TouchedByDM

Background

Print Power was a Pan-European organisation operating in 13 countries, dedicated to promoting print media. In the face of increasing competition from digital, Print Media wanted to show marketing and agency professionals that Direct Mail still had an important role to play in their integrated campaigns.

Appealing to the senses, which Direct Mail is able to do, had been shown to boost response rates. Research from Brandsense and neurologist Martin Lindstrom concluded that triggering more than three senses in any communication could increase effectiveness by 70%.

Idea

Touched by DM was the central thought of the mailing to make the point that only print can trigger all five senses. In this instance, the mailing focused on touch with each component (paper, blackboard card, Moleskine) adding a distinctive touch element.

The envelope, which was, in fact, a folded-up poster, contained a personalised letter, a blackboard card covered with chalk dust, a reply card and a reply envelope.

Recipients were asked to wipe away the chalk on the black card, then place their chalky hand on a sticky sheet.

They mailed this back to Print Power, where their handprint was scanned and printed onto the cover of their very own Moleskine notebook, personalised with their name as well.

Results

The response rates of the mailing are astounding, nine countries scored between 10-25%. The mailing was much discussed online and so was the 'making-of' video.

Our Thoughts

I’ll be honest, I saw this idea when it was still under discussion and before it had been mailed out across Europe. While applauding the desire to use mail to get the reader actively involved, I thought the barriers to participation were too high. You were going to have to rub a piece of paper; you were going to have to wash your hands afterwards; you had to place your hand on a sheet of sticky stuff carefully; then put it in an envelope; then send it back. And for what? A notebook.

Anyway, it turns out I was completely wrong and I am very glad of it. This campaign is proof that mail is as ?interactive a medium as online. However, the whole print versus digital argument is completely spurious.

At Directory we love print. If you are reading the magazine right now, smell that ink! But we also love digital.

I would remind you of Riepl’s Law, that new media platforms do not replace existing channels of communication. Instead, the new and the old converge. The older media forms do not die, they acquire value through new and different forms of use.

Mail is evolving into a premium medium, the sharpest tool in the marketer’s box, capable of reaching tightly defined target audiences and getting them to do stuff. Like put chalk on their hands.