Product Campaign

International expertise for mail solutions

DHL Global Mail has proven that direct marketing campaigns which are centrally planned and are tailored to different target markets or target groups work. The company is offering a product whose very specific benefits take into account the special requirements of international direct marketing.
Targeting recipients identified by name with customized key messages and visualizations via a mailing results in an increased level of brand recognition. At the same time, it strengthens the positioning of the brand and ensures direct increases in sales of the products being promoted. The mailing's impact is boosted by the use of additional media, the timing and content of which are well coordinated.

Customized key messages and visualizations for 14 countries

The mailing campaign was conducted in 14 countries in Europe and the Asia-Pacific region. Customized key messages and visualizations were developed in cooperation between Headquarters and regional marketing and sales experts for a targeting approach that was appropriate for the relevant market.

The mailing for the campaign comprised a small, flat packet on which a woman's face invites the recipient to open the packet with the phrase "Allow yourself to be tempted". The small packet contained a personalized covering letter of introduction addressed to the recipient a lavishly designed folding card with testimonials from satisfied users a sweepstake that brought home to the recipient in a playful way what the product benefits were.

"The first time"

The aim of the mailing's key message, via the direct marketing campaign, was to encourage the recipient to use the product for the first time. An emotive key visual - a woman's eyes - was used to underpin the message.

Integration of local expertise

Cultural or religious conflicts were avoided by customizing the mailing. The copy and visualizations as well as the prizes in the sweepstakes were tailored to fit in with country-typical expectations and attitudes. When editing the copy in the language of the particular country, it was important to render the tone and content of the campaign in an equivalent form and a sensitive manner in the language of the destination country. Likewise, the key visual - a woman's eyes - was varied from country to country.

Key objectives of the campaign achieved in full

The mailing in conjunction with the additional measures achieved a very high level of attention and recognition. In the follow-up campaign involving telephone marketing, introductory explanations were, for the most part, not needed for the contact or sales interview. The people being contacted remembered the company name, the product and - last but not least - the slogan. A positive response rate meant that the key objective of significantly boosting sales was achieved. The campaign generated sustainable benefits by greatly strengthening the positioning of DHL Global Mail as an efficient international postal service provider vis-à-vis key customers.

A successful solution for all sectors and locations

Judging by how the campaign went and how it was implemented, one can conclude that these types of campaign can achieve similar success when other products and services are being marketed. It is still a relatively new path. Anyone who chooses to tread it today can be sure of gaining a head start over the competition.