1. direct print presented by Lindsey Fair

2. flyers mag / news point-of- mailpurchase 3. mailROI of a direct mail campaignis $1 : $11.65 (Direct MarketingAssociation)$547 billion sales in USA (2009)from direct mail campaignsTypical response rate = 0.9%High response rate = 1.9%Low response rate = 0.12%Double response for house listsvs prospects 4. addressed 5. addressedTypical response rate = 1.2%High response rate = 3%Low response rate = 0.05%Double response for house lists vsprospects 6. UNaddressed79%read or skimunaddressedmail (CMAFactBook2010) 7. special delivery 8. special delivery 9. choosingmailInfo availability Channel Offer Necissity of Level of Estimatetolerance immediacy virality trackability d CPRAddressed Name, FullAcceptedCan beLowHigh-Mid-Address immediateUnaddressed Postal Code Could beCant beLowMidMid+mailan issueimmediateDeliveryFull AddressWidelyCan be+Low Mid+ Mid+acceptedimmediate 10. make this one better 11. posterROI of a direct postercampaign is $1 : $8 (DMA)Used for new customeracquisition / prospectsonly, not for house lists.Typical response rate =0.05%High response rate = 1.5%Low response rate =0.009% 12. tear-off sheet 13. large format 14. choosingposter Info availabilityChannel tolerance Offer immediacy Necissity of virality Level of Estimatedtrackability CPRTear-off sheet General Geo, Walking Widely accepted Cant beLow Low+ Mid+ habits immediateLarge Format General GeoWidely accepted Cant beLow+LowLowimmediate 15. Whats missing? TERMS...pr od app butuct eal of f e rcall t o 16. make this one betterThis is a poster onbullentin boards onuniversity campuses inAustralia. How could thisachieve better results? 17. point-of-purchaseUsed for house list / customerlists, not for new customeracquisition lists.Typical response rate = 4.29%%High response rate = 4.5%Low response rate = 0.009% 18. flyer / coupon 19. packaging 20. choosing p.o.p. Info availability Channel tolerance Offer immediacyNecissity of virality Level of Estimatedtrackability CPRFlyer / Coupon noneCould haveShould be almost Low+Mid+ High- problems, often immediate discardPackagingnoneWidely accepted Cant be Low Low+ High- immediate 21. is this a strong p.o.p. dm? 22. 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+. 23. magazine 24. how could this be improved? 25. newspaper 26. IKEA brilliance 27. print componentsAdPackaging(interior &exterior)Point-of-PurchasePiece (tags)Ballot / FormCollection Pieces