Direct Marketing Print Campaigns
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Direct print marketing includes various channels like mail, magazines, newspapers, posters and point-of-purchase materials. Response rates for different channels typically range from 0.05% to 1.9% but can be higher for existing customers. Direct mail typically has the highest return on investment of $1 for every $11.65 spent, while magazines and newspapers have more modest returns of $1 for every $10 spent.
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Direct Marketing Print Campaigns
- 1. direct print presented by Lindsey Fair
- 2. flyers mag / news point-of- mail purchase
- 3. mail ROI of a direct mail campaign is $1 : $11.65 (Direct Marketing Association) $547 billion sales in USA (2009) from direct mail campaigns Typical response rate = 0.9% High response rate = 1.9% Low response rate = 0.12% Double response for house lists vs prospects
- 4. addressed
- 5. addressed Typical response rate = 1.2% High response rate = 3% Low response rate = 0.05% Double response for house lists vs prospects
- 6. UNaddressed 79% read or skim unaddressed mail (CMA FactBook 2010)
- 9. choosing mail Info availability Channel Offer Necissity of Level of Estimate tolerance immediacy virality trackability d CPR Addressed Name, Full Accepted Can be Low High- Mid- Address immediate Unaddressed Postal Code Could be Can't be Low Mid Mid+ mail an issue immediate Delivery Full Address Widely Can be +Low Mid+ Mid+ accepted immediate
- 10. make this one better
- 11. poster ROI of a direct poster campaign is $1 : $8 (DMA) Used for new customer acquisition / prospects only, not for house lists. Typical response rate = 0.05% High response rate = 1.5% Low response rate = 0.009%
- 12. tear-off sheet
- 14. large format
- 16. choosing poster Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated trackability CPR Tear-off sheet General Geo, Walking Widely accepted Can't be Low Low+ Mid+ habits immediate Large Format General Geo Widely accepted Can't be Low+ Low Low immediate
- 17. What's missing? TERMS... pr od app but uct eal of f e r call t o
- 18. make this one better This is a poster on bullentin boards on university campuses in Australia. How could this achieve better results?
- 19. point-of- purchase Used for house list / customer lists, not for new customer acquisition lists. Typical response rate = 4.29%% High response rate = 4.5% Low response rate = 0.009%
- 20. flyer / coupon
- 21. packaging
- 22. choosing p.o.p. Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated trackability CPR Flyer / Coupon none Could have Should be almost Low+ Mid+ High- problems, often immediate discard Packaging none Widely accepted Can't be Low Low+ High- immediate
- 23. is this a strong p.o.p. dm?
- 24. mag / news ROI of a direct mag / news ad campaign is $1 : $10 (DMA) Used for primarily for new customer acquisition. Typical Response Rates: Newspaper : 0.5% Magazine: 0.17% (Brains on Fire) *Based on non-house list only. If mag / news is an internal com piece then rates double+.
- 25. magazine
- 26. how could this be improved?
- 27. newspaper
- 28. IKEA brilliance
- 29. print components Ad Packaging (interior & exterior) Point-of-Purchase Piece (tags) Ballot / Form Collection Pieces
Editor's Notes
- This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
- This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
- This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
- The prizes will give two Bluetongue winners and three of their mates the opportunity to visit the new Bluetongue Brewery and brew their very own batch of Bluetongue which will be bottled with a personalised label. This once-in-a-lifetime experience will include; flights for four from their nearest capital city to Newcastle; two nights’ accommodation; and $2000 spending money for the major prize winner Bluetongue Summer Promotion CaseThe promotion will give consumers the chance to win this beer experience by simply purchasing a six pack of Bluetongue Premium Lager in the off-premise, or a bottle of Bluetongue Premium Lager or Bluetongue Premium Lager draught in the on-premise.
- This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
- Components of print = Ad Ballots Price tags Point of purchase