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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
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Direct Marketing Print Campaigns

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

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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

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