There are formulas that can be used to figure out how much it costs to acquire a new customer… But do those same formulas calculate in the “emotional response” factor?
Let’s face it, if you can afford a $66,950 private jet excursion you are probably treated differently in all areas of your life, not just the direct mail you receive. I have to assume that there is a level of quality that is expected to capture your attention and interest, and Luxury Brands get that because they attempt to know their customers and prospects as we all do. So at surface level, these marketing materials are saying – you are WORTH this.
I used to feel that way about one item I would receive – Sprint’s Premiere Customer Mailer. It was a really nicely done brochure full of “exclusive” offers and they started using a Soft Touch AQ (or something that made the paper feel soft and smooth) that set it apart by touch alone. I wasnt spending some ridiculous amount on a phone plan, nor did I have their most expensive phone, I was simply a loyal customer (Sprint has been my ONLY mobile company since I had a phone) and they were saying – thanks, you are WORTH this cost.
Sprint has not only done away with the mailer, but they have also tossed their Premium Customer Program. Now I get generic oversized postcards like the “rest” of the world and I barely glance at them. Im still a customer, but I dont upgrade my phone as often or visit the site as much as I did when prompted by my brochure.
I know we dont live in a world filled with unlimited budgets, but making people feel special does go a long way. As a matter of fact, it’s easier to make someone who is NOT USED to feeling special, feel special, then it is to make someone used to feeling special, continue to do so, or feel even more special. Such is the case for consumers, such is the case for customers and prospects, and such is the case for Print Buyers and Designers!
It doesnt take a million bucks to make someone feel like a million bucks – so when you can, do it!
Luxury Retailers Use Direct Mail
by Allan Nahajewski
Question: How do you sell luxury watches and some of the finest clothes in the world?
Answer: Through the mail, of course.
How about a 24-day, $66,950 private jet excursion?
Same answer.
The prestigious, exclusive travel company uses direct mail to get the message out about its luxurious trips by private jet, where consumers can travel around the world and explore ancient civilizations.
To attract high-end customers, the company mails a 20-page packet complete with vivid pictures and detailed trip information. A representative from the exclusive travel company said, “We know from our travelers that the print catalog is still a piece that is very much valued. Many of our travelers use our catalogs to browse and get ideas and then may opt to book by phone or make their reservation online, so direct mail is very much an important part of our overall strategy.”
Direct Mail’s Three Distinct Advantages
“Marketing through direct mail affords three distinct advantages,” says Kirk Swain, principal, DirectMail.com.
First, direct mail allows luxury retailers to specifically target buyers by income level, so they can extend offers exclusively to individuals who are financially able to accept those offers.
Second, commodities with a high single-transaction value are well suited to direct mail, as low response rates aren’t an issue when fewer sales are needed to offset the expense of the mailing.
Third, direct mail can provide access to data, allowing retailers to identify people who may have purchased the same or similar items in the past, and send them a letter.
continues at: Luxury Retailers Use Direct Mail | Deliver Magazine.
