II° European MailForum - Jørgen Nygaard Andreassen, FEDMA

476 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
476
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

II° European MailForum - Jørgen Nygaard Andreassen, FEDMA

  1. 1. Jørgen Nygaard Andreassen Marketing & Membership Manager FEDMA Inprinting 2008
  2. 2. For the next 20 minutes you will hear more about the following: 1 How have companies benefited from postal liberalisation; The Scandinavian example – a new way of thinking 2 How will the framework look like? 3 How direct mail and printing is, and will always will be, an integrated part of a direct and interactive marketing campaign
  3. 3. How have companies benefited from postal liberalisation; The Scandinavian example – a new way of thinking We have to ask ourselves: What is direct mail about? Isn’t it about: Effectiveness Measurability Return on investment One to one communication Precision / Relevance Which of these was (were) picked when Citymail set out to acquire new clients in Sweden back in 1990?
  4. 4. How have companies benefited from postal liberalisation; The Scandinavian example – a new way of thinking Precision was where they started – moved on to the logistics , and then topped it up with better quality What did the clients say? Needless to say; some of them were tired of the “old monopoly” Results: Citymail now reaches out to 50% of Swedish households, and they continue to grow through Denmark (with the help of their owner Norwegian Post)
  5. 5. The Key Question Will the Postal Operators act as aggressive, modern media owners – or is post just stagnant? Postal Users want a partnership with forward-looking, optimistic, active, helpful postal service providers!!
  6. 6. Where’s the research marketers need to persuade them that the post is essential? Concentration on DM’s strengths ROI, Testing, Measurement, and more ROI! Today’s recession need not be a recession for Direct Mail if the benefits of DM are properly exploited!
  7. 7. What do Direct Marketers expect? 1) Fair pricing (including discounts, etc) 2) Good quality of service/dependability 3) Tailored products (e.g. day-certain delivery) 4) “Dynamic and mutual beneficial (new) partnerships between users and postal service providers.”
  8. 8. Current satisfaction with NPO 60% of respondents say that they are neutral or dissatisfied with their national postal operator Ecorys study (2008)
  9. 9. How have companies benefited from postal liberalisation; The Scandinavian example – a new way of thinking What are the issues we as direct marketers should remember? What will happen with the national change of address systems? Two clear solutions: NCOA (national change of address) will be centralised by a governmental body – similar to a “preference service”. NCOA will be set up as a joint venture between all postal operators in the market Will the competition on price weaken the quality of service? No – the quality of service will be the key
  10. 10. How will the framework look like? How are companies benefiting from postal liberalisation at this very moment? Added value – more effectiveness – more and better alternatives Added value: Benchmark studies – measure sales instead of costs comparing campaigns - relevance Demographic analysis – solution based services More effectiveness: Measurability in focus ROI for the client – more business for the post Freedom to choose Threat of leaving if the service is not upheld
  11. 11. Critical success-factors for the continued growth of print and mail Needless to say; Direct Mail remains the “king” of direct marketing However, there are issues… many issues Remember that we are the decision makers – we can influence our customers the way we want (or the way they tell us)
  12. 12. Critical success-factors for the continued growth of print and mail Quality of data Targeting Creativity Volumes Environmental issues Competition from other media Our mindset!
  13. 13. The most effective communication channel is the one you have permission for Ask yourself: Why does DELL still use fax marketing? Why does eBay use direct mail? Why does Reader’s digest use email marketing? Because it is effective – it brings back ROI
  14. 14. How direct mail and printing is, and will always will be, an integrated part of a direct and interactive marketing campaign
  15. 15. How direct mail and printing is, and will always will be, an integrated part of a direct and interactive marketing campaign Offline media is used in combination with online media:
  16. 16. How direct mail and printing is, and will always will be, an integrated part of a direct and interactive marketing campaign Select an unsubscribe option below for jandreassen@fedma.org You may unsubscribe from the individual sender or from all B2B Magazine senders. Unsubscribe from the individual sender. Unsubscribe from all B2B Magazine senders. What is wrong with this opt-out message? Nothing! However, there is an alternative......
  17. 17. Liberalise yourself from opt-out! What if….? The receiver of your communication would prefer to receive it in another communication channel Solution: Offer the alternatives that are available! Direct mail, telephone, SMS, MMS, Fax etc!
  18. 18. Liberalise yourself from opt-out! Please click this link if you would like to opt-out Landing page Submit your email address Note to you: Add: If you would like to receive our communication through different media please specify which:
  19. 19. Environment 2-3% of paper production in DM DM considered as more unfriendly than other advertising media Unaddressed mail Do not mail regulations Growing concerns National actions Best Practice
  20. 20. Ideas: A post-box is a media channel The print and paper is the solution to trigger a response Databases are the fuel to make an addressed mail campaign targeted and successful Liberalisation is a warning of change, often to the better over time
  21. 21. Thank you very much for listening! Jørgen Nygaard Andreassen win@fedma.org +32 2778 99 28 www.fedma.org

×