Every now and again food marking professionals are so worried where the next customer is coming from that they forget about their current customers. According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® ‘looking a customer ahead is a good idea, but edifying your current customers is even better.
Once again in a new consumer survey and strategic industry
data analysis conducted by Vericast
illustrates why print advertisements remain in style. They play a critical and
emotional role in how consumers choose to engage with and purchase from brands.
Vericast’s Direct Mail Influence Study builds upon findings from studies conducted for the
United States Postal Service (USPS) by Temple University. Vericast, in partnership with Prosper
Insights & Analytics, recently surveyed nearly 2,000 adults to further
understand consumer behaviors and the use of direct mail.
Analyzed by Dr. Martin Block, Professor Emeritus in
Medill’s Integrated Marketing Communications program at Northwestern
University, Vericast’s research
supports that print is alive and well. Specifically, people are:
·
Creating an emotional connection with
direct mail ads (1 in 3 respondents feel this way)
·
Finding print ads trustworthy, with
58% of consumers saying this about direct mail
·
Spending an average of 1.6 minutes
with a direct mail ad
·
Saving direct mail ads to refer to
later (88% of respondents)
·
Likely to buy (50%) after seeing a
direct mail ad
“My assessment and conclusion of the study finds that
consumers who use print ads are happy, confident, and consistent. Why is this
significant? Years of conducting and reviewing this type of research shows a
predisposition for happier people to shop and spend more,” says Dr. Block. “The
concurrent validity demonstrated across separate studies conducted by Vericast
and the USPS supports the continued need for media plans that include direct
mail messages to optimize consumer engagement. What gives print ads their edge,
according to the studies, is they are more effective at leaving a lasting
impression.”
Survey highlights to support this include:
People experience more emotional reactions to print ads
·
53% say they look forward to receiving
direct mail ads vs. 38% for digital
·
47% say direct mail ads give the
impression the advertiser is more genuine
·
54% of millennials and 61% of
millennial parents say the ads they receive in the mail feel more personal than
digital ads
Consumers enjoy spending time reading through print ads
·
82% of direct mail readers look at
advertisements at least once a week
·
72% regularly read or look at ads in
the mail, with Gen X leading at 78%
·
54% find reading through mailed
advertising enjoyable, rising to 61% among millennial parents
·
49%, especially parents (55%),
consider direct mail a part of their shopping routine
·
Nearly half of respondents (48%)
agreed they spend more than a minute reading a direct mail ad
Want a Larger
Share of Stomach
Interest in making a purchase after seeing a print
ad is high
·
Half of respondents say they typically
choose to buy after seeing a direct mail ad, while 43% say they do this after
seeing a digital ad
·
Direct mail drives purchases with 61%
of consumers being likely to use direct mail ads to research products to buy
and/or plan their purchases ahead of time
More information is absorbed from print ads and people
often have better recall
·
64% say direct mail is easy to use to
compare products, services or stores
·
60% say direct mail ads make it easy
to remember when they are ready to make a purchase, while 44% feel this way
about digital ads
·
Almost half of respondents say direct
mail ads are their preferred media for learning about products and services
·
55% indicate they pay more attention
to direct mail ads as opposed to 39% saying this for digital ads
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