Valentine’s Day is basically the official holiday of direct response marketing (DRM). Think about it: You send a card and hope for a response.
It’s also one of the only days on the calendar where print still performs relatively well — if you’re lucky.
For the other 364 days in the year, print marketing campaigns are incredibly untargeted… it’s a shotgun splatter approach. It’s a spam-plosion with no filter.
At a time when it’s literally never been easier to target prospects with laser accuracy — direct mail just seems ridiculous.
In fact, there are businesses springing up with the sole purpose of crushing direct mail marketing.
1. That’s where a new company called PaperKarma comes in. Now, this isn’t a long product endorsement for this app or anything… I just thought it was a powerful example.
With PaperKarma (hat tip to TechCrunch for finding this) you simply take a picture of your annoying junk mail, tap “unsubscribe,” and PaperKarma’s will contact the distributor and get your name off the list… IT’S THAT SIMPLE!
It’s something you’d never invest the time to do yourself, but now it’s a process that takes only a few seconds…
This for-profit app is literally designed with the specific purpose of KILLING print Direct Response Marketing — and it’s not the only one out there either.
2. Other services are attacking print DRM with a less frontal assault. Daily Deals services have taken a piece of DRM universe as well.
If you’ve ever subscribed to a service like Groupon or GoogleOffers, you know that these services spam you in much the same way a print DRM campaign would. The main difference is the extreme discounts the require from businesses they partner with.
3. A start-up called LocalResponse has come up with an even BETTER model to replace the old marketing circular. These guys use a variety of social platforms to bribe users to check-in at a particular store (on Facebook or Foursquare) — and receive a digital coupon via Twitter.
This way, the store gets value — the user basically has to recommend the store to their network — and the user gets a coupon that lives in their smartphone, that they take everywhere, NOT their mailbox.
I’m amazed every single time I sign up for a new rewards program, only to find that the DesignDollars or RewardBux I’m earning are sent out via mail… Maybe these companies are literally hoping that these rewards coupons will get mixed in and thrown out with the other junk mail.