Mail Unleashed Transcript

Rory

So I'm delighted to be joined today by one of the doyens of the media planning and strategy world, Dino Myers Lamptey

Dino

You need to create the experience in the first place, and I think that's one of the benefits that direct mail can deliver. I remember when I used to work on things like Channel 4 , and we used to create these beautiful, you know, direct mail packages and things to send out to really kind of capture the essence of a certain show and give someone that experience. You know, the biggest brands in the world are doing it constantly, and it's a bit like with direct mail, we talked about earlier on where, you know, if people want to see what's effective, look, what's coming through the door, you know, look who's doing it, look who's using it. It needs to reach enough people that you’re interested in for people to talk about, and form some kind of, you know positive impression of your brand. Everyone has the same. You know AI tool, which is great, but you do need that human intervention to raise above the what everyone's got and in that needs someone to have a bit of intuition, have a bit of faith, have a bit of, I'm deliberately looking to do something different because I know that the distinction is what is going to stand out

Rory

 In the direct mail world. You write to a thousand people, a thousand people receive it. Strikes me in the digital media by effectively trying to condense the time scale of everything has missed something the attention rate of direct mail by the way are fantastically slow, so it's two minutes sixteen seconds for an open piece. Is the average attention span. Well, that's an order of magnitude or two higher than the most digital channels.