Bpost, the Belgian Post Service wanted to know if DM can survive in a digital era. The Farm by Proximity BBDO tackled the issue and Julie Bogaerts & Eveline Smet presented the outcome.

1. Is direct mail dead?
The Farm

2. Can DM create real,
trustful moments in
a virtual world?
And how?
THE The Farm
FARM

3. overview
1. Introduction
2. Digital media to DM
3. DM to digital media
4. Conclusion
The Farm

4. 1. introduction
The Farm

5. The decision funnel: then and now
Although the decision funnel was never a
linear process, it used to be quite simple
The Farm

6. The decision funnel: then and now
Classic media channels are ignored and
friend recommendations and user
generated content have become
The Farm

7. Digital Consumer journey Model
• read an article on DS online about NFC enabled
Category need smartphones
Brand • clicked a banner
awareness:
Brand • Google searched it
knowledge
Brand attitude • talking about it on Twitter
Brand preference • liked it on Facebook
Intention to • added to my Amazon list
purchase
Purchase • payed for with PayPal
Satisfaction • bragged to my friends about it on Skype
Brand loyalty • following it on Twitter and receiving its newsletters
The Farm

8. Strengths of dm
Dm = medium that incites the most Digital Natives to react
67,4% Beta memorization coeffient
Information received through the letterbox
is the most convincing
The Farm

9. So it’s not dead yet, but how
will it stay alive?
Only if direct mail finds a
connection with digital
media fast.
The Farm

10. Social media
are now here
The Farm

11. If direct mail doesn’t
follow this pace,
it WILL die
The Farm

12. What are digital media?
Mobile
Smart
Apps
phones
Tablets
Internet and pc’s
Digital tv
Computer
games
Websites E-books
The Farm

13. What are digital media?
The Farm

14. Keep your DM
alive and kicking

15. online offline
From digital media
to direct mail

16. online offline
How to use digital media
to create the perfect dm?

17. React to the online information overload
The Farm

18. DM’s place in the buying process
past now
Situate in
find out what which state of personalize
higher
Unorderd DM people are the buying and cater to
reaction rate
looking for process needs
prospects are
The Farm

19. timing
“Marketers can always figure out what to sell,
how to sell, and to whom to sell. What they
often can't figure out is when to sell.”
Lester Wunderman
What if we can figure out when to
address our target group?
The Farm

20. Dm on demand
• Red button (digital tv)
• Foursquare (locally targeted)
• Give people the chance to ask for a DM
The Farm

21. Social media scraping for moments of truth
Facebook
Information scraping
(used to customize the DM)
The Farm

22. Scraping / personalization
The Farm

23. ‘you don’t have to see
Facebook as big brother,
see it as big mother giving
you what you need when
you need it the most’
Olivier blanchard
The Farm

24. optimization
Social media analysis tools:
 Google Insights
 Inside Facebook
 Trendistic
The Farm

25. Search for ambassadors
• Search social media
for ambassadors
• See what they’re
saying about your
brand
The Farm

26. From
digital media
to DM on demand
direct mail
personalization interactivity
scraping
Search for
timing ambassadors

27. offline online
From direct mail to
digital media

28. offline online
How to make your
dm interactive?

29. New emerging technologies
DR NFC
AR QR
RFID
The Farm

30. QR
The Farm

31. Rfid
The Farm

32. Augmented reality: LAYAR
+ Movie example LAYAR
The Farm

33. dm & digital media: adds an extra
dimension
Provide extra content
Make it possible to share
Enable interactions
Add sweepstakes, polls,…
The Farm

34. dm & social media can go viral
Enable sharing with others
 Put social media icons badges on DM
 Social media plugins: Tweet this (Twitter), Like button (Facebook)
 Provide extra content and let them pay with a tweet / pay with a share
The Farm

35. From
direct mail
to
digital media Social media
Go viral
New emerging interactivity
technologies

36. 3. conclusion
The Farm

37. Be on top with digital media
The Farm

38. INNOVATION PUTS YOU IN FRONT
TECHNOLOGY KEEPS YOU THERE
The Farm

39. Direct mail should marry digital media!
The Farm

40. Let’s discuss!
@juliebogaerts
@evelinesmet
The Farm