Most of us are getting less mail in our mailboxes, so not only do those messages that are relevant get noticed, they also get read. Add in some sensory marketing to your piece; a little scent here, a little taste strip there, some moving images or a little noise, and you've got yourself a stand out!
Check out the excerpt below from the USPS' Deliver Magazine about last spring's Scented Campaign from TruGreen. Can you smell the fresh cut grass?
Sensory Mail Grabs Hold of the Target
October 10, 2011
by Lekan Oguntoyinbo
An Appeal to the Senses
Spring came early this year in many of the nation’s colder regions, courtesy of lawn care giant TruGreen. In February, oversized postcards with a picture of a lush lawn in the foreground and a family in the background began showing up in mailboxes of 1 million prospective customers of the lawn care company. “Say hello to Spring,” the card read in big white letters.
On the lower left side of the postcard an invitation beckoned: For the smell of a healthy spring lawn, peel here.
The scent of fresh-cut grass filled the nostrils of potential customers who accepted the invitation.
The scented postcard, a key component of TruGreen’s integrated marketing campaign this year, is the Memphis-based company’s first foray into sensory marketing.
“As a company we wanted to change the conversation from killing weeds to lawn enjoyment,” says Amy Simpson, director of brand communications for TruGreen.
While it’s too early to release any definitive data on this new campaign, the evidence so far suggests the use of the scented postcards was well received, says Simpson: “We have anecdotal comments from customers. They say it evoked an emotional appeal, and they liked the smell. It made them want to be outside.”
Read the full article with more examples of other effective sensory marketing campaigns here.
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Wow! Too funny. Never thought a scented postcard, but why not? I know getting magazines that smell good are always nice. Do you think that customers may not know the source of the good smells since we’re not used to getting postcards with scents?
ReplyDeleteHey thanks for commenting on our blog Postcard Printing. I think in the case of Tru Green asking them to "peel off" something to smell the fresh cut grass, a customer will know why/where the smell is coming from. Random scents, without any attention called to them may just get kind of lost in the mail.(pun intended). I suppose if you have a scent that makes sense to include as part of the piece, it can only add to its effectiveness. :)
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