23-06-2010
15-16 June 2010, Brussels
Sixteen top marketing executives from IPC member postal operators and their subsidiaries gathered for the fourth direct mail forum on June 15 and 16 at the International Post Corporation headquarters in Brussels.
IPC presented findings from qualitative research conducted in four European countries. The study surveyed challenges for postal customers managing direct marketing, perceptions of direct mail and the trends in combining direct mail and online channels.
The forum provided further insight into development of physical and online direct marketing channels and examined the customer’s needs for future direct marketing programs. Anna Grassano and Audrey Flament of Beiersdorf, the parent company of Nivea, explained their objectives for the use of direct mail in promoting the Nivea brand.
Sammy Colson of Emakina described how a specialist agency for online marketing has identified the value of direct mail within the direct marketing mix, and Arild Horsberg of Norway Post subsidiary, Bring Dialog outlined how his company provides consultancy and execution for customers’ integrated, database-driven direct marketing and customer relationship programmes.
Two sessions tackled the key issue of how postal operators should adapt in order to meet customer needs and ensure that direct mail retains its place in marketing plans and budgets in the short and longer term.
Jane Dyer, director, markets and communication at IPC, chaired the forum along with Mark Harrison, IPC’s head of markets and Angela Cox, market research manager. IPC members have access to a summary of the proceedings, the forum’s presentations, debate and conclusions, the action points agreed and the strategic challenges to be resolved.
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For further information, please contact:
Valoree Vargo; Head of Communication, International Postal Corporation:
+32 (0) 2 724 71 97, email: valoree.vargo@ipc.be.
About the International Post Corporation
The International Post Corporation (IPC) is a cooperative association of 24 member postal operators in Europe, North America and the Asia-Pacific region. Over the past two decades IPC has collaborated with its members to upgrade the quality of mail service by developing technology systems that bring transparency to the mail processing system and delivery chain. It also manages the system for incentive-based payments between postal operators and creates business intelligence for its members, by providing a range of platforms for CEOs and senior management to exchange best practices, discuss strategy and engage in industry research. IPC represents the majority of the world’s mail, with its members delivering about 80 percent of global postal volumes. They also account for nearly 2.4 million jobs. IPC is based in Brussels, Belgium and has an international staff of 60 representing more than 17 countries. IPC is an organisation governed by a board comprised of CEOs from eleven member posts and the IPC Chief Executive Officer.