In one of our previous blog articles, we discussed the psychological phenomenon of reciprocity and its relationship found in direct mail marketing. In this article we wanted to explore another psychological phenomenon known as the “Mere-Exposure Effect” and also examine its relationship with direct mail.
What is the Mere-Exposure Effect?
In 1968, Robert Zajonc published his findings after conducting a series of experiments on a phenomenon he called, “The Mere-Exposure Effect”. Robert, who was a social and cognitive processes psychologist at the University of Michigan, discovered that, by mere exposure to something, you would develop a favorable bias towards it. As unbelievable as this may sound, this effect has been widely studied and used as an effective marketing strategy for building both brand loyalty and brand equity.
Why is this relevant to marketing?
The foundation of marketing is building awareness and creating value. If no one knows you exist, then how will they ever do business with you? Good marketing not only makes people aware of a particular product or service, but it also creates value. Now there is an underline intrinsic value that we call brand equity; and then there is the needs incentive value that creates demand. A good way to think about how this incredible effect works is by thinking about a particular product or service, then thinking of the first companies or brands that pop into your head associated with those products and services. Many people, without realizing it, have already developed a favorable bias towards an array of products and services and the brand(s) associated with them therein. This is the direct psychological result of the effects created by this phenomenon.
Why the Mere-Exposure Effect is More Impactful With Direct Mail
Direct mail has many advantages over its marketing counterparts; it is targeted, personal and also scalable. Now for the best part as it relates to how it can assist you in your marketing efforts…It has massive reach, is action orientated, and delivered directly to your prospects doors! Another factor that makes direct mail a perfect vehicle for this incredible effect is the fact that it stands out. Many digital adverts get lost in the online clutter of the technology age. But with 98% of people checking their mail daily, and spending a good 30 minutes of time reading it; it is easy to see how direct mail can make such an impactful impression.
In addition to this, a recent study actually found some very surprising and startling facts. As it turns out, direct mail actually has a stronger emotional neurological impact over its digital counterparts. The results of this study found that certain regions of the brain were activated when exposed to physical material over digital. These areas of the brain were associated with strong emotional neurological responses and have been speculated to create deeper memory experiences.
As direct mail marketing experts, Resource Solutions takes great pride in sharing the fantastic results direct mail demonstrates for our financial services clients. If you have any questions or comments please feel free to send us a message!