Direct Marketing Leader Identifies Three Universal Truths About Direct Mail

Howard Draft Advises National Postal Forum Attendees on How to Capitalize on

Direct Mail Trends



Sep 20, 2004, 01:00 ET from Draft

    CHICAGO, Sept. 20 /PRNewswire/ -- Speaking to the country's leading mail
 professionals at the National Postal Forum in Washington D.C. today, marketing
 icon Howard Draft challenged attendees to accept and capitalize on three
 universal truths about Direct Mail -- truths he says build businesses. Howard
 Draft is CEO of Draft, the global marketing services agency whose clients
 include some of the country's largest users of direct mail, such as Verizon,
 Bank of America, and the United States Postal Service.
     "It used to be 'The customer is King,'" said Draft. "Well, nowadays the
 customer is a dictator."
     "Consumers have -- and are wielding -- unprecedented control over their
 relationships with marketers," explained Draft.  "TiVo and other personal
 video recorders allow them to skip right over ad messages. Call screening, do-
 not-call registries, and call-blocking keep dinnertime phone calls away. And
 Internet SPAM laws, pop-up blockers and customized browser pages limit Web
 marketing."
     "In just a few short years, consumers have gone from switching TV channels
 to switching all media channels on and off at will. We see it. The country's
 largest advertisers see it. That's why so many of them are shifting their
 marketing dollars to direct mail."
 
     Three Universal Truths
     To demonstrate why direct mail packs such a "powerful punch" in today's
 marketing landscape, Draft identified what he feels are three universal truths
 about Direct Mail:
     1.  Invitation beats intrusion: Consumers have made it abundantly clear
 that the best way to capture their attention and loyalty is through
 invitation, not intrusion. Direct Mail is inviting, not intrusive. Over half
 of all adults say they prefer to receive advertising and promotional material
 through the mail, according to the Direct Marketing Association. With mail,
 consumers decide when they want to take in information, on their schedule.
     2.  The Internet is not direct mail's enemy: Mail and the Web create a
 powerful bond with the consumer-stronger than either can do separately. Almost
 1/3 of people surveyed said they respond to direct mail by going online,
 according to the DMA. And the USPS reports that almost a quarter of
 respondents said they visited a website specifically because they received
 mail from that retailer. Pointing to the growth in online catalog sales as
 well as the increase in high speed internet subscribers resulting in more
 shoppers enjoying faster, easier buying experiences, Draft argued that "within
 5 to 10 years, these two media will dominate the landscape, specifically
 because of their special relationship to each other and because other media
 will continue to fade in power."
     3.  "Mail moments" are powerful:  In today's world, the "mail moment"
 (that time people take each day to go through their mail) makes a connection
 like no other. "People are starved for something real," said Draft. "Because
 of the digital world most of us live in, people are hungry for something
 permanent. People are open, eager, and waiting to get some tangible form of
 communication in their hands." Meanwhile, direct marketers, aided by database
 mining and segmentation, are better than ever at choosing who should get their
 message. The challenge to marketers is to leverage people's need for mail in
 the digital world and to own mail moments from the beginning (when an offer is
 made) to the end (when it is delivered).
     Looking forward, Draft pointed to the expanding use of direct mail by
 small businesses, pharmaceutical firms, business-to-business marketers,
 multicultural marketers, and emerging markets, all of which will drive direct
 mail usage.
     Draft, who served as jury president at this year's Lions Direct
 competition at the Cannes International Advertising Festival, also noted that
 the industry is far from realizing direct mail's potential from a creative
 standpoint. Citing successful campaigns from around the world for both large
 and small marketers, and across multiple categories, he called upon the
 audience to raise creative standards on all their efforts.
     Among the industry statistics Draft shared with the audience:
      * According to the DMA, direct mail is still the No. 1 marketing method
        used by marketers
      * Mail is still the preferred method of contact for the vast majority of
        consumers, according to the DMA
      * 74 percent of all households expect to get direct mail every day,
        according to the USPS
      * Likewise, the USPS says that 59 percent of people expect to receive
        catalogs every day
      * 57 percent of people fully anticipate that their next trip to the store
        or mall will be affected by what they get in their mailbox, according
        to the USPS
 
     "If consumers open their mailbox and there's nothing there, there's a good
 chance they are going to be disappointed," Draft said. "Marketers almost owe
 it to them to send something."
     Draft feels direct mail fills a very real void. "If we accept this,
 believe it and capitalize on it, then clearly this opens direct mail's future
 up to countless possibilities."
     To download a copy of the PowerPoint presentation, please visit this link:
 http://extranet.draftworldwide.com/Addresses/NPF_2004/HD_PowerPoint.ppt
     To download a copy of the speech as a PDF, please visit this link:
 http://extranet.draftworldwide.com/Addresses/NPF_2004/HD_Speech.pdf
 
 

SOURCE Draft
    CHICAGO, Sept. 20 /PRNewswire/ -- Speaking to the country's leading mail
 professionals at the National Postal Forum in Washington D.C. today, marketing
 icon Howard Draft challenged attendees to accept and capitalize on three
 universal truths about Direct Mail -- truths he says build businesses. Howard
 Draft is CEO of Draft, the global marketing services agency whose clients
 include some of the country's largest users of direct mail, such as Verizon,
 Bank of America, and the United States Postal Service.
     "It used to be 'The customer is King,'" said Draft. "Well, nowadays the
 customer is a dictator."
     "Consumers have -- and are wielding -- unprecedented control over their
 relationships with marketers," explained Draft.  "TiVo and other personal
 video recorders allow them to skip right over ad messages. Call screening, do-
 not-call registries, and call-blocking keep dinnertime phone calls away. And
 Internet SPAM laws, pop-up blockers and customized browser pages limit Web
 marketing."
     "In just a few short years, consumers have gone from switching TV channels
 to switching all media channels on and off at will. We see it. The country's
 largest advertisers see it. That's why so many of them are shifting their
 marketing dollars to direct mail."
 
     Three Universal Truths
     To demonstrate why direct mail packs such a "powerful punch" in today's
 marketing landscape, Draft identified what he feels are three universal truths
 about Direct Mail:
     1.  Invitation beats intrusion: Consumers have made it abundantly clear
 that the best way to capture their attention and loyalty is through
 invitation, not intrusion. Direct Mail is inviting, not intrusive. Over half
 of all adults say they prefer to receive advertising and promotional material
 through the mail, according to the Direct Marketing Association. With mail,
 consumers decide when they want to take in information, on their schedule.
     2.  The Internet is not direct mail's enemy: Mail and the Web create a
 powerful bond with the consumer-stronger than either can do separately. Almost
 1/3 of people surveyed said they respond to direct mail by going online,
 according to the DMA. And the USPS reports that almost a quarter of
 respondents said they visited a website specifically because they received
 mail from that retailer. Pointing to the growth in online catalog sales as
 well as the increase in high speed internet subscribers resulting in more
 shoppers enjoying faster, easier buying experiences, Draft argued that "within
 5 to 10 years, these two media will dominate the landscape, specifically
 because of their special relationship to each other and because other media
 will continue to fade in power."
     3.  "Mail moments" are powerful:  In today's world, the "mail moment"
 (that time people take each day to go through their mail) makes a connection
 like no other. "People are starved for something real," said Draft. "Because
 of the digital world most of us live in, people are hungry for something
 permanent. People are open, eager, and waiting to get some tangible form of
 communication in their hands." Meanwhile, direct marketers, aided by database
 mining and segmentation, are better than ever at choosing who should get their
 message. The challenge to marketers is to leverage people's need for mail in
 the digital world and to own mail moments from the beginning (when an offer is
 made) to the end (when it is delivered).
     Looking forward, Draft pointed to the expanding use of direct mail by
 small businesses, pharmaceutical firms, business-to-business marketers,
 multicultural marketers, and emerging markets, all of which will drive direct
 mail usage.
     Draft, who served as jury president at this year's Lions Direct
 competition at the Cannes International Advertising Festival, also noted that
 the industry is far from realizing direct mail's potential from a creative
 standpoint. Citing successful campaigns from around the world for both large
 and small marketers, and across multiple categories, he called upon the
 audience to raise creative standards on all their efforts.
     Among the industry statistics Draft shared with the audience:
      * According to the DMA, direct mail is still the No. 1 marketing method
        used by marketers
      * Mail is still the preferred method of contact for the vast majority of
        consumers, according to the DMA
      * 74 percent of all households expect to get direct mail every day,
        according to the USPS
      * Likewise, the USPS says that 59 percent of people expect to receive
        catalogs every day
      * 57 percent of people fully anticipate that their next trip to the store
        or mall will be affected by what they get in their mailbox, according
        to the USPS
 
     "If consumers open their mailbox and there's nothing there, there's a good
 chance they are going to be disappointed," Draft said. "Marketers almost owe
 it to them to send something."
     Draft feels direct mail fills a very real void. "If we accept this,
 believe it and capitalize on it, then clearly this opens direct mail's future
 up to countless possibilities."
     To download a copy of the PowerPoint presentation, please visit this link:
 http://extranet.draftworldwide.com/Addresses/NPF_2004/HD_PowerPoint.ppt
     To download a copy of the speech as a PDF, please visit this link:
 http://extranet.draftworldwide.com/Addresses/NPF_2004/HD_Speech.pdf
 
 SOURCE  Draft