Good afternoon! Pieter van den Busken Advisory Chairman
RCD & Partners Milano Italia
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. .
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?
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 1993 2003 Direct Mail 1061 1699 Unaddressed 302 711 Total letterbox advertising 1364 2410
Expenditures Direct Mail 1993 2003 Total expenditures 1061 1699 Expenditures prod.costs 540 884 Expenditures handl.costs 185 290 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 Mail 1083 1312 Unaddressed 5326 11473 Total letterbox advertising 6409 12785
Average Costs Direct mail 1993 2003 Average production costs 0,50 0,67 Average handling costs 0,17 0,22 Average distribution costs 0,31 0,40
Average costs unadressed 1993 2003 Average prod. costs 0,040 0,044 Average distri. costs 0,016 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%
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.