by Nick Runyon
A friend of mine is shopping for a direct mail provider to help promote her brand. She is the VP of Business Development, and her firm is considering PFL. Even though we’re friends, she’s a good VP and is also checking out the competition.
This week, she texted me the following photo of a box she’d gotten from a competitor, along with the question, “Who’s Tim?”
Two things immediately stood out to me when I looked closely at this image on my phone.
First, the note includes zero evidence pointing to who this package is from or why it was delivered to my friend. The only brand promoted is that of the cookie company!
My friend immediately began checking around to see who sent the cookies. Ironically, I was her first call, and we had a great conversation about how PFL meets her needs for branding, personalization, and scalability.
Secondly, when reviewing this photo, I thought about the purpose of direct mail kits and tactile marketing. Tactile marketing is not about the act of sending. The purpose of tactile marketing is to strengthen relationships, build greater engagement with multichannel marketing efforts, and create remarkable brand moments.
According to a Demand Metric survey on branding consistency, 71% of participants reported that the greatest problem with inconsistent branding is the fact that it causes confusion in the market. This cookie box is a prime example of why companies need to consider the importance of branding when sending direct mail.
PFL customers coordinating digital and direct mail efforts through the Tactile Marketing Automation (TMA) solution see an average of 20% connection rate with their prospects.
When you implement TMA with PFL, your content and personalized messaging arrives on a customer’s desk displaying your brand and giving the complete context of the package. The value you offer is baked into every visual aspect of the direct mail so that it supports your earlier interactions. And, PFL is the only solution that offers real-time delivery notification, so your team can call to follow up as your customer is physically engaging with your brand through the package on their desk.
Everyone loves cookies, but we’ve all been taught from a young age to refuse treats from strangers. Without any branding or meaningful personalization, sending even the tastiest treats just creates confusion.
If you’re considering implementing Tactile Marketing Automation to raise your connection rates with prospects to 20% or more, remember what you’re trying to accomplish. Promote your own brand through Tactile Marketing Automation, not someone else’s.