Royal Mail offers ‘sensory’ mailings

[TrueBlueTerrier]

LINK

Source:
Online
ByLine:
Sara Kimberley
Publication date:
30 Oct 2007

Royal Mail is bolstering its strategy to reverse the long-term decline of direct mail by signing a partnership with branding specialist Brand Sense to enable client marketers to incorporate the five senses – smell, taste, touch, sight and sound – into a mailpack.

The concept is based on research that reveals consumers make decisions based on sensory signals they receive, which in turn will make them feel more positive about a brand, and follows a deal with Sony which has seen Royal Mail sales teams promoting CD mailings.

Antony Miller, head of media development at Royal Mail says: “Brand development continues to be a significant activity for major advertisers as they seek new and innovative ways to communicate with their customers.

“As Brand Sense research shows, they increasingly need to provide a connection at a deeper emotional level. We are therefore working with Brand Sense to develop a sensory approach to direct mail to demonstrate the medium’s role beyond direct response, focusing on its ability to enhance brand communication.â€

[BELIAL]

I'm already dreading the charity appeal for leper colonies

[dvbuk55]

The union ballot paper will be the first - it will incorporate a "feel good factor" to get you to vote yes.

Mind can you imagine the sensory perception of touch, feel and lick with the Playboy Magazine.

[Lounge Lizard]

I've already delivered a 'sound' one. Writing the red card I heard "Exterminate, Exterminate". It was obviously a Dr Who toy with the batteries in.

[tenpole tudorsack]

[quote="TrueBlueTerrier"]

Source:
Online
ByLine:
Sara Kimberley
Publication date:
30 Oct 2007

Royal Mail is bolstering its strategy to reverse the long-term decline of direct mail by signing a partnership with branding specialist Brand Sense to enable client marketers to incorporate the five senses – smell, taste, touch, sight and sound – into a mailpack.

The concept is based on research that reveals consumers make decisions based on sensory signals they receive, which in turn will make them feel more positive about a brand, and follows a deal with Sony which has seen Royal Mail sales teams promoting CD mailings.

Antony Miller, head of media development at Royal Mail says: “Brand development continues to be a significant activity for major advertisers as they seek new and innovative ways to communicate with their customers.

“As Brand Sense research shows, they increasingly need to provide a connection at a deeper emotional level. We are therefore working with Brand Sense to develop a sensory approach to direct mail to demonstrate the medium’s role beyond direct response, focusing on its ability to enhance brand communication.â€

[Jess]

My concept is that we should offer this product for evening Special Deliveries - it should have a distinctive smell ( pepperoni ), a succulent taste ( mozzarella ), firm touch ( crispy ) and a loud sound ( fill this in yourself )! Take note AL and AC this could be big business opportunity.

[jemima]

I'm not sure about the sensory approach - uness it's chocolate.

I'd rather have useful junk mail. Printed on nice soft tissue paper.

[jafferpants]

The smell one will be dropping through your door in the form of a ballott paper. It will stink of s**t

[tenpole tudorsack]

The smell one will be dropping through your door in the form of a ballott paper. It will stink of s**t

Does "deceit" smell? or how about "sold out"?