How to get direct mail wrong!!
I recently received a piece of direct mail addressed to myself so opened it to find out what was inside, to my horror/amusement it was a leaflet asking if I would like to go and look at some new apartments. Now this is where it gets a little amusing they are retirement apartments!!!! I’m 49 not 59!! All the images are of well dressed people but all late 50’s early 60’s having a ball and looking great. I’m sure it’s a fab place to live but I’m not ready to be honest! I still feel good or I did until this leaflet landed, now I feel old.
The moral of the story is get your target audience correct or you are wasting budget and your audience are getting confusing messages from you. I am very tempted to go for a visit as there is a free gift on offer and just to see what they say to me, after all a M&S gift voucher always comes in handy.
I did think maybe they have blanket marketed to a geographical area but NO I was just hoping to make myself fell better!!!! It was just me – I asked all my friends who quite honestly were in hysterics over it.