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Best direct mail campaign in history: yes, cats are involved

(Business Marketing) Appealing to the sense of smell is a creative marketing tactic used today, and several campaigns have caught our eye, especially one involving catnip and kittehs.

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direct mail marketing kitteh

direct mail marketing kitteh

Using sense of smell to enhance your branding power

Giving your brand an edge is more important than ever before. From scents to interactive ads, marketers are trying harder than ever to grab your attention. Motorola created an ad that lets you change the color of a printed page before your eyes; billboards ad have been lit aflame, and now brands are appealing to your sense of smell. You may not realize it, but you have probably already been exposed to scent technologies. Scent branding is being used by boutiques, museums, and everything in between.

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Why use scent? The sense of smell is one of the strongest and most powerful triggers for emotional memory. And, if used in the right way, scent branding can enhance customer experience in a pleasing manner. It can also drive purchases as well. If your scent evokes a happy memory, people are more likely to buy it again and again.

Recently, India published its first scented newspaper ad. Johnson and Johnson placed a full-page advertisement in “The Times of India,” “The Hindu,” and “Malayala Manorama,” all of which were infused with the smell of J&J’s baby powder. As more and more publications are losing out in the digital age, making print advertising exciting, innovative, and fun, is paramount. And let’s face it, everyone loves that “baby smell,” so not only did people enjoy the ad, it encouraged people to pass it around and talk about it; which is exactly what you hope for in any marketing campaign.

The best direct mail campaign ever in history


Scent targeted marketing has even expanded to the pet market. A cat litter warehouse, looking to draw attention as they launch, chose a direct mail campaign. But they needed a way to insure their advertising did not wind up in the trash, so they decided to use scent. They infused their postcards with catnip and kitties went crazy for it; see their reactions here. As soon as the mail arrived in their human’s mailboxes, the cats were pounced, immediately drawn to the scent. And when the cats like something, the owners take notice, which insured the ad, for the most part, was noticed and not discarded.

The same is true for print advertising. Creating an ad that makes your readers stand up and take notice is what the difference between and effective campaign and one that flops. So why not engage the customer’s senses and draw them in to your product? At the very least they will be likely to talk about the novelty of scented ads, something you just cannot get through digital advertising.

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

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6 Comments

6 Comments

  1. Bruce Lemieux

    February 22, 2014 at 9:01 am

    Uhhh, you know this wasn’t a real campaign, don’t you? That piece couldn’t be delivered (no postal insignia, etc). And sending a square piece – yikes. USPS must hand-sort Irregular shapes like this, so they are prohibitively expensive for a direct-mail campaign. And this “cat litter warehouse” is using direct mail to sell cat litter?? Probably the least cost-effective example of using direct mail. Ever.

    What *was* real about this video — it’s catnip to social media and marketing gurus who can’t resist telling us about new, creative and exciting ways to do something that doesn’t need to be new, creative or exciting. Up Next: scented postcards with QR codes delivered by drones (cut to scene where a millennial is struggling to scan the QR code on a postcard with her smartphone while the wind whips around a drone hovering overhead).

  2. Lani Rosales

    February 24, 2014 at 3:02 pm

    Bruce, it is a Canadian company, but you could be right since their website is pretty defunct, the property they say their address is located shows up as “For Lease” on Google Maps, but I won’t let you crush my dreams – I think it could be a pricey marketing stunt!

    We spoke with an Austin printer who noted they’ve used buttered popcorn smell for direct mailers, and that scent is being used in marketing (and not just that horrible Abercrombie cologne sprayed every 10 minutes through the air vents in their store). Laugh all you want, but I think it’s pretty cool, curmudgeon! 😉

    • Bruce Lemieux

      February 26, 2014 at 8:00 am

      “Curmudgeon”? Really??

      ok, I admit, that’s about right.

  3. Shelley Sweeney

    February 26, 2014 at 2:00 pm

    First of all, this video is adorable. Second of all, this direct mail campaign is a great example of where the print marketing industry is headed. Getting your message noticed in today’s oversaturated media world is an ongoing challenge, but when you have the help of a furry friend and a little creativity, a direct marketing piece like this is bound for success. Sight, touch, taste, hearing and smell – experiential marketing campaigns are utilizing a range of senses these days to capture the attention of consumers. Increasingly, we’ve seen that it’s imperative for printed pieces to be interactive, cutting-edge and personalized, in order to increase the connection between the brand and the consumer. Print makes emotional connections and memorable impressions in this fast-paced, always-on world. Partner print with the sense of smell and you’ve created one of the strongest and most powerful triggers for emotional memory. In fact, a
    well-designed, creative, innovative piece can drive a connection between a brand and a consumer, sparking their interest, increasing their loyalty and possibly gaining new ambassadors. So, I highly recommend – take advantage of the power of print and have a little fun with it, too! – Shelley Sweeney, VP/GM Service Bureau/Direct Mail Sectors, Xerox

    • Bas de Haan

      February 28, 2014 at 3:58 am

      Totally agree with the comments of Shelley. For the best effect it is important to use scent as an active coating in order to get the fragrance released by local air flow instead of a (passive) cratch and sniff technology..

    • Bruce Lemieux

      February 28, 2014 at 3:49 pm

      I’m a huge fan of direct mail and agree it can be a very effective way to cut through “today’s oversaturated media world”. But scented mail absolutely isn’t the future of print marketing. “Have a little fun with it”? Maybe one can have some fun with direct mail on Planet Fantasy where printing and postage costs are negligible. But on Planet Earth where I live, direct mail is way too expensive for that (harsh, I know, but I feel it’s my duty since someone here labeled me as a “curmudgeon”)

      The real opportunity with direct mail — IMO — is cost-effective implementation of targeted, variable print direct mail that leads to personalized web interaction (PURLs). Xerox is a leader in printing solutions for variable print, but that’s just one link in the chain. It can be very expensive and very complicated to implement a program that targets the *right* consumers with the *right* message that also *minimizes* printing and postage costs. “Printers of the future” will master not only the technology of digital variable printing, but the data & tools needed to help facilitate targeted messages that are easy and cost-effective to implement. As a consumer of this product, I can tell you it’s getting better, but solutions are still evolving at a glacier pace.

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Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

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Business Marketing

Simple logo creation tools perfect for any freelancer

(MARKETING) You already know that even if you’re a solo writer, or lone developer, you need a brand in today’s online world. If you’re on a budget, check out these logo creation tools!

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logo creation

Freelancing is a major part of the landscape nowadays. In that capacity, you’re running your own one-person business. As such, you need to brand that business. You know that, but let’s discuss the actionables.

I don’t know about you, but when I hear the word “branding”, I immediately envision logos (which is super convenient because it brings me to my next point). You should absolutely have a logo as a freelancer, even if it’s simply just your name in a rad – but professional – font.

This will be useful on your website, social media, on invoices and beyond. You can even pop that bad boy into your email signature!

Ideally, you should hire a graphic designer that knows what they’re doing – you’ll get the best results. But if your budget is zero dollars, don’t you dare ask a professional for free work.

Instead, if you want to develop a logo for your personal freelancing brand on the cheap, check out five of our favorites below and see what works for you. The best part? These all have some free components.

  1. Picfont: Let me start with personal experience. My freelance logo (which is the cover photo of my Twitter), is literally just my name in a script-like font, and was made using Picfont. You can upload a blank background (or pick from fun royalty-free backgrounds) and choose from a variety of font options. Pick what you like, shape it out, download, and use. Easy
  2. Looka (formerly Logojoy) is also a great, easy-to-use online logo maker. You simply type in your company name/your name and go through a process of selecting colors and styles that you like. Looka then generates a selection of logos based on your choices. For an example, I created the logo for The Tidbit using Looka.
  3. Online Logo Maker: a wonderfully self-explanatory name. This logo maker is almost like a combination of Picfont and Logojoy. You can play around with different fonts, colors, and symbols to make a logo that fits you. This option also features high-quality Vector files.
  4. Canva is a great option because you can design a multitude of material (including flyers, presentations, graphs, etc.) If you’re planning to build a full-on portfolio with supplemental materials in addition to a logo, Canva may be your best bet as you can design everything to have a similar look – which is incredibly important for branding.
  5. DesignEvo: Their website describes it best, “DesignEvo is a free online logo maker with 8,000+ templates that anyone can use to bring to life a compelling, unique logo in minutes.” They have a drag and drop interface and hundreds of fonts.

Take some time to test drive these sites, play around with different logo types, and see which one gels best with you and your freelancing-self. Happy branding!

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Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.

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offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

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