Good afternoon!
Pieter van den Busken
Advisory Chairman
RCD & Partners
Milano
Italia
Canada 1978
Why InterDirect?
• Local DM professionals with access to the
International DM world.
• To exchange the latest, international
top level DM knowledge and developments.
• To exchange DM business from country
to country.
What are
we talking about today?
• DM statistics in the Netherlands
• Trends and developments in international
direct marketing.
• Award winning campaigns from the
Netherlands
• The oldest and most successful Direct
marketing campaign ever.
• What are the latest trends and developments
in international DM?
• Increase of multichannel methods, media and
techniques.
(Direct Mail, Direct E-mail, Web, Mobile
communications, Telemarketing, etc.)
• Strong increase of e-marketing communications
(Direct E-mail, Mobile communications, etc.)
• The use of DM in CRM: from acquisition of new
customers to keeping the customers close to
the company, brand and product.
The big question:
How to use all this new and old opportunities in
the right balance to get the best results?
The problem:
The lack of experiences and knowledge at
both the agency's and client's side.
The solution:
• Training of DM people.
• Exchange of knowledge/experience
on international level.
• Test,test,test… and share the results.
Business is getting more international than ever.
.
DM campaigns cross borders.
1. Big companies are becoming global players.
2. More and more brands and products are
developed for international markets.
3. The “global” type of consumer is growing fast.
4. Marketing and communication activities are rolled
out in more markets, or at the same time, or one
after the other.
Marketing consultants and suppliers have to
follow these developments at the client’s side.
Including Direct Marketing agencies.
But how?
By knowing their own market perfectly
AND have access to DM professionals
in other markets.
Act local AND act global.
Some Statistics D.M. from Holland
Only until 2003
Why?
Our national DMA got bankrupt
In 2003!
Expenditures letterbox
Direct Mail
Unaddressed
Total letterbox advertising
1993
1061
302
1364
2003
1699
711
2410
Expenditures Direct Mail
Total expenditures
Expenditures prod.costs
Expenditures handl.costs
Expenditures distr.costs
1993
1061
540
185
336
2003
1699
884
290
525
Expenditures unaddresed
Total expenditures
Expenditures prod..costs
Expenditures distr. costs
1993
302
215
87
2003
711
512
199
Volume
Direct Mail
Unaddressed
Total letterbox advertising
1993
1083
5326
6409
2003
1312
11473
12785
Average
Average
Average
Average
Costs Direct mail
production costs
handling costs
distribution costs
1993
0,50
0,17
0,31
2003
0,67
0,22
0,40
Average costs unadressed
Average prod. costs
Average distri. costs
1993
0,040
0,016
2003
0,044
0,017
Adressed and unadressed mailing
per household, per week:
1991: 15 pcs.
2005: 30,5 pcs. (+5,9% vs 2004)
Interesting!
Increasing: door-to-door sampling.
Of all sampling distributions:
Door-to-door:
NL
6%
UK 44%
FR 40%
G 12%
IT 6%
Still growing!
Online advertising in NL:
Increase of 55% in 2005 vs 2004:
•
•
•
•
•
•
Of all online advertising in NL:
46% banners & skyscrapers
35% content integration & sponsoring
8% pop ups, interstitials and full
screens
5% e-mail
3% search
3% other
Which industries spend most online
advertising in NL?
• Media
21%
• Telecom/ICT
21%
• Finacial sevices 15%
• Horeca/Tourism 8%
Some award winning cases from the
Dutch Esprix D.M. & S.P. Awards '05
Nivea.
Share that you care
Case:
• There are many product
introductions in the field of skin care
products.
• Many are product (and product
name) oriented
Target:
• Create a preference and likeability for
the Nivea brand and their new skin
care product
Campaign:
Consumers could send via the Nivea web site a
nice, personal letter with a sample of the skin
care product by mail to someone they like.
Nivea sent the letter and the sample to the
consumer who asked for it and to the person
the respondent likes.
Results:
Target:
100.000 sample sendings
Results: 150.000
Many spontanious thanks from consumers.
Biologica
Adopt a chicken
Case:
• This foundation promotes
biological agriculture and:
needs donors for the foundation
Target:
• Sell more eggs from biological chickens
• Store traffic to 230 biological food
stores
• More donors for the foundation.
Campaign:
Consumers can adopt a biological chicken in 3
ways:
• Adopt a chicken for one year.
• The "Chicken-Gift", a present to other people to
adopt a chicken for a half year.
• "Chicken-and Egg" bankaccount at the Triodos
bank
No interest from your money, but you get biogical
EGGS, for 5 years.
Adoptants/attendents are automatically donors of
the foundation
Results:
Target: 17.500 donors
Result:
32.000
Sales of biological eggs + 27%
Heineken.
Scream the Orange soccer team to the top.
Case:
• The beer market does not grow
• Market share increase must come from other
brands
• More and more promotional activities are
used, instead of theme/brand advertising.
• 25% of the beer volume comes from
promotion.
Targets:
Sales: increase of market penetration of 2%.
Increase of market share:
1%
Increase of beer volume:
10%
Distribution of promotional packages: 70%
Sales of "loud speakers/hats": 200.000
Campaign:
Dutch soccer game viewers always
scream and like to be dressed funny with
something orange.
The big idea: the "loud speaker hat"
You can scream and shout AND you can
wear it on your head.
The hat could be bought with a tray of
beer.
Results:
Many more than the targeted 200.000 hats
were sold.
People were dressed with it everywhere,
especially at the soccer
championship in Portugal. A big hit.
The best results: lots of free publicity!
Carlsberg beer complained and forbidded to
wear the Heineken hats in the stadiums!
Multikabel
Homework for schools
Case:
• Multikabel is a Dutch supplier of internet
connection on a glassfiber network, targeted
to schools.
• Their competitor NL Tree was the monopolist
in Holland till 2005.
Target:
Generate contacts with schools
Sell contracts to schools.
Campaign:
Multikabel sent 2 mailings in the
size and format of a classical
school exercise-book.
The text was hand written.
In the first mailing they
explained the offer and offered a
discount if the school replied for
the deadline.
If people did NOT reply before the
deadline they received an
exercise-book with 20 lines with
the same text as a"punishment"
for not responding on time.
Results:
First Mailings sent:
600
Contracts:
50
Second reminder mailing sent: 500
Contracts:
119
Mini
NOT for sale!
• How to create more new,
refreshing ideas to promote the
whole year through the Mini
cars.
Target(s):
Generate leads to Mini dealers
Commitment/Involvement of Mini owners
Campaign:
All Mini owners received an email, with
the message:
print the poster "This Mini Is Not for
Sale. Go to the Mini dealer and buy one
yourself”.
Mini owners and Mini dealers were
requested to make a photo of the poster
on the car or showroom windows and
send the photo to the "Mini action
website"
Senders had the chance to win a prize.
Results:
Lot of free publicity and
positive reactions from Mini
owners.
70% of all emails to owners
were opened.
7% sent in photo's
And … a very low budget!
Who the hell is Hans Ubbink?
Case:
• The clothing industrie is having
heavy times.
• Retail outlets do not want to buy
more fashion design "labels"
Target(s):
• How to get sales leads from
retail-outlets which want to
sell the (young) Hans
Ubbink fashion?
Campaign:
Hans Ubbink is the designer himself.
He is not very well known yet.
The direct mail campaign had 3
mail shots:
1. Box with T-shirt: "Who the hell is
Hans Ubbink?" plus a
personalized letter from Hans.
2. Box with the "Holiday Do Book
of Hans Ubbink", for addults.
Designed and developed by Hans.
3. Box with mobile phone.
With a voice mail from Hans
"Please come to my fashion
show". The recepient could
speak his/her message to
Hans as a reply.
Results:
Mailed: 50 pieces
Response for new contacts: 36%
Maetis Arbo
It is your turn now!
Case:
• More competition, because of the
new "free commercial market" for
supporting social and health
services
• Maetis Arbo offers the service of
prevention and coaching at
absence by illness of employees.
Target:
• Generate leads from company
prospects to inform them about
the services of Maetis Arbo, and
build a relationship with
contactpersons at companies.
Campaign:
The central creative idea is based
on baseball. Only one person:
the "hit man", who has to hit the
ball can score and let other
people score.
There were 4 mailings
1. Mailing with a real baseball stick "You
can score"
2. Mailing with a baseball knee cushion
3. Mailing with a real baseball ball
"You can hit the ball yourself now"
4. Mailing with a package of classical
baseball chewing gum.
Results:
Target Group:
Sales appointments:
Cost/Plan proposals to prospects:
Brand awareness:
(within target group)
2.000
1.000 (50%)
500 (50%)
from 8% tot 26%
Golf on Spot
How to introduce a new medium:
Hole in one!
Case:
• How to introduce a complete new medium:
folders/cards in a display on golf courses
Target:
• Getting sales leads from the top 25 media buying
agencies.
Campaign:
Promoteams glued stickers with
(half) golf balls on all cars parked at
the top 25 media buying agencies on
the front window screens of cars.
With a leaflet behind the whipers. It
looked if a golf ball really has hit the
window of the cars
Results:
Orders from media-buying
agencies in the first 3
months: 320% higher than
the target.
With an extremely low
budget: 6.000 Euro!
ING Bank
Amsterdam Marathon 2004
Case:
• Create promotional activities to
increase brand and image awareness
through the ING Globerunners program.
Target:
Increase the awareness of ING as the
main sponsor of the ING Amsterdam
Marathon. An event of sport and
entertainment.
Campaign:
• Strategy: rumour around the ING
brand and the event, by new,
creative activities, like:
shoe-boats in the Amsterdam
Canals
• Huge sand shoe sculptures in
Amsterdam
+ Many media activities: TV, Radio,
Print, Outdoor, etc.
Results:
More marathon runners: + 42%
More visitors: + 29%
More free publicity: + 74%
Rabobank
The Rabo Total Package
Case:
All banks sell "total packages" of
financial services, no separate
products anymore.
•How to promote this in a different
way?
•Especially just before the holiday
saeson?
Target:
More efficient communication
channels and spend less costs to
get the requested results.
Campaign:
130.000 clients received a mailing just
before holiday time. With a window
envelope and a "typical" holiday photo
of a family.
Now if you insert the photo (which is
also the reply card) behind the window
you can read the 10 selling points, why
you should order the Rabobank Total
Package.
The same method was done by email.
Results:
Target: 9,5% conversion
Result: 11.6% conversion
20% more than expected.
30% less costs by the use of email
What’s new in
International Direct Marketing?
A very successful case history of international
direct communications from the past.
Cleopatra’s Direct Mail campaign
What was the result?
100%
Pieter van den Busken
Thank you for your attention.