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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.

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Pieter van den busken

Good afternoon!

Pieter van den Busken

Advisory Chairman


Pieter van den busken

RCD & Partners

Milano

Italia


Pieter van den busken

Canada 1978


Pieter van den busken

Why InterDirect?

• Local DM professionals with access to the International DM world.


Pieter van den busken

• 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

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.


Pieter van den busken

• What are the latest trends and developments

in international DM?


Pieter van den busken

•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.


Pieter van den busken

The big question:

How to use all this new and old opportunities in the right balance to get the best results?


Pieter van den busken

The problem:

The lack of experiences and knowledge at

both the agency's and client's side.


Pieter van den busken

The solution:

• Training of DM people.

• Exchange of knowledge/experience

on international level.

• Test,test,test… and share the results.


Pieter van den busken

Business is getting more international than ever. DM campaigns cross borders.

.


Pieter van den busken

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.

But how?


Pieter van den busken

By knowing their own market perfectly

AND have access to DM professionals

in other markets.

Act local AND act global.


Pieter van den busken

Some Statistics D.M. from Holland

Only until 2003

Why?


Pieter van den busken

Our national DMA got bankrupt

In 2003!


Pieter van den busken

Expenditures letterbox 19932003

Direct Mail10611699

Unaddressed 302 711

Total letterbox advertising13642410


Pieter van den busken

Expenditures Direct Mail19932003

Total expenditures10611699

Expenditures prod.costs 540 884

Expenditures handl.costs185 290

Expenditures distr.costs 336 525


Pieter van den busken

Expenditures unaddresed 1993 2003

Total expenditures 302 711

Expenditures prod..costs 215 512

Expenditures distr. costs 87 199


Pieter van den busken

Volume 1993 2003

Direct Mail1083 1312

Unaddressed5326 11473

Total letterbox advertising6409 12785


Pieter van den busken

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


Pieter van den busken

Average costs unadressed19932003

Average prod. costs 0,0400,044

Average distri. costs 0,0160,017


Pieter van den busken

Adressed and unadressed mailing

per household, per week:

1991: 15 pcs.

2005: 30,5 pcs. (+5,9% vs 2004)


Pieter van den busken

Interesting!

Increasing: door-to-door sampling.

Of all sampling distributions:

Door-to-door:

NL 6%

UK44%

FR40%

G12%

IT 6%

Still growing!


Pieter van den busken

Online advertising in NL:

Increase of 55% in 2005 vs 2004:


Pieter van den busken

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


Pieter van den busken

Which industries spend most online advertising in NL?

  • Media 21%

  • Telecom/ICT 21%

  • Finacial sevices 15%

  • Horeca/Tourism 8%


Pieter van den busken

Some award winning cases from the Dutch Esprix D.M. & S.P. Awards '05


Pieter van den busken

Nivea.

Share that you care


Pieter van den busken

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


Pieter van den busken

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.


Pieter van den busken

Results:

Target: 100.000 sample sendings

Results: 150.000

Many spontanious thanks from consumers.


Pieter van den busken

Biologica

Adopt a chicken


Pieter van den busken

  • 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.


Pieter van den busken

  • 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


Pieter van den busken

Results:

Target: 17.500 donors

Result: 32.000

Sales of biological eggs + 27%


Pieter van den busken

Heineken.

Scream the Orange soccer team to the top.


Pieter van den busken

  • 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.


Pieter van den busken

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


Pieter van den busken

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.


Pieter van den busken

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!


Pieter van den busken

  • 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.


Pieter van den busken

Target:

Generate contacts with schools

Sell contracts to schools.


Pieter van den busken

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.


Pieter van den busken

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.


Pieter van den busken

Results:

First Mailings sent: 600

Contracts: 50

Second reminder mailing sent: 500

Contracts: 119


Pieter van den busken

  • Mini

  • NOT for sale!

  • How to create more new, refreshing ideas to promote the whole year through the Mini cars.


Pieter van den busken

Target(s):

Generate leads to Mini dealers

Commitment/Involvement of Mini owners


Pieter van den busken

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.


Pieter van den busken

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!


Pieter van den busken

Who the hell is Hans Ubbink?


Pieter van den busken

  • Case:

  • The clothing industrie is having heavy times.

  • Retail outlets do not want to buy more fashion design "labels"


Pieter van den busken

  • Target(s):

  • How to get sales leads from retail-outlets which want to sell the (young) Hans Ubbink fashion?


Pieter van den busken

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.


Pieter van den busken

2. Box with the "Holiday Do Book of Hans Ubbink", for addults. Designed and developed by Hans.


Pieter van den busken

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.


Pieter van den busken

Results:

Mailed: 50 pieces

Response for new contacts: 36%


Pieter van den busken

Maetis Arbo

It is your turn now!


Pieter van den busken

  • 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.


Pieter van den busken

  • Target:

  • Generate leads from company prospects to inform them about the services of Maetis Arbo, and build a relationship with contactpersons at companies.


Pieter van den busken

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.


Pieter van den busken

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.


Pieter van den busken

Results:

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)


Pieter van den busken

Golf on Spot

How to introduce a new medium:

Hole in one!


Pieter van den busken

  • 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.


Pieter van den busken

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


Pieter van den busken

Results:

Orders from media-buying agencies in the first 3 months: 320% higher than the target.

With an extremely low budget: 6.000 Euro!


Pieter van den busken

ING Bank

Amsterdam Marathon 2004


Pieter van den busken

  • 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.


Pieter van den busken

  • 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.


Pieter van den busken

Results:

More marathon runners: + 42%

More visitors: + 29%

More free publicity: + 74%


Pieter van den busken

Rabobank

The Rabo Total Package


Pieter van den busken

  • 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.


Pieter van den busken

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.


Pieter van den busken

Results:

Target: 9,5% conversion

Result: 11.6% conversion

20% more than expected.

30% less costs by the use of email


Pieter van den busken

What’s new in

International Direct Marketing?


Pieter van den busken

A very successful case history of international direct communications from the past.


Pieter van den busken

Cleopatra’s Direct Mail campaign


Pieter van den busken

What was the result?


Pieter van den busken

100%


Pieter van den busken

Pieter van den Busken

Thank you for your attention.


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