Creating Footprints in the Brain

pix-footprint-brainAre you creating “footprints” in the brains of your customers and prospects?

The more times you get your name in front of your customers and prospects, the deeper and more lasting your image is in their minds.  When they are ready, you will be the first one they call.

In this world of numerous digital marketing tools, what is the best method to create lasting impressions of your company? 

In a study conducted by Millward Brown, “Using Neuroscience to Understand the Role of Direct Mail”, it was found that “greater emotional process is facilitated by the physical material than the virtual.”  In other words, hard copy … whether a postcard, ad, or sell sheet … will create more lasting impressions in the brains of your customers and prospects.

The study showed participants various advertisements in both printed format and on-screen.  While participants interacted with the material, brain scans assessed how they were processing the marketing messages.

The material shown on cards generated more brain activity suggesting that physical material is more “real” to the brain and is better connected to the memory because it engages with its spatial memory networks.

In summary, this study concluded:

  1. Tangible materials leave a deeper footprint in the brain.
  2. Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
  3. Physical material involves more emotional processing, which is important for memory and brand associations.

For years, has understood the value of printed materials in a marketing program.  See our website for our current customized postcard program that allows you to highlight three floor products in your inventory.

> Read the full Millward Brown study on “Understanding Direct Mail with Neuroscience”

> Distributors: Check out our “Summer Promo Postcard” offer

5 Reasons to Praise Promotional Postcards in Janitorial Supply Marketing

In this age of mouse clicks and finger touches, it is easy to categorize the good old-fashioned postcard as a marketing device of the past.Postcard example

But is it?  Let’s look at these reasons to praise the promotional postcard.

  1.  100% Deliverable!  E-Mail campaigns are extremely effective to the prospects they reach and they are a phenomenal way to nurture leads.  However, the reality is that each e-mail message is subject to filters, bounces, and delete keys.  Marketers are happy with an average open rate of between  7 – 15% to fresh lists.  Compare this to a USPS deliver rate of 100%.
  2. Hard to delete without looking.  E-mail communications can be filtered into junk drawers and never viewed by the recipient.  Even when the communications are seen by the recipient, it is easy to hit a delete key.  Holding a physical piece of paper in your hand forces you to look at it before you toss it into the trash container.
  3. Quick communication of your message. The layout of a postcard quickly communicates your message in a graphic and memorable way.  A picture says a thousand words, and a postcard communicates the visual impact faster and more effectively than an email message.
  4. No CAN-SPAM-type regulations.  You can purchase mailing lists or create your own list from various business resources and mail with no concerns of legal ramifications
  5. Effectively motivates Generation X.   Sure, we’ve all heard how younger professionals depend on twitter and facebook for information, but according to a U.S. Postal Service survey, “Gen X, Gen Y and the Mail”,  74 percent of Generation X and 68 percent of Generation Y read and respond to physical mail just like their older counterparts. will optimize your JanSan postcard campaign, producing and implementing it quickly and economically.