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DMAB Direct Mail Markets Development
workshopNew Delhi, India1-3 February 2006

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Participants

• Strong support by the Government authorities
  (opening and closing attended by Minister and
  Minister of State)
• High-ranking India Post officers from all over
  the country (circles)
• Local stakeholders, including the newly created
  Confederation of Indian Direct Marketing
• Foreign postal administrations Brazil Botswana,
  Japan, Nigeria, Saudi Arabia, Spain and Tanzania.

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Content

• Three types of activities
• EDUCATIONAL - Presentations and discussion on
  Direct Mail trends and the different Direct Mail
  tools, including creative copy, database
  development maintenance and postal
  infrastructure (e.g. Quality of Service for
  Direct Mail and addressing).
• BENCHMARKING - Presentations from invited postal
  administrations on successful DM experiences
  (Brazil, Australia, U.S.)
• INTERACTION AND ACTION Discussions with
  stakeholders on their needs, their expectations
  and their contributions for the growth of the
  market. Breakout group sessions and plenary
  sessions to define the current situation, market
  opportunities and the vision for the Direct Mail
  market in India and in the region. Development of
  an action plan to take advantage of market
  opportunities and to achieve the vision.
  Agreement on the actions to be taken.

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Moderators

• Ron Jacobs (private consultant)
• Pritha Mehra (USPS manager)

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Vision

• India to be a global leader in Direct Mail,
• offering innovative,
• technologically-driven,
• responsible, customer-focused
• communications solutions
• through partnerships among all stakeholders.

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Action Plan

• India Post to create a structured self-sustaining
  Direct Mail forum at all levels for regular
  interactions with all stakeholders across the
  mail supply chain (to include users).
• Industry in concert with associations such as DMA
  will promote the power of Direct Mail, develop
  case studies, share and disseminate information.
• India Post to create an address database which is
  globally compatible, easily accessible, with
  demographic pointers. This will include address
  hygiene functions.
• India Post will develop a DM addressed product.
  In the first phase this will be an addressed
  product which will leverage existing products. In
  the second phase a new addressed product will be
  developed in collaboration with the industry
  encompassing a cost-effective response mechanism.

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Action Plan

• India Post to create a Direct Mail business Unit
  to encompass operational processing, marketing,
  sales and support functions.
• Industry will attempt to increase share of Direct
  Mail in their direct marketing product portfolio.
  
• Research to be conducted.
• Guidelines and standards to be prepared by India
  Post in consultation with stakeholders.

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Follow-up

• India Post
• DMAB

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