Innovative Postal Services for Direct Marketing

Innovative Postal Services
for Direct Marketing
(1)
Business Development Branch
Agenda
• Premium Circular Service
• Regional Data Hub
• Personalized Greeting Card
• Multi-channel Direct Marketing Web Platform
• Direct Mail Targeting Mainland China
(2)
Business Development Branch
Prospecting by Geographical &
Demographical Needs
• Enhanced Unaddressed DM: more TARGETED
• Customer ACQUISITION free of PRIVACY issue
(3)
Business Development Branch
Premium Circular Service
• Advanced neighborhood segmentation tool => select
RIGHT HOUSEHOLD SEGMENTS for mailing
(4)
Business Development Branch
Premium Circular Service
• 9 Big Groups of typical characteristics
A.
Upper Echelons
天之驕子
B. Well-to-do 豐衣足食
2 types / 6.6%
中產階級
4 types / 15.5%
4 types / 8.6%
(5)
C. Emerging Middle Class
D. Suburban Locals
E. Compact City Life
舊區鄰里
人煙稠密
4 types / 11.5%
2 types / 9.9%
F. Comfy Subsidized
Homes 居屋逍遥
4 types / 16.2%
G. Grass Roots Living
H. Community Challenge
I. Grey Perspectives
眾口基層
公屋社群
黄昏歲月
2 types / 10.6%
3 types / 9.7%
3 types / 10.9%
Business Development Branch
Premium Circular Service
• 28 Small Groups For Choice
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Business Development Branch
Premium Circular Service
• A01 Profile Example
A01 Expats & the Privileged 優越富裕 (1.06%)
The most affluent local & expatriate families in luxury homes
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Districts
Low density areas e.g. Shouson Hill, Repulse
Bay, the Peak
Household
income
Median household income of $104,000
Status
Married middle aged, degree educated, having
young children
Profession
Hold executive and management positions in
finance, government & professional services
Business Development Branch
Premium Circular Service
TAIKOO SHING Case
5 Types:
A2 –Matured Wealthy
(成熟富有)
A3 –Elite Professionals
(專業精英)
A4 –Rising Sophisticates
(新晉貴族 )
B5 –Well-off Families
(富足家庭 )
C10–Mature Home Owners
(安居樂業 )
(8)
Business Development Branch
Online Circular Platform
Search addresses by KEYWORD, DISTRICT or MAP
DIY! CONVENIENT!
circular.hongkongpost.com
(9)
Business Development Branch
Online Circular Platform
Enquiry for Premium Circular Service
(1) By MOSAIC type
(2) By CENSUS CRITERIA
INSTANT DATA COUNT!
( 10 )
Business Development Branch
Online Circular Platform
Online submission of application & sample for approval
SAVE TIME & EFFORT!
Upload of PDF / JPG file
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Business Development Branch
Special Offer
Circular Service
(1) Free Posting
Quantity
Register Online
by 10 Apr 12
(offer valid till 30 Apr)
FREE Postings
(include free posting)
10 000 or above
2 500
8 000 – 9 999
1 200
6 000 – 7 999
800
4 000 – 5 999
400
(2) Premium Circular Service: SAVING
- Target selection fee: Original $3k, Now $2k
( 12 )
Business Development Branch
Regional Data Hub
New
A user-friendly data/list
enquiry platform
Datahub.nzpost.co.nz
( 13 )
Business Development Branch
Regional Data Hub
New
Simple list
searching
Instant count
of targeted list
( 14 )
Business Development Branch
Personalized Greeting Card
New
Dragon Baby Personalized Card (@ www.shopthrupost.hk)
• Personal Image + Personal Message + Printing + Delivery
• Adapt the idea to personalized corporate card for customer
relationship building
( 15 )
Business Development Branch
Coming Soon…
Multi-channel Direct Marketing Web Platform
• Multi-channel campaigns increase reach and
branding potential
( 16 )
Business Development Branch
Multi-channel DM Web Platform
Coming Soon
Select Channel Mix + Design + Print Production + Delivery +
Response Management > ONE-STOP DIY from desktop
Channel
Mix
Communication-OnDemand
GOALS
CUSTOMERS
Acquisition
PHYSICAL:
Unaddressed
Mail
Addressed
Mail
Retention
Mail
Transaction
Email
Win Back
Data
Upload
Design/ Printing
Artwork
Folding Stamping
&
enveloping
DIGITAL:
Email
Website
Etc.
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Business Development Branch
Archive
Postal
delivery
Response
Management
Website
Multi-channel DM Web Platform
Coming Soon
Archive to upload photos
or select from stock
• Direct Mail design templates and tools
for easy execution
( 18 )
Business Development Branch
Multi-channel DM Web Platform
Coming Soon
• Email design template, email sending management
and monitoring tool
( 19 )
Business Development Branch
Multi-channel DM Web Platform
Simple Management Tool
Coming Soon
Program Landing Page
• Mini campaign site to support landing page of
promotion program, with data capturing tool
( 20 )
Business Development Branch
Multi-channel DM Web Platform
Coming Soon
Facilitate social media
integration, e.g. Facebook,
Twitter
• Interactive game design tool to engage customers
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Business Development Branch
Targeting Mainland Visitors With Mail
• DIRECT & TARGETED
• One-stop CONVENIENCE
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Business Development Branch
DM Targeting Mainland
• A single contact window via HKP
Objectives
Target
Mail Design
Approval
List Selection
Proposal
Lettershop & Printing
Delivery & Report
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Business Development Branch
DM Targeting Mainland
• One-stop solution
List selection
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Printing
Business Development Branch
Addressing
Enveloping
Delivery
Reporting
Special Offer
DM Targeting Visitors
Shenzhen
Standard rates
(include postage, list
rental, address printing
& enveloping)
$1.2
Up to 15% DISCOUNT
Dongguan,
Guangzhou
Beijing, Shanghai,
Hangzhou, Nanjing,
Chengdu, Chongqing,
Harbin, Dalian
$1.7
$1.9
Special Rates (from now till 30 April 2012)
5,000 – 9,999 items
10,000 items or above
( 25 )
Business Development Branch
$1.08
$1.6
$1.8
(~ 10%
discount)
(~ 8% discount)
(~ 5% discount)
$1.02
$1.5
$1.7
(~ 15%
discount)
(~ 12% discount)
(~ 10% discount)
Hongkong Post Service Family
( 26 )
Business Development Branch
Thank You !
( 27 )
Business Development Branch