To bring attention to its own Internet services and encourage consumers to make the switch to a new provider, Starry created a fun illustrated guide to send out in the mail. Rather than sending out a piece of direct mail that's likely to be ignored, the company created a colorful zine that shares "How to Cope With Your Current Internet Service Provider."
Inside the zine, consumers will discover tips on "How to Pay for Your Rising Cable Bills" and "How to Load Websites with Slow Internet"—the advice includes taking on multiple jobs and returning to a computer after waiting days, weeks or months. With the quirky zine, consumers may be swayed to explore Starry's offerings, especially as the company positions itself so differently from other Internet service providers.
Internet Service Zines
Starry's Illustrated Guide Shares "How to Cope with Your Current ISP"
Trend Themes
1. Interactive Direct Mail - Creating interactive, tangible pieces of mail that offer a fun and creative way to engage customers could encourage more engagement and interest in products or services on offer.
2. Humorous Marketing - Injecting some humor into marketing material can make a brand more approachable and relatable to customers, helping to boost engagement and sales.
3. User-generated Content Campaigns - Encouraging customers to create their own content related to your brand or products can help to build a community and increase brand loyalty, while also generating valuable content for marketing material.
Industry Implications
1. Internet Service Providers - Interactive, humorous marketing could help such providers to stand out in a crowded market, while user-generated content campaigns could help to build a strong, loyal customer base.
2. Direct Mail Marketing - Interactive, creative direct mail pieces such as zines could help rekindle interest in this traditional form of marketing, and encourage more response and engagement rates from customers.
3. Content Creation Agencies - Helping brands to create user-generated content campaigns or humor-filled marketing material could be an innovative way for content creation agencies to add value to their clients and stand out in the crowded content market.