How two companies used augmented reality for more engaging direct mail marketing
Direct mail is sometimes in need of a makeover. While it remains one of the most influential channels for marketing and lead generation, it can also get a little stale when companies don't take advantage of some of the more recent innovations in mail technologies. In reality, most companies today have to take a multichannel approach to marketing to stay relevant and connected with their customers. One of the most intriguing ways that businesses are integrating direct mail with digital marketing is through augmented reality.
Here are two examples of companies that have made an effort to incorporate the technology:
- BBC
The company is steeped in tradition. According to Direct Marketing News, it's the world's first national news broadcaster, having been established in 1922. In the more than 90 years that have passed since its founding, there are more national and international news channels than ever before. As a result, there's more competition among providers to give viewers a new and exciting experience.
Mike Shackle, executive creative director at gyro London, was one of the people involved in rebranding the BBC as a more up-to-date organization that fit in with 21st century news programming. The strategy the agency took was to use the BBC's state-of-the-art newsroom as the center piece of its augmented reality direct mail campaign.
Recipients opened the BBC mailer and saw a 3-D representation of the news organization's building. Using a customized app, viewers could scan the piece and take a 360-degree tour of the facility with their smartphones or tablets. At the end, there was a call to action directing customers to a website where they could learn more about changes at the BBC. The result was an 8.8 percent response rate. - Victoria's Secret
The renowned lingerie retail organization is also taking a multichannel approach to its marketing efforts. Advertising Week drew attention to the fact that many mobile app makers have a problem getting people to repeatedly use their technologies. This is one reason Victoria's Secret invested in an augmented reality mailer that makes use of mobile apps to give customers a new experience.
Esha Shah, manager of mobile strategy and innovation at mobile marketing agency Fetch, explained in Ad Week that direct mail remains a vibrant part of marketing. At the same time, mobile technology appeals to a younger crowd that is used to interacting with brands through digital channels.
The augmented reality campaign required recipients to download the Victoria's Secret app on a device with a camera lens, which is used to unlock hidden content. For instance, a customer would hold their smartphone over a direct mail item and the app would direct the shopper to a landing page. In Victoria's Secret's case, consumers received coupons for exclusive and unreleased apparel.
Companies that want to use augmented reality in direct mail campaigns need to ensure accurate delivery of the items. Address verification software can help alleviate issues with incomplete addresses and lower costs from undeliverable items.