Mention direct marketing and most people’s first reaction is to cringe as they recall the multitude of offers they receive each week in their postbox. While that form of direct marketing does have a place, there’s another form of it that has a bit more impact and is far more memorable. Consumers today are bombarded with so much marketing material that their brains have been hard-wired to retain only what is pertinent to them, or what cuts through the clutter and stands out. Direct marketing can talk directly to the consumer. If the communication approaches the consumer in an engaging manner, it has the ability to build top-of-mind brand awareness, and even better, get them to use the service or buy the product. This piece of communication demonstrates a connection to the product benefit in that it could not be delivered because it is too “Chunky”, and even more importantly, the recipient has to go to the shop to claim his or her free chocolate, which will undoubtedly lead to additi...
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