Category Archives: Direct Marketing

Hyper-targeting is a game-changer.

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Introducing the magazine for the totally selfish.

Ever been reading a magazine and wish you didn’t have to skip through all the crap? You know, the articles that no one with a pulse reads. Mine Magazine, a collabo between Time Inc. and Lexus tailors all the articles in the publication directly to you. Essentially allowing readers to focus in on what they care about and tune out the rest.

Choose 5 of your favorite magazines, answer a few behavioral insight questions, enter your mailing address and you’re done. In 2-4 weeks your custom made magazine will show up on your doorstep piping hot and ready to be read instead of skimmed.

I received my Mine this week. The Lexus ads using variable-data printing are compelling almost to the point of being creepy. But I love that.

Hyper-targeting individual consumers could be a game changer. It’s clearly a more cost-effective way to know exactly who’s listening to your message.

Big ups to p+n intern Dan Taylor from RIT for digging this one up. He rocks.

UPDATED: In response to Scott’s comment, I thought it was only fair that I share one of the other variable-data ads in the same issue of Mine. See below.

Lexus Ad in MINE magazine
mine21

20% off Loofahs and the Destruction of Brand Equity

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At one time or another, you’ve spammed an audience with direct mail, e-mail, or another tactic. It’s ok, me too. By spamming, I mean direct contact that interrupts someone’s day with a less than stunning, relevant message.

We love the measurability. “2.3% redemption! It paid for itself.” Even the CFO’s happy. But is it the whole story?

I suggest we learn how to quantify the impact on the 97.7% that tossed us in the trash. Are they annoyed? Do they consider us intrusive? Are we less likely to be noticed next time, when we actually have something to say? It’d be a useful metric to have when the budget gets carved up, and people testify as to “what works”.

So, the loofah’s. Like you, I get a legal sized discount card monthly from Bed, Bath, and Beyond. They undoubtedly pay for themselves in redemption. Then again, you’d have to live under a rock to pay full retail there. And the years of deep discounts make me far less likely to stop by for a gift. I bet my 500 thread count pillow case it’s killing brand equity and long term sales.

For a funny, NC-17 take on BB and B, here.

Matt Jones