Salmat - Make Me Media Savvy, Letter Box Distribution Presentation

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Salmat - Make Me Media Savvy event (May 18, 2011), Letter Box Distribution. Presented by Michael Perry, Salmat.

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  • Make Me Media Savvy, attendee statistics indicated that this was the best presentation on the day. Michael Perry from Salmat did an excellent job presenting and his presentation on Letterbox Distribution was very informative.
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  • Unaddressed mail remains to be the most influential advertising platform available to Australian retailers today.  Its unrivalled success and popularity amongst consumers is also evident in growing industry volumes. Salmat’s share of this industry volume continues to grow as our customers reap the benefits that the increased volumes have provided our national network.
  • Whether you’re looking to drive tactical sales or simply build brand awareness, letterbox advertising works. In today’s economic climate letterbox advertising has greater relevance than ever with 75% of households reading all of their UAM and 60% of households keeping it in the house for more than a day. 74% of readers are the primary shopper of the family also, so you can be sure we’re delivering your message into the right hands. Further to this, In a July 2010 study, TheAustralian Centre for Retail Studiesdetermined that catalogues and online-search were still growing as the most prominent retail research channels.
  • Unaddressed mail remains to be the most influential advertising platform available to Australian retailers today.  Its unrivalled success and popularity amongst consumers is also evident in growing industry volumes. Salmat’s share of this industry volume continues to grow as our customers reap the benefits that the increased volumes have provided our national network.
  • Improving your organisations customer understanding will enable you to refine marketing strategies, reduce wastage across all media, segment existing/potential customers and increase personalisation - all of which is proven to increase marketing effectiveness.
  • Unaddressed mail remains to be the most influential advertising platform available to Australian retailers today.  Its unrivalled success and popularity amongst consumers is also evident in growing industry volumes. Salmat’s share of this industry volume continues to grow as our customers reap the benefits that the increased volumes have provided our national network.
  • Unaddressed mail remains to be the most influential advertising platform available to Australian retailers today.  Its unrivalled success and popularity amongst consumers is also evident in growing industry volumes. Salmat’s share of this industry volume continues to grow as our customers reap the benefits that the increased volumes have provided our national network.
  • Unaddressed mail remains to be the most influential advertising platform available to Australian retailers today.  Its unrivalled success and popularity amongst consumers is also evident in growing industry volumes. Salmat’s share of this industry volume continues to grow as our customers reap the benefits that the increased volumes have provided our national network.
  • Salmat - Make Me Media Savvy, Letter Box Distribution Presentation

    1. 1. Make me Media Savvy<br />Planning & Executing successful LBD<br />
    2. 2. Who are Salmat?<br />
    3. 3. Gold Coast<br />
    4. 4. Our partnerships<br />
    5. 5. Capabilities<br />
    6. 6. Capabilities<br />
    7. 7. WHY USE LETTERBOX?<br />
    8. 8. Unaddressed mail remains the most influential advertising platform for Australian retailers today. <br />The unrivalled success of the media and its popularity amongst consumers is evident in growing industry volumes.<br />Unaddressed Mail<br />74%<br />are primary shoppers…<br />87%<br />read it…<br />60%<br />keep it…<br />
    9. 9. RETAIL MAIL <br />READ BY <br />87% <br />OF THOSE WHO RECEIVED IT <br />- UP FROM 81% IN 2008<br />The 2009 Sweeney Catalogue Research was commissioned in July 2009 by the Australian Catalogue Association and its members of catalogue marketers and media buyers<br />Retail Mail<br />
    10. 10. 60%OF HOUSEHOLDS <br />AGREE OR STRONGLY AGREE THAT THEY ARE <br />MORE LIKELY TO LOOK FOR DEALS <br />AS A RESULT OF THE RECENT FINANCIAL CLIMATE<br />66% OF PEOPLE <br />EAGERLY AWAIT, CURIOUSLY BROWSE OR OCCASIONALLY READ<br />58% OF PEOPLE STATE IT PROVIDES A FUN, RELAXING, EASY READ<br />This research was commissioned in July 2009 by the Australian Catalogue Association and its members of catalogue marketers and media buyers<br />
    11. 11. How do we do it?<br />
    12. 12. Mapping<br /><ul><li>Postcodes broken up into walker sections
    13. 13. You can pick the most suitable areas
    14. 14. Houses & Units counts provided
    15. 15. Overlay targeting to improve results</li></li></ul><li>After working closely with the client to determine distribution areas, we book the allocated areas and quantities with the field network.<br />When the distribution material arrives at the Salmat warehouse, we sort it and get it ready to deliver to the walkers. <br />The drivers deliver the appropriate distribution quantities direct to walkers homes.<br />When the delivery trucks arrive, our team carefully pack the appropriate quantities, ready for individual deliveries direct to the walkers.<br />How we do it<br />
    16. 16. Each walker then calls a 1800 number to confirm delivery. Our control room and the relevant area representative receives a confirmation alert.<br />Once final confirmation is received, delivery reports are generated and distributed to necessary parties.<br />Walkers distribute the catalogues into the letterboxes of each home in their distribution area.<br />Area Representatives then checks each delivery with a GPS enabled Delivery Verification Unit (DVU). 4 sightings are necessary to confirm delivery.<br />How we do it<br />
    17. 17. Auditing<br />
    18. 18. Customer Targeting<br />
    19. 19. MarketFind analysis tools<br />Who is your customer?<br /><ul><li>Salmat Marketfind is based on Census information
    20. 20. 2 levels of Segmentation </li></ul>Seven Market Segments<br />54 Detailed Profiles<br /><ul><li>Rather than hitting who your target market is, we suggest avoiding those it isn’t
    21. 21. www.whatismarketfind.com.au</li></li></ul><li>Who is your customer?<br /><ul><li>Optimise your areas to reduce wastage
    22. 22. Expand your catchment or double drop the area</li></li></ul><li>20,000 flyers to deliver<br />Targeting families<br />Middle to high income range<br />Case study – robina catchment<br />
    23. 23. Robina case study<br />
    24. 24. Robina case study<br />
    25. 25. Robina case study<br />
    26. 26. Robina case study<br />
    27. 27. Robina case study<br />
    28. 28. Robina case study<br />
    29. 29. Robina case study<br />
    30. 30. Robina case study<br />
    31. 31. Key points and Next steps<br />
    32. 32. Key Points<br />Letterbox Delivery works<br />Know your target market<br />Keep it simple<br />Clear offer, simple pricing, include your website or a map<br />Review and Refine<br />Always look for ways to improve – what about a competition?<br />
    33. 33. Contacts<br />Michael perry<br />Michael.perry@salmat.com.au<br />0412719284<br />THANKS<br />cONTACTS<br />KEVIN NEEDHAM<br />KEVIN.NEEDHAM@LDN.NET.AU<br />0411154427<br />

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