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Direct Mail and Direct Marketing Programs of Thailand Post
 

Direct Mail and Direct Marketing Programs of Thailand Post

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    Direct Mail and Direct Marketing Programs of Thailand Post Direct Mail and Direct Marketing Programs of Thailand Post Presentation Transcript

    • Direct mail and Direct Marketing Programs of Thailand Post Suchada Buddharuksa Vice President of Marketing Thailand Post
    • Contents
      • Direct marketing perspective
      • Direct marketing program of Thailand Post
      • Direct mail practices in Thailand
      2
    • Direct Marketing Definition (1)
      • “ The use of consumer-direct channels to reach and deliver goods & services to customers without using marketing middlemen.”
      3
    • Direct Marketing Definition (2)
      • “ An interactive system of marketing which uses one or more advertising media to effect a measurable response at any location.”
      4
    • Channels
      • Face-to-face saleforce
      • Direct mail
      • Letter box drops
      • Telemarketing
      • Interactive TV
      • Web sites
      • Internet/e-mail
      • Mobile devices
      • SMS
      • Catalogs
      • Fax
      5
    • Direct Marketing Benefits
      • Measurable
      • Targeted
      • Personal
      • Relevant
      • Testable
      • Cost-effectiveness
      • Builds relationships
      • Invisible
      • Interactive
      • Compliments mainstream activities
      • Builds the brand
      6
    • Direct Marketing Value Chain 7 Initial Communication Response Fulfillment
    • How does it work in Thailand?
      • Customer Acquisition
      • Customer Up-sell/Cross-sell
      • Customer Retention
      • Customer Relationship Management
      8
    • Customer Acquisition
      • Where does the data come from for mail/telemarketing?
      • What are traditional mail order businesses in Thailand?
      • Syndicated lifestyle surveys
      • Direct Response Advertising
      9
    • Customer Up-sell/Cross-sell
      • It is 5-15 times less expensive to sell to an existing customer than to acquire a new one.
      • It is a means to start building a relationship with a customer.
      • Example: If they apply a credit card, they can spend more.
      • If they buy a car, they need
      • insurance.
      10
    • Customer Retention
      • There are so many rewards, loyalty and retention programs in Thailand.
      • Many “loyalty” programs are used as an acquisition tool— like “member-get-member” program.
      11
    • Customer Relationship Management
      • CRM is a customer-focused business strategy that uses enabling technologies to increase customer knowledge and build profitable two way relationships.
      • Life-time value of a customer is more and more focused and
      • relationship is highlighted.
      12
    • Does Direct Marketing work in Thailand?
      • It does for a number of companies.
      • Especially after economic crisis in 1997
      • Marketing spending through advertising is revisited.
      • Companies make their data available to non-competitive brands
      13
    • HOWEVER…………
      • Different people are inclined to respond to different stimuli.
      • Direct mktg alone cannot work well without integrated marketing communications (IMC).
      • Together they can do their work of reaching the prospect, making the
      • sale, and developing the
      • relationship.
      14
      • Direct Marketing Programs of Thailand Post
      15
    • Growth of direct marketing in THP
      • Thai Direct Marketer Association (TDMA)-a dedicated assoc. that actively promotes Direct marketing in Thailand
      • Key members include mailing house, list renter, advertising agency, mail order companies
      • Thailand Post was one of the
      • key founders of TDMA
      16
    • TDMA Objectives
      • To encourage direct marketing implementation and support the honest and ethical practices in the industry
      • To promote cost-effectiveness of business and society benefits
      • To foster close relationships among members and with public organizations
      • To be an information center on
      • Direct marketing concepts and
      • issues
      17
    • TDMA Activities
      • DM Thailand 2002: Reaching out to Your Customers
      • DM Thailand 2003: Customer Intimacy for Greater Profits
      • DM Thailand 2004: Achieving Profitability in an Age of Uncertainty
      • DM Thailand 2005 (8-9 June): How to Make and Keep Your Customers Delighted
      • *DM Thailand 2006 (1-2 August)
      • :DM-Future of Marketing
      18
    • THP roles in Direct Marketing
      • As co-founder of TDMA, THP has actively participated in their conferences as endorsing organization, free mail distribution support, Guest of honor and speakers, advertising web site link
      • To grow postal business, THP produces direct mail sale kits to
      • educate prospects on DIRECT
      • MAIL.
      19
    • THP Key Messages
      • Every household are reached by our postmen….16.5 million households and 8,200 postmen
      • Delivery to targeted areas/communities at flexible postage….Unaddressed Mail
      • Response device inland & overseas
      • … Business Reply Service
      2 0
    • THP Key Messages
      • Taking Orders-Pick-Pack-Collect Money and Confirm Delivery with Reliability….Total Solution Service with Track & Trace Facility
      • Thailand Post, an enabler of the direct communication to your valued customers anywhere they live.
      21
    • Direct Marketing Practices in THP
      • THP itself also implements direct marketing concept.
      • Key account management is applied using 80-20 rule.
      • Direct mails are sent for cross-selling of stamps, EMS
      22
    • Direct Marketing Practices in THP
      • Customer card is recorded for EMS
      • major customers
      • Training of staff on direct marketing benefits
      23
    • Direct mail practices in Thailand 25
    • Direct mail practices in Thailand: Major Users
      • Charities
      • Financial institutions
      • Airlines/Hotels/Leisure
      • Automotive
      • Housing project
      • Mail order companies
      • Shopping Malls
      26
    • Direct mail practices in Thailand : Unicef Example
      • Direct mail- one of the main cost effective fundraising activities.
      • Recruit new donors
      • Increase public participation
      • Donor cultivation
      • Loyalty programs
      27
    • UNICEF Direct Marketing Strategy
      • Market research in 1995-1996
      • Findings helped steer the course of action
      • Steps in direct mail strategy
      • - prospect donor to UNICEF donor
      • - one-time donor to a regular donor
      • - Regular donor to pledge donor
      28
    • UNICEF Direct Mail Results
      • 83% of income generated from direct mail campaign
      • From direct mail income source: 86% are individuals, 14% are corporate
      • 57% becomes regular donors
      29
    • UNICEF Successful House Mail
      • On an envelope: “there is a small thing inside this envelope!!!!”
      • A seed packet included in the brochure.
      • Wording: “These seeds symbolize the lives of children…If we want the seeds to grow up to be beautiful plants/vegetables, we must provide them with a good soil…adequate fertilizer…rigt amount of water and a good environment. In the same way, children need adequate care and a healthy environment to develop and become a quality adult.’
      30
    • Direct mail practices in Thailand
      • Growth rate of letters are constant despite internet creeping-in.
      • Direct Mail plays a key role in the mail order business. It is still the main source of information for mail order customers.
      • Direct mail still maintains its positive image
      • Postage cost is equal to ordinary
      • mail.
      31
    • Opportunities for THP
      • Mailing list is still inadequate, new prospects are still in search.
      • Quality of list needs address hygiene.
      • Address support is currently in focus by Posts.
      • Delivery is heavily dependent on Posts
      32
      • Life cycle of direct mail market in Thailand is still at a take-off stage.
      • Track&Trace facility enables an evaluation of direct mail offer.
      • The growing penetration of e-commerce needs careful delivery of
      • the orders received
      Opportunities for THP 33
    • Opportunities for THP
      • Printing and advertising industry is of high quality with reasonable costs.
      • The industry is well equipped with direct marketing concept.
      • Catalogs, direct mail, telemarketing have been growing rapidly.
      • to major cities out of Bangkok.
      34
    • Opportunities for THP
      • Expansion of economic growth to major cities outside Bkk.
      • Personalised mails are popular for maintaining customer relationships.
      • Customer lifestyle surveys are done regularly.
      • Close relationship with TDMA to
      • foster the development of
      • direct mail market.
      35
      • Direct mail value chain vs postal business
      Opportunities for THP Letters Unaddressed Mail Address cleaning Address locating BRS Financial Service P.O.Box Warehouse & Packing Parcels EMS Track @Trace The End 36 Initial communication Response Fulfillment
    • Thank you for your kind attention. Q&A