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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.

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

    • 1. DRUPA 2012
    • 2. The advertising model is evolving from intrusive to participative
    • 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. How to be creative ?
    • 5. Redefining the medium.Direct Marketing is no longer about push only.
    • 6. How ? creative list Who ? offer What ?What we used to do whilst creating a Direct Mail
    • 7. The new Direct Marketing paradigm Listen to your customers Invite them into a dialogue Engage them with your product offer
    • 8. LISTEN TO YOUR CUSTOMERS
    • 9. INVITE THEM INTO ACONVERSATION
    • 10. ENGAGE THEMWITH YOUR PRODUCTS
    • 11. HOW CAN WE CATCH A LEAD IN MID AIR ?
    • 12. Create relevance Surprise them !
    • 13. Thank you for your attention

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