Current Trends in Direct Marketing

Transcription

1 DPV Deutscher Pressevertrieb Direct Current trends in directmarketing Distripress 2010 Hamburg, September 27th

2 Agenda DPV / DPV Direct Current trends in direct marketing Current trends in directmarketing I Uwe Henning I

3 The DPV units Responsibility for all distribution activities for the magazines of Gruner+Jahr and its subsidiaries Distribution services for publishers using various service packages Field sales / POS marketing Market analysis IT Logistics Subscription /direct marketing based on the latest CRM systems Export of German titles abroad and import of foreign titles into Germany Current trends in directmarketing I Uwe Henning I

4 DPV Direct GmbH figures History: G+J direct marketing: central subscription services for G+J and other publishers since 2000 DPV Direct GmbH: 2006 renaming and merger under the umbrella of DPV Deutscher Pressevertrieb Staff: ca. 120 Publisher clients: ca. 10 Serviced subscribers: ca. 4,400,000 Serviced external subscription sales: ca. 180 m Current trends in directmarketing I Uwe Henning I

5 Some of our customers Current trends in directmarketing I Uwe Henning I

6 Why is subscription marketing important for many magazines? Subscription versus Retail sale + + Low discount (0-15 %) No returns - - High total discount: wholesale + retail Returns High advertising investment High postage costs Guaranteed circulation Basis for database marketing Relatively easy access to the market Low carrying costs Rapid feedback on editorial offering Current trends in directmarketing I Uwe Henning I

7 Current trends in direct marketing Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

8 Special magazine campaigns Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

9 Charity campaigns in the subscription advertising Subscription offer with donation! Instead of a free gift, the subscriber can opt to donate a school set to a girl in Tansania. Current trends in directmarketing I Uwe Henning I

10 Offer with special extras Offer with special extras Offer with special extras within magazine advertising. In the example a motorway permit is offered as an incentive to buy! Current trends in directmarketing I Uwe Henning I

11 Emotional speech in the magazine advertising Emotional speech! Integration of emotional speech from the editor-in-chief within the magazine advertising! Current trends in directmarketing I Uwe Henning I

12 Cross-media connection Magazine advertising! Landing Page! Current trends in directmarketing I Uwe Henning I

13 DPV online shop Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

14 DPV White Label Shop Universal application. The concept of the shop is that it can be easily and individually transferred for any occasion with regard to the basic grid, design and design languages. Integration of shipping items, subscriptions and digital products Shipping items (e.g. books), subscriptions and digital products can be ordered in one unified process. Online marketing The basic grid is search engine optimised and suitable for generating visits from external sources such as and search engine campaigns. Usability Optimised choice and order process in accordance with the current standard. Operation/servicing Modern back office for flexible servicing of products and campaigns. Current trends in directmarketing I Uwe Henning I

15 DPV White Label Shop Subscription + merchandising To the shop Current trends in directmarketing I Uwe Henning I

16 Affiliate marketing Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

17 Affiliate networks, as a market place, bring advertisers and publishers together Merchants (advertisers) Affiliate network or agency Affiliates (publishers) Merchants provide offers (in the form of banners and text links referring to the offer) Network connects merchants and affiliates and provides a technical platform Affiliates place offers on their own websites and receive commission for procured subscriptions Current trends in directmarketing I Uwe Henning I

18 Affiliate networks, as a market place, bring advertisers and publishers together DPV has run its own affiliate programme at Zanox and Affilinet since 2008 Performance 2009: - 2,500 registered affiliates thousand clicks - 2,400 registrations - 2,000 subscription responses Current trends in directmarketing I Uwe Henning I

19 marketing Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

20 Birthday ing to existing subscribers Campaign description: Depending on customer status, a birthday was sent with a personalised picture and a competition. Objectives: Customer loyalty Opt-in generation Current trends in directmarketing I Uwe Henning I

21 Sending a Valentine s Day to the mailing list Campaign description: Sending s for Valentine s Day with an integrated offer. 800 responses (17% click rate) were generated through this campaign. Current trends in directmarketing I Uwe Henning I

22 ing watch countdown for the time change Campaign description: Sending countdown s for the time change! The faster the customer orders, the more free watches he can get (max. 3 watches). This campaign generated 260 orders (5 % click rate). Current trends in directmarketing I Uwe Henning I

23 Telephone marketing Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

24 Telephone marketing We plan and steer your telephone marketing in and outbound activities! 1. Lead generation 2. Utilization of competitions and rented addresses 3. Call-in concepts 4. Measures for winning back customers 5. Second subscription marketing 6. Merchandising & additional business 7. Measures to increase duration (e.g. changing to direct debit) Current trends in directmarketing I Uwe Henning I

25 Introducing the Call-in concept Telephone marketing Call-in concept for winning back customers Sending a return mail or to cancelling customer Return call from the cancelling customer Submit an offer from the portfolio + Opt-in generation Current trends in directmarketing I Uwe Henning I

26 Customer loyalty Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

27 Subscribers club GEO & More Bundling all customer loyalty activities under the umbrella brand GEO & More. To establish the brand with the subscribers, a variety of off and online measures were implemented (e.g. 6 page folder outlining all subscription advantages). Current trends in directmarketing I Uwe Henning I

28 Customer loyalty through additional offers at bargain prices ing active Brigitte subscribers with a view to creating customer loyalty through a combi subscription with Brigitte Balance! Taking out a combi subscription gives the subscriber a saving! Current trends in directmarketing I Uwe Henning I

29 Address-generating campaigns Special magazine campaigns Address-generating campaigns DPV online shop Customer loyalty Affiliate marketing Telephone marketing marketing CRM Current trends in directmarketing I Uwe Henning I

30 Due to the considerably stricter regulations in direct marketing (UWG unfair competition law), generating opt-in addresses is becoming increasingly important! Campaign description: Using competition ads in Gruner + Jahr publications with the goal of generating addresses for telephone / marketing campaigns! Alongside ads, other touch-points from Gruner + Jahr are employed (e.g. online campaigns) Current trends in directmarketing I Uwe Henning I

31 Cross media connections produced good results in the area of address generation Campaign description Postcards with G+J Tombola added to packages and invoices. There is a campaign link on the postcard! Current trends in directmarketing I Uwe Henning I

32 Many thanks for your attention! Uwe Henning Current trends in directmarketing I Uwe Henning I