by Ambrish Bandalkul, first published on

Traditional media still works – if you do it right

What shone through at the recent Marketing magazine and DMrocket’s networking event was that traditional media still very much has a place in marketing campaigns.

Lisa Watson at the DMrocket networking event

According to Lisa Watson, commercial business development manager at HP Asia Pacific and chairman of the Direct Marketing Association of Singapore, for the past five years marketing has skewed very heavily towards digital investments; and only now have marketers begun to realise that because consumers haven’t entirely abandoned traditional media, they can’t either.

But this doesn’t mean that traditional media still works as it did five years ago: marketers have to update their offerings to keep them in sync with the digital age. To this end, Marketing and DMrocket hosted a networking event at Cook & Brew.

DMrocket networking event

The event, hosted by Marketing’s Singapore editor Rayana Pandey and sponsored by DMrocket, saw attendance from brands such as Chanel, Citibank and NTUC, among others. The guests heard Watson share successful direct mail campaigns that have involved the use of technology and found out more about how DMrocket is updating its offerings to marketers. Attendees also stood the chance to win a Samsung Galaxy S5, an iPad Air or a Google Glass worth $1,500.

Watson presented two case studies on how direct mail was successfully combined with technology. The first focused on Keds Kids, a children’s fashion line. A campaign that the company ran in Israel saw promotional postcards being mailed out to parents offering the opportunity for their children to appear on a personalised cover of the Keds catalogue. Parents were to submit pictures on the Keds Facebook page, and the personalised catalogues could be collected in-store. Mothers who participated in the campaign spent an average of $50 more in-store, making the campaign a financial success.

Watson’s second case study focused on GLS, an American printing company with a heavy focus on direct mail. To make its direct mailers more interesting, it mailed humorous comic strips depicting its sales reps (Digital Dude for the male reps and Digital Diva for the females) coming to the rescue of frustrated clients.

Each comic was personalised to the client and the sales representative. Through augmented reality, the mailer linked to a time-lapse video of GLS’ new printing press being assembled – an important selling point for its client base. This campaign was also purported to increase sales for GLS, as the company has continued with it.

Lim Kian Peng at the DMrocket networking event

Lim Kian Peng, chief sales officer and executive vice-president at SingPost, closed the presentation by detailing SingPost’s new offerings to marketers.

According to Lim, “studies have shown that direct mail has always been an effective channel for driving customers to a business”.

The latest survey by TNS Singapore in September 2013 showed 91% (of consumers) will not discard direct mail out of hand, and will keep it for reference (and that) 83% enjoy receiving and reading relevant promotional direct mail.

Thus, to keep direct mail relevant and to update its offerings, SingPost is introducing four new offerings to marketers – ScanDelight, Sample Store, Marketing Lab and the DMrocket augmented reality application. 


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