Andrew Tindall - System1 - transcript

Andrew Tindall 

We’re talking about mail in your massive red living room Rory.  Mail sits brilliantly in this super touchpoint area. It’s great at driving I think 90% of campaigns in the ‚” Effie” global kind of database that we've been working on. With mail in them, drive a direct sales impact within six months. But they also have this strange awareness, differentiation, trust building impact. That puts it directly into the super touchpoint arena. And I think a much smarter way of looking at it. Is actually kind of, cost per attentive reach. When you look at direct mail as a good example of how much does it cost for every second of attention you get. Then these things actually, when you're not looking at it from an efficiency standpoint. It becomes more of an effectiveness kind of metric. Mail is a driver in your campaign. It dramatically lifts the trust building power of that campaign. Consistently showing up, in the right  ways. Is how you build trust. Which is becoming more and more important, in a more digital, skippable media landscape. If you bother to do a creative idea that’s emotional in a channel like direct mail. That’s kind of, higher attention and physical. You get this brilliant kind of creative dividend. So the creative message in very similar. They’re choosing direct mail to reach the right people at the right time