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Drumming up support for innovative DM

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As Data Products Manager, Australia and New Zealand, Malcolm oversees the development of Acxiom’s range of premier data products. With a wealth of experience in maximising the potential of data, Malcolm is focused on meeting and surpassing the rapidly evolving data needs of marketers.

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I came home tonight to find my three year old drumming furiously to Coldplay’s 'Fix You'. “Who gave you the drumsticks?” – “HONDA” came the reply; “Does he live in heaven?”

A quick rummage through the mail revealed an oversized mail piece bearing silhouettes where drumsticks had once been. Like most males of the species I have a very short attention span. But something about this piece stood out from the usual suitors touting for my seemingly ever-decreasing disposable income. Whilst an Aston Martin would be my preferred next car, they clearly don’t come with enough cup holders, so Honda has just jumped up the list.

Speaking as someone who has never thought seriously about a Honda, what is it that has me mildly curious? Put simply, not a bad looking car, serendipitous timing, competitive pricing and a mail piece that got a toddler drumming chunks out of the leather lounge.

Will Honda win me over before the Reserve Bank has me riding a bike to work? Only time and five much needed consecutive rate reductions will tell. But hats off to Honda – they’ve got me seriously thinking about it.

8 Comments

Editor | Scotland
  • Wrote on 28 Apr, at 05:21AM
OK, I'm with Malcolm here in saying that this kind of DM piece would definitely get my attention. But would it seriously get you to switch from your current car to a Honda? Come on. Seriously? What has drumming got to do with Honda anyway?

A car purchase is a significant outlay of cash, and there are likely to be many factors taken into account before I drop $20k. The DM that made me think about the car in the first place is a long way from the act of spending the money, so I see this piece only as a brand awareness tool. Depending on who it was targeted to, it seems like a quirky gimmick, rather than something likely to generate conversions.
farary7
  • Wrote on 28 Apr, at 03:45PM
I received this piece of DM too... and as a copywriter was extremely disappointed. Hey, what a piece of gimmicky junk. A total waste of money.

I still think corporate Australia has no clue about how to use direct mail.

The essential piece of a DM campaign is an "Irresistible Offer". Where was the offer?

Sad!!
allanjohn
  • Wrote on 28 Apr, at 04:41PM
As a copy writer and a drummer, I think its a great tie-in with the TVC. However, I wish theyd gone for full-size sticks rather than the toys!
l'Attitude
  • Wrote on 5 May, at 04:48PM
Im with allanjohn!

I have to wonder if Editor and farary7 had seen the TVC, as they appear to have missed the point that the DM is a part of an IMC in which the TVC which links the number of drummers with the number of cylinders activated by the Honda driver.

As a broad-based marketer (and reformed drummer) I was intrigued by the way the TVC drew the analogy between engine power and percussive power a powerful imagery which effectively fuses sound and motion dynamics.

lAttitude in Cairns

ps I didnt get the DM!
Editor | Scotland
  • Wrote on 6 May, at 12:54PM
Hey lAttitude, I take your point about the IMC, but I still have a bit of an issue with this DM. Its not really related to the creative (which I agree is pretty cool and well matched to the TVC), but its more about the IMC.

As a marketer and reformed drummer having seen the TVC, the DM makes sense to you because of the weight of cultural understanding you bring to the campaign yourself. But take a step back. How similar is drumming and driving in the minds of the average consumer? Im not so sure that everyone will be able to connect the dots without having seen the TVC. And then, if you havent seen the TVC, what chance the DM will make any sense so divorced from context?

What is the core brand idea behind this campaign? How are the values of the brand represented by tying the idea of drumming to the vehicle? I dont have a problem with innovative DM, and this is certainly a creative example. But what value does it really add to the brand, and if this is really meant to be an integrated campaign, then how is it that if I miss one part of the campaign (more than likely considering how fragmented our media diets are these days) the rest makes little sense?

Still, I was in South Africa recently and got a chance to try out some African drumming, so I can say that if someone were to send me drumsticks, I may be swung by them :)
l'Attitude
  • Wrote on 6 May, at 11:10PM
Hey, Editor, I take YOUR point about the apparent disconnect between the TVC and the DM. The DM would probably have been quite meaningless to me if I hadnt already seen the TVC and drawn the relationship between the number and power of the drums and the number of cylinders activated (and if I wasnt a reformed drummer and a dedicated petrol-head!)
Theres a message for all marketers here - make sure the elements of your IMC connect and dont just hope their prospects have a cultural background that "gets it" !
Now heres a scary thought ........ if theyre targeting people with my cultural understanding, how come I didnt get the DM?

lAttitude in Cairns
Editor | Scotland
  • Wrote on 7 May, at 09:29AM
Hmmm, this is the big question. I guess it comes down to making the right use of the right channel. Perhaps really innovative DM that is looking to act as a branding tool is overstepping the mark. It's DM after all. The point is to elicit a call to action, so perhaps if your DM is too 'innovative' and functions too much as an abstracted branding exercise, you're missing the point anyway?
Malcolm
  • Wrote on 7 May, at 10:26AM
I really appreciate the feedback on the article and incidentally my son still loves the drumsticks.Ironically I still haven't seen the TVC and yes I agree the piece was a bit gimicky - but then again I'm just a consumer.

Perhaps what did it for me was more the fact that my current car lease has just expired and coupled with the big scratch down the side from where I lost an argument with Iron Cove bridge - I'm coming into the market for a new car. Ie The Timing was spot on.

Last 3 car purchases I've stayed loyal to Toyota, gradually working my way up from a small hatch to an SUV. So after 10yrs I'm a bit jaded with the range and the Honda piece just gave me a timely wink and a nod on an alternative. [There's a lesson here for incumbents ie keep loving your customers]

Whether I purchase a new Honda is largely going to be influenced by what happens with interest rates as like most families the budget is being stretched. So keep in mind the impact of Capacity to Purchase as well as Propensity. Thanks for taking part.

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