power of direct mail
TRANSCRIPT
Power Of Direct MailSimple but Powerful Statement:
– Everyone has a Mailbox– Every Day We Get The Mail– Everyone Sorts Their Mail– Guaranteed Viewership– Everyone Gets Your Message
In addition to the power of the mailbox, MailSouth has several points of differentiation that provide value to an advertiser….
Advertisers Prefer to Use Direct Mail
Source: Universal McCann, NAA
*Other includes weeklies, shoppers, penny-savers and cinema advertising
** Newspaper ROP/Inserts includes National and Retail expenditures, and does not include internet advertising expenditures. ***Out Of Home replaces Billboards, to include billboards on buses, etc…
These Universal McCann U.S. advertising reports represent all expenditures by U.S. advertisers - national, local, private individuals, etc. The expenditures, by medium, include all commissions as well as the art, mechanical and production expenses that are part of the advertising budget for each medium.
2007 Annual U.S. Advertising Expenditures(in billions)
Direct Mail is the #1 Advertising Direct Mail is the #1 Advertising MediumMedium
41%
43%
43%
61%
78%
91%Total Advertising Mail
Shared Mail
Sunday Newspaper Retail Inserts
Daily Newspaper Retail Inserts
Sunday Newspaper ROP
Daily Newspaper ROP
Readership– Percent of Households
that read or looked at various types of ads in the past 7 days
48%
44%
20%
12%
12%
6%
Total Advertising Mail
Shared Mail
Sunday Newspaper Retail Inserts
Daily Newspaper Retail Inserts
Sunday Newspaper ROP
Daily Newspaper ROP
Response– Percent of Households
that made one or more purchases as a result of looking at or reading an ad in the past 7 days
Readership and Response
Based on 49,014 consumer responses. Source: NFO Research Inc..
National Newspaper Penetration1
Rural Newspaper Penetration1
MailSouth Penetration
Source: 1ABC Audit. 2TVB/Nielson Media Research; 3Pew Internet Research Project; 4CTIA Wireless/US Census Bureau
Market Penetration
National Satellite Penetration2
National Cable Penetration2
Internet User Penetration3
Cell Phone Penetration4
Targeting ExpertiseThrough multiple data sources MailSouth has the ability to answer 4 fundamental questions in building an effective marketing solution:
– Who is your customer?
– What are they like?
– Where do they live?
– How do I reach them cost effectively?