Home is where the heart is - reaching customers at home
Brendan Straw, Chief Sales Officer, Ovato
Our homes are a place of comfort and reassurance. The place where we relax, sleep, eat and socialise with our families. Further, in these times of COVID-19 as we are encouraged to socially distance ourselves, they are also our safe place.
With many businesses shifting to a Work From Home mode of operating, our home is now a temporary place of work. This increased time at home creates opportunities to engage with consumers in new considerate and helpful ways. It also present challenges to the marketing mix as people bunker down, and low confidence changes purchasing behaviours.
How can you make sure your brand is in front of customers where they’re most open to it?
Research conducted by the Real Media Collective shows that every week 20.3 million Australians read letterbox or catalogue marketing. That’s roughly 80 per cent of the population.
Meanwhile, 93 per cent of Australians read a hard copy or digital catalogue at least sometimes, 82 per cent read catalogues to save money and 74 per cent of catalogue readers say they are a helpful shopping tool. The cherry on top is that when Australians read a catalogue, they spend an impressive 6 minutes reading it.
Clearly, catalogues and other mailbox marketing materials are extremely popular with Australians and when they engage with them, they’re all-in.
Reaching your ideal customer at home with targeted mail drops is easier than you might expect. Third party data sets and the use of digital marketing techniques with classic catalogue smarts will get your brand in front of the right eyes in the right place.
A physical presence
When a brand takes the time to send a physical copy of something, consumers feel valued and there’s a tangible experience with the brand. Whether it’s a huge chain supermarket sending out the weekly specials, or a specialty retailer sending you a bespoke letter to re-engage, it’s a good feeling to get something in the mail.
Think of it another way. What’s more fulfilling, speaking to someone in person, or doing it over the phone? Digital versus physical – what is more likely to make you feel valued as a customer or potential customer?
When your brand is in the home, you’re mixing it with some big players. Woolworths, Coles, Aldi, Harvey Norman, Bunnings, JB HiFi and other iconic Australian brands all send regular catalogues. If you’re in the same letterbox as they are, you’re elevating yourself to their level.
Destination: Kitchen table
It’s been a long day at work. You’re walking in the front door tired, hungry, over it. You reach the front gate and unconsciously you check the mail, pulling a bunch of letters, catalogues and fliers out. Unlock the door and go inside, checking the mail as you go. It most likely all ends up on the kitchen table while you get comfortable and start on dinner. And that’s where it sits, noticed – even if subconsciously - by every member of the family that goes past it for the next two and half weeks, the average time that a catalogue sits in a house in Australia.
While it’s there, it’s talked about, shared through messaging and social media. Eight out of 10 readers share what they’ve seen in a catalogue with friends or family, one in three share hard copies of catalogues and 41 per cent email or text pictures of catalogues to friends and family.
Getting into the home often means you’re staying there and making an impact long after delivery has occurred.
Getting into the home isn’t the end of the journey and it doesn’t give you an automatic pass to success. You need to stand out, even in less crowded letterboxes. Attractive, simple or bold design that draws the eyes is critical.
Look at JB HiFi’s brochures. They’re bright yellow, with massive lettering in contrasting colours to the primary colours of the catalogue. They might not be the most gorgeous of visuals, but they draw the eye with the intense colours, hero shots of products, and amazing specials on the cover.
With so many people sharing what they find in a catalogue, your design needs to be easily shareable too. Keep it clean and clear. Focusing your imagery on the key selling points of your product or showing them in an aspirational context will assist readers by making them more likely to take that all important photo on their phone and forward it to their friends and family.
Reaching more people in the home should be a key pillar of any marketing strategy. Integrated marketing campaigns need to be focused on customer habits, preferences and willingness to engage and it’s never been easier to achieve.