ECONOMY

Mail marketing forum

Hellenic Post (ELTA) will today host the 2nd Mail Marketing Forum at the International Conference Center of the Athens Concert Hall, with international direct marketing expert Ernan Roman as the keynote speaker. With the title «Opening the Envelope of Communication,» the forum aims at clarifying the reasons for which advertising through the mail is constantly growing within the marketing mix. As the contemporary business environment becomes more competitive, marketers are hoping to promote a product that will become a potential choice in the minds of consumers. In the context of the need for a more personalized approach to the client base, mail marketing is gaining the attention of marketeers as an alternative proposition for the creation of relationships of trust and directness. Roman will touch on the innovations as well as the mistakes recorded in the direct mail sector in the US. «Starting from the errors made, the US has lapsed into what I call Spray-and-Pray marketing, that is aimless, without a proper strategy and of course without a result. Americans are exposed to over 5,000 messages every day, communicated via every possible medium, from the TVs and the PCs to the toilets or even on… sheep,» he says. Consequently, the direct mail sector is booming, he adds. «Given the media clutter and the ad saturation, consumers feel that direct mail is less intrusive and annoying, secures greater value expectation and mobilizes more people to read and transfer the message, strengthening the decision-making process,» Roman explains. He adds that more and more companies recognize that the best way to reach consumers is through «a strategically targeted integrated multichannel media mix, ideally developed along the lines of opt-in (preferences of individual customers and prospects).» Opening the forum today will be Transport and Communications Minister Michalis Liapis, while ELTA’s president Angelos Brattakos will also address the event.