direct print           presented by Lindsey Fair
flyers   mag / news   point-of-   mail                      purchase
mailROI of a direct mail campaignis $1 : $11.65 (Direct MarketingAssociation)$547 billion sales in USA (2009)from direct m...
addressed
addressedTypical response rate = 1.2%High response rate = 3%Low response rate = 0.05%Double response for house lists vspro...
UNaddressed79%read or skimunaddressedmail (CMAFactBook2010)
special delivery
special delivery
choosing                                            mail            Info availability   Channel     Offer       Necissity ...
make this one better
posterROI of a direct postercampaign is $1 : $8 (DMA)Used for new customeracquisition / prospectsonly, not for house lists...
tear-off sheet
large format
choosing                                                          poster                 Info availability      Channel to...
Whats missing?         TERMS...pr od             app   butuct               eal                                   of f e  ...
make this one betterThis is a poster onbullentin boards onuniversity campuses inAustralia. How could thisachieve better re...
point-of-purchaseUsed for house list / customerlists, not for new customeracquisition lists.Typical response rate = 4.29%%...
flyer / coupon
packaging
choosing                                                         p.o.p.                 Info availability   Channel tolera...
is this a strong p.o.p. dm?
mag / news             ROI of a direct             mag / news ad             campaign is $1 :             $10 (DMA)       ...
magazine
how could this be improved?
newspaper
IKEA brilliance
print componentsAdPackaging(interior &exterior)Point-of-PurchasePiece (tags)Ballot / FormCollection Pieces
Direct Marketing Print Campaigns
Direct Marketing Print Campaigns
Upcoming SlideShare
Loading in …5
×

Direct Marketing Print Campaigns

2,267 views

Published on

mail, point-of-purchase, poster, large format, magazine / newspaper

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

No Downloads
Views
Total views
2,267
On SlideShare
0
From Embeds
0
Number of Embeds
1,312
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
  • This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
  • This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
  • The prizes will give two Bluetongue winners and three of their mates the opportunity to visit the new Bluetongue Brewery and brew their very own batch of Bluetongue which will be bottled with a personalised label. This once-in-a-lifetime experience will include; flights for four from their nearest capital city to Newcastle; two nights’ accommodation; and $2000 spending money for the major prize winner Bluetongue Summer Promotion CaseThe promotion will give consumers the chance to win this beer experience by simply purchasing a six pack of Bluetongue Premium Lager in the off-premise, or a bottle of Bluetongue Premium Lager or Bluetongue Premium Lager draught in the on-premise.
  • This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
  • Components of print = Ad Ballots Price tags Point of purchase
  • Direct Marketing Print Campaigns

    1. 1. direct print presented by Lindsey Fair
    2. 2. flyers mag / news point-of- mail purchase
    3. 3. mailROI of a direct mail campaignis $1 : $11.65 (Direct MarketingAssociation)$547 billion sales in USA (2009)from direct mail campaignsTypical response rate = 0.9%High response rate = 1.9%Low response rate = 0.12%Double response for house listsvs prospects
    4. 4. addressed
    5. 5. addressedTypical response rate = 1.2%High response rate = 3%Low response rate = 0.05%Double response for house lists vsprospects
    6. 6. UNaddressed79%read or skimunaddressedmail (CMAFactBook2010)
    7. 7. special delivery
    8. 8. special delivery
    9. 9. choosing mail Info availability Channel Offer Necissity of Level of Estimate tolerance immediacy virality trackability d CPRAddressed Name, Full Accepted Can be Low High- Mid- Address immediateUnaddressed Postal Code Could be Cant be Low Mid Mid+mail an issue immediateDelivery Full Address Widely Can be +Low Mid+ Mid+ accepted immediate
    10. 10. make this one better
    11. 11. posterROI of a direct postercampaign is $1 : $8 (DMA)Used for new customeracquisition / prospectsonly, not for house lists.Typical response rate =0.05%High response rate = 1.5%Low response rate =0.009%
    12. 12. tear-off sheet
    13. 13. large format
    14. 14. choosing poster Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated trackability CPRTear-off sheet General Geo, Walking Widely accepted Cant be Low Low+ Mid+ habits immediateLarge Format General Geo Widely accepted Cant be Low+ Low Low immediate
    15. 15. Whats missing? TERMS...pr od app butuct eal of f e r call t o
    16. 16. make this one betterThis is a poster onbullentin boards onuniversity campuses inAustralia. How could thisachieve better results?
    17. 17. point-of-purchaseUsed for house list / customerlists, not for new customeracquisition lists.Typical response rate = 4.29%%High response rate = 4.5%Low response rate = 0.009%
    18. 18. flyer / coupon
    19. 19. packaging
    20. 20. choosing p.o.p. Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated trackability CPRFlyer / Coupon none Could have Should be almost Low+ Mid+ High- problems, often immediate discardPackaging none Widely accepted Cant be Low Low+ High- immediate
    21. 21. is this a strong p.o.p. dm?
    22. 22. mag / news ROI of a direct mag / news ad campaign is $1 : $10 (DMA) Used for primarily for new customer acquisition. Typical Response Rates: Newspaper : 0.5% Magazine: 0.17% (Brains on Fire) *Based on non-house list only. If mag / news is an internal com piece then rates double+.
    23. 23. magazine
    24. 24. how could this be improved?
    25. 25. newspaper
    26. 26. IKEA brilliance
    27. 27. print componentsAdPackaging(interior &exterior)Point-of-PurchasePiece (tags)Ballot / FormCollection Pieces

    ×