Simon Harrop, CEO of BRAND sense agency, talks tactics and explains that adding a sensory experience to a piece of direct mail may add 15% to 20% to the cost, but can more than double the response rate.
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So, for example, tactically if you were to add maybe another sense on to a piece of direct mail, for example, that might only add maybe 15, 20% to your cost, but what we can show is that it can double the effectiveness.
We’ve got lots of examples where we’ve doubled the response rate by having a sound or a smell on that piece of direct mail, so the return on investment is more than justified.
We can always show a direct link back to return on investment and look at the key performance indicators of that business, so whatever the cost we can more than justify, even when times are tight.