Tri-Auto Enterprises is a marketing company in Indianapolis that serves auto-dealerships. Their differentiating offering is a kiosk that stands in their clients' show rooms that works together with direct mail campaigns. The direct mailer directs customers to the kiosk where they fill out a survey for an incentive, such as being entered in a drawing.
Because the people who are using the kiosk can be tracked back to the mailer that they received, Tri-Auto is able to get a much better sense of response rates on mailers, and optimize the mailers themselves by tweaking the graphics or text and seeing what gets the best response.
This sort of optimization is common in email marketing, and even more traditional in website design. I mean, where would email marketing tracking be without conversion tracking? But the idea of applying the same concept to a physical mailer--a real-life piece of matter--is sort of a thrilling thought.
I envision a department store, its shelves constantly shifting and rearranging themselves, Rubik's cube-like, according to up-to-the-minute feedback from customers shopping and your person preferences. I imagine the impulse rack at the grocery store moving its own candy around like a slider puzzle to satisfy impression agreements with vendors and to optimize sales.
OK, it may not be as right around the corner as I make it sound, but in the meantime it's awesome that Tri-Auto is laying some groundwork for a one-to-one platform for direct mail. Just like relevant email isn't spam, relevant mailers aren't junk, and everyone can get excited about that.
Because the people who are using the kiosk can be tracked back to the mailer that they received, Tri-Auto is able to get a much better sense of response rates on mailers, and optimize the mailers themselves by tweaking the graphics or text and seeing what gets the best response.
This sort of optimization is common in email marketing, and even more traditional in website design. I mean, where would email marketing tracking be without conversion tracking? But the idea of applying the same concept to a physical mailer--a real-life piece of matter--is sort of a thrilling thought.
I envision a department store, its shelves constantly shifting and rearranging themselves, Rubik's cube-like, according to up-to-the-minute feedback from customers shopping and your person preferences. I imagine the impulse rack at the grocery store moving its own candy around like a slider puzzle to satisfy impression agreements with vendors and to optimize sales.
OK, it may not be as right around the corner as I make it sound, but in the meantime it's awesome that Tri-Auto is laying some groundwork for a one-to-one platform for direct mail. Just like relevant email isn't spam, relevant mailers aren't junk, and everyone can get excited about that.
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