Direct Mail Market Research

Direct Mailresearch

• Countries

• Statistics

• Companies (by country)

• Value proposition

• Price (if available)

• Contact (if available)

• Cameo

Agenda

Marketing Research Fact Sheet(October 2008)

I’m Geert!

CanadaUSAAustraliaGermany

Power Distance

Individualism Uncertainty Avoidance

Masculinity Long Term Orientation

Let’s jump inand see

72% of Canadianslook forward to what’s in the mail box

41% are more likely to read mail

if they have seen the same concept on TVor heard about it in another medium

67% of Canadiansagree mail is the preferred way to receiveadvertising information

(vs 18% email, 1% telephone)

18.1 billion pieces of DM sent out (2007)

*181 billion in the USA*12 billion in Australia*50 billion in Germany *rough conversion approximation by population

$1.696 million in expenditures compared to 2005 (9.6% increase)

84% of Canadiansspend some sort of time attending to DM each day

So… who are the

MAJOR players?

Services Provided

Full service(in house?)

Outsourced DIY

• Addressed & unaddressed

• National & international mailings

• Consumer & business addresses

• Cleansing & refinement (addresses)

Value Propositions

• “acquisition mail”

• “competition mail”

• “impact mail”

• “clean mail”

• “sensory mail”

Extras (varies)*

* Australia Post

• Canada Post

• Five main sets of data

• $1625 to $8625 per year

Postal Code Data

CanadaPost – PricingPostcardStandard

OversizedPostcard

Flat flyer Tri-fold Brochure

Bi-foldBrochure

Addressed(per piece with

postage)0.69 0.90 1.00

Unaddressed(with postage

+$0.01 forbusinesses)

0.37 0.46 0.61

Ship Only (per piece) 0.22 0.29 0.29 0.34 0.34

Ship Only (ship cost) 75.00 75.00 75.00 75.00 75.00

Method of contact

Phone or email

Phone

Online Form

Could attempt to contact Customer service

Callcredit Information Group

CAMEO International – 30+ countries

Endof presentation