Analogue Matters
Yesterday I received the UK Government’s ‘vital update’ on Coronavirus through my letterbox. These official envelopes have been dropping into every household since the end of last week.
When they were trailed in the media back on the 28th March there was some predictable Twitter opprobrium largely around the fact that, in this digital age, it was a waste of money and that the information was already out there.
That was wrong on two counts;
firstly, not everyone engages in digital media. By it’s very nature the Twitter user demographic is probably amongst THE most digitally engaged. A mail drop seems like a dated concept to them but not to the majority who are not on Twitter. As a former British Prime Minister once said “Britain and Twitter are not the same thing”. An entire section of the population will engage in paper.
secondly, important messages need repetition and they need to exploit different channels. Commercially I am a huge believer in the 7 / 11 / 4 rule that results in a big purchasing decision. A consumer will spend 7 hours over 11 interaction occasions in 4 different channels (eg website, magazine article, consumer blog and store) before committing. Thus the “Stay At Home, Protect The NHS, Save Lives” message needs constant repetition.
The timing of the drop is critical too. Coming towards the end of the 2nd week of ‘social distancing’ and ‘isolation’ and ahead of the Easter Long Weekend it’s a differentiated reminder of the importance of the guidance.
Signed by the Prime Minister it has the added saliency now that his own hospitalization is a reminder that this virus can impact anyone.
Sure some will have gone from front door mat to the trash but many, many more will have ended up on the kitchen table, opened, read, put aside and read again. That’s the beauty of analogue it has a tactility and permanence which means its harder to ignore.
It can help sell brands and in this case it can help save lives.
Mark Izatt is a brand consultant living in London and founder of Mission Critical, a highly focused and curated weekly briefing for time poor and information hungry decision makers and THE FIRST, a monthly briefing containing 31 inspirational insights. Mission Critical is a digital product delivered via his Estonian Consultancy business.
You can email Mark here.
