Mailmen: Marketing Leaders join Royal Mail Marketreach Campaign
- Marketing industry leaders have joined forces with Royal Mail MarketReach for a campaign to demonstrate that mail has a vital role to play in the today’s digital world and continues to be a powerful weapon in the marketer’s armoury.
- Royal Mail MarketReach, the third largest media owner in the UK, is today (28 January) launching the “MAILMEN” campaign, combining digital, press, OOH and direct mail
- The campaign is endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen BlackettOBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi and David Robinson, Sales and Marketing Director, The Sun
- The campaign, targeting clients, media planning and buying agencies combines digital, print and direct mail, and promotes Royal Mail MarketReach’s in-depth research programme, The Private Life of Mail
- The 18-month research programme brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI
Marketing industry leaders have joined forces with Royal Mail MarketReach for a campaign to demonstrate the vital contribution mail makes to advertising success.
Royal Mail MarketReach, the third largest media owner in the UK, is today (27 January) launching the “MAILMEN” campaign.
The campaign, by Publicis Chemistry, is endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen Blackett OBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi, and David Robinson, Sales and Marketing Director, The Sun. The campaign includes the following ad lines:
“Charming. Persuasive. Motivating. And for once I’m not talking about myself,” Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group.
“After 20 years planning TV I’ve discovered a new channel,” Karen Blackett OBE, CEO, MediaCom.
“On your 100th birthday, you’d be disappointed if the Queen only sent you an email,” Nik Roope, Founder, Poke.
“A great idea can come from anywhere including through the letterbox,” Elspeth Lynn, Executive Creative Director, M&C Saatchi.
“If there’s a better way to talk to people, I’ll eat my hamster,” David Robinson, Sales and Marketing Director, The Sun.
The campaign, targeting clients, media planning and buying agencies, creative agencies and marketing decision-makers at the top 3,000 advertisers, combines digital, press and OOH, and direct marketing including staged direct mail and emails, and promotes Royal Mail MarketReach’s in-depth research programme, The Private Life of Mail.
The 18-month research programme brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, having looked into:
- people’s homes to investigate mail’s journey and longevity in the home
- consumer’s hearts to discover the emotional connections that are triggered by mail’s tactility
- people’s heads, using the latest neuroscience techniques to discover the impact mail has on the brain
The direct mail being posted to around 14,000 marketers and agencies contains key findings from the research that make the case for mail as an essential part of any campaign. The full research report can be downloaded from www.mailmen.co.uk.
The campaign creative and strategy was developed by Publicis Chemistry. The Executive Creative Director was David Prideaux.
A range of leading research partners were involved in the creation of The Private Life of Mail, including: BrandScience; David Brennan (Media Native); Decode Marketing; Neuro-Insight; Peter Field; Quadrangle and Trinity McQueen.
Jonathan Harman, Managing Director, Royal Mail MarketReach, said: “We are pleased to have marketing industry leaders join forces with us to demonstrate the vital role mail plays in the today’s digital world
“In today’s rapidly transforming media landscape, brands and consumers are communicating in more diverse ways than ever. Over the last 18 months, we have conducted a series of research projects to understand exactly what that means for consumers and what it means for advertisers. It is an unprecedented look at what happens to mail when it enters the home which is why we have called it, The Private Life of Mail.”
Publicis Chemistry’s CEO, Mike Welsh, said: “Mail has fallen out of fashion but the digital revolution has created a new and vital role for the medium. 18 months of research have proved that consumers engage and value mail more than ever – and this has given us a fantastic story to provoke a re-appraisal.”
Marketing Strategy for B2B and B2C – how they differ
With a constant plethora of content advice aimed at marketers, banging on about how to improve your web traffic, how to improve your sales etc. Quite often it will targeted to either B2B or B2C Campaigns. What’s the difference? Well, you are probably aware of the difference between B2B (Business to Business) companies that sell products and services to other businesses and B2C ( Business to Consumer) companies that sell to individuals.
So, how do the marketing strategies differ between the two ?
When we look a little deeper, B2B marketing is more about creating and nurturing relationships, where as B2C is more product driven. With a B2C business the objective is to sell a product or serviceto a customer but with B2B your objective is to sell a number of products or services over time.
All businesses have suppliers of products and if you can become a supplier you are likely to get repeat business providing you with a steady supply of business.
It’s important to emphasis that maintaining relationships is crucial so that they don’t forget you between purchases.
The buying cycle of B2C companies tend to be shorter than B2B. The objective is
To get the customer to your product page so that they can make a purchase. A B2B
Marketing campaign has a number of different steps and stages and often requires more direct communication via supporting i.e emails and telephone calls.
It is the B2B company’s job to address the customers questions and concerns in an attempt to convince them that their product or service is the best choice for their needs
If the contact has to convince a boss to sign off the order, the whole process can take weeks.
A B2C company will focus mainly on blogs , video and other short term content to
Appeal to their potential customers, along with a few white papers and e-books and other forms of long –form content, for those who are ready to move forward to purchase.
B2B companies will focus more on the long-form content, employing many more white papers, emails and e-books which can be sent directly to customers periodically over the buying process in an attempt to show what your company can do for them.
Once a B2C sale is made, a customer may be put on an email newsletter list and over time send online updates and product suggestions. A B2B company will actively keep in touch with the customer after the sale and maintain a record of their previously order, sending out emails and reminders and keeping a rough note of when a next purchase is due.
It is crucial to understand your target customer and learn how to market to the successfully.