Marketers - The Power of Direct Mail is at Your Fingertips...

Touch; “To be in contact with something or someone”.

In today’s crowded media landscape it can be difficult for marketers to truly connect with their target audience. Touch is the tool of connection. “The skin is the largest organ of the body. We’re instantly alert to cold, heat, pain, or pressure. Experts estimate that there are fifty receptors per 100 square millimetres, each containing micro receptors in our brains dedicated to the senses.”1 We humans have more tactile receptors in our little fingers than we do on our entire back. When we encounter a pleasant touch the brain releases the feel good hormone oxytocin (otherwise known as the 'bonding hormone'). 

Only direct mail can literally put your message into the hands of prospective new customers, making them really feel your brand. This is what we highlighted with our first engage the sense challenge mailing this week. We asked respondents to press their hand against the mail and, by means of thermal ink, their body heat revealed a message in a previously blank space. This not only connected with the audience by engaging their sense of touch, but it gave the message a real stand out quality.

Tune in next week to see what’s possible with direct mail...

#EngageTheSenses

The Engage the Senses Event

If you would like to discover how to utilise the power of this unique medium, attend the Engage the Senses event, where you will learn how to develop cost-effective campaigns that create real connections with your customers.

Engage the Senses

The Guinness Storehouse

March 25th

7.30am – 9.30am

Tickets: €25 (or a discounted price of €75 for 5 tickets)

(Early bird tickets available at just €15 when purchased before 13th March)

Due to its immersive and interactive nature, tickets for this fascinating event are strictly limited. To book yours now, visit: www.anpost.ie/engagethesenses

1.       Lindstrom, M. (2005, 2010), Brand Sense – Sensory Secrets Behind the Stuff We Buy, pp 33.