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Event Wrap-Up: Canada Post’s Think Inside the Box

Event Wrap-Up: Canada Post’s Think Inside the Box

We had a fantastic time at Canada Post’s annual Think Inside the Box event in Toronto. Over the day-long conference we heard from top marketers including Joe Mimran from Joe Fresh, Michael Chase, Chief Marketing Officer at St. Joseph Communications and many more engaging speakers. And we learned a lot.

The conference focused on three powerful elements of direct marketing that drive action, lift response rates and create a positive brand experience: physicality, data and connectivity. Here are some of the highlights and things we learned from the event:

Physicality

  • Direct mail is more memorable, easier to understand and more persuasive than digital marketing.
  • Direct mail is visually processed faster than digital elements. The human brain needs 21% less effort to understand direct mail than digital marketing.
  • Digital marketing provides platforms for customer interaction, but physical media is better to close the marketing-sales loop, or the gap between interaction and action.

Data

  • “On the plus side, we have more customer data than ever before. On the minus side, we have more data than ever before.” – Joe Mimran
  • Companies suffer from infobesity. Distilling information into actionable insights is a bigger challenge than obtaining it.
  • Marketers need to turn omni-channel marketing to opti-channel marketing and optimize at every consumer touch point.

Connectivity

  • The digital world is eroding the tangible. It’s easier for customers to ignore you with a simple swipe of their finger.
  • Engaging consumers in an omni-channel world is more difficult than ever before as consumers move fluidly across on and offline channels during the purchase journey.
  • In a connected world, the secret to smarter marketing, stronger customer relationships and higher sales lies in fusing physical and digital.

Our biggest takeaway for the day – “Direct Mail Is Not Dead!” In fact, in today’s technologically driven world direct mail (especially when combined with digital marketing) can be more influential than ever before.

CiG partner and story spinner, Kevin Klein has spent 20 years and counting developing solutions for some of the most prolific marketers in Canada. His out of the box approach to problem solving is well versed in the practical and tactical. Kevin will always make time for an Anthony Bourdain, Farley Mowat or Bob Hunter anecdote. Just ask.