Google thinks outside the box with disruptive direct marketing campaign

Date 22nd February 2019
Category Print power
Google thinks outside the box with disruptive direct marketing campaign

“You know that feeling when you receive something unexpected in the post. There’s an element of excitement and intrigue. Of course, that is unless it looks like a bill or a speeding ticket!” writes SAPC’s Matt Bunt.

It’s all about those first impressions to encourage the recipient to continue the story. Google continue to embrace printed marketing – this time to encourage businesses to use their Google Cloud services.

It would have been so simple to just send a leaflet or booklet in an envelope. But Google are always looking for ways to disrupt – and in this case created a piece of marketing which is hard to ignore.

This well-crafted box, featuring the Google logo and other branding on the front captures your attention from the start. Firstly, it is an actual box – measuring around 40cm x 15cm, so it’s physically hard to ignore.

Secondly, the simplicity of the design stands out. When you’re so use to seeing a logo on a screen, it’s a satisfying feeling seeing it in tangible print.

Oh, and third – being a box implies there’s something exciting inside. Maybe a new gadget, or a present? You definitely want to open it now!

Now we move onto the unboxing – an experience in itself. As you peel away the layers, inside you are presented with holders for leaflets, booklets and other literature – and even a “personalised” speaker cover for a Google Home Smart Speaker. These are all beautifully presented and follow the same simplistic approach from the outside.

We’ve already talked about how recent research shows that 81% of all addressed mail is opened*. This is another example of a company embracing printed marketing in a clever and disruptive way. A lot of thought was put into this, and you feel valued to have received it.

With our own mailing and fulfilment department, not only can we print your promotional materials we can also facilitate your direct mailing all under one roof. We are able to personalise your campaigns with secure mail merges and advise on the best ways to save on the cost of your postage. Get in contact with our experts on 01726 624900.

 

Source:  JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018  |  Base:  Addressed Mail Items n=20,684

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