For the purposes of this piece, a rubber chicken is an analogy for something most of us don’t want or need, and yet Loftus International one of many companies who produce rubber chickens sell between 10 -20 thousand per year. That’s either a lot of prop comedy or there is something else happening here.
In this upside down and topsy turvy world, media manipulation is openly discussed as a legitimate tactic from politics through to marketing and the line between the two has never been thinner. There has never been a more media savvy generation with people openly courting social media fame, the rise of the influencer, the awareness of “mise en scène”. Everyone is vying for attention and with the proliferation of channels and content it seems like everyone from brands to producers and even politicians are shouting “look at me”.
With the introduction of the internet and new avenues of advertising and reaching your audience, direct mail took a small hit, but that doesn’t mean it isn’t a useful marketing technique. One that can work alongside your Inbound Marketing strategy if you do it right.
The Direct Marketing Association (DMA) analysed data and found that direct mail has a 4.4% response rate, reasonably high considering the response rate for emails is 0.12%.
Brands can no longer sit back and keep going without getting involved. With our society a mix of nonsense and confusion we need, more than ever, for brands to speak up, speak out and encourage social change and teach the world what really matters.
Over the recent few years, we’ve seen big brands such as Nike and Gillette doing more than just advertising their products, they’re taking a stand. Standing up for something they believe in and doing their bit through their marketing to ensure we know where they stand and hopefully, encouraging change in the process.