A short spoken segment by Mark Simpson advising marketers on how to reach people who do not use social media. He suggests targeting local printed press and using eye-catching physical mail (colourful packaging, standout design) to increase open rates and attention among audiences who primarily receive bills and newspapers.
They don't spend time on social media, but what are they reading? So maybe there's a magazine, maybe there's a newspaper. Could you then contact that local press? Because press, right now, printed press, are dying for people to spend money in their papers, etc. Could you add that in there? Could you do something to classify etc. Again, try and get in their eyeline. If they're not on social media, doesn't mean it's impossible. There's loads of different ways to do it. Making said make it stand out. Don't send some. And if you are going to post them off in there, don't do it in a boring white envelope. Do it in a nice colourful something that makes you want to open it. It's the same as anything, just like on social media. Make it stand out. Make it stand out amongst all those bills, which is really important.
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