Growth Mail Markets

1
Growth Mail Markets International Direct Mail
Sells! Terry Paull Regional Director
Pacific Spring
2
Agenda

• Mail Our core business
• Simple Easier than you think
• Experience It works
• Attitude Use it or lose it
• Challenge Create new mail

3
Mail

• Only 0.38 of the global population lives in
  Australia New Zealand - a beautiful place but
  small market
• Internet access reaches 500 million worldwide (
  growing) but mails audience in measured in
  billions - mail still finds more people
• The mail moment - personalised, informative,
  tangible reactionary
• Mailing lists are abundant
• Cost effective - 50cents delivery to most
  locations worldwide

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Simple

• Common formats - name/address/country is a
  workable minimum
• English - the international business language
• No pre-sort
• No barcoding
• No metering
• Published delivery standards
• Solid competition - everywhere

5
Experience

• Successful international marketers promoting
  lifes basic commodities
• Sex
• Footwear
• Religion
• Medicine
• Sport

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Sex

• Original mail orders generated from Internet
  enquires
• Mail fulfils orders subscriber
  magazines/newsletters
• Subscriptions promoted on website, video covers
  magazines
• Be aware of cultural taboos - prohibited items
• Some ignore these taboos by using bland or
  non-descript mail pack

7
Footware

• Retail network
• Customer information
• Profiling customers offers
• It works here.and it works there!
• Mail used to promote offers, specials increase
  store traffic
• Simple mail packs - DM letters, brochures
  response device
• Only change - Return address / Postage paid
  indicia

8
Religion

• Geographical territory allocated by head office
• Generic products across all countries
• Mailing lists membership driven
• Inactive members followed up after 12 months to
  decline or continue
• Newsletters, magazines, specific products ie -
  prayer request (answered by phone or mail).

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Medicine

• Membership driven by medical associations
• Mailed items include manuals, research/technology
  updates, research concepts, course / lectures
  notes, invitations to attend seminars, fees,
  books, etc..etc.
• Linkages between memberships, book suppliers
  associations

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Sport

• Membership - Association
• License activities - license renewals
• Newsletters, magazines (supplier advertising)
• CD Roms - educations, course notes
• Retail outlets - grow store traffic
• NAD, Buying patterns, level of certification
  experience - launch activities
• Opening new markets
• Reliable delivery, global reach as membership on
  the move

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Surprised?

• Same DM techniques
• Same DM drivers - creating awareness, providing
  information, displaying choice, payment options
  customer relationship management (CRM)
• Simpler mail processes
• Competitive worldwide delivery cost, service
  support
• Why..only 4.5 letters out of 100 generated in
  Australia is international mail?

12
Attitude

• our international mail volumes are to small to
  worry about
• .we only mail internationally on an ad hoc basis
• if I depended on my Australian market for
  business, Id still be running it from my kitchen
  table
• we use the same packs, language, look
  everything..

13
Attitude

• Mail generators are the key to mail growth
• Why do they only market within the domestic
  market? What prohibits international expansion?
• Who can really grow the Australian mail market?
• Mail Generators - current and future
• Our industry needs to support generators to
  create more mail delivered to more addresses

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Challenge

• Provide clear proven information
• Promote - what works!
• Simplified mail processes - inclusive not
  exclusive
• Extensive and experienced Support services
• Innovation is easy - language specific campaigns
  - driven by multicultural workforce - its a
  community strength - use it.

15
Remember

• Australia and New Zealand economies largely
  avoided the Tech Wreck
• Why?
• Old world economies - primary producers niche
  innovators
• Australian Mail industry looking for growth
  markets
• Where?
• Under your nose overseas

16
Challenge

• Sourcing good Lists
• Choosing reliable cost effective distribution
• Managing returns
• Payment options
• Competition - internationally
• Your business grows, our industry grows

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Challenge

• Export Mail, Im excited!!