The nature of traditional media channels is changing, and Royal Mail is keen to promote direct and door-drop mail campaigns as a cost effective alternative. Its new web based initiative allows customers to develop their own direct marketing strategies and is an imaginative attempt to capture a market that is underutilized in the UK.
Royal mail has launched a new online service to trumpet the benefits of direct mail.
The UK’s Royall Mail has introduced a new interactive online service highlighting the effectiveness of both direct mailings to targeted households and door-drop campaigns to whole neighborhoods. Ogilivy Interactive, one of the largest marketing communications networks in the world, has designed the virtual demonstration.
To give an idea of how a door-drop campaign works, the website contains a tour of a virtual town. Customers can use it to witness the entire marketing process, from creation and distribution through to fulfilment, becoming an expert along the way, and ultimately able to explain the benefits and successes of mail marketing to their colleagues.
Royal Mail wants to reinforce a widely held perception, borne out by research, that the traditional press is an increasingly ineffective marketing medium. In the current economic situation companies are trying to cut back on expensive marketing and are relying increasingly on cost effective methods.
The new online service also offers a quick comparison against traditional media such as TV and press, together with a more detailed comparison for door-drop mail’s closest alternatives, direct mail inserts. Furthermore, it provides key information that enables customers to create their own door-drop mail, starting from techniques to grab attention and moving onto successful layouts.
Door-drop marketing is already used far more in some of the other European countries than it is in Britain. Royal Mail has proven to be proactive in launching an online service that targets a new business opportunity.
Related research: Datamonitor, European Logistics Benchmarking 2002 (DMAU0016)
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