6000 stimuli
On an average day, someone receives around 6,000 commercial stimuli. Our brain has not grown with this enormous increase in impulses, which is why we 'only' remember 75 expressions. This shapes the battlefield of marketers in 2020. The question that is often central is: Where do you find competitive advantage in a market with more competition than ever before? According to René Boender, the solution lies, at least partly, in the mailbox.
“A former colleague once said to me: if you lebanon telegram data can dominate something, you should always do it. And with direct mail, you can still do that. In the mailbox, you can still be 'the biggest', because advertising has increasingly shifted to 'online'. This makes it quieter on the doormat,” says Boender. “The mail immediately stands out. Those three seconds in which you pick up mail from the mat, turn the card over and read your name... That feels like personal attention. You almost get the first reaction for free.” The feeling that the first impression gives a recipient lasts about three seconds and is known as the 'primary attention response'. This is emotional and should motivate the reader to think rationally about the message for another twelve seconds; the secondary attention response. “If you show that you are relevant to the recipient, you are in. Then people will give you their time, as long as you remain relevant to them.”
Also read: Growing up in the now: Generation Z & its instant culture
Swipe
The target group also recognizes itself in Boender's theories. For example, nineteen-year-old Fleur (Generation Z) states: "We do indeed get so many expressions thrown at us. I want to feel within a few seconds that something is personally interesting to me. Otherwise I want to swipe away ."
That personal attention and relevance is already in the little things, says Fleur. “I recently received a handwritten card from a company for my birthday. That immediately feels good. I kept that card. It feels different than an impersonal email with a discount code for ten percent.” The latter is also what the research says: 23 percent of generations Y & Z save a direct mail. That is more than all other generations.
