Research results
How many people had the opportunity to see your message?
OTS (Opportunity to See) is a figure that interests many parties, so let’s do some calculating. It was seen by the person who emptied the mailbox and by the person sorting mail at the distribution center. It caught the attention of the mailman, and before he slipped it into the mailbox, a tourist bus, with many pairs of eyes looking his way, drove by. A neighbor also drove up, and the mailman stopped to exchange a few words with him, all the time holding your message. The message also fell under the eyes of the recipient’s mother-in-law, who had promised to empty the mailbox while the recipient was abroad. Since the mother-in-law took the recipient’s mail to her own home, the message may also have been seen by her poodle, as well as her husband and the Thursday sewing club.
Contrary to many other media, we only want to know how the story ends. The message finally came to the attention of the intended recipient, who opened it having returned home from a relaxing vacation. The recipient sorted the week’s mail at the kitchen table, opened your message, read it with a broadening smile, grabbed the phone, keyed in a message, and sent it. You may have heard your phone beep to signal an incoming message?
Many people had the opportunity to see your message, but we are more than happy to leave the big figures to others. The main thing is that the intended recipient actually saw your message and acted on it. By the way, the best remembered ad campaign in Finland was an unaddressed campaign carried out one week in April. A study shows that advertisements are remembered poorly if they do not arouse the slightest interest in buying. Small wastewater treatment plants sell best in rural areas with old single-family dwellings. Why advertise them throughout the metropolitan area at prime time?
(Source: Mainonnan spontaani muistaminen ("Spontaneous recollection of advertising"), Kuulas MillwardBrown 2008)
People scan their daily mail
Direct advertising delivered along with the daily mail has a time and place in the recipient’s daily routines. Most recipients give at least a quick look to the advertising mail they get. The main message must be readily visible, since only the most interesting messages get a closer look.
Direct advertising activates hitherto unrealized projects, provides stimuli and ideas for purchases, entertains, and assists in consumption by helping recipients to keep up to date on new products, follow prices, and take advantage of special offers, as well as by giving tips and instructions and helping to choose products and sales outlets. For direct advertising to succeed, it must meet the recipient’s need and offer some benefit. If the topic is of interest, the approach or format is of less importance. Accurate targeting results in a truly personal and stirring message
(IRO Reserch: Suoramainonnan elementtien toimivuus ("Functionality of direct marketing elements"), qualitative research 2008)
Marketing performance indicators
Each mailing project can be measured. There are many different kinds of indicators.
Financial indicators provide information about input, results, efficiency of operations, and future requirements for operations.
Marketing indicators reveal the market position, market share, image, level of recognition, and customer satisfaction.
Operational indicators, in turn, show the number of new customers, change in average purchases, sales contacts, changes in the efficiency of distribution, amount of response, and attention given to response.
Contact us to learn more about indicators and research options.
