Page 201 - Visual Marketing
P. 201
Why It Works Success Metrics
If you’re local to New Orleans, • Within days of the initial post-
you know the place nutria rats, card mailing, Skuba landed a
crawfish, cicadas, oysters, and new customer who had received
termites have in your world. a card.
Imagine getting a postcard with
one of these undesirables in • Skuba is redesigning a website
your mailbox. Attention getting? for the top restaurant in the
We think so. A series of six post- city whose chef competed on
cards were designed, each with Bravo’s Master Chef series.
its own locally grown creature.
By coming up with witty taglines • With only $250 spent on the
to accompany high-quality pho- direct-mail campaign, Skuba
tos, Skuba’s direct mail is hitting has already seen $6,000 to
home with New Orleans busi- $7,000 in new revenue as a
nesses. Many want to keep the result of the campaign.
postcard as a work of art!
Takeaway Tip
180
Know your audience and what they have an
emotional attachment to. When marketing
to a local audience, incorporate local cultural
icons and shared local experiences into your
marketing materials. Although it might fall
flat in another locale, that doesn’t matter for
a local campaign. You need appeal to only
what your local audience will identify with.
POWER TO THE PRINT ITEM!
