Ever been curious about the psychology behind consumer behavior? The process of colors, textures, sounds and the combination of all things our senses detect combining to trigger impulses that influence our behavior is entrancing. Upon discovering that the power of direct mail was through neuroscience, it felt like unboxing a secret weapon.
Let’s look at how these insights can be used to create campaigns that not only get noticed but also get results.
Before we dive in here are two quick takeaways:
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- Comprehending the correlation between marketing and neuroscience can significantly and beneficially influence consumer behavior.
- Understanding psychological triggers and how they apply to these principles allows marketers to create more impactful campaigns that resonate with consumers on a deeper emotional level.
Anticipation
This one is called “The Anticipation Trigger”. Remember the Heinz ketchup ads of the 1970s, waiting and waiting for the ketchup to escape the bottle as Carly Simon crooned, “Anticipation…is…making me wait…”? Build mystery, curiosity, intrigue. Think of waiting for Christmas as a child…it felt like it would NEVER get here! Think of sending out a direct mail piece, saying: “Your exclusive offer awaits – resist the urge to open until tomorrow!” In today’s world of instant gratification, as Tom Petty sang, “The Waiting is the hardest part…” By the time a customer opens it, they are pre-primed to reward their anticipation with satisfaction.
Touching Hearts
It can’t just be me that enjoys watching what have become known as ‘unboxing videos’, can it? Apple products were literally MADE for the ‘unboxing’ event. The premium feel, the tightness of the packaging, the precision, the box design and its quality feel and heft…the unboxing has an elegant feel to it…and it’s all created to make you feel like the $1,000 you just paid for a cell phone isn’t nearly enough.
You can apply this same unboxing principle to your mailers. Invest in premium paper stock and even add a subtle scent or texture to it. The result? Customers will keep your mailer on hand, because it doesn’t feel like trash, and throwing it away goes against one’s predisposition of not disposing of something that has value.
Curiosity
Humans are inquisitive by nature. Snag their interest by just the right amount, hook them, and then provide enough intrigue and reward to keep their intellect engaged and feed their curiosity. Send a series of postcards, each revealing the next part of a story. When it comes to the final reveal, tie it to the product launch. Engagement rates will skyrocket as people eagerly await each new clue to solving this mystery via their mailbox.
The Joy of Surprise
Nothing tops the dopamine hit of an unexpected treat. Think small, personalized gifts in your B2B mailers. These are highly effective in B2B because people naturally feel the need to reciprocate when being gifted with something. Some call it ‘the guilty conscience’. Most of the time, people act to return the favor. You’ll be surprised what this small gesture can accomplish. Don’t be shocked if a CEO calls to thank you personally. Why? Because most vendors don’t go out of their way to make people feel special with a personalized gift, especially in the C-suite. These kinds of small, thoughtful gestures can lead to significant positive benefits.
The Science Behind these Jedi Mind Tricks
The neuroscience backs all of this up. Studies show that physical mail activates the brain’s reward center differently. We’re tapping into deep-seated human responses to create connections. In the time you have from the mailbox to the trash or recycle bin, you can make an impact with your direct mail messaging.
By engineering these moments that elicit an emotional response, like anticipation, curiosity and delight, we’re not just sending mail…we’re crafting interactive experiences that customers genuinely look forward to. In a world dominated with digital marketing, there’s something incredibly powerful about a tangible, thoughtfully designed piece of mail. (And PAIRED with digital ads? Unstoppable!)
After decades of hating to hit our mailboxes fearing that 80% of the day’s deliveries would be junk mail or bills, today’s consumer, B2C or B2B, can find old-fashioned, hold-in-your-hand printed material refreshing, especially in a world of seeing more marketing messages per day than ever before. The more voices that are raised, the fewer that are heard. Done properly, direct mail is felt.
Remember – you’re not just competing for attention. You’re creating a biological response. It’s science! (AND MARKETING!)
Class dismissed!
~Bruce Thiem, CMOco Director of Integrated Media
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