The Royal Mail have come up with a new idea which shakes off their traditional fuddy duddy image. They have started a product called Matter. The big Idea is that they have gone down stream and are selling DM to brands. So rather than just delivering, they are facilitators, who use their knowledge of the market to make a better (and more profitable) product. So what is it? Well, you sign up at www.matterbox.co.uk and then wait. When the time comes, you get a box of goodies through the door. The idea is that you get a selection of interesting and funky introductions to brands, that are worth looking at. The brands pay to be there, but you are a captive and interested market, so it is a good example of permission marketing. Mine came though in a very funky blue box, with the perforations along the word matter, which looks really cool. It was the right size for the letter box, which is a result as it means I get it delivered rather than having to pick it up. Inside was a bar of chocolate in a new flavour, some shower gel to try, a comedy CD and a few other bits and pieces. I tried, I liked some and I might now buy some.
I think everybody likes being send some chocolate, even Seth Godin, the much vaunted marketing guru wrote about some he was sent, though his did sound a little more exciting than a bar of Cadburys: http://sethgodin.typepad.com/seths_blog/2009/01/anatomy-of-a-ca.html So the moral of the tale is that by sending something interesting and worthwhile, people will actually have a look and are much more likely to try it again, especially if they are expecting something
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