Presentation for NESCAFÉ Emotionalize your advertising campaign!

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Presentation for NESCAFÉ Emotionalize your advertising campaign! Switzerland’s leading direct mail service company introduces the Nescafé case Presentation for NESCAFÉ Emotionalize your advertising campaign! Guido Gemperli (Head of Sales and Marketing,DMC) 8th May 2009

Agenda NESCAFÉ– Emotionalize your advertising campaign Target & Approach Page 4 The three elements of DMC’s GeoMarketing approach Page 5 Defined patch area Page 6 Analyses of the distribution by the DMC-SPS© method Page 7 People for innovation for 47 years Page 8

NESCAFÉ - Emotionalize your advertising campaign with DMC’s GeoMarketing approach… to be able to enjoy life & vary the pleasures of coffee…

NESCAFÉ - Emotionalize your advertising campaign with DMC’s GeoMarketing approach Target NESCAFÉ’s intention was to advertise their product launch of the new sort “Wiener Melange” coffee in a touching manner. Using direct marketing as important advertising instrument, the NESCAFÉ sample is the main medium for product launches. Approach In order to guarantee an integrated communication planning a DMC-SPS analysis (Smart, Potential Selection) was recommended: Main indicators were the NESCAFÉ’s POS (Isochrono-method), demographic facts of the market as well as already generated NESCAFÉ’s customer data.

DMC’s GeoMarketing approach for NESCAFÉ DMC-SPS method “Smart, Potential Selection“ consisted of following tools: Isochrono calculation: Patch area definition regarding NESCAFÉ’s POS Demographics: Patch area definition regarding household (>4 p), gender (female) and age (25-45) Customer data analysis: effective clients consumer data such as address (=living area), product interest, sales per month/year will be compared with the defined patch area from the DMC-SPS© Isochrono calculation.

DMC-SPS© Patch area definition for NESCAFÉ This graphic shows the defined patch area for the launching sample campaign. It has been generated by means of the DMC-SPS© method. Patch area: Total 0.3 Mio. hh

Analyse of the first distribution with the DMC-SPS© method Successful campaign! Confirmation Regarding the campaign responsible the campaign was a full success. After the first sampling distribution, NESCAFÉ was able to register an enormous degree of “NESCAFÉ Wiener Melange” awareness in market research. Prove Samples are THE medium for emotional advertising. Nothing creates more impact on the potential clients as the physical prove of what has been promised by text or spoken! Combined with other channels as TV and posters, samples appear as “icing on the cake” in launching campaigns. Persuaded customers Besides the generated sales, NESCAFÉ received many positive market feedback of the new product “Wiener Melange”.

„People for innovation - for 47 years“ Your success through DMC’s GeoMarketing approach combined with the DMC-SPS© method! For more and detailed information visit: Powered by: DM[Pro]&DM[Map] www.direct-mail-company.com