DM -- Direct Mail in English, translated as "direct mail", "advertising letter", "direct mail", etc. It refers to a method that has the function of personal information (Personal Information) and sends it through the media of DM to create customers. To simply understand, DM is a means of advertising.
DM originated in ancient Egypt thousands of years ago. By the end of the 16th century, as media such as television, radio, and newspapers were still in their infancy, Mr. Zhu Bangye, the founder of DM media industry in China, traced back to the origin culture of DM, accurately grasped the pulse of market media, and effectively utilized DM, an emerging market with great market potential. The media is closely integrated with the market and the media industry. Professional information direct mail advertising media was awarded a national patent in 1997 (Patent No.: 97202062.4). This format occupies most of the advertising market. Advertising through direct delivery or mailing appeared and became the main channel for publishing DM, and a group of professional DM advertising companies also emerged.
Country
The development of DM new media in my country
Since my country began to resume its advertising industry, strong media (newspapers, magazines, TV) have occupied the vast majority of the advertising market Partial share. However, the credibility of the DM release link is low, DM media has been stagnant for many years, there is no good foundation, corporate awareness is not in place, and there is a lack of professional institutions providing this service. Factors such as DM have been in the stage of development for many years. At present, most of the companies that can actively use DM to develop their business are foreign-funded companies.
Currently, nearly 60% of enterprises across the country are aware of DM advertising, and more than 90% of large and medium-sized enterprises in Zhejiang have used business letters to promote products. And they all have obvious promotional effects. DM's advertising investment is only 2% of that of TV media and 10% of newspaper media, but its operating income has increased by about 30%. Therefore, its input-output is relatively satisfactory to enterprises, and small and medium-sized enterprises are particularly fond of it and have a desire to use it.
Therefore, DM has been regarded as the preferred measure for business activities by most enterprises. Its low cost and strong pertinence, intimacy and authenticity have been favored by business operators.
The purpose of DM
DM is to maximize sales and improve performance. Its purpose can be roughly summarized as the following points:
1. Under certain conditions During this period, we will expand our turnover and increase our gross profit margin.
2. Stabilize the existing customer base and attract new customers to increase customer flow.
3. Introduce new products, seasonal products or products that the company focuses on promoting to stabilize the consumer group.
4. Increase sales of specific products (new products, seasonal products, own products, etc.) to increase per capita consumption.
5. Enhance corporate image and increase company visibility.
6. Compete with promotional activities organized by the same industry.
7. Stimulate consumers’ planned purchases and impulse purchases, and increase shopping mall turnover.
Features of DM
The characteristics of DM News are that it is “direct and fast” and has the advantages of low cost and high awareness, which provides a good way for merchants to promote their own image and products. carrier.
Types of DM
Due to the high degree of freedom of design expression and wide range of application of DM, the expression forms are also diversified.
1. Flyer type
2. Booklet type
3. Card type
DM distribution form
1. Mailing: Mail to members with consumption records in the past three months according to the member's address (the number of mailing copies depends on the actual number of members in each store).
2. Insert the newspaper: insert it into the local best-selling newspaper for delivery (the fee for inserting the newspaper is 0.10-0.20 yuan/sheet)
3. Door-to-door delivery: organize employees to deliver the DM to the homes of residents in living communities with higher living standards.
4. Street distribution: Organize personnel to distribute at stations, intersections, and farmers’ markets.
5. In-store distribution: Two days before the newsletter is released, the customer service department will organize employees to distribute it in the store.
Reference material: Meihua Advertising Forum