As
you brainstorm ideas for making your direct mail more engaging, have you
considered gamification? In this strategy, you turn your direct mail pieces
into components of a game. You might deliver game boards, tokens, or pieces of
a puzzle. Gamification creates an element of fun and engages your target
audience in a fresh and interesting way.
In
an article written for Marketing magazine,
Jennifer Browers, director of loyalty marketing, Epsilon, listed four benefits of
gamification. We added number five.
1. Takes the dull out of
onboarding.
Introduce
your products by letting recipients learn about them by adding pieces to a game
board. Or mail out a series of surveys over a period of time, allowing you to
gather data on your customers while they earn prizes for the surveys they
complete.
2. Get your competition on.
Create
competition between household members or colleagues in the same organization. Or create a group challenge for members of a
team.
3. Bidder, bidder, bidder!
Browers
points out that auctions are a form of gamification, too. Nonprofits can really
benefit from this strategy.
4. Buddy up for a good cause.
Rewards
earned in games can be used for a variety of purposes. Consider allowing
recipients to donate the prizes they earn to programs and causes they care
about.
5. Create long-term
engagement.
Games
create engagement that lasts over time.
It gives you an opportunity to send a marketing touch every few days or
week. These are contacts that your
customers and prospects will not only tolerate, but actually look forward to.
That’s marketing gold!
Are
you ready for marketing gold? Let’s get your gamification on!
Please give us a call at 440-946-0606
Or visit our website here for more information.
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