Matter is a box of free samples sent to the willing, but much better executed than, say, this experience. Love the idea of book samplers -- first chapters that look like the real thing, with covers and everything. The project was powered by an idea that will only get stronger with time: "I've long believed that printed matter will gain new value in a digital world as everyone begins to crave the more physical / tactile / emotional nature of printed stuff" (source). Reminds me of the Gum Magazine, that used to come packed with a bunch of stuff you could touch and play with.
Giving away products randomly for free does not sound like a good strategy. Just because coupon hunters see a new oppurtunity doesn't make this a marketing exercise. Wouldn't this be a much better program if it were some kind of respons mechanism? For instance sending in a review of minimum one product. Then this would become both a product test and you could start refining what you sent based on preferences instead of, as now, based on who are willing to pay?
ReplyDeleteA great find. I will be signing up to get my "Matter" ASAP.
ReplyDeleteFor me, with a background in graphic design and multimedia, it seems to prove a point.Today my day job has me working with a lot of physical direct mail (junk mail). Some may ask why not stay with the online work, and I'm always telling them about my love of the "physical / tactile". I feel the temporary nature of electronic design and advertising will eventually push all "print" advertising into a higher form. It will need to be high-art to justify the costs too. Thanks for a great post.
P.S.
I have Gum Magazine on my desk at work. If you like that I also recommend "Lemon" by the same two designers, Colin Metcalf and Kevin Grady.
We covered this a while ago at Lobalized.com and came across a great idea which goes into the same direction: The german Bundeswehr (Army) gives out packages quite like Matter to all recruits in the beginning of the year, which contains only products given by companies who are targeting 18-22 year old guys. It works like a charm and they are actually making quite a lot of money with it.
ReplyDeleteGreat post. I can already see the shift going back as more and more people miss not having a hard copy of a book or magazine in this digital world.
ReplyDeleteNice to know that print is not dead. People still enjoy tactile response - something you just can't get from a bunch of 0 and 1.
ReplyDeleteGreat idea, I remember playing Infocom games such as Zork which came with loads of bits to handle and play with such as their Whodunnit game "Suspect" you got a match book and invitiation as well as eveidence bag containing pills. Gave the game a whole extra level.
ReplyDeleteTouching and holding is so underrated these days.
I had signed up for a box and they sent it to me all the way to Mumbai, India. Still have it sitting on the shelf.
ReplyDeleteIn some ways, I agree with Aimar. I have seen so many people taking advantages of teh free stuff.
ReplyDeleteBut I believe that it is good marketing strategy too, because people take a look at your product description, recommend it and try it.
If your product is good then it will be a purchase next time.
Print is so retro.
ReplyDeleteAlso got my matter, great.
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