Why use pop-ups in Direct Marketing?

Paper engineering gives your message more time in the hands of your target prospect.

Imagine yourself at a trade fair handing a 3D marketing piece to an interested prospect. Compare the impact the 3D piece will have with that of a conventional flat business card or brochure. Your brand is now top of mind, and the message piece, with its call to action, will be kept nearby!

People find these engaging and delightful 3D messages very difficult to throw away, or even put down.

Picture your prospect back at the office; now they have your message piece in their hands. They are playing with it again. This is known as experiential or kinesthetic learning; (learning by doing). This is one of three ways in which people learn or take in messages. The others are known as auditory (hearing) and visual (seeing). All people learn through a mix of these modalities.

It is known that 15% of the population is predominantly experiential (kinesthetic) by nature. This group finds it very hard to take in messages simply by seeing or hearing. To take in something new they need a hands-on experience.

The balance i.e. the other 85% is primarily visual or auditory and experiential to a lesser degree. So by using all these modalities, we make it easier for everyone to take in messages.

However, the experiential channel is relatively underused and is available to the canny marketer who decides to employ it.

Because people play with 3D messages over and over, they have a long, effective life.

Have you ever watched a child with a pop-up book? How much time do they spend opening and closing it; watching the pop-ups move? Time stands still; they are in their own little world. This frame of mind occurs in meditation and when you are absorbed in listening to music. Your brain is producing alpha waves; you are relaxed and open to suggestions.

This receptive condition is the fertile ground your marketing messages need if they are to be understood and acted upon by your prospects.

We call this process ‘suspension of judgment’. The paper engineering piece is buying time for your messages to be considered and reconsidered.