Secondary Research Validates Precision Dialogues’ Use of Direct Marketing to Build Brand Values and Optimize Direct Mail

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Analytics-Driven Direct Marketing Firm Confirms Impact of Direct Mail to Drive Brand Awareness

Relevant marketing research in the past year validates the need to optimize direct mail when contemplating a direct marketing strategy. Precision Dialogue consists of operating companies, Metrics Marketing Group and Northwest Mailing Service, which combines both print and online marketing efforts for ultimate conversion. The Millward Brown research report, “Using Direct Marketing to Build Brand Values," highlights research findings to understand how the brain reacts to physical and virtual stimuli. In the end, the research strongly suggested that greater emotional processing is facilitated by physical material than by virtual, which helps develop a more positive brand association. For Precision Dialogue clients, this validates that direct mail is still relevant and should remain a part of the marketing mix.

According to Graham Page, Executive Vice President of Consumer Neuroscience at Millward Brown, the results suggest: "The brain is more emotionally engaged and is potentially reflecting more on a response" when viewing direct mail. Due to the fact that the brain recognizes mail as real, memories of that piece are being created. Our brains seek to understand the thing that we hold in our hands more so than a transient image on a screen. Page concludes that "while there are huge benefits of taking advantage of virtual media, our research does suggest that we shouldn't be forgetting more physical media like direct mail. Physical, 'real' events like receiving direct mail add an element that virtual campaigns cannot."

Tom Ragen, CEO of Precision Dialogue, states “The utilization of vibrant colors and unique formats increase the likelihood of people remembering the message. Marketers would be wise to couple these qualities with relevant offers, allowing for a high probability of action. Testing samples of offers and formats in our user lab would be a cost effective way of insuring that once you deliver through the mail stream your advertising collateral is fully optimized.”

Precision Dialogue improves marketing ROI through the development of customer insights and implementation of personalized, multi-channel communications. Precision Dialogue is vertically integrated, offering research, data analysis, strategic consulting, creative services, interactive marketing, printing and lettershop. The firm consistently meets client needs through world-class customer service with a focus on high quality, velocity and flexibility. To learn more about Precision Dialogue’s relevant marketing solutions, visit http://www.precisiondialogue.com.

Millward Brown is a leading global research agency specializing in advertising, marketing, communications, media and brand equity research and has been in the business of brands for more than 35 years. To access the Millward Brown report, “Using Direct Marketing to Build Brand Values” visit, http://www.millwardbrown.com.

About Precision Dialogue
Precision Dialogue is an analytics-driven direct marketing firm. We improve marketing ROI through the development of customer insights and implementation of personalized, multi-channel communications. Precision Dialogue is vertically integrated, offering research, data analysis, strategic consulting, creative services, interactive marketing, printing and lettershop. We consistently meet client needs through world-class customer service with a focus on high quality, velocity and flexibility. Precision Dialogue is located at 5501 West Grand Avenue in Chicago, Illinois. Additional information can be found at http://www.precisiondialogue.com.

Media Contact:
Kelly Bowman
440.471.6166
kbowman(at)metricsmarketing(dot)com
twitter.com/MetricsMrktg

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Kelly Bowman
Metrics Marketing Group
440-471-6166
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