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Direct Mail Cost

What is the Cost of Direct Mail?

What’s the first thing you do when you get home from work? Most of us check our post.

The pull is in personalisation. It’s got our name and address on it, so it’s probably important and worth reading.

Do you look forward to getting your emails as much? We’re guessing NO and the statistics support this.

‘Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print, provides a great opportunity to build your business.’

Now that you’re thinking about using direct mail, your first thoughts might be:

“What is the cost of Direct Mail?”

This article will show the costs and the potential return on investment on all direct mail services. So you can make better-informed business decisions and start building meaningful relationships with your existing and new customers.

 

Postcard Mailing

“57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.” – Royal Mail

The beauty of postcards is that you can pack a punch for a reasonable price. Imaginative designs can boost your business’ attraction level. For example, you could embed magnets in your postcards so customers can place them in their homes or at work: a daily visual reminder of your brand.

As a low-cost form of direct mail, postcards can yield a high return on investment. That’s because they shine when used for short and compelling messages or offers. It’s a highly effective strategy to grab the recipient’s attention and drive them into action.

You could also send postcards in between catalogue mailings to keep customers keen and drive further sales for a better ROI.

Estimated cost for 5,000 postcards: £1700.00 + vat includes production and postage but excludes data and design (34p each)

You might like to read our other article – Direct Mail Examples – 4 Great Postcards

 

Letter Mailing

Do not underestimate the power of a well written letter.

Traditional it may be, but the use of words in a simple, well understood, traditionally trusted and accepted format can open doors and help you win new opportunities. Use mailing services to send large volumes of letters in a cost-effective and highly-efficient way.

Estimated cost for 5,000 letters: £1900.00 + vat excluding design and data

 

Catalogue MailingCatalogue Mailing Services

Nowadays we use the internet to shop for things we want. Which begs us to ask, do people still like receiving catalogues?

Absolutely. They encourage purchases – 63% of people are influenced by a catalogue to purchase. They also drive people to visit your website.

In fact, the number of people who now respond to catalogue mailing has surged by 23% over the past few years. Why?

A mailing house can professionally design your catalogues with a specific audience in mind. Recipients gain a physical, visually engaging and relevant lexicon of your best products, peaking their interest and leaving a “deeper footprint” than digital media.

Estimated cost for 5,000 16 page A5 catalogues: £2,500 + vat excluding design (50p each)

Estimated cost for 5,000 32 page A5 catalogues: £3,300 + vat excluding design

Find out more about our Catalogue Mailing Services.

 

Business Mailing

We’re talking about transactional business mail (invoices, statements, information, newsletters etc.) It’s mailing with the purpose to inform rather than to encourage a financially monitored response.

Business mail builds trust between consumers and business. It’s an intimate and secure way to communicate, as a study led by DMA revealed:

“56% of consumers stated that they found printed marketing to be the most trustworthy of all media channels”

 

Direct Mail Marketing ListsDirect Mail Data

Before you source data you need to understand who your existing customers are. This way, you can send your mail to people who are interested in your offerings and more likely to buy from you.

What do they look like? Where do they live? How much do they earn? You need to unearth this and much more to develop a clear picture of your audience.

Once you know what your customers look like, the challenge is to find more just like them. Achieve this by comparing your existing customers against a large database of potential users.

Of course, creating your own lists can take a lot of time. List creation is a professional direct mail service that can be executed quickly and accurately thanks to recent technology.

The data sources available range from large compiled databases through to magazine subscribers and customers of other companies. You receive comprehensive lists to reach new customers and boost your sales.

Cost minimum charges usually apply. Minimum spend: £500.00 + vat. Costs per name range from 25p to under 10p depending on the list volume.

 

Will Direct Mail Work For You?

At First Move, we always recommend you should be studious and monitor results as you start your testing. With the right process you can learn what works best and how to improve your strategy.

LP-Book_01Our book, Direct Mail 101, explains why direct mail in the 21st century is worth the investment and how to deliver predictable and profitable results to grow your business. Plus, gain real examples of the world’s most successful direct mail letters for you to study.

Contact First Move on 01494 539300 and request a copy. We’ll send it to you for FREE with no obligations.

For more information about our innovative mailing services, check out our website or complete the contact form below. We look forward to hearing from you.

Get in Touch


 

You might also be interested in the following articles:

How to Save Money on Direct Mail

How Does GDPR Affect Direct Mail?

 

How Digital Print is changing Direct Mail – Interview with David Leitch

David Leitch

The Xerox Trivor – Interview with David Leitch – Digital Print Manager

Direct Mail has evolved and with First Move recently installing the new Xerox Trivor, A world’s first, we are now at the forefront of digital printing technology.

We interview our very own Digital Print Manager, David Leitch for his insights into the Xerox Trivor printer and how printing technology is changing the face of Direct Mail in today’s digitally focused world.

1. Why should companies take notice of the Xerox Trivor, how does it improve upon the current world of Direct Mail? Speed and Cost. The Trivor is a new era in terms of printing, inkjet has primarily been used for lower quality projects and to reduce costs. Whilst this is important, the addition of quality and the ability to make each sheet of paper totally individual, dramatically increases the options open to users.

2. What impact does the Trivor have on personalisation? The Trivor opens up new avenues of variable data and imagery in one file for customers, enabling you to target specific interests that their customers have expressed an interest in. In the Trivor arena personalisation is not just a name and address but potentially completely individual items of mail. Images and text driven through data analysis of the understanding of your customers buying habits, their likes and dislikes, their location, their proximity to the nearest supplier. In short improved relevancy to the reader of what is of interest to them – every page is unique!

3. EFI RIP what’s that and what’s the benefit to customers? The EFI RIP is where all of the data is collected and processed ready for the Trivor to print. The need to process thousands of pixels (drops) of ink per second requires huge computing power. The rip installed at First Move is the largest ever created by EFI (Xerox’s computing partner) and was shipped from San Francisco direct to High Wycombe. The RIP is the 1st of its kind in the world, its power enables clients to produce multiple image and multi placement of personalisation campaigns specific to each person. The benefit of this power is that it processes the information faster than anything previous.

Xerox Trivor 2400 Inkjet Press

4. How can companies save money when using the Xerox Trivor? Being a single process for print and variable data/images, longer run campaigns are printed in one run, rather than previously, where you would ‘litho’ print and then personalise.

5. How fast can a customer get something mailed using the Trivor and how much faster than the current world is that? As previously mentioned, we have taken a two stage printing exercise and changed it to a one stage. But let’s not be fooled, there are machines out there that can do low volume jobs quickly, what Trivor changes is quality and quantity. Trivor produces 270,000 A4 letters printed in colour both sides in an 8 hour shift.

6. Why should companies interested in Direct Mail speak to First Move? Now, with 2 world 1st installs of the Xerox Trivor and the EFI rip PLUS our understanding of marketing and mailing services as demonstrated in our book Direct Mail 101 (this details the process required to deliver predictable profitable mail campaigns) our ability to assist our clients deliver improved results is unique.  Our achievements in this area have been recently recognised by Xerox and we are proud to have been asked to become part of their worldwide ‘Premier Partners’ programme.

To find out more about the new Xerox Trivor Printer and to establish how Digital Direct Mail can transform your business please contact First Move today on 01494 539300 or fill in our online contact form.

 

Click here to watch our video to see how the Xerox Trivor performs.

You might also like to download our Knowledge Guide on ‘The Power of Digital Direct Mail‘ and find out more about Programmatic Mail.

See our recent blogs on How are digital marketers using Direct Mail? and Why use Direct Mail within your marketing mix?.

 

Xerox Trivor Inkjet Printer

Introducing the Fastest Colour Variable Inkjet Printer for more personal, better use of data & improved ROI – A World’s First.

The wait is over: the Xerox® Trivor™ 2400 inkjet printer is here … and it’s going to change the way you do direct mail printing. A UK-first, First Move has partnered with Xerox Worldwide to give you even more options as a print marketing provider. This is a moment in printing history you’ll remember; when affixed addresses to mailers became a thing of the past and personalised, targeted, and customised full-colour artwork became the standard. Digital printing fulfilment will never be the same.

A 20” continuous feed press with myriad customisable options you can turn plain paper into remarkable imagery. It combines proven imaging technologies with new innovations to deliver the next level in high performance, and it requires less space than its predecessors. And with a new digital front end it’s easier to use and meets SLAs without a hitch. It’s the perfect solution to those campaigns that need to reach far and wide with targeted results.

Direct mail flexibility is key and the Xerox® Trivor™ understands this. And it’s fast, too. Choose your resolution from 300 x 600 dpi up to 1200 x 600 dpi and it can deliver 2,400 full-colour impressions and over 2,850 monochrome impressions per minute, with speeds up to 200 meters per minute. The Xerox® Trivor™ uses high-density inks, which mean bold, true colours on plain stock and consistent image quality. Quick to dry, wait times are reduced so you can get your direct mail campaigns out faster.

Adjustable print speed even allows you to slow the press down to one metre per minute at any time during a production run to eliminate unexpected results. It’s power you can trust.

And all that speed and technical prowess equals one thing: productivity. As a business you can benefit from the faster turnarounds and a higher volume print runs with full customisation. If your direct mail is transactional, full white paper workflows mean you can provide your customers with offers tailored to them and statements that alter according to your set criteria, such as spend and other benchmarks. Direct marketeers also can offer more relevant offers in a single print run to each of their clients, ensuring less wastage and more effective use of postal services, as well as better engagement rates with personalised direct mail.

Xerox® Trivor™ 2400, printing powerhouse:

  • 4-35 million A4 impressions per month (in CMYK, 600 x 600 dpi resolution)
  • Up to 57 million colour or 68 million mono A4 impressions per month

 

Contact First Move on 01494 539300 to see the Xerox® Trivor™ 2400 in action. Ask for your own demonstration. It’s even more impressive in person.

 

You might also like to read the following articles:

Direct Mail by Numbers: Key statistics on the world’s favourite Marketing

Direct Mail in the 21st Century – Infographic

Xerox Trivor 2400 Inkjet Press

First Move direct marketing orders 1st Xerox Trivor™ in the UK

First Move direct marketing has invested in the new Xerox Trivor™ 2400 Inkjet Press. A first in the United Kingdom, First Move’s new Xerox Trivor™ not only represents technological advancement, it means greater customer engagement for direct-mail professionals.

Now you can personalise high quality printed mailings at the same speed you receive digital insights from your customers, responding to trends, behaviours and sales patterns FAST.

The Xerox Trivor™ offers unparalleled print personalisation, meaning that First Move can keep up with the current rate of digital and the tailored approach consumers demand. No longer reserved for digital marketeers, personalised mail shots can take on an entirely customised approach that modifies artwork, offers, and practically everything according to the intended recipient.

“For direct mail to be successful today it must be personalised and not just the address” said David Amor, Managing Director, First Move direct marketing. “The Xerox Trivor™ 2400 Inkjet Press will ensure that First Move continues to innovate within direct mail marketing by turning our digital insights into fast, personalised direct mail.”

Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Xerox Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Fast also means targeted mailings in response to consumer or environmental behaviour. The inkjet of inkjet presses, it’s a high-quality and fast addition to First Move’s professional machines. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000 mail shot can be produced in around 5.5 hours. Marketeers don’t have to plan months in advance—they can rely on their customer or prospects’ behaviour before triggering a brand new campaign at a moment’s notice.

“The Xerox Trivor™ is designed to grow with the business, so it can meet the needs of First Move Direct Marketing now and in the future,” said Phil Tucker, managing director, Advanced Business Equipment. “As the first UK customer, we are confident that it will be able to deliver the personalised results demanded by its customers.”

The Trivor™ will be installed in September 2016.

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

More information on the Xerox Trivor™ Printer can be found on the Xerox website.
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Trusted partner of Xerox Worldwide

The Past, Present and Future of Direct Mail

FM-Blog-17-1130x195

How to Brief Your Mailing House

So you have your creative and your database is about ready to go, now it’s time to deploy. Briefing your mailing house can be tricky, but it’s the part on which we direct mail specialists thrive. With so many options it can seem daunting to a first-timer, though with some expert guidance it’s a cinch. Here we will show you just how to brief your mailing house, which might even inspire you with other ways to save time in your next campaign.

 

Data Management

Lists and spreadsheets mightn’t be your thing, but we love them. It’s our job to take your data, make sense of it, and manipulate it into a successful campaign. You might have your own vision, but we can help you shape it to achieve the best possible outcome when sending to customers and prospects. When speaking to your mailing house, instruct them of the specifics of data management. Do you need to clean data by removing duplicates, merging records or purging those that are outdated? Have you considered adding special postal information, such as barcodes, to each data record? Or does it need to be further segmented for A/B testing? The more information you provide the better.

 

Printing and Personalisation

Printing is hugely important in direct mail, and so is the method you choose. Offset printing is great for high-quality prints without personalization and you can then over print variable data in black. Digital colour print allows for unlimited personalisation. Inkjet allows you to add addresses and individuals’ other information to your mailer in a limited format to litho pre-print. Remember to tell your mailing house which delimiters you have used to identify areas that require personalisation, such as salutation blocks and customised offers. Once the mailer is set up, ask to run a small electronic trial of your first few records to ensure that everything corresponds.

 

Insertions

Special insertions into your mailer can increase your response rate immensely. By enclosing an entry form or a self-addressed envelope, you make it easier for your customer or prospect to get in touch. When it comes to informing your mailing house of your requirements, it’s important to think about how you would like to present it. You can specify where you would like it to be inserted through camera matching, and the precise number of inserts for your mailing.

 

Plastic Wrap

Wrapping mailers in plastic is an industry standard, but did you know that you can customise the overall look? Ask your mailing house to show you examples of how special printing can transform the outer of your next mailer.

 

Warehousing and Fulfilment

Need a little help picking and packing? This is something that many mailing houses can help you achieve. Simply brief them to the nature of your product, supply the inventory, and allow them to fulfil the orders as they flood in. Easy!

 

Postage

And finally, and probably the most important: How does it reach your recipients? Make sure you specify just how you would like your mail campaign to be sent 1st, 2nd or Economy – does it qualify as Advertising or Business mail? Is it by registered or international post? Do you qualify for postal discounts and if you are a registered charity check if you qualify for zero rate vat on production and use DSA to minimise your VAT charge. Your mailing house can advise on the conditions of which you mightn’t be aware, and can save you time and money in the long run.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

 

You might also be interested in the following articles:

5 Reasons to take another look at Direct Mail

The Past, Present and Future of Direct Mail

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How to Save Money on Direct Mail

The mainstay of marketing, direct mail remains one of the most useful tools in customer procurement, engagement and retention. Direct to homes and businesses across Britain, it’s front and centre where your prospects live and work. Direct mail’s unique selling point is its physicality, something that is rare to find in the predominantly digital landscape in which we live. But why send a mailer when you can send an email? Higher engagement rates, that’s why.

Of course, a printed mailer has a greater production cost than its electronic counterpart—what with the printing, the postage, and the man hours required to get it just right. That said, direct mail has greater rates of engagement and comes out as the overall leader in cost per acquisition. There’s always room to save money on Direct Mail, and it comes from being strategic, sensible and planning your campaign from the outset. Here are some pointers to get you on the way to greater campaigns for less.

 

Cleanse Your Database

An accurate database means less returned mail, which equates to money saved. Think of the environment and your back pocket before mailing out into the ether. Ensure your database is up to date by validating all records, merging duplicates, and data matching any gaps.

Find out how we can help manage your data.

Buy Lists

Rather than pounding the pavement to find new clientele, let someone else do the hard work for you. Data companies have millions of records awaiting your special brief. By pulling data from a variety of sources, they can match your requirements to build a comprehensive client profile. Now just wait for the leads to roll in.

 

Outsource Data Entry

Got a stack of unentered customer data cards sitting in a shoebox somewhere, but can never find the time nor resources to have them entered into you database? It’s easy—get some outside help. Using electronic data scanning, a computer can read cards in milliseconds, digitising all the contact information in the fraction of the time it would take you or a team member do the same.

 

Mail Discounts

When you work with a professional direct mail company, use their power of persuasion to attract discounts. Bulk mailings do attract special postage rates from the Royal Mail and Down Stream Access competitors and these can vary depending on your requirements Advertising or Business? Prepared to wait a little longer for the mail to reach your customer? There’s a discount for that. Pre-sorting the mail before dispatch? It will be cheaper again. There are endless ways to work the system, and your direct mail specialist can show you the way.

Find out more about our mailing services.

If you’d like in-depth insights to successful direct mail campaigns, call us on 01494 539300 or fill in our online contact form

You might also be interested in the following articles:

5 Reasons to take another look at Direct Mail

Achieving better Direct Mail response rates in this digital space

direct mail response rates

Achieving better Direct Mail response rates in the digital space

When it comes to a direct mail campaign, direct mail response rates are our bottom line. And research shows that, whereas an average email marketing campaign will yield a response rate of just over 1 in 1000, response rates of 1 in 25 or better are possible for an expertly planned and executed direct marketing campaign. But just how does one get one’s direct mail response rates to rise?

 

Personalisation

A personalised message with customer-specific content can be the crucial difference between your mailing ending up in the rubbish bin and your prospect ending up in your store or on your books. The options for personalisation are limitless: from envelope colours to handwritten greetings to offer content, a cleverly personalised message is easy and will lift response rates dramatically.

Find out more about direct mail personalisation.

Timing

The right thing at the wrong time is the wrong thing, goes a well-known saying. And in many cases when it comes to generating sales or subscriptions, nothing could be more true. Use sales information and expert knowledge to optimise the timing of your direct mail campaigns so that your message arrives exactly when your prospect wants to hear it, maximising customer response rates at no extra cost, that can be acutely personalised from a behavioural perspective.

 

Using previous sales information

One of the most powerful tools in the direct mail kit is the ability to analyse previous sales information and use it to tailor your current campaign. In some cases the application of “big data” can be harnessed by pushing an almost limitless level of personalisation into any mailing. Basically if you’ve got the data, we’ve got the know-how. Build a customer database that enables you to easily identify customers who have purchased most frequently, most recently, and who have spent the most money, and use this information to target future campaigns. Sales records and information about customer preferences can be used to generate leads and convert these to sales or subscriptions, ensuring the maximum response rates from every campaign.

 

Filtering and segmentation

Another key strength of direct mail marketing is the possibility of taking the information in your database and applying filters to help segment your campaigns, ensuring the right prospects are targeted in a way that speaks to them. The database is at the heart of this process, and indeed, the heart of any good campaign. Using categories, codes and key data fields, you can organise your data in the most effective way possible, making future filtering and analysis as easy as a few mouse clicks. Once the filters have been applied, segmenting your campaigns to target different groups is a cinch—and higher response rates await.

 

Means of reply

Every prospect is different, and a smart campaign will reflect that, not only in the content and format of the mailing, but also in the means of reply. Email, phone, web, post—cater to all factions of your audience by knowing their preferences. Use sophisticated database filters to segment your campaigns into differing means of reply groups, so that every prospect is as comfortable as possible with the reply means, and of course, far more likely to respond.

If you’d like to talk further about your direct mail campaigns and find out how to increase your direct mail response rates call us on 01494 539300 or fill in our online contact form.

 

You might also be interested in the following articles:

How to write a responsive Direct Mail letter

5 ways to personalise your Direct Mail campaign

Direct Mail by Numbers: Key Statistics About the World’s Favourite Marketing

When building a campaign, you should always play to its strengths. Direct mail comes pretested with decades of industry use and insights that you can apply to any campaign, giving you an overview well before going to print. And best of all, it’s entirely measurable.

The beauty of quantitative data lies in its infinite detail. Not only can you anticipate your campaign’s results, but it can help you to figure out the smaller details, such as budgeting, forecasting, and preparation for an influx of sales or subscription leads.

Measurement is important and it’s what makes direct mail so great. We’ve compiled some of the most important key statistics that make a case for direct mail, so why don’t we let the numbers do the talking?

94 billion spam emails are sent across the globe every day—most never read.

92% of recipients will be driven to act online, according to  Royal Mail study.

87% are encouraged to make online purchases.

86% feel a greater connection with your business.

79% of consumers act on direct mail immediately—only 45% react to email in the same way.

70% welcome mail that rewards their loyalty.

67% of a 2011 study suggests women aged 45-64 are most likely to donate to charity.

61% of advertising budgets are spent on direct mail by UK charities.

54% engage in social media.

43% download something.

39% of people have an area in their home dedicated to displaying their mail.

38% believe a physical mailer can influence how they feel about the sender.

£2.98 is made for a charity for every £1 spent in a 2013 study.

1.1 – 1.4% will respond to a direct mail piece.

.04% will respond to an internet advertisement, according to a Harvard Business Review study.

.03% will respond to an email.

 

Listed in black and white, it’s obvious why direct mail has stood the test of time. Be inspired by these magic numbers, and make sure your next campaign stacks up.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

 

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Breaking the Myths of Direct Mail

While direct mail is one of the most established forms of marketing, it can still be enshrouded in mystery to the uninitiated. It’s our job as direct-mail specialists to educate our clients and prospects, and to dispel the myths surrounding direct mail. Here are some of those myths, and how to put your customers at ease.

 

It’s too expensive! 

Or is it? Sure, email has low production costs and might seem appealing, but it’s worth digging deeper. Direct mail allows you to put your communication in your target’s hands thereby increasing the likelihood they read its message. Email offers a less direct approach, with many messages overlooked, deleted or lost to the junk mail folder. If your target never receives the message, then it is time and effort wasted. Direct mail has almost guaranteed delivery.

 

It isn’t targeted

Quite the opposite! Direct mail allows you to contact your clients or prospects with some of the most advanced data available. Data matching can pair your existing records with information from other sources to give you a rich understanding of your database. With  these additional insights, you can then build a profile of your customer and communicate to them in the most targeted way.

 

Direct mail databases are inaccurate

Direct mail has some of the most accurate data available to marketeers. Sure, purchased lists can soon lose their value with inaccurate and out-of-date records, but data cleansing means they reach their intended recipients. Duplicate data can also do your business more harm than good, irritating your prospects if they receive multiple versions of the same communication. Direct mail has practices in place to ensure your recipient receives only one communication.

 

It’s junk mail

There is a perception that all unsolicited mail is considered as junk mail, but direct mail is different. As all direct mail is targeted and addressed, it is sent to the recipient with the Royal Mail postal run meaning it won’t be thrown away with the takeaway menus and supermarket catalogues. Addressed mail carries weight and authority and piques the curiosity of the reader, meaning that your mail won’t go unopened.

 

It doesn’t engage its audience

Direct mail it is one of the most engaging forms of marketing yet 3.4% of recipients engage with direct mail, compared with only 12% who respond to email. That’s an astronomical difference. Put simply, that’s 30 times more customers for your business or 34,000 of every million you contact.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Everything You Need to Know About Customer Behaviour

Without a doubt, direct mail gets into your customers’ hands—literally. Its tangible nature is one of its strongest selling points, along with its incredible ability to target recipients with utmost detail. It’s this versatility and results-driven focus that makes it so attractive to businesses, no matter their product or service. When proposing a direct mail campaign, it’s important to consider the medium itself. There’s a vast distinction between physical and virtual media, and understandably, consumers respond to each medium differently.

Recently, the Royal Mail commissioned a research agency to discover how consumers respond to marketing messages, and which is the most effective communication. Working with scientists from the Centre of Experimental Psychology at Bangor University, research participants were connected to medical-grade scanners and shown the same material twice—once using projection to reproduce the online experience, and once printed on cards to produce the physical experience. Brain activity was measured across the different areas of the brain to see how it processed the differing marketing messages. The results turned out to be surprisingly simple:

This indicates that tangible materials are more likely to become embedded in memory, and because they also generate more emotion they’re more likely to provoke positive brand associations. Think of it as your opportunity to convey your brand personality at the most intimate level. When you strike such a close tie with your audience, it makes it easier for you to adjust your perception in their minds, and to establish a conversation between your customer and prospect.

This is reflected in Millward Brown’s 2002 white paper of brand personality and how best to align your messaging to your market’s cultural values. Every culture takes certain values into consideration when evaluating a brand. According to Geert Hofstede, the forefather of research on the subject, it comes down to five contributing factors: power distance, individualism, masculinity, uncertain avoidance, and long-term orientation.

  • Power Distance: The degree to which members of a society accept and expect that power is distributed unequally. Runs from high (difference accepted) to low.
  • Individualism: The degree to which societies believe people share an obligation for the care of those outside of their immediate families. Runs from high (obligations to close family only) to low.
  • Masculinity: The degree to which a society emphasizes the value of achievement, heroism, assertiveness, and material rewards for success. Runs from high (these values are important) to low.
  • Uncertainty Avoidance: The degree to which the members of a society feel comfortable with uncertainty and ambiguity. Runs from high (where people need clarity and rules) to low.
  • Long-term Orientation: The degree to which a society believes that truth depends on situation, context, and time. Where long-term orientation is high, people adapt traditions and are more likely to save, invest, and persevere.

Source: Millward Brown 2002

Research has shown that in the United Kingdom, emphasis is placed on tolerance, respect for equality (the UK has a low power distance score), and individualism. These attributes influence the brands’ desirability and trustworthiness, which at the end of the day means bottom line. In Britain in particular, consumers identify consistently with strong brands that are ethical, that allow for individuality, and are considered friendly and generous.

Conduct your own research into your customer profile and with your finding, you can anticipate how any given market is likely to respond to certain types of messaging. Learn a little more about them and you can refine that message even further. Remember: Products and services will always dictate the overall message, but customer profiling helps you refine it.

Neuroscience stuff in – https://www.firstmove.co.uk/science-news/

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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