The Secret Behind Using a Person’s Name to Triple Response Rate
The Secret Behind Coca Cola’s Summer Campaign “Share a Coke”
This past summer Coca Cola launched a new campaign replacing their branded name on Coca-Cola, Diet Coke and Coke Zero bottles and cans with 250 popular names through the end of August. People were tweeting, posting and sharing their name embellished bottles and cans all over the internet. If your name was too unique to make the list, Coca Cola created a site share coke.com for you to make a virtual bottle to share with friends and family. People especially American teens and Milennials were eating it up. What is it about having your name on something that grabs your attention? And more importantly how can a business that isn’t worth billions of dollars take advantage of this trend?
What’s in a Name
I am by nature terrible with names and over the years I have learned through interacting with people (forgetting their name or even worse calling them by an incorrect name), reading books and articles about leadership the importance of learning a person’s name. In the book “How to Win Friends and Influence People”, Dale Carnegie writes “Remember that a person’s name is to that person the sweetest and most important sound in any language”, so as a business owner we should take advantage of the fact that people love their names. It shows that you made the effort to take the time to remember something about them, even if it is just their name, and people will respect you for it. Knowing a person’s name and other interesting facts says you are taking a personal interest in them and appreciate them enough to remember their personal information.
Is it possible to tap into the emotional attachment people have with their names and other personal information? Can you greet every potential client on an emotional level or at the very least by greeting them by name? You may not be like Coca Cola, with their summer campaign, and have millions of dollars to spend on a marketing campaign to touch the hearts of millions by putting their names on cans but you can use similar technology in direct mail marketing.
Personalizing it with Variable Data
Variable data printing, is an innovative tool in digital printing that allows text, graphics and images to be changed from one printed piece to the next. This allows each piece whether it is a Coca Cola bottle, a postcard, or a business letter to have different information with ease, allowing you to ultimately reach people on a personal level and strengthen the relationship between you and your customer. You can customize each direct mail piece so that it looks like it’s been custom made for each person.
So Much More than Just Putting a Name on It
With variable data printing you can personalize certain areas within a mail piece such as an identification number, an offer code that includes their first name, what they ordered previously and what they may be interested in ordering based off of past orders. What you can personalize is limitless. For example, I am a dog lover, the bigger the better. My dog looks goofy in photos but I don’t care because he’s my dog. My vet sends out postcards four times a year for his checkups, tests, and shots. They always include my name, Wolfgang (my dog’s name) and for good measure a picture of him on the front of the postcard. I just can’t resist my own dog’s goofy face and I am sure I’m not alone.
To be continued
Interested in doing a personalized direct mail campaign? Give one of our Direct Mail Experts at 561-393-4722.