What a difference DM makes ! Henny van Gerwen BBDO One to One

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Creative examples of direct mail in a cross media synergy approach. Seminar DM Institute Brussels Belgium Oct 8th 2013

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What a difference DM makes ! Henny van Gerwen BBDO One to One

  1. 1. What a difference DM makes ! DM Institute SeminarCross Media Synergy
  2. 2. De krant: • In de week: 45 min • Weekend (excl. krantenmagazine): 60 min Digitale krant: • 36 min Website: • gem. 7 min per dag Gemiddelde leesduur van:
  3. 3. Which of the following types of advertising do you ignore, delete, throw away immediately without looking? Source: fast.MAP Marketing-GAP, August 2012 An advert that pops up on the website A request from a company to become a friend on Facebook or similar A leaflet put through your letter box unaddressed An email addressed to you from a company you have not heard of A email addressed to you from a company i have some relationship with A letter addressed to you from a company i have some relationship with A letter addressed to you from a company you have not heard of
  4. 4. What is your preferred method of communication from marketing companies? Source: fast.MAP Marketing-GAP, August 2012 Would prefer not to be contacted at all Social media Twitter Direct mail Mobile phone email SMS messaging Companies which you have an existing relationship with - Marketers Companieswhich you have an existing relationship with - Consumers
  5. 5. What is your preferred method of communication from marketing companies? Source: fast.MAP Marketing-GAP, August 2012 Would prefer not to be contacted at all Social media Twitter Direct mail Mobile phone email SMS messaging Companies which you have no relationship with - Marketers Companieswhich you have no relationship with - Consumers
  6. 6. Reach Touch(e)
  7. 7. SHOWTIME !
  8. 8. TACTILE
  9. 9. hate ironing
  10. 10. Kill the cliché
  11. 11. Virgin media
  12. 12. Virgin media
  13. 13. CREDIBILITY
  14. 14. Australia DHL
  15. 15. CLOSE TO THE PRODUCT
  16. 16. Bergère de France knitted coupon
  17. 17. FROM ONLINE TO OFFLINE
  18. 18. Birthday book
  19. 19. Birthday book
  20. 20. Birthday book
  21. 21. PRODUCT DEMONSTRATION
  22. 22. Australian Post
  23. 23. VOLKSWAGEN
  24. 24. MEDIA CREATIVITY
  25. 25. Missing stamp
  26. 26. Missing stamp
  27. 27. Haagen Dazs
  28. 28. Haagen Dazs
  29. 29. EMOTIONAL AND RATIONAL DECISION MAKING
  30. 30. Gold’s Gym
  31. 31. BORING ENVELOPES ?
  32. 32. Burglered envelop
  33. 33. Glazenwasser
  34. 34. Mailbooks
  35. 35. Empty envelope
  36. 36. Mailbooks
  37. 37. Mailbooks
  38. 38. Volkswagen
  39. 39. RUMOUR AROUND THE BRAND
  40. 40. ATTENTION GRABBING
  41. 41. US Cellular
  42. 42. US Cellular
  43. 43. PERSONALIZED IS MORE THAN A NAME
  44. 44. Orange
  45. 45. Orange
  46. 46. 100% ONE TO ONE
  47. 47. Porsche
  48. 48. Porsche
  49. 49. Porsche
  50. 50. STORY-TELLING
  51. 51. Rolls royce
  52. 52. Royal Air Force
  53. 53. Royal Air Force
  54. 54. Royal Air Force
  55. 55. Royal Air Force
  56. 56. CREATIVE COUPON
  57. 57. Karate magazine
  58. 58. HIGH VALUE PROSPECTS
  59. 59. Vodafone
  60. 60. IMPACT FOR ME-TOO OFFERINGS
  61. 61. US Cellular
  62. 62. Tower
  63. 63. COPY IMPACT
  64. 64. Delhi Police
  65. 65. Delhi Police
  66. 66. THE MEDIUM IS THE MESSAGE
  67. 67. O2 BUSINESS Lightest paper weight (17 grs)
  68. 68. 2 ULTIMATE CROSS MEDIA SYNERGIES
  69. 69. Ardbeg
  70. 70. Email generated: ‣  51,91% Open rate ‣  48,46% CTR ‣  4,56% Conversion rate On day launch, the website received: ‣  11.533 Visits ‣  92.263 Page views ‣  8 Pages/visit ‣  27,49% Bounce rate ‣  00:12:02 Avg. Time on site YouTube: ‣  10.937 Total views ‣  50,4% Embedded player on other websites
  71. 71. 5.750 sold out in 28 days
  72. 72. Klm
  73. 73. Klm
  74. 74. Klm
  75. 75. Klm
  76. 76. Klm
  77. 77. Klm
  78. 78. Klm
  79. 79. Need a Second Opinion?

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