Switzerland’s leading direct mail service
company introduces the Nescafé case
Presentation for
NESCAFÉ
Emotionalize your
advertising campaign!
Guido Gemperli (Head of Sales and Marketing,DMC)
8th May 2009
Power. Drive. Speed.
Agenda

NESCAFÉ– Emotionalize your advertising campaign
 Target & Approach
 The three elements of DMC’s GeoMarketing approach
 Defined patch area
Page 4
Page 5
Page 6

Analyses of the distribution by the DMC-SPS© method
Page 7

People for innovation for 47 years
Page 8
2
NESCAFÉ - Emotionalize your advertising
campaign with DMC’s GeoMarketing approach…
to be able to
enjoy life &
vary the
pleasures of
coffee…
3
NESCAFÉ - Emotionalize your advertising
campaign with DMC’s GeoMarketing approach
 Target
NESCAFÉ’s intention was to advertise their product launch of the
new sort “Wiener Melange” coffee in a touching manner. Using
direct marketing as important advertising instrument, the NESCAFÉ
sample is the main medium for product launches.
 Approach
In order to guarantee an integrated communication planning a
DMC-SPS analysis (Smart, Potential Selection) was recommended:
Main indicators were the NESCAFÉ’s POS (Isochrono-method),
demographic facts of the market as well as already generated
NESCAFÉ’s customer data.
4
DMC’s GeoMarketing approach for NESCAFÉ
 DMC-SPS method “Smart, Potential Selection“
consisted of following tools:
Isochrono calculation: Patch area definition
regarding NESCAFÉ’s POS
Demographics: Patch area definition regarding
household (>4 p), gender (female) and age (25-45)
Customer data analysis: effective clients consumer
data such as address (=living area), product interest,
sales per month/year will be compared with the defined
patch area from the DMC-SPS© Isochrono calculation.
5
DMC-SPS© Patch area definition for NESCAFÉ
This graphic shows
the defined patch
area for the
launching sample
campaign. It has
been generated by
means of the
DMC-SPS©
method.
Patch area:
Total 0.3 Mio. hh
6
Analyse of the first distribution with the
DMC-SPS© method
Successful campaign!
 Confirmation
Regarding the campaign responsible the campaign was a full
success. After the first sampling distribution, NESCAFÉ was able to
register an enormous degree of “NESCAFÉ Wiener Melange”
awareness in market research.
 Prove
Samples are THE medium for emotional advertising. Nothing
creates more impact on the potential clients as the physical prove
of what has been promised by text or spoken!
Combined with other channels as TV and posters, samples appear
as “icing on the cake” in launching campaigns.
 Persuaded customers
Besides the generated sales, NESCAFÉ received many positive
market feedback of the new product “Wiener Melange”.
7
„People for innovation - for 47 years“
Your success through DMC’s
GeoMarketing approach combined
with the DMC-SPS© method!
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Power. Drive. Speed.