Chocolate postcards: Advertising success with taste
ADVERTISEMENT In times of modern media, more than a few marketing experts have predicted the demise of the classic advertising letter. Nevertheless, tangible messages in the form of unusual advertising letters are experiencing a noticeable renaissance. With creatively designed mailings, a multitude of senses can be addressed and thus corporate messages remain much more memorable with the recipient, which is why advertising letters are still [...]
Creatively designed letters can appeal to a variety of senses and therefore corporate messages are much more memorable to the recipient, which is why good response results can still be achieved with advertising letters.The importance of haptic perceptionThe senses play a central role in human perception and persuasion structures. When looking at a new or unknown object for the first time, we like to take it in our hands to get an impression of the nature and quality of the respective product. Therefore, the sense of touch or haptics can also be described as a sense of truth, which gives further support to the human imagination.Attract attention with hapticsAchieving a haptic experience requires creativity. Only an unusual letter format or packaging material can arouse curiosity in the recipient after opening the mailbox. This is because the recipient gradually tries to understand what he or she is holding in his or her hands through the almost inevitable scanning of the letter item and an above-average viewing time. The result is usually an inevitable desire for the content, which is why creatively designed advertising mailings almost never end up unopened in the wastebasket compared to an electronic mail. The facts described here quickly lead to the realization that good response results can be achieved for the advertiser with unusual letter messages due to the importance of haptics in the perception structures.Haptic sales aid: chocolate postcardsThe downside of haptic sales aids is usually the cost, as external service providers in the form of print shops often have to be used for high-quality printed materials in short runs. This is precisely the disadvantage that the online greeting service Chocogram of Chocolat Frey by being able to offer customizable chocolate postcards at an attractive price/performance ratio thanks to a corresponding annual production.
With a special packaging made of a transparent film as well as an unusual format, the postcards quickly attract the recipient's attention after opening the mailbox. Since already after a short viewing time another content can be guessed in the postcards, the curiosity of the recipient is quickly aroused. Opening and pulling out the banderole (incl. advertising message) together with the chocolate is a logical consequence in this context. Quite a few recipients use the chocolate bar directly for a smaller "snack break" after opening the postcard. In addition to eating the quality chocolate from Chocolat Frey, this break is also used for attentive reading of the advertising message.For more information about this product, visit the website https://www.schokogramm.ch/werbegeschenke/info.
