What a difference DM makes ! Henny van Gerwen BBDO One to One

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Henny van Gerwen

Creative examples of direct mail in a cross media synergy approach. Seminar DM Institute Brussels Belgium Oct 8th 2013

Education Business News & Politics

What a diﬀerence DM makes !
DM Institute SeminarCross Media Synergy

De krant:
• In de week: 45 min
• Weekend (excl. krantenmagazine): 60 min
Digitale krant:
• 36 min
Website:
• gem. 7 min per dag
Gemiddelde leesduur van:

Which of the following types of advertising do you ignore,
delete, throw away immediately without looking?
Source: fast.MAP Marketing-GAP, August 2012
An advert that pops up on the website
A request from a company to become
a friend on Facebook or similar
A leaﬂet put through your letter box unaddressed
An email addressed to you from
a company you have not heard of
A email addressed to you from
a company i have some relationship with
A letter addressed to you from
a company i have some relationship with
A letter addressed to you from
a company you have not heard of

What is your preferred method of communication
from marketing companies?
Source: fast.MAP Marketing-GAP, August 2012
Would prefer not to be contacted at all
Social media
Twitter
Direct mail
Mobile phone
email
SMS messaging
Companies which you have an existing relationship with - Marketers
Companieswhich you have an existing relationship with - Consumers

O2 BUSINESS
Lightest paper
weight (17 grs)

Email generated:
‣  51,91% Open rate
‣  48,46% CTR
‣  4,56% Conversion rate
On day launch,
the website received:
‣  11.533 Visits
‣  92.263 Page views
‣  8 Pages/visit
‣  27,49% Bounce rate
‣  00:12:02 Avg. Time on site
YouTube:
‣  10.937 Total views
‣  50,4% Embedded player
on other websites

The document outlines the daily routine of a social media marketer, which involves performing industry and competitive research, developing strategies and content like blogs and multimedia, promoting content across social networks, tracking engagement, listening to customers, and resolving issues. It emphasizes being authentic, transparent, and engaging across networks while focusing on the right target audience. It also recommends streamlining processes and focusing on the right number of customers rather than millions.

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What a difference DM makes ! Henny van Gerwen BBDO One to One

2. What a diﬀerence DM makes ! DM Institute SeminarCross Media Synergy

6. De krant: • In de week: 45 min • Weekend (excl. krantenmagazine): 60 min Digitale krant: • 36 min Website: • gem. 7 min per dag Gemiddelde leesduur van:

7. Which of the following types of advertising do you ignore, delete, throw away immediately without looking? Source: fast.MAP Marketing-GAP, August 2012 An advert that pops up on the website A request from a company to become a friend on Facebook or similar A leaﬂet put through your letter box unaddressed An email addressed to you from a company you have not heard of A email addressed to you from a company i have some relationship with A letter addressed to you from a company i have some relationship with A letter addressed to you from a company you have not heard of

8. What is your preferred method of communication from marketing companies? Source: fast.MAP Marketing-GAP, August 2012 Would prefer not to be contacted at all Social media Twitter Direct mail Mobile phone email SMS messaging Companies which you have an existing relationship with - Marketers Companieswhich you have an existing relationship with - Consumers

9. What is your preferred method of communication from marketing companies? Source: fast.MAP Marketing-GAP, August 2012 Would prefer not to be contacted at all Social media Twitter Direct mail Mobile phone email SMS messaging Companies which you have no relationship with - Marketers Companieswhich you have no relationship with - Consumers

10. Reach Touch(e)

11.

12.

13. SHOWTIME !

14. TACTILE

15. hate ironing

16. Kill the cliché

17. Virgin media

18. Virgin media

19. CREDIBILITY

20. Australia DHL

21. CLOSE TO THE PRODUCT

22. Bergère de France knitted coupon

23. FROM ONLINE TO OFFLINE

24. Birthday book

25. Birthday book

26. Birthday book

27. PRODUCT DEMONSTRATION

29. VOLKSWAGEN

33. Haagen Dazs

34. Haagen Dazs

35. EMOTIONAL AND RATIONAL DECISION MAKING

36. Gold’s Gym

37. BORING ENVELOPES ?

38. Burglered envelop

39. Glazenwasser

40. Mailbooks

41. Empty envelope

42. Mailbooks

43. Mailbooks

44. Volkswagen

45. RUMOUR AROUND THE BRAND

46.

47.

48.

49. ATTENTION GRABBING

50. US Cellular

51. US Cellular

52. PERSONALIZED IS MORE THAN A NAME

53. Orange

54. Orange

55. 100% ONE TO ONE

56. Porsche

57. Porsche

58. Porsche

59. STORY-TELLING

60. Rolls royce

61. Royal Air Force

62. Royal Air Force

63. Royal Air Force

64. Royal Air Force

65. CREATIVE COUPON

66. Karate magazine

67. HIGH VALUE PROSPECTS

68. Vodafone

69. IMPACT FOR ME-TOO OFFERINGS

70. US Cellular

71. Tower

72. COPY IMPACT

73. Delhi Police

74. Delhi Police

75. THE MEDIUM IS THE MESSAGE

76. O2 BUSINESS Lightest paper weight (17 grs)

77. 2 ULTIMATE CROSS MEDIA SYNERGIES

78. Ardbeg

79. Email generated: ‣  51,91% Open rate ‣  48,46% CTR ‣  4,56% Conversion rate On day launch, the website received: ‣  11.533 Visits ‣  92.263 Page views ‣  8 Pages/visit ‣  27,49% Bounce rate ‣  00:12:02 Avg. Time on site YouTube: ‣  10.937 Total views ‣  50,4% Embedded player on other websites

80. 5.750 sold out in 28 days

81. Klm

82. Klm

83. Klm

84. Klm

85. Klm

86. Klm

87. Klm

88. Need a Second Opinion?