“Tell me and I forget, teach me and I may remember, involve me and I learn.” These wise words by Benjamin Franklin hold the key to making your next direct mail piece not only effective — but unforgettable!
Have you ever gotten a whiff of something that instantly makes you feel nostalgic? Like maybe smelling fresh-baked cookies reminds you of the years you spent baking treats with your grandmother wearing matching aprons. Or seeing a crackling fire makes you think of all the holidays you spent together eating homemade cookies sitting side by side in front of your grandma’s fireplace. Before you know it, you have a whole scene painted in your mind: how the cookies tasted, what the kitchen smelled like, hearing your crazy uncle sing “Jingle Bells” for the 100th time, the laughs you shared together — all the wonderful feelings you felt.
These same feelings can be evoked through marketing and direct mail. The average consumer is exposed to 3,000 messages/advertisements a day. So how can you stand out? Try Sensory Marketing!
Appealing to the 5 senses can conjure happy images, sensations, memories, and associations in the minds of your prospects.
Here are some simple ways you can add sensory marketing to your direct mail pieces:
Scent
- Scented ink or paper
- Scratch and sniffs
- Scented perfume/lotion/soap samples
Sight
- Strong branding and headlines
- Colors that stand out
- Interesting imagery
- Unique fonts
Taste
Sound
- Audio CDs
Touch
- Textured or seed paper
- Tangible freebies or samples
- Embossing
- Interactive pieces
- Glued-on items (magnets, tea bags, etc.)
Would you like to learn more about the impact that sensory marketing can have on your customers? Check out this fantastic SlideShare for more information – Direct Mail: It Just Makes 5 Senses
And see this info-packed Heritage article to learn how to use tactile, visual — even olfactory — stimuli on your next printed piece to magically catch and hold the attention of your target audience.
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