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.
Pieter van den Busken
RCD & Partners
• 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
• 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 lack of experiences and knowledge at
both the agency's and client's side.
• 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.
Big companies are becoming global players.
2. More and more brands and products are developed for international markets.
The “global” type of consumer is growing fast.
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.
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
Our national DMA got bankrupt
Expenditures letterbox 19932003
Unaddressed 302 711
Total letterbox advertising13642410
Expenditures Direct Mail19932003
Expenditures prod.costs 540 884
Expenditures handl.costs185 290
Expenditures distr.costs 336 525
Expenditures unaddresed 1993 2003
Total expenditures 302 711
Expenditures prod..costs 215 512
Expenditures distr. costs 87 199
Volume 1993 2003
Direct Mail1083 1312
Total letterbox advertising6409 12785
Average Costs Direct mail19932003
Average production costs 0,50 0,67
Average handling costs 0,17 0,22
Average distribution costs 0,31 0,40
Average costs unadressed19932003
Average prod. costs 0,0400,044
Average distri. costs 0,0160,017
Adressed and unadressed mailing
per household, per week:
1991: 15 pcs.
2005: 30,5 pcs. (+5,9% vs 2004)
Increasing: door-to-door sampling.
Of all sampling distributions:
Online advertising in NL:
Increase of 55% in 2005 vs 2004:
Of all online advertising in NL:
Which industries spend most online advertising in NL?
Some award winning cases from the Dutch Esprix D.M. & S.P. Awards '05
Share that you care
• There are many product introductions in the field of skin care products.
• Many are product (and product name) oriented
• Create a preference and likeability for the Nivea brand and their new skin care product
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.
Target: 100.000 sample sendings
Many spontanious thanks from consumers.
Adopt a chicken
Target: 17.500 donors
Sales of biological eggs + 27%
Scream the Orange soccer team to the top.
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
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.
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!
Generate contacts with schools
Sell contracts to schools.
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.
First Mailings sent: 600
Second reminder mailing sent: 500
Generate leads to Mini dealers
Commitment/Involvement of Mini owners
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.
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?
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.
Mailed: 50 pieces
Response for new contacts: 36%
It is your turn now!
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.
Target Group: 2.000
Sales appointments: 1.000 (50%)
Cost/Plan proposals to prospects: 500 (50%)
Brand awareness: from 8% tot 26%
(within target group)
Golf on Spot
How to introduce a new medium:
Hole in one!
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
Orders from media-buying agencies in the first 3 months: 320% higher than the target.
With an extremely low budget: 6.000 Euro!
Amsterdam Marathon 2004
More marathon runners: + 42%
More visitors: + 29%
More free publicity: + 74%
The Rabo Total Package
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.
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?
Pieter van den Busken
Thank you for your attention.