Deutsche Post takes the offensive in the letter mail business
Advertising campaign places emphasis on customer-oriented solution competencyBonn, 04/10/2005, 11:30 AM CEST
Deutsche Post speaks especially to its business customers in its newest advertising campaign running under the slogan "Reaching people". The campaign's focus is the Group's all-around array of services for letter mail communication. The core message: As long as companies choose the right service provider this medium can mean business success by way of increased sales, lower costs and greater efficiency. As competition increases, a trend marked by vast numbers of transport companies specializing in letter mail alone, Deutsche Post is interested in positioning itself as the only provider of across-the-board all-in-one solutions when it comes to letter mail as a dialogue marketing instrument.
A TV ad and several print advertisements emphasize the Group's strengths in the area of dialogue marketing. Industry-specific mailings to business customers are also a part of this campaign's marketing mix. Posters, displays and flyers will be used to catch the attention of commercial customers who visit Deutsche Post retail outlets. In addition, Deutsche Post integrates the campaign into its own web site as well as placing it as banners on renowned web sites.
The campaign's aim is to increase awareness, that by now Deutsche Post does more than transport and deliver mail - it is also a provider of industry-specific and customized solutions for direct customer communications. This means that the complete value chain is offered from a single source: from advising business customers on the most effective form of customer approach, address services, printing and finishing to transport and response handling. Deutsche Post makes this possible by bundling specialized service providers and their know-how under its own umbrella, where they can work hand-in-hand for the customer. As an outsourcing service provider, Deutsche Post, for example, also operates entire in-house mailrooms for both companies or government agencies.