Is Direct Mail still alive?

Transcription

1 tbd Is Direct Mail still alive? Direct Day Prague, March 31 st 2014

2 Me Martin Riesenfelder Born in Vienna, Austria Lives in Hamburg McCann-Erickson, Ogilvy, BBDO Proximity, Campbell-Ewald, Scholz & Friends, JWT Wunderman Germany, CCO/Regional Creative Director Central & Eastern Europe, Middle East Jury member (Cannes, Clio, D&AD, Caples, etc.) Direct Agency of the year in Germany 2012/2013 #9 most creative Direct Agency worldwide (WON Report)

3 Digital Age tbd Old school Is Direct Mail still alive? Slow Expensive It s only paper How on earth can direct mail be still effective?

4 Let the numbers do the talking 64% of consumers said they value direct mail. Only 36% of businesses said they think consumers still value the mail. That s one heck of a disconnect. (*USPS survey) 76% of young people said they made a purchase based on something they received in the mail. (*ExactTarget survey) 65% of Millennials * say they prefer to read something on paper. (there are more than 100 million Millennials in the U.S., and research shows that they purchase at rates of about 500% more than their parents generation. (*A 2011 study by TRU) 60% of U.S. consumers enjoy checking their mailboxes each day, signaling an emotional connection with direct mail. (*According to Epsilon Targeting's 2011 Channel Preference Study)

5 DM versus edm 51% of U.S. respondents said they pay more attention to postal mail than . 70% of consumers prefer to receive information from companies they are familiar with via conventional mail (study by the DMA) Direct mail has a response rate of up to 10 to 30 times that of edm. (DMA s 2012 Response Rate report) Direct Mail is pulling an average 4.4% rate compared to s average response rate of 0.12%. while DM is the winner in terms of response rate, when it comes to cost-per-response edms take the gold.

6 Let the creative work do the talking Automotive Non Profit Arts / Museums Pet Food Finance IT / Technology Travel

7 How does the direct mail piece perform in terms of stopping power strong creative idea does is engage dramatizes the product right tonality clever use of data great Insight activation

8 Brand: Land Rover Product: New Range Rover Target Group: active male, high net worth, Challenge: How do you dramatize the innovative new aluminium body in a simple DM and thus raise journalists attention?

9 suchen Status quo

10 suchen Status quo

11 Good example of stopping power C strong creative idea C engaging C dramatizing the product C right tonality clever use of data great Insight activation

12 Brand: Art Gallery, NSW, Australia Product: Sponsorships Target Group: Key decision makers, CEOs, sportsmen, entrepreneurs Challenge: How do you recruit this elite target group as sponsors?

13 How do you

14 Good example of stopping power C strong creative idea C engaging C dramatizing the product right tonality clever use of data C great Insight C activation C

15 Brand: Affinity (pet food brand) Product: online community Target Group: Bloggers Challenge: How do you awaken the interest of bloggers, journalists and their pets?

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18 Good example of stopping power C strong creative idea C engaging C dramatizing the product right tonality C clever use of data C great Insight C activation C

19 Brand: Chill out e.v. Product: Drug prevention program Target Group: 120 schools (headmasters) Challenge: How do you open the school headmasters eyes?

20 suchen Status quo

21 Good example of stopping power C strong creative idea C engaging C dramatizing the product C right tonality C clever use of data C great Insight C activation C

22 Brand: Airtours Product: 5* and 6* Hotels & Resorts Target Group: Customers Challenge: How do you inspire the target group to consider booking a winter holiday arrangement as early as in late summer?

23 The colors of winter

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26 Website

27 Good example of stopping power C strong creative idea C engaging C dramatizing the product C right tonality C clever use of data C great Insight C activation C

28 Brand: Microsoft Product: CRM Dynamics Target Group: Microsoft sales team Challenge: How do you motivate the sales reps to add another product to their already packed sales portfolio?

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33 Good example of stopping power C strong creative idea C engaging C dramatizing the product C right tonality C clever use of data C great Insight C activation C

34 Brand: Deutsche Bank Product: Pension Insurance Target Group: young audience with low affinity to consider a pension plan Challenge: How do you raise awareness with a topic that is not in the target groups focus at all?

35 suchen Status quo

36 suchen Status quo

37 Good example of stopping power C strong creative idea C engaging C dramatizing the product C right tonality C clever use of data C great Insight C activation C

38 What Direct Mail is still good at Highly-targeted mailings to high value customers and prospects Low-cost, highly targeted mailers Where you need to convey a lot of product information Where you want to have fun and engage your customers with interesting materials and unusual formats Where you want to communicate a personal touch Where DM is part of an integrated campaign cross-using other formats

39 Thank you