Retailers & Utilities Get Personal

Last Updated on Tuesday, 17 November 2009 05:50 Written by Kevin Sunday, 25 October 2009 06:32

I’ve spoken with friends from the UK, Auzzie and US the last few weeks, specifically asking them their impressions of NZ, specifically around how retailers and big business here market themselves.

Aside from a couple slick TV campaigns, it seems in most areas we’re years behind. Even our direct mailing campaigns here are lousy by world standards, using antiquated strategies and methods. We’re wasteful – Not very ‘GREEN’.

What’s the Trend Overseas?

Today it’s about sending out relevant mailers, only to those that want them. Mass market advertising is on the way out for many sectors. Targeted data-driven marketing is usually cheaper, more effective and super-efficient. But it also comes down to wanting to understand our customers better and introducing ourselves to new CRM (Customer Relationship Management) technologies.

Large retailers throughout the US, Sainsbury in the UK and even Myer in Auzzie have already moved forward, slashing their budgets by using a direct marketing, rather than a mass marketing approach. Naturally this hasn’t been good news for many established ad agencies who know very little of data or CRM tools.

It’s not just retail marketing that changing. Even utility and credit card companies that have ample data have huge opportunities to become more efficient and effective..

Here’s some Ideas…

Just compare what’s commonplace in the US market from the video, below. Against all the hype, direct mail is actually holding up very well in a tough economy, often out-performing more complex email and online initiatives.

Because well-targeted direct mail promotions actually work, it’s been a goldmine for small local businesses too, helping them get lots more store traffic and loyal customers through the door.

If any of these ideas or items in the video bring you some inspiration, give us a call on 027 244 4884 or email me at kevin.trye@actionmail.co.nz

P.S. Think the fancy CRM systems and customer loyalty programs that drive all this are only for the big corporates and national retail chains? Wrong. Smart online systems now bring easy CRM technology to small business  – Setup for a few hundred dollars and maintained for as little as $5/day. Add in amazing mobile voucher/loyalty options and it’s the complete small business marketing package.

Read also – Double Your Rewards and check out the Insight out of chaos website This famous New York Agency has been doing this stuff for ten years…