April 28, 2020
No one has all the answers right now, but that didn’t stop us from asking a ton of questions to our CEO, David Foy. Here are just a few of his answers.
Direct mail in a coronavirus online world is generating dramatically higher response rates for home addresses in marketing for consumers.
In the coming post-coronavirus world, we expect the positive results to get even better.
Your prospect at home is reading direct mail more carefully and responding. After we return to work, these habits should have been established. Plus, many will continue to work from home.
Direct response TV is also booming, the result of two factors colliding:
Firstly, many mainstream marketers have stopped their marketing and advertising, including malls, travel services, and airlines, and this has created a huge decrease in the cost of media buying.
And secondly, with so many people at home, more people are watching TV and responding to the commercials, giving a boost to those companies that are still marketing.
And it’s not just streaming services like Netflix, Disney+, and Prime enjoying the greater number of eyeballs as people try to escape the pandemic. Traditional cable TV is benefiting as well, especially as larger numbers of mature audiences turn to their trusted news channels for updates on the pandemic.
Moreover, news programs and channels are traditionally the most responsive market for advertising. They are even more so during this crisis.
I believe there will be habits established because of the lengthy amount of time we have stayed at home. Here’s a quick list of habits, some good, some bad, and some to be expected at least for the next 6 months. After that, we may return to old habits.
I expect to see some habits picked up at home to be transferred into the office:
So, what does this all mean for marketers and businesses, at least over the next year?