Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Celebrating Holidays in the Age of COVID-19," reveals the marketing challenges consumers must face as they celebrate the holidays. While folks are eager to celebrate and salvage what's left of 2020, the reality is that the virus is still raging among us. The past week has seen record numbers testing positive, growing hospitalizations, and unfortunately, more casualties. While these facts should not be taken lightly, there is new data that informs us how to mitigate a rise in infections in the absence of a vaccine. For example, in some parts of the country, Kansas has shown through a seven-day rolling average that mask-wearing can reduce new infections by as much as 50 percent. Therefore, whenever we enter public spaces, albeit indoors or outdoors, wearing a mask will dramatically reduce the chances of becoming infected. That's great news! Especially as we enter the holiday season. Pandemic or not, we have holidays to celebrate, and some brands have taken the initiative to spread cheer in their unique style. Here are a few for inspiration!
Quote of the Day: "The human body has been designed to resist an infinite number of changes and attacks brought about by its environment. The secret of good health lies in successful adjustment to changing stresses on the body." – Harry J. Johnson
Happy Halloween
Trick or Treating has always been strange. Ghost, goblins, and ghouls generally rule the day, but this year we anticipate that many will need to reinvent how they celebrate this season. The following brands have taken steps to make their Halloween experience safe and equally fun.
- Burger King France encourages customers to dress up their rides and trick-or-treat in its drive-thru in exchange for a 20% discount.
- Reese's Candies will release a remote-controlled trick-or-treat robot that will visit neighborhoods handing out king-size peanut butter cups.
- Krispy Kreme's idea of "reverse trick-or-treating" means offering a dozen donuts for $1 with the purchase of a box at full price while encouraging customers to bring the other box to a friend's door.
Peruse your favorite brand, candy, or costume for more creative ideas to keep you and your family safe.
Get Ready for the Holidays Now!
Consumers began holiday shopping in October. If your brand wants to connect with them, start early. By integrating direct mail marketing into the mix, you can reach them with timely catalogs, postcards, brochures, and other tactile messages. A well-crafted marketing plan that provides opportunities to touch your targets in multiple ways will help you stand out. Your customers expect you to engage them, remind them, encourage them, and reward their loyalty.
Emotional connections can improve via personal, authentic, relevant, and dynamic engagements. You can connect with digital and direct mail media. Direct mail often brings brands to life and fuels long-term brand equity and success. It is essential to discover the right media mix and identify the optimal sequence. Multi-channel or omnichannel marketing distribution can lead to as much as a 45% increase in response rates. That's because the lines between our digital and physical lives are merging. Customers expect you to meet them wherever they are.
Think Local
As the pandemic continues to run its course, local businesses are facing unprecedented challenges. However, communities are bonding together to keep local establishments functioning. People are coming together to help small businesses to survive. According to one study, 85% of consumers say they are buying more online from small businesses to keep them afloat.
When brands opt to engage and invest in the community, they invest in what may well be the brands' strongest advocates and supporters. Tug on your community heartstrings, and they will rally for you.
Add Direct Mail to the Marketing Mix
With social distancing in force, you may want to add direct mail to the marketing mix. According to USPS, many domestic and international services include free insurance and USPS Tracking®. You can also obtain additional coverage and extra services like Certified Mail® for peace of mind. Whether you choose to work with a vendor, such as Dove Direct, or the USPS, you will find various options available for any direct mail project. By engaging an expert, you can offload non-essential tasks while taking advantage of special discounts.
Stretching the Campaign
The impact of direct mail promotions is typically measured in weeks rather than seconds. Current research indicates that mail lingers in the home for as much as 17 days. Recipients spend more time with mail, share it, and remember its messages over digital content.
- 8 in 10 will display advertising mail of interest in their household.
- 7 in 10 will share advertising mail within their household
- Thirty-nine percent more time is spent with integrated direct mail and digital than digital-only campaigns.
- There's a 10 percent higher brand recall for direct mail and digital than single-media digital campaigns.
By taking advantage of direct mail's longevity, there is a distinct advantage and opportunity to create a longer-lasting brand impact.
The Net-Net
Holiday marketing this year will deliver new and exciting ideas designed to keep people as safe as possible while entertaining and providing the goods. This season will be particularly challenging and should commence promptly to avoid the challenges that will likely come.
Thank you to our front-line workers. Thank you for the sacrifices they make every day to treat and heal those affected by COVID-19. We extend our sincere condolences to those families and individuals who have lost a loved one. We wish you all a happy and safe holiday season. Thanks for taking a few moments to read Celebrating Holidays in the Age of COVID-19!
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