Slide1: Direct Mail in Hong Kong Suresh Mansukhani Director, External Affairs Hongkong Post DMAB Plenary Meeting, Berne 10 Feb 2004


Content of Presentation: DM market in Hong Kong and Hongkong Post’s position in the DM Market Efforts to foster the DM Market Assistance from the DMAB Content of Presentation


Slide3: DM Market in Hong Kong and Hongkong Post’s position in the DM Market


DM Market in Hong Kong: Promising DM constitutes 14% of total traffic in HK High market share of HKP on DM delivery 98% for both addressed and unaddressed mail Still in developing stage Room to Growth DM is commonly used in CRM Popularity and importance growing in commercial sector DM Market in Hong Kong


HKP’s Position in the DM Market: Perceived value of DM Very high as it contributes significant share of revenue to HKP HKP’s Position in the DM Market


HKP’s Position in DM Market (2) : Act as facilitator HKP does not sell address lists Understand the needs of the DM market players by participating in the HK Direct Mail Association Executive Committee Understand the needs of the major DM end-users through dedicated account management team Develop infrastructure/services to cope with the changing needs (e.g. BRS, Freepost, increase acceptance points) HKP’s Position in DM Market (2)


Difficulties Encountered in Growing DM in HK in recent years: Difficulties Encountered in Growing DM in HK in recent years Economic recession - contracting marketing budget in commercial sector SARS in early 2003 - economy adversely affected and a lot of marketing activities were shelved.


Difficulties Encountered in Growing DM in HK in recent years (2): Difficulties Encountered in Growing DM in HK in recent years (2) Well developed DM value chain with professional service suppliers - reducing HKP’s competitive edge to develop supplementary services Competition from other media Knowledge gap in DM - Difficult to promote DM to SMEs


Work Done by HKPfor Different DM Customers: Work Done by HKP for Different DM Customers Sophisticated customers Relax mail make-up to allow greater degree of creativity e.g. accept mail of irregular size and shape Seminars Account Management Team’s assistance on posting activities and custom-made solutions


Work Done by HKPfor Different DM Customers (2): Work Done by HKP for Different DM Customers (2) Un-sophisticated customers Seminars DM Information website for self-learning Develop and promote unaddressed DM


Slide11: DM Seminar Fill in knowledge gap of DM Update the DM trend Speakers include DM industry players such as List brokers DM consultants DM customers


Slide12: DM Information Website - hongkongpost.com/dm


Slide13: DM Information Website (2) Part I : Profitable DM Guide Ways to build business with Direct Mail Part II : DM Updates Observing local regulations, mailing services, DM Trends, seminars and award programmes Part III : DM Encyclopaedia Acquire knowledge to launch DM DM Glossary List of useful links FAQ, plus a search engine


Addressed DM Vs Un-addressed DM: Addressed DM Vs Un-addressed DM Addressed mail Popular especially for luxurious goods, banking services, etc Price per address data is declining


Addressed DM Vs Un-addressed DM (2): Addressed DM Vs Un-addressed DM (2) Unaddressed mail – HKP Circular Service General Circular Service un-addressed mailing service extremely popular among DM customers because of HK’s uniqueness i.e. residents of the same housing complex share similar profile and/or lifestyle


Addressed DM Vs Un-addressed DM (2): Addressed DM Vs Un-addressed DM (2) Premium Circular Service more targeted service offering selection of census attributes, such as: Household income Household size Household rent Property ownership Competitive Postage US$0.12 (Circular Service) vs US$0.18 (addressed mail)


HKP Circular Service: HKP Circular Service Wine Food delivery


HKP Circular Service (2): HKP Circular Service (2) Jewelry


HKP Circular Service (3): HKP Circular Service (3) Kindergarten


HKP Circular Service (4): HKP Circular Service (4) Electrical Appliances/ Houseware


HKP Circular Service (5): HKP Circular Service (5) Taxi Housekeeping


HKP Circular Service (6): HKP Circular Service (6) Food delivery Printing


Efforts to foster the DM Market : Efforts to foster the DM Market


Efforts to Foster the DM Market : Efforts to Foster the DM Market HKP acts as the DM facilitator Infrastructure (BRS, Freepost, acceptance points) quality service (1st class, economy, deferred) flexible posting policies (Size, shape, colour, printing)


Efforts to Foster the DM Market (2) : Efforts to Foster the DM Market (2) Facilitate other industry players to provide quality services in the following areas : creativity mailing list rental printing fulfillment response management


Assistance from the DMAB: Assistance from the DMAB


Assistance from the DMAB: Assistance from the DMAB Cultivate cross-border DM amongst postal administrations e.g. DM guide listing all DM related services being provided by Posts Update of DM activities organized by members of DMAB Learning kits for new DM users


Assistance from the DMAB (2): Assistance from the DMAB (2) In depth research on HK or regional DM markets Organizing international DM Fair in HK


Slide29: Thank You