issue of MailPro magazine, presented by the USPS. The article on page 4, Study Finds Direct Mail Makes a Deep Impression, has the results of a study done regarding the impression that Direct Mail makes on the consumers’ brains in relation to other digital forms of media. The results of the study find that direct mail “makes deeper and longer-lasting impressions on people’s brains than digital advertising” and that “the brain is more emotionally engaged and is potentially reflecting more on a response” when viewing a physical piece of direct mail.
While the researchers admit that there are huge benefits to be seen when using digital and virtual media in your marketing efforts, they believe that the study shows there is still a place for direct marketing in the mix because it adds useful elements, and creates responses, that these other forms of marketing media just can’t match.
Don’t ignore a great marketing tool in your arsenal, keep Direct Mail as a key part of your marketing mix and make the greatest, longest-lasting, impression on your customers you can possibly hope for!