TRUST THE
SCIENCE.....
A recent Scientific study conducted by the “Decision Neuroscience Research Group” tested how the human brain processes Direct Mail Marketing and Digital Marketing differently. The evidence pointed to the fact that Direct Mail Advertising can be a far more effective tool to “motivate action response” than Digital Advertising.
The Study Focused On Two Key Indicators Of Media Effectiveness:
- Ease Of Understanding
- Persuasiveness
An effective advertisement – that is, an advertisement that drives behavior – is both persuasive (high motivation) and easy to understand (low cognitive load).
The study used brain imaging technology and eye tracking to monitor how the test subjects responded to various advertising media, such as digital ads, direct mail ads, emails, and letters.
THE KEY
FINDINGS.....
Direct mail is EASIER TO UNDERSTAND and more MEMORABLE than digital media.
- Direct Mail Advertisements require 21% less cognitive effort to process
- Direct Mail Advertisements have a higher level of brand recall
Direct mail is far MORE PERSUASIVE than digital media.
- The interaction of both reading and holding the advertisement stimulates the Orbitofrontal cortex and ventral striatum, which is the is the brain where feelings of motivation are generated
- Direct Mail can as much as a 20% higher motivation response
Direct mail is visually processed QUICKER than digital media.
- Digital requires more brain power than direct mail
- Direct Mail Advertisements require less brain power to process than Digital Ads
- Consumers always prefer the path of least resistance, and direct mail offers exactly that
THE BIG
CONCLUSION...
Although the scientific evidence points to the effectiveness of direct mail to “motivate action response”, in a connected world, brands need both the interaction and saturation provided by digital and social media advertising.
YOUR CLUB NEEDS BOTH DIGITAL MARKETING AND DIRECT MAIL MARKETING!
SATURATION = Digital and Social Media Marketing
ACTION = Direct Mail Marketing
Fusing the two allows marketers to capitalize on the best of both interaction and action to drive customer relationships and sales.
to FIND OUT HOW Members Today Can Help You Determine
What Your Health Club’s Marketing Mix Should Be!
