Wondering how to put Facebook to work building connections with prospects and customers? You can use unused photos from your catalog photo shoot to give catalog recipients behind-the-scenes access. When you do, you use the power of social media to help customers experience your “who we are” story for themselves. You make it possible for them to personalize your story and make it their own. Encourage comments. More importantly, ACKNOWLEDGE comments.
from DHC's August 2010 catalog
Here’s an example of a direct mail company integrating social media with a printed catalog to give customers greater access to how-things-work at the company. They’re leveraging an asset that would have been discarded in the past (extra photos from a photo shoot) to create a new opportunity for customers to understand them better. DHC is effective in shining the spotlight on others—a solid Spitball Marketing principle hard at work.
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I really feel this is a solid way to connect with your community. Just that little bit of extra reach helps them to identify with you.
The “negative space” between what you tell them and what they see gives them the freedom to fill in with their own imagination making them part of the story.
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