Brand Development: The Return to Physical Marketing - Igor Poza
In today’s over-crowded digital context, surprising customers in an impactful way has become a harder task. In the search for new ways to reach customers and prospects, traditional marketing approaches such as direct mail are valuable brand recognition boosters.
This has certainly allowed Mansur Gavriel to reestablish not only strong connectivity with customers, but also engagement, which is reflected by good online conversion rates.
Isabelle Fevrier, Chief Executive at Mansur Gavriel noted that, “digital is so fast that we were missing the ability to talk about our brand, what we care about and what we stand for. [Direct mail] is a way for us to tell our story long-form, which appeals to us, because Mansur Gavriel has always been focused on art and photography and [not just clothes].”
The ability to narrowly target your audience and connect your brand in a personalized approach with customers allows for more impactful emotional processing, rather than only virtual.
Mail might take more time to handle and open but it is often remembered more than its Digital counterpart.
Traditional Marketing in the Luxury landscape is alive and well even more so than Kati Chitrakon outlined.
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