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DRUPA 2012
The advertising model is evolving from      intrusive to participative
The consumer is in controlGrowing power of digital influencersConsumers are more digital native than advertisers and agenc...
How to be creative ?
Redefining the medium.Direct Marketing is no longer about push only.
How ?                creative                             list   Who ?                     offer                  What ?Wh...
The new Direct Marketing paradigm     Listen to your customers     Invite them into a dialogue     Engage them with your p...
LISTEN TO YOUR CUSTOMERS
INVITE THEM INTO ACONVERSATION
ENGAGE THEMWITH YOUR PRODUCTS
HOW CAN WE CATCH A LEAD IN MID AIR ?
Create relevance Surprise them !
Thank you for your attention
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
Ogilvy on Direct Mail at Print Power DRUPA 2012
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Ogilvy on Direct Mail at Print Power DRUPA 2012

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A presentation made by Koen Van Impe (Ogilvy Brussels) on the Direct Mail Day at the Print Power booth at DRUPA.

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  • How it was : the ideal mix
  • Evolution towards customer centricity : can only be done if we understand the consumer betterCapturing the right data in a central database platfom to understand ROISocial media is an ideal platform to listen to your customers
  • Ex EVA (Belgacom)
  • CRM is about customer relationsRelations means having a dialogueWhich dialogue ?Product centric dialogue versus customer centric dialogue A dialogue driven by product behavior is what traditional CRM will doCreatie relevance : a relevant dialogue, based upon customer needs, will respect and value your customers and create more Net PromotorsSocial CRM
  • Mercedes – missing puzzle
  • During the dialogue, we must try to engage our customers with our productsCreate ambassadors / Net promotors people need to talk about your brand Be remarkable like Harley DavidsonOr Mitsubishi that has just created its own postal stamps
  • Mitsubishi laatmensenpostzegelskleven van hunmerk
  • How can direct mail work to engage with our target audience and identify
  • Use the new technologies of print !
  • Use new print or handling technologies to be remarkable
  • Mercedes – missing puzzle
  • Transcript of "Ogilvy on Direct Mail at Print Power DRUPA 2012"

    1. 1. DRUPA 2012
    2. 2. The advertising model is evolving from intrusive to participative
    3. 3. The consumer is in controlGrowing power of digital influencersConsumers are more digital native than advertisers and agenciesPeople are multi-tasking continuouslyThere is no single model of consumer behavior
    4. 4. How to be creative ?
    5. 5. Redefining the medium.Direct Marketing is no longer about push only.
    6. 6. How ? creative list Who ? offer What ?What we used to do whilst creating a Direct Mail
    7. 7. The new Direct Marketing paradigm Listen to your customers Invite them into a dialogue Engage them with your product offer
    8. 8. LISTEN TO YOUR CUSTOMERS
    9. 9. INVITE THEM INTO ACONVERSATION
    10. 10. ENGAGE THEMWITH YOUR PRODUCTS
    11. 11. HOW CAN WE CATCH A LEAD IN MID AIR ?
    12. 12. Create relevance Surprise them !
    13. 13. Thank you for your attention
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