Typically I find that direct marketing doesn’t catch my attention. The number of times I receive a handout and actually read it is very low. This is why I found Skoda’s direct marketing idea very clever.
At the Bologna Motor Show, a postcard was distributed to promote the new Park Assist System. This wasn’t a typical handout but on the postcard there was a little car that you took off one side and placed on the other. When you attempted to stick it to the designated spot, magnets guided the car into a tight parking spot. Not only does this postcard show the benefit of the new feature but it also adds an interactive aspect to capture consumers’ interest.
Often direct marketing provides customers with too much information that it is overwhelming. This tactic of having a fun postcard makes customers aware of the new feature while encouraging them to seek out more information on their own. After seeing the video of this idea, the first thing I did was go onto the company’s website.
One thing that needs to be considered is that these cards would be fairly expensive to produce, so it wouldn’t have been possible to reach as many consumers as they could have with another form of marketing. That being said, Skoda was very lucky that this idea received lots of positive publicity online so people, like me, who were not at the event, were still able to see the postcard as a video.
Chelsea Broderick, 05994009, Comm335-1, Direct Marketing, Campaign