Six criteria for success in direct marketing
DIIRECT MARKETING At the "Markeding Schweiz" promotional products fair, Ivo Feller from Swiss Post presented tips for successful direct marketing.
Ivo Feller from Swiss Post spoke about direct marketing.On June 1 and 2, the "Markeding Switzerland" promotional products fair was held in Lucerne for the second time. For the first time, various speakers gave talks at the "Point of Haptic". One of them was Ivo Feller, Consultant Direct Marketing at Post CH AG. He named six criteria for success in direct marketing:1. get to know your target group -> CRM2. Men and women think, communicate, decide and buy differently3. Contact the right customers at the right time via the right channel with the right product/service and the right message4. Reward & surprise your existing customers5. Give your (new) customers the attention they need throughout the entire customer life cycle across all contact points (-> from first to last contact = customer journey)6. Test - try new approachesFinally, Feller presented some successful direct marketing campaigns, such as a mailing campaign for the anti-pain medication Ortoton, in which recipients were able to dissolve the word "pain" in the form of a thread that they had to pull. The treatment proved effective: market share and sales increased significantly. The product and the manufacturer Recordati Pharma gained a lot of attention and were able to attract new customers.
The recipients were able to dissolve the word "pain" by pulling on the red thread.
