12/31/2023 0 Comments Post card mailingsWe give $10 off a purchase of $50 to get the consumer to spend more. We give free shipping to get the consumer to buy. Promotional offers refer to that thing we give the consumer in order to get them to do that thing we want them to do. The offer can make the difference between connecting with the consumer (and there is nothing simple about that) and driving them to convert. You just made a connection.Ĭonnections are good, but it’s transactions we want. Now imagine the consumer going to their mailbox, opening the latch and seeing a postcard addressed to them, Janie Jones, with a beautiful image on the front of a woman dressed in yoga pants, mat under her arm, smiling and walking into a class with her friends. They waited to talk.Īctive listening means taking the data that was shared and using it to provide a relevant ad for activewear. If that retailer responds with an ad for formalwear - because it has a higher price point, better margins, and, after all, the holiday season is coming up - they did not listen. This consumer just told the retailer something: they have an intention to purchase activewear. A consumer visited an apparel website, browsed and added activewear to their cart. When we put a message in front of a consumer, we need to be responding to what they’ve told us. But often what we want to say is less important than responding to what’s being said. So often we wait to talk versus listening to what is being said. Another successful tactic to build that connection is through active listening. Let’s go back to the scenario where we are standing in front of someone talking to them face-to-face and trying to connect. This is where the creative and offer and an even greater use of data come into play. It also refers to relevant and meaningful messaging. ![]() And today, personalization goes beyond using an individual’s name. According to research by Canon, a direct mailer that included full color and basic personalization (a person's name) increased response rates by 135%.
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