I received an interesting piece of mail with a special offer the other day. Not something particuarly out of the ordinary . . . except for the source -- Google. And I couldn't help but ask myself, "Why would the world's largest search engine need to send me direct mail? Isn't all print dead?" And, while I am online constantly (I use two laptops, a Blackberry and an iPhone so I can multi-task), I stopped, opened the envelope, read the letter and special offer and kept it to investigate further.
The envelope included a personalized letter, a brochure and a coupon perforated so I could punch it out and hold on to it for future use - multiplying the number of impressions for that one message.
Why would Google send me mail? I have a gmail account, an iGoogle page, the iPhone app, etc., etc. They certainly know who I am and I certainly know them. But familiarity was not enough. Rather than relying on me to go online and seek out the details of this special offer, they interrupted my day with a tangible message - an active campaign versus a passive one. Oddly enough, they want me to buy AdWords for my passive campaign, yet used an active one to solicit me.
Is your advertising active or passive? Fleeting in a single click? Or a lasting impression that works for you over and over again?
Food for thought . . . . what's on your desk?
- Google Brochure