Mobility firms engage with stay-at-home consumers via new direct marketing solution
Eight mobility specialists have signed up to mount promotional campaigns with Mail Train Media, a new personalised direct advertising medium which has been launched to help businesses engage with the increasing number of stay-at-home or work-from-home consumers during the Covid-19 pandemic.
Mobility companies which are set to run campaigns with Mail Train Media include Stannah, eFOLDI, Grosvenor, Mobility Bathing Group, Mobility Furniture Company, Oak Tree Mobility, Stiltz and The Walk in Bath Company.
With new consumer behaviour and work patterns emerging as a result of the pandemic, many businesses are having to rethink their marketing strategy for the ‘new normal’ of 2021. Mail Train Media has stated that it is hoping to help companies target individuals in their own homes in an affordable way.
Mail Train Media is a new inserts-based advertising medium from Scotts & Co., one of the UK’s biggest mail order catalogue retailers.
During 2021, the firm has stated that it will give advertisers direct access to millions of consumers who have already shown they are highly responsive to direct mail advertising.
Advertisers will be able to reach a pre-qualified audience through more than 200 million targeted insert opportunities in high-volume mailings for Scotts & Co.’s biggest catalogue titles: Scotts of Stow, Expert Verdict, Gift Discoveries, The Traditional Garden Supply Company, and Bloom.
According to Mail Train Media, each fully personalised and GDPR-compliant mailing will place an advertiser’s insert (as a printed leaflet) into the hands of up to three million individual customers throughout the UK at a cost of less than £30 per one thousand mailings. First-time advertisers, it says, will have the opportunity to test 50,000 inserts for free.
The new advertising solution is aimed at marketers who want to reach affluent, male and female ABC1 consumers aged over 55 who have shown a preference for shopping direct from home.
A recent survey by market research company OnePoll found that the over-55s are almost 12 times more likely to respond to advertising leaflets inserted in direct mail that is addressed to them personally.
“We’ve found that the response to personally-addressed advertising mail is greater than ever,” said Nigel Swabey, Chairman of Scotts & Co. “Response rates to our catalogue mailings are now 75 per cent higher than in 2019.”
He added: “Mail Train Media is a low-cost means of testing direct mail at a fraction of the cost of a postage stamp. Unlike inserts in newspapers and magazines, neither shortfalls in circulation nor returns of ‘unsold’ copies will arise. And our circulation figures are guaranteed.”https://thiis.co.uk/mobility-firms-engage-with-stay-at-home-consumers-via-new-direct-marketing-solution/https://i2.wp.com/thiis.co.uk/wp-content/uploads/2018/04/old_woman_home-e1612434890383.jpg?fit=900%2C581&ssl=1https://i2.wp.com/thiis.co.uk/wp-content/uploads/2018/04/old_woman_home-e1612434890383.jpg?resize=150%2C150&ssl=1COVID-19 Sector NewsNewsroomSupplier NewsTrade NewsUncategorisedAdvertising,consumer,direct,mailings,marketing,MobilityEight mobility specialists have signed up to mount promotional campaigns with Mail Train Media, a new personalised direct advertising medium which has been launched to help businesses engage with the increasing number of stay-at-home or work-from-home consumers during the Covid-19 pandemic. Mobility companies which are set to run campaigns with...Liane McIvorLiane McIvorliane@thiis.co.ukAdministratorTHIIS Magazine