Conventional wisdom holds that the U. S. invasion of Iraq will happen sometime before the end of the month, and possibly as soon as March 17 or 18. When this happens, there will be a segment of the population that will look toward catalogs for distraction. Savvy marketers have already built mailing plans around this.
A war’s start brings an advertising vacuum. Sadly, recent experience teaches that television will become largely ad-free for between a 48- and 72-hour window. News magazines are already frantically negotiating with their advertisers to continue running ads, albeit in war-coverage-free zones within their pages.
As for outbound telemarketing, any use of the telephone that does not involve conveying news and reassuring family members will be seen as doubly intrusive.
This will open a door for mailings – provided they are rich in fantasy and distraction. Very shortly after the war’s initial stages, consumers will crave escapism. What better medium to provide it than direct mail, which can be picked up and put down when the consumer has temporarily had enough of Wolf Blitzer and CNN.
This is not to say that the same old catalogs can be thrown in front of consumers. Both content and design will have to be modified, even if only through a new cover concept, perhaps with less-subtle-than-usual cover lines and graphics. But if a mailing can go out that offers entertainment, it will be read and appreciated at this time more than usual.
I myself have eschewed duct tape and plastic, preferring instead to stock up on well-crafted exotic foods and housewares catalogs. If my plan works, I will ride out the initial waves of the invasion by dreaming of Spanish olives, Irish salmon, and self-disinfecting cutting boards.
Book, music, video and DVD offerings can also benefit, provided the pitches emphasize distraction and not value. When hostilities start and the news coverage is relentless, consumers won’t care about the advantages of using a continuity club over buying retail: They’ll look to be reminded why, exactly, life is like a box of chocolates.
When the armed forces start invading Iraq, marketers’ tendencies will be to hold off on mailings. Don’t. While the use of flags and patriotic imagery should be kept to a minimum (the idea here is to divert the consumer’s attention from the war) the pretty pictures and captivating stories you send will be enjoyed – and remembered.
Mailers, your country will need you.
To respond to the opinions in this column, please contact rlevey@primediabusiness.com
