Paper innovations that WILL sell your products!
Madhouse attended the Rethink Physical seminar sponsored by Sappi and Canada Post at the Sheraton Centre on Tuesday June 9th. This amazing event on Direct mail and engagement through print featured the following experts:
Daniel Dejan – SAPPI North America, ETC, Print & Creative Manager
An award-winning designer, educator, humanist, Google Glass developer, mentor and lover of all things graphic arts, Dejan is an evangelist for the power of paper and print in design and branding.
Trish Witkowski – Chief Folding Fanatic at foldfactory.com & President of Rock the Mailbox, Inc.
Witkowski, the brains behind the popular "Fold of the week" video series, is an expert in creative solutions for physical direct marketing. She’s also the curator of the world's most exciting collection of folded print and direct mail samples. Her powerful case studies show how to get bang for your buck on any budget.
Ani Ieroncig – Director of Marketing Research at Canada Post
Be among the first to learn about ground breaking neuroscience research Canada Post has recently completed. The research will provide insight into the following:
> The brain’s response to direct mail and digital advertising media,
> Whether the brain's response differs within and between different forms of media,
> Which media is most likely to lead to response activation
Jennifer Campbell – General Manager, Enterprise Marketing, Canada Post
Campbell has an extensive background in multi-channel marketing, segmentation and CRM. She’s held senior marketing roles at American Express and TD Bank. On the agency side, she's worked at Blitz (Cossette) and InfoWorks.
For a quick summary of this fantastic event with an incredible group of speakers, we’ve taken the liberty of compiling a list of the key takeaways from the event:
1. Physical Media is more likely to drive action. It is 20% more motivating and physical media requires 21% less cognitive load. Physical Media elicits stronger overall positive response in the brain compared to digital
2. Senses reign supreme. Scent, sound and tactile finishes are all factors that will definitely make an impact with your target market.
3. Physical Media leads to better recall of Brand, offer details and greater likelihood to act. Studies shows that 75% recall a brand and product when exposed to Physical Media verses 43% that could recall the Brand from Digital Media exposure.
Read below for a few more interesting tidbits we picked up at this event. Thanks for the invite!
• Product loyalty doubles in a brand that can be experienced with several senses
• Danielle Steele novels are all printed with Vanilla scented ink
• Essential oils can be micro-encapsulated into the ink to add to the experience
• 95% of all decisions are based on emotion
• Students who use text books and print to study from have better grades than those who use tablets
• For every $1 spent on a effective Direct Mail will return $12
• For every 1000 direct mails - 34 will respond to it
• For every 1000 emails - 1 will respond to it
• You have 3 to 5 seconds to grab the readers attention with your direct mail piece
• On average you should be sending mail to your audience every 4 to 6 weeks
• There needs to be a frequency of 8 to 13 times of communication in order to get brand message to top-of-mind
• The written word is the most important driving factor in Direct Mail
