Bulk Cat Litter Warehouse was a small business that needed to let potential customers know it existed.

Posted on Sept. 21, 2015 by @canadapostcorp in Marketing solutions

Let’s talk about cat litter, said almost no one, ever

Challenge accepted. Faced with a minimal budget and a decidedly unglamorous product, Vancouver’s Rethink Communications Inc. created a marketing campaign that generated over 400,000 online impressions, a place as a finalist in 2014’s Cannes Lions and a lot of new business for its client, Bulk Cat Litter Warehouse.

A flyer campaign within driving distance to the store was picked as delivering the best bang for a tiny budget. Cards with cute cat cartoons and to-the-point copy were sent to 500 homes along the chosen routes. At which point the campaign’s genius became evident. Cats began grabbing the cards from tables and bags to play with – making their owners sit up and look. Rethink’s moment of inspiration? They printed the flyers on paper sprayed with catnip.

Watch just how much cats liked the mail piece.

Your brand in hand sparks more of your customers’ brain

The human brain is hardwired so that direct mail’s physicality has an advantage over other channels when it comes to impact, retention and response. The more senses that are engaged, the more attention the brain pays – and the more emotional weight it assigns to the brand. A well-designed piece of direct mail has visual impact, tactile qualities (paper weight and texture), sound (the tearing of an envelope or the zip of a tear away offer) and even, as brilliantly demonstrated by Rethink Communications, the possibility of smell.

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