Google Japan Engages With Direct Mail
For Google Japan, direct mail proved to be a perfect way to connect with prospects for AdWords.
“We’re in the age of the empowered customer, who is looking to engage with marketers the way that they want to,” said Michael McLaren, CEO of MRM/MCCann, speaking at the recent ANA Masters conference in Orlando. “It’s about creating connective experiences.”
Google Japan sent a locked box to AdWords prospects to get their attention. Recipients had to search for the combination on Google, which helped engage them with the site and see how AdWords works.
When they unlocked the box, recipients found a fan and a scroll—symbols of prosperity. The scroll provided more information about Google AdWords and included a URL to a microsite with more information.
The response rate was impressive, said McLaren. Ninety-five percent of recipients unlocked the box, and 51% filled out an accompanying online survey. The ROI was 90 times the investment, and the campaign generated 10 times the normal response rate of similar campaigns.
“It’s all about creating a physical presence (with the prospect),” added Nagisa Manabe, chief marketing and sales officer, EVP, USPS.