The resurgence of direct mail is a hot topic at the moment.  Can it fight off the digital onslaught and not only survive but become stronger and better?

Decades ago, TV was supposedly the death knell for cinema, yet both have evolved and continue to exist.  Cinema offers a more intense experience: it requires a conscious decision, it gets you out of your normal routine and it holds your attention for longer.  A good piece of direct mail is similar in that it demands your attention – you have to do something with it.  It is more tangible and higher impact.

The similarities do not stop there: films take longer to make, cost more money and require close attention to detail in the same way that direct mail benefits from a proper planning process, carefully thought through creative and good production values.

Film and TV industries share techniques and learning in the same way that direct mail and digital communications cross-fertilise ideas.  Direct mail is here to stay – less as a scatter-gun, high volume, low cost approach, but more as a way to communicate and build relationships with valuable audience segments.  After all, people who watch TV also go to the cinema.  And online consumers open their post.

This entry was posted on Wednesday, September 7th, 2011 at 10:21 am and is filed under Heather's high horse. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.