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 THE RETURN TO DIRECT MAIL
Business of the Internet age
Vistaprint is very much a business of the Internet age, having been established in 1995. It offers online just about everything that a small business needs to market its goods and services and specialises in high-quality printed marketing materials, promotional products and marketing services.
Vistaprint now has more than 2,700 employees worldwide and achieved revenues of USD670 million in the 2010 fiscal year, a 30 per cent increase on its previous year.
Jorgen Persson, Senior Marketing Manager for Vistaprint’s Nordics division believes that the company’s strong view of itself as an online business initially made digital marketing the obvious choice.
“We are almost exclusively an online business,” he says. “The capability to expand rapidly online has been key to our customer acquisition success, and the technology behind Vistaprint’s printing process and e-commerce platform really lends itself well to online trading.
“From an audience perspective, marketing digitally allowed us to track our spend and made all the sense in the world.”
Still, convinced that there was value in traditional print direct marketing, Vistaprint is now working with European B2B data specialists, PAR, to target its marketplace with printed direct mail sent through the post in concert with its digital campaigns. The decision to utilise print mailing was informed by an understanding of the work habits of Vistaprint’s vital target market: small businesses within specific sectors.
Siv Rittberger, a data specialist with PAR, has worked with Vistaprint on developing its direct mail campaign. “The target group of new and small firms can be difficult to access via email broadcasting,” she says. “Marketers can assume that everyone is sitting at a computer all day like them, but taxi drivers and hairdressers don’t do that. Also, small businesses generally are so short of time that you soon get filtered out.”
The outcome is very encouraging. Jorgen Persson says: “The initial results look very promising, and not only on a transactional basis. When we analyse on a customer level basis it looks like we are getting a much higher value customer than from some of our digital channels”.
 Brand distrust
Direct mail is a way of building your brand and overcoming the ‘brand distrust’ that can afflict online-only operations, Siv Rittberger at PAR believes.
“If you sent out a mailer, you know everyone has received it so they will know your brand. People who have a computer but don’t use it to browse the web all the time will often trust a brand that’s communicated with them by direct mail, or they may not wish to be approached through digital channels. You can reach them from another angle.
“Everyone gets so many emails that using ‘old-fashioned’ DM that has touch and feel and ‘reality’ is almost exotic these days!”
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ADDRESSES AND INFORMATION
Target groups have always been a much-discussed subject in marketing. Those of us who have been working with target group selection since the 1950s, however, remain convinced that it is possible to encircle a target group with great accuracy. With today’s technological aids, much of the work that used to be so time-consuming can be carried out electronically without any effort at all.
PAR currently has access to Sweden’s most complete and reliable selection sources for all forms of target group selection. In combination with our profound analytical ability, this will make it possible for you to find both new and profitable customers.
 Business information in Sweden and europe
Depending on what you are hoping to achieve, there are a number of different company databases and address registers available. At PAR we can offer the best and most comprehensive of these in both Sweden as well as in large parts of Europe.
EuroContactPool
Build up your campaigns and customer records with information from EuroContactPool, our pan-European database. It contains information and addresses of more than 23,5 million companies and 17,8 million executives in the leading DM countries in Europe.
Download product sheet here >>
Parad
Sweden’s company database – Parad is a company register with detailed information about Sweden’s entire business sector, with over 1 million companies and more than 1,800,000 decision-makers.
Download product sheet PARAD here >>
PAR Consumer
PAR offers Sweden’s best and most complete consumer databases. You can search and make selections from some of them directly on the internet; we can guide you around the others. In addition to this, we offer searches in several Nordic and European registers. PAR Consumer database provides detailed information about approximately 4.5 million individuals distributed between around 3.6 million households. You can search yourself at www.parguiden.se and get the information delivered in the format you require.
Download product sheet here >>
Would you like to find out more?
Contact PAR today on +46 (0)8-775 36 00 or send an e-mail.
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PAR is a company within the Bisnode Group and Sweden's market leader in direct marketing and business information.
We help you to keep, develop and get new clients in Sweden, Scandinavia and Europe.
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