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The elegance of DoorDrop A Case Study From Italy

The elegance of DoorDrop A Case Study From Italy. TNT Post for Vanity Fair. CUSTOMER : Condé Nast One of the biggest publisher in the world 126 magazines 150 milion readers 83 websites visited by 24 milion unique users all around the world.

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The elegance of DoorDrop A Case Study From Italy

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  1. The elegance of DoorDrop A Case Study From Italy

  2. TNT Post for Vanity Fair CUSTOMER: Condé Nast • One of the biggest publisher in the world • 126 magazines • 150 milion readers • 83 websites visited by 24 milion unique users all around the world. • Condé Nast has been setting the highest standards of editorial quality since the beginning of 20th century

  3. Goal of communication MISSION: • • to increase product awareness in a specific area, characterized by high attention to fashion and by the presence of potential customers • • to improve subscriptions and boost sales in news kiosks in thesame area • • to test unaddressed direct mail advertising rather than traditional advertising

  4. Area of communication AREA: • The most fashionable italian city, lived by glamourous women • Highest presence of international fashion house • Milan

  5. Target of Communication FEATURES: • Women •25-45 years old •Medium-high incomes • Medium-high educational level • Interested in fashion and reading

  6. Target Spotting GEOMARKETING: By Geomarketing study in Milan (analysis of social-demographic information, lifestyle and commercial data) TNT Post selected the streets with highest concentration of useful target (6.700 items) The activity was focused in this area to improve effectiveness and to reduce waste

  7. Solution ACTIVITY: • “Toc Toc” campaign:Selective distribution of samples. • The magazines were delivered in an elegant shopper and directly on floors’ consumers, on doors handles

  8. Results of communication VANITY FAIR RESULTS: • The news kiosks in the activity areas have registered a significant increase of demand • Subscriptions increased in the period after DoorDrop activity • The customer repeated the operation in the other main towns of Italy after the test

  9. Results of communication COMMUNICATION AWARD: The “TOC TOC” campaign received the “Silver Arrow prize” for best direct mailing activities by Assocomunicazione (publishing and media category)

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