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The New Mail: Look, Smell, Hear, Taste and Touch?!

March 18, 2010 By Crystal Uppercue

For example, an advertiser might mail a coupon or send a free sample to a customer who clicks on the ad. Snappables are a really "cool" technology that — given the chance — most people can't resist "trying out." And magazines aren't the only delivery vehicle. Also think direct mail, newspapers, apparel, brochures, in-store displays, packaging, etc.

"Mobile activation marketing" — already well-accepted in Asia — is the end game for technologies applied to print. LinkMe's technology combines visual, voice and audio recognition — which means you can connect a print image to your mobile phone via voice and sound. All you have to do is say something like, "Nike Tennis shoes in Nov. 3 issue of Women's Day" and the image will appear on your mobile phone.

Here's a taste of things to come
Meanwhile, the Australia Post reports on another sensual possibility from Down Under.

With Peel 'n Taste® technology, the flavor of a product is replicated and applied to a compact, dissolving, wafer-thin, edible film strip and tipped onto the mail piece. Each strip is individually packaged in tamper-resistent, easy-to-open sachets. It's cost-effective, easy and safe to use, and consumers love it.

Find information on producing flavored, edible film strips that can be tipped onto your mail pieces at www.firstflavor.com.

Can touch be far behind?
MarketingProfs reports that many consumers use touch to gather information or make judgments, even when an item's physical form has nothing to do with its value. Interactive devices such as foldouts, die cuts, embossing, wheel charts, slide charts and various textured varnishes contribute to the direct mail experience.

So, when it comes to marketing impact, never dismiss the power of sight, smell, taste, sound and touch. Direct mail still does it best.

Crystal Uppercue is the marketing manager for EU Services, a 400-employee direct marketing production facility based in Rockville, Md. Download a free whitepaper about cross-media campaign planning at www.euservices.com.
 
 

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