Promo - October 2008 - (Page 20)

Industry Trends Report 2008 DIRECT MAIL Mail Bonding Direct mail is still a mainstay for getting the word out/Brian Quinton health care professionals could plug into a USB drive. The Zomig “power Key” directed them to a protected Web site where they could learn more about the medication, access other treatment resources and order product samples. The campaign began producing results almost immediately as physicians started logging into the Zomig Health Care Professional site within five days of the launch. “The paper mailing gives information people can use quickly,” says Kyp Systems CEO Lou Vastardis. “But the Web key technology connects recipients to a Web destination that lets them become instantly immersed in a richer information experience.” Sometimes the value-add direct mail brings to an integrated campaign is user convenience. Agency Neo Marketing created a promotion to encourage car owners to come in to the Montrose Auto Group of Alliance, OH, for a price quote on their current rides. The campaign sent direct mail out to lists of auto owners in the region who drove cars of the make and age Montrose was interested in purchasing—and who might then be good prospects for a new car. The mail pieces contained a unique reservation ID and directed recipients to a Web site, www. BuyBackYourVehicle.com, to schedule an appointment for a car inspection and a possible offer to buy. Entering the ID at the Web site auto-filled a form with the owners’ publicly availP able information. l Let them have their National Football $15.60 for every dollar spent, accordLeague sponsorships, their virtual ing to the DMA. That comes in below worlds, advergames and campaigns this year’s anticipated ROI of $45.65 on Twitter. When it comes to the for commercial e-mail and $20.19 for number-one popular choice for pronon-e-mail Internet marketing. motional tactics, marketers once again Overall, 82% of the companies have chosen the U.S. mails. surveyed by the DMA for its June As it was last year, direct mail Integrated Marketing Media Mix was named as one of the top-three report said they conduct integrated promotional tools of choice more campaigns. Of the campaigns studied, often by respondents to Promo’s 2008 Marketer Trends Survey than any other. It was chosen by 30.4% of the survey population, ahead of both live AstraZeneca’s events and Internet campaign for Zomig used a thumb drive marketing, both of and Web site to which received votes give doctors deeper of 26.8%. Almost information—and make it easier to one-quarter of order samples. respondents said they outsource their direct mail tasks. According to the DMA’s Power of Direct Marketing 2007-2008 report, SNAPSHOT spending on nonNon-catalog direct mail spending will grow to catalog direct mail is $44.5 billion by 2012 set to reach $36.4 bil79.1% used e-mail, but 75.4% intelion globally in 2008, grated direct mail into their mix. 75.4% of marketers use direct mail in integrated up 5.6% from the “Even as marketers are bringing campaigns $34.5 billion spent in more digital media into their intethe channel last year. grated campaigns, traditional media More than 30% of marketers count direct That makes direct remain a core component of the marmail one of their topmail the second keting mix,” DMA research manager three promo tactics highest item in the Yoram Wormser said at the report’s marketing budget, publication. behind only telemarketing, on which A June 2008 campaign by phar$47 billion will be spent this year. By maceutical maker AstraZeneca 2012, the DMA forecasts, non-catalog integrated direct mail with digital direct mail spending will reach $44.5 media to educate physicians about its billion for a compound annual growth migraine relief medication Zomig. The rate 2007-2012 of 5.2%. company worked with agency Digitas The study found that direct mail Health and vendor Kyp Systems to produces a lower return on investproduce a dimensional paper mailer ment (ROI) than other media: in 2008, that included a Web thumb drive that 20 october 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.BuyBackYourVehicle.com http://www.BuyBackYourVehicle.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - October 2008

Promo - October 2008 Contents Editor's Note 'Happy' World Legal Challenges Enter the Dragon 2008 Industry Trends Report Overview Direct Mail E-mail Coupons Event Marketing Games, Contests and Sweeps Interactive Licensing Loyalty Marketing Mobile Marketing P&I Product Placement Retail Sampling Q&A: Hoop Dreams Pro Awards Finalists Resource Center The Agency Center Compassion Fatigue Index of Advertisers

Promo - October 2008

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