L Watson Keynote for APPU Direct Mail Workshop 22-Jun-2010 Scribd

8/9/2019 L Watson Keynote for APPU Direct Mail Workshop 22-Jun-2010 Scribd

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The Future of Direct Mail: The Future of Direct Mail:

Ailing Dinosaur or Sleeping Dragon? Ailing Dinosaur or Sleeping Dragon?

© 2010 Ibis Intelli ence Services Pte Ltd. All ri hts reserved.

Lisa WatsonLisa WatsonIbis Intelligence ServicesIbis Intelligence Services

Direct Marketing Association of SingaporeDirect Marketing Association of Singapore

22 June 201022 June 2010

Lisa WatsonLisa WatsonIbis Intelligence ServicesIbis Intelligence Services

Direct Marketing Association of SingaporeDirect Marketing Association of Singapore

22 June 201022 June 2010



So, Which Is It?So, Which Is It?




What Do We Know About Dinosaurs? What Do We Know About Dinosaurs?




BigBig

Stu idStu id


DeadDead



But How About Dragons?But How About Dragons?




BigBig

PowerfulPowerful


Mythical?Mythical?



Power of Belief Power of Belief




My Conclusion? It’s a New Day for DMMy Conclusion? It’s a New Day for DM




The New World of DMThe New World of DM

My Remarks This (Wonderful) MorningMy Remarks This (Wonderful) Morning


ey ren s ney ren s nMarketing TodayMarketing Today

How the Postal Sector How the Postal Sector

Can HelpCan Help



Even though tEven though thehe nnewsewsfrom Singapore isfrom Singapore is

It’s Not Just About the Numbers…It’s Not Just About the Numbers…


ConfidentialConfidential Data from SingPost RemovedData from SingPost Removed



For the Rest of Us,For the Rest of Us, There’s Both Bad News & There’s Both Bad News &

GoodGood




The Bad News… The Bad News…




Marketers Have Hundreds of Digital OptionsMarketers Have Hundreds of Digital Options

’ ‘ ’




Growth is Phenomenal!Growth is Phenomenal!




Growth is Phenomenal!Growth is Phenomenal!

There are lotsThere are lots

of chartsof charts likelike

They’reThey’re

goinggoing


have onehave one

thing inthing in

commoncommon



Is Direct Mail Becoming Extinct?Is Direct Mail Becoming Extinct?




Good question, butGood question, butthere’s Good Newsthere’s Good News


oooo



The Marketer’s World Has Changed The Marketer’s World Has Changed

•• Marketer’s budgetsMarketer’s budgets

were slashedwere slashed

•• Learned they couldLearned they coulddo a lot with lessdo a lot with less

budgetbudget


•• Discovered theDiscovered the

value of metrics &value of metrics &

accountabilityaccountability

•• Hungry for trackingHungry for tracking

& results& resultsRecession can be goodRecession can be good

for direct marketers!for direct marketers!



They’re Demanding They’re Demanding Intelligent Marketing ChannelsIntelligent Marketing Channels!!


ValueValue--BasedBased

rather thanrather than

VolumeVolume--BasedBased



And There’s More Good News And There’s More Good News – –

The Consumer’s World The Consumer’s World Has Changed…Has Changed…


More POWERMore POWERMore choiceMore choice

More informationMore information



So Remember Who’s InSo Remember Who’s In Charge…Charge…


This is NOT theconsumer



So Remember Who’s InSo Remember Who’s In Charge…Charge…


This is theMARKETER!



They’re Demanding They’re Demanding Intelligent MarketersIntelligent Marketers!!







And, They And, They REALLY REALLY Hate SpamHate Spam




Even More Than They Hate Junk MailEven More Than They Hate Junk Mail




But f But for us, theor us, the

BestBest NewsNews isis




Direct Mail Can DeliverDirect Mail Can Deliver Intelligent MarketingIntelligent Marketing!!

PersonalizedPersonalized

RelevantRelevant


RespectfulRespectful






ey ren s ney ren s n

Marketing TodayMarketing Today

How the Postal Sector How the Postal Sector

Can HelpCan Help



Our dm360awards Launched in Dec 2009Our dm360awards Launched in Dec 2009


What We Learned About theWhat We Learned About the Best DMBest DM in Asiain Asia



But first, as a benchmark,But first, as a benchmark,here’s Holiday Inn’shere’s Holiday Inn’s


Catering Promotion…Catering Promotion…



This Arrived Unexpectedly in my Mailbox This Arrived Unexpectedly in my Mailbox




Holiday Inn Didn’t DeliverHoliday Inn Didn’t Deliver Intelligent MarketingIntelligent Marketing!!


RelevantRelevant


RespectfulRespectful



Our dm360awards Launched in Dec 2009Our dm360awards Launched in Dec 2009


What We Learned About theWhat We Learned About the Best DMBest DM in Asiain Asia

o, w a we earno, w a we earn



Lessons LearnedLessons Learned

#1#1 Direct Mail can play an important role in customer Direct Mail can play an important role in customer

relationshipsrelationships




Wyeth Mama Club Wyeth Mama Club


ARC WorldwideARC Worldwide

MalaysiaMalaysia




•• A significant challenge for infant formula manufacturers is theA significant challenge for infant formula manufacturers is the

WHO ban on marketing communications UNLESS women opt in toWHO ban on marketing communications UNLESS women opt in to

receive themreceive them

•• All major brands have similar programsAll major brands have similar programs

– – OptOpt--ins come from leaflets in hospitals, neoins come from leaflets in hospitals, neo--natal clinics & doctor’snatal clinics & doctor’s


– – Programs delivered primarily through direct mailPrograms delivered primarily through direct mail

•• Wyeth’s objective was to increase program ROIWyeth’s objective was to increase program ROI

– – Acquire higher potential value customersAcquire higher potential value customers

•• 11stst--time mumstime mums – – Increase loyalty & average value per member Increase loyalty & average value per member

•• Quarterly communicationsQuarterly communications

•• Information, discounts, redemptionsInformation, discounts, redemptions

•• ‘Rewarding Experiences’‘Rewarding Experiences’



Mama Club Contact StrategyMama Club Contact Strategy

LeafletsLeafletsWelcomeWelcome

PackPack

QuarterlyQuarterly

Newsletter Newsletter

BirthdayBirthday

CardCard


ScoopScoop

RedemptionRedemptionInformationInformation DiscountsDiscounts



Welcome Pack Welcome Pack


W l P kW l P k



Welcome Pack Welcome Pack


Q l N lQ l N l



Quarterly NewsletterQuarterly Newsletter


Q l N lQ l N l



Quarterly NewsletterQuarterly Newsletter


A d Th I l d D t U d t R t!A d Th I l d D t U d t R t!



And They Include a Data Update Request! And They Include a Data Update Request!


Bi thd C dBi thd C d



Birthday CardBirthday Card


W eth Mama Cl bW eth Mama Cl b




•• Was it successful?Was it successful?

•• Acquisition ROI increasedAcquisition ROI increased year year--onon--year year


•• Retention ROI increasedRetention ROI increased year year--onon--year year

•• MeasurementMeasurement is critical!is critical!








communications channels to create contact 1communications channels to create contact 1--11

An Ad Campaign Goes 1An Ad Campaign Goes 1 11



An Ad Campaign Goes 1 An Ad Campaign Goes 1--11


Baygon’sBaygon’s CampaignCampaign



Baygon sBaygon s CampaignCampaign


Phase 1 Drive to Store Campaign:Phase 1 Drive to Store Campaign:



All Digital All Digital


Print AdPrint Ad

OnlineOnline RegistrationRegistration EmailEmail InvitationInvitation

Great WebGreat Web

ResponseResponse ☺☺☺☺☺☺☺☺

Low StoreLow Store

ResponseResponse

Phase 2 Drive to Store Campaign:



Digital & Mail

Club MailersClub MailersInIn--storestore


Print AdPrint AdOnline RegistrationOnline Registration

EmailEmail

esponseesponse

+ 24%+ 24%

BaygonBaygon CampaignCampaign



BaygonBaygon CampaignCampaign


•• Web traffic remained highWeb traffic remained high


•• Store traffic (conversion)Store traffic (conversion) increasedincreased

•• OneOne--toto--oneone touch is critical!touch is critical!








communications channels to create contact 1communications channels to create contact 1--11

#3#3 Direct Mail should be supported by the intelligent useDirect Mail should be supported by the intelligent useof high quality dataof high quality data

Chevrolet Transformers 2 Press InvitationChevrolet Transformers 2 Press Invitation





ARC WorldwideARC Worldwide

MalaysiaMalaysia





•• Chevrolet was one of many ‘product placement’Chevrolet was one of many ‘product placement’

sponsors of the blockbuster film Transformers 2sponsors of the blockbuster film Transformers 2

•• Competition was fierce for ‘share of mind’ of publicationCompetition was fierce for ‘share of mind’ of publication


e ors so many au o ran s e pr va e prem eree ors so many au o ran s e pr va e prem ere

screeningsscreenings

•• Chevrolet decided to differentiate their invitation byChevrolet decided to differentiate their invitation byleveraging an unusual form of personalizationleveraging an unusual form of personalization





Sent fromSent fromHollywood!Hollywood!





THE MeganTHE Megan

Fox!Fox!





StoryboardStoryboard

shows Megan +shows Megan +

Yamin Yamin!!






for EACHfor EACH

journalist! journalist!





•• Almost ALL of Almost ALL of those invitedthose invited actually attendedactually attended


•• Requests for Requests for frameableframeable copies of storyboardcopies of storyboard

•• Personalization made all the differencePersonalization made all the difference – – datadata is critical!is critical!






ey ren s ney ren s n

Marketing TodayMarketing Today

How the Postal Sector How the Postal Sector Can HelpCan Help

Help Make Direct Mail aHelp Make Direct Mail a MoreMore IntelligentIntelligent Choice!Choice!







# 1: Help Us Get Our Data Right# 1: Help Us Get Our Data Right



•• Standardize and clearly communicate anStandardize and clearly communicate an addressaddress

formatformat for your geographyfor your geography

•• MakeMake change of addresschange of address data available to marketers at adata available to marketers at a

reasonable costreasonable cost


•• Set and monitor Set and monitor deliverydelivery standardsstandards

•• Help usHelp us tracktrack our campaignsour campaigns

#2: Help Make Direct Mail Easier to Do Well#2: Help Make Direct Mail Easier to Do Well



Sim lif theSim lif the


DMDM ProcessProcess

#3: Help Make Direct Mail Simpler to Do Well#3: Help Make Direct Mail Simpler to Do Well




Great SingPostGreat SingPost

initiative!initiative!

#2: Help Make Direct Mail Easier to Do Well#2: Help Make Direct Mail Easier to Do Well



Sim lif DMSim lif DMSim lif theSim lif the


LearningLearningDMDM ProcessProcess

There are Global & Regional Resources There are Global & Regional Resources

Available: eg US, UK, AU, NZ, SGAvailable: eg US, UK, AU, NZ, SG



Available: eg US, UK, AU, NZ, SG Available: eg US, UK, AU, NZ, SG


#3: Support Your Local DMA #3: Support Your Local DMA




So, In Summary,So, In Summary, …..…..So, In Summary, It’s Going to Be a Great Day!So, In Summary, It’s Going to Be a Great Day!




No, we are NOT extinct!

So, In Summary,So, In Summary, …..…..So, In Summary, It’s Going to Be a Great Day!So, In Summary, It’s Going to Be a Great Day!



The consumer has movedThe consumer has moved

online, BUT social media &online, BUT social media &

email do not have theemail do not have the

personal impactpersonal impact of direct mailof direct mail

The best DMThe best DM--ersers are buildingare building


,,

customer relationshipscustomer relationships

throughthrough datadata--drivendriven,,

integrated communicationsintegrated communications

You can help us by making You can help us by making

cost effective direct mailcost effective direct maileasier easier to do well through datato do well through data

accuracy, measurementaccuracy, measurement

support & educationsupport & education

Please Contact MePlease Contact Me



if You Have Any Questionsif You Have Any [email protected]@dmas.org




Thank You! Thank You!


L Watson Keynote for APPU Direct Mail Workshop 22-Jun-2010 Scribd

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Transcript of L Watson Keynote for APPU Direct Mail Workshop 22-Jun-2010 Scribd