Office Depot provides direct mail products and services to help businesses effectively market to target audiences. Direct mail can include traditional mailers, electronic emails, or a blend of both. It is an effective marketing channel when messages are personalized and sent to qualified audiences. Office Depot offers direct mail design, printing, mailing, and response tracking to be a one-stop shop. The company's focus is on serving mid-market and enterprise customers in key verticals like retail, finance, and nonprofits that represent $7.6 billion of the $10.3 billion US direct mail market.
The document discusses various aspects of services marketing such as understanding the importance of services, being customer-oriented, building operational plans, raising awareness of quantitative insights, evaluating required skills and levers. It also covers topics like the definition of services marketing, investments in marketing, funnel analysis, developing a marketing plan, building customer loyalty, organizing the marketing department, call center management, and sales pitches. The overall document provides an overview of important concepts in services marketing.
Gain a better understanding of customers by strengthening and integrating the right data.
Using a customer engagement system that doesn’t take full advantage of relevant data is like putting together a puzzle without all of the key pieces.
When a company can leverage all of the essential data across the enterprise, it can operate much more efficiently, effectively, and profitably. For example, marketers can gain a fuller picture of their customers and deliver more personalized and meaningful messages. Plus, salespeople can recognize more cross-sell and upsell opportunities and close deals faster.
View the slide deck from our September 23 webinar with Scribe, hosted by CRM Magazine and learn how to:
• Prioritize and close deals faster.
• Leverage data to create relevancy and improve the customer experience.
• Utilize data to create agile marketing and sales organizations.
• Use trusted data in context for insights across your enterprise.
• Enable good quality account, customer, and lead data.
• Recognize and link known entities within unstructured data sources.
A sample B2B marketing campaign for IBM on Digital Communication Solutions. Thie deck lists their products, key performance indicators, suggestions for target audience and strategies they can incorporate into their marketing plan. It also includes an analysis of their social media presence. There is information on tools like microsites, podcasts, webinars, cause videos along with a suggestive campaign calendar.
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This document discusses Centro's MediaOps service, which provides end-to-end digital campaign operations for agencies to help address issues around profitability, execution challenges, and staffing constraints. MediaOps takes over campaign setup, tracking, reporting, optimizations, and other functions so agencies can focus on strategy. The service offers benefits like improved delivery rates and a variable cost model. It is targeted towards mid-sized agencies and can help agencies improve efficiency and profitability of their digital media businesses.
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The document discusses various aspects of services marketing such as understanding the importance of services, being customer-oriented, building operational plans, raising awareness of quantitative insights, evaluating required skills and levers. It also covers topics like the definition of services marketing, investments in marketing, funnel analysis, developing a marketing plan, building customer loyalty, organizing the marketing department, call center management, and sales pitches. The overall document provides an overview of important concepts in services marketing.
Gain a better understanding of customers by strengthening and integrating the right data.
Using a customer engagement system that doesn’t take full advantage of relevant data is like putting together a puzzle without all of the key pieces.
When a company can leverage all of the essential data across the enterprise, it can operate much more efficiently, effectively, and profitably. For example, marketers can gain a fuller picture of their customers and deliver more personalized and meaningful messages. Plus, salespeople can recognize more cross-sell and upsell opportunities and close deals faster.
View the slide deck from our September 23 webinar with Scribe, hosted by CRM Magazine and learn how to:
• Prioritize and close deals faster.
• Leverage data to create relevancy and improve the customer experience.
• Utilize data to create agile marketing and sales organizations.
• Use trusted data in context for insights across your enterprise.
• Enable good quality account, customer, and lead data.
• Recognize and link known entities within unstructured data sources.
A sample B2B marketing campaign for IBM on Digital Communication Solutions. Thie deck lists their products, key performance indicators, suggestions for target audience and strategies they can incorporate into their marketing plan. It also includes an analysis of their social media presence. There is information on tools like microsites, podcasts, webinars, cause videos along with a suggestive campaign calendar.
This document summarizes a company's experience hosting a hack-a-thon to address marketing challenges. The company wanted to transition to a global delivery model from a geo-centric one, improve campaign execution consistency, and develop a long-term customer journey-based marketing strategy. A hack-a-thon brought together various teams, exceeded time expectations, and identified opportunities to improve processes. Key lessons included the importance of organization, using actual processes to find flaws, and balancing strategic and tactical marketing globally and locally. As a result, several customer programs launched across geographies, CRM go-live was on track, and revenue attribution was completed.
This document discusses Centro's MediaOps service, which provides end-to-end digital campaign operations for agencies to help address issues around profitability, execution challenges, and staffing constraints. MediaOps takes over campaign setup, tracking, reporting, optimizations, and other functions so agencies can focus on strategy. The service offers benefits like improved delivery rates and a variable cost model. It is targeted towards mid-sized agencies and can help agencies improve efficiency and profitability of their digital media businesses.
The document discusses how marketing is being redefined by new digital channels, requiring companies to integrate traditional and interactive media to effectively communicate with customers across multiple touchpoints, and highlights the importance of data-driven personalized messaging and social media engagement to drive better results and outcomes.
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Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
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This document provides an overview of key considerations for local media companies launching a digital solutions agency. It discusses understanding competition in the market, establishing the right team structure and go-to-market strategy, offering the best product mix to meet client needs, and ensuring proper training and fulfillment. The five sections cover: 1) Understanding competition from national/local digital players, 2) Setting up dedicated digital staff and compensating traditional/new reps, 3) Offering foundational digital services, 4) Selling visibility, mobile, web, and social packages, 5) Providing training, reporting and customer service. The goal is to help local media companies succeed and protect existing client relationships in the growing digital advertising space.
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How can marketers be certain that their offline lead generation is optimised for maximum lead generation at minimal cost? This presentation was presented by Paul Shortridge at the AIDB conference in Johannesburg in September 2017 and explains how this is possible.
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1. Direct Mail Program Overview
Scott Shapiro
Sr. Category Merchant
Office Depot CPD Merchandising Team
2. What is Direct Mail?
• Traditional
─ Postcards, letters advertising sales or
special events
• Electronic
─ Emails with links to special offers
• Blend
─ Takes advantage of the behaviors,
preferences, and trends of target
audiences
2
3. Why is Direct Mail effective?
• Tangible, eye catching
• Response rates are impacted by:
─ Relevance (personalized and/or sent
to a targeted audience)
─ Messaging and offer
─ Design
─ Type of list
1. “House” lists – 9%
2. Third-party lists – 4.9%
3. Qualified leads – 30% or more
─ Frequency
3
4. Why Office Depot for Direct Mail?
• One-stop shop
• Client system integration
• Skills and experience
• Integrate direct mail into overall
marketing
• Partnership with Pitney Bowes
4
5. 5
Office Depot is in the Direct Mail Business
• We are actively pursuing this
business
• Direct Mail is core to Office
Depot’s business
• We are developing technology,
infrastructure and skills
Goal: To become a preferred Direct Mail services provider for our
medium and enterprise clients
6. 6
Value Proposition for Direct Mail
Value Proposition:
We will provide a cost-effective, targeted, and simplified Direct Marketing
solution to further solidify Office Depot as a one-stop-shop with a breadth of
graphic communications products and services. Our dedicated team helps
customers create customized approaches to quickly distribute relevant
marketing messages to attract their target audience and generate higher
returns on their marketing spend.
Adding Direct Marketing services to our portfolio to strengthen
our one-stop solution for Mid-Market and Enterprise clients
7. 30%
Retail &
Restaurant
($3.0B)
24%
Finance,
Mortgage,
Insurance
20%
Nonprofit
Orgs/Education
($2.0B)
12%
Telecom &
Cable Service
($1.2B)
8%
Healthcar
e & Other
($0.8B)
6%
Trave
l
CHART TITLE
Direct Mail Market Sizing (US)
Source: The Direct Marketing Association; Datatargetingsolutions.com; Keypoint Intelligence|Infotrends; IBIS World.
[CELLRANGE]
Full Direct
Mail Services
Print &
Fulfillment
$5.3B
[CELLRAN
GE]
Lettershop
Svcs
$0.9B
[CELLRANGE]
Mailing Support
Services
[CELLRAN
GE]
Other
Services
$1.1B
…and our internal CPD capabilities will
allow us to wholly address the needs of
70% of our targeted vertical segments
The total US Direct Mail market is $10.3B.
Our vertical focus of Retail, Finance, and
Nonprofits makes up 74% (or $7.6B) of this
market…
Our addressable market of $5.3B presents a large
opportunity to grab share
7
8. Targeting Mid-Market and Enterprise
• Focus on National Full Service and
National Retail Office Super Stores
• Secondary On-line Providers
• OD can attract mid-market clients with
cost-effective smaller scale jobs
• Distribute digital print network
• OD enable clients to compete with
bigger companies
• Integrated one-stop shop for a variety
of solutions
8
Our addressable market of $5.3B presents a large
opportunity to grab share
…and our internal CPD capabilities
will allow us to wholly address the
needs of 70% of our targeted vertical
segments
The total US Direct Mail market is $10.3B.
Our vertical focus of Retail, Finance, and
Nonprofits makes up 74% (or $7.6B) of this
market…
9. 9
Addressing Client Business Challenges
OD Program
Challenge
• Visibility of the effectiveness of their
marketing campaign spend
• Seek better, easier ways to stand
apart from local competitors
• Execute and create campaigns
across multiple suppliers
• Less effective campaigns due to poor
targeting and engagement strategy
• Integrated tools and tactics to make
client campaigns measurable via
dashboard and digital add-ons
• Effective blend of print and digital
channels driven by campaign
scheduling and journey mapping tools
• Consolidate spend & leverage OD
economies of scale and supplier
network under one roof
• Provide targeted mail-lists,
personalized marketing offerings,
data efficacy tools
12. The Office Depot Direct Mail Offering
• Print & mail
• Data services for mail lists (through a
third party)
• Basic design of applications
(mostly through templates)
• Specialized design support
• Response tracking
“A la carte” or highly customized
12
13. Our Platform
Clients can use the platform to:
• Use design templates “as is” or edit
them
• Buy, upload, and manage mailing
lists
• Create scannable bar codes (QR) and
personalized landing pages
• Incorporate geomapping
• Build multichannel campaigns
13
14. Pitney Bowes Partnership
• Simplifies the postage process
• Improves client cash flow
• Discounted flat rate per piece
• One rate per mail class and category
• Pitney Bowes handles preparation for mailing
• Pitney Bowes transports the mail to where it
enters the mail stream
• Visibility, using Intelliview
14
15. Marketing
15
• Email to existing clients
• Targeted OD postcard campaign
• Sample Kit – on demand
• BSD Direct Mail landing page
• Prospecting email templates
• E-mail blasts, catalogs, inserts, prism/trigger
play
• Utilize the Source
• Email to all stakeholders and select 3rd party
suppliers
• On going quarterly articles via Weekly
Highlighter
16. Benefits to our Clients
OD’s Direct Mail Services provide a way for
our clients to:
• Build, establish, and maintain their brand
• Easily obtain professional marketing
materials and content to promote their
products and services
• Design a campaign to take advantage of
quick changes or trends in their local
markets
• Achieve better results from their
marketing spend
• Benefit from a one-stop integrated
solution that blends print and digital
marketing
16
17. 17
• Why Office Depot is in the Direct Mail
business
• How Direct Mail is created
• Office Depot’s Direct Mail products and
services
• Office Depot’s target markets for direct
mail
Summary
20. New Customers via BSD
Need to add Direct Mail
To the drop-down?
Print Services | Office Depot Business
Do you want to highlight Direct Mail on
the Print Services Page?
Click Path One – From the Main Page click LEARN MORE
Click Path Two – Under Services, Click Print Services to get to Print Main Page
21. New Customers via BSD
Leads routed to ISO Acquisition Team
Search Salesforce to confirm no account
exists. If there is an existing account
then it’s routed to Account Owner
(General Line).
The Account Owner engages assigned
Print Support Team resource.
• Field Print Team (Dan, Ron, Bill
G.)
• ISO if account owner is ISO
If NET NEW, lead is assigned to
Acquisition
Sales Rep for vetting, account set-up and
then
engagement by ISO Print Specialist Team.
22. Opportunities for OD to Capitalize
DM segments: Targeting Mid-market and Enterprise
22
• Programs between $50K and $300K
• Digital runs competitive up to 10,000 pieces (static artwork with address only)
• Variable data applications of any size. (1:1, Geomapping, PURLs)
• Client integrations (SFTP, salesforce, trigger campaigns)
• Dedicate client portals with technology-based solutions for document distribution
• Aggregated marketing solutions within one portal (print, promo, proprietary)
• Ideal products include flat cards, bi-fold and tri-fold self mailers, inserts into
windowed envelopes up to 6” x 9”
• Applications include awareness campaigns, retention campaigns, lead generation,
statements, invoices, notifications
• Wholesale opportunities for print providers looking for competitive advantage over
toner based digital print
• Converting client’s traditional offset campaigns to inkjet
23. 23
Industry Trends
Direct Mail is a proven and effective
method for businesses to reach customers
• DM has a healthy response rate of 5%
to 9% (vs 1% for digital e-mail and
social channels)
• DM solutions that incorporate multi-
channel marketing tactics show
superior client results
o Purchasing frequency 250% higher
than single channel
o Retention rates 90% higher than single
channel
o Engagement rate: 19% vs 5% on single
channel
Source: The Direct Marketing Association; Datatargetingsolutions.com; Keypoint Intelligence|Infotrends;
IBIS World, (Omnichannel marketing automation statistics for 2019), Statista
• Digitally-printed page volume will
grow 44% annually over the next 3
years
• 4 out of 5 businesses plan to maintain
or increase their usage of DM in 2021-
2022
• Investment in ink jet is increasing
speed-to-market and lowering print
costs
Office Depot’s RPC network, plus investment in ink-jet
equipment, positions us to capitalize on these trends
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