Direct Marketing, Or That Piece of Paper You Just Threw Away

The public and advertisers alike shun what we traditionally think of direct marketing. You know, those flimsy slips of paper you receive in the mail, bundled inside of your newspaper (yes, people still receive those) and plastered to the bottom of your greasy paper bag from McBurgerland. While most of us casually toss these miscreants into the trash like some offensive piece of excrement, some of us actually hold on to these denizens of the deal.

The general purpose of these coupons/vouchers/cries for attention is to generate foot traffic. By seeing that Joe Shmoe is having a 20% off all men's ties sale or that Jane Doe is giving away free lattes between 6 and 9 a.m. on Tuesday, they hope to pique your interest just enough for you to show up. Unfortunately, most consumers have already made up their minds well before receiving this illicit contraband (their words, not mine. Ok, they're my words.).

It doesn't have to be this way. I was told in one of my Creative Circus advertising classes that one of the best and easiest ways to gain a consumer's trust is by giving them a gift. The other day, as I made a hurried lunch run to Krystals, I stumbled upon a coupon promoting a new meal called The Touchdown Combo. As I was about to crumple this into a ball, I noticed on the corner a call to turn the paper over. On the opposite side were dotted lines that, when followed correctly, turned this ordinary coupon into a paper football. This is precisely what I mean by giving the consumer a gift: don't bludgeon them with starbursts and loud type crying out New! Limited Time! Now with more soylent green!* Rather, reward their attention with a simple gesture of fun. When done well, direct marketing shows that you are not simply a shill machine and can actually connect with your commercial constituents on a human level. Now if you'll excuse me, I have a new game to play...

*Soylent Green is people.