DHL Ethnic Marketing Campaign

DHL Ethnic Marketing Campaign

A Personal Bilingual Direct Mail to Increase International Mail and Parcel Shipping

Global Mail wanted to develop new business potential using a specific target group campaign. The campaign tied into the New Year’s Holiday, a traditional Turkish holiday.Goal of the ethnic campaign

  • Foreign minorities should feel accepted as a section of the population, development of a brand preference and customer loyalty
  • Establish an image in the eyes of the ethnic target group
  • Increase international mail and parcel shipping, incite a long-term attitude toward shipping
  • Make Deutsche Post the instrument for friends and family to stay in touch with their homeland
  • Be accepted as a result of advertising in the native language and visual language that is tailored to Turkish culture

Structure of the campaign

Key element was a personal bilingual direct mail with a response insert.
The direct mail included the following:

  • Informational brochure in Turkish illustrating the product with both text and imagery
  • An addressed and stamped envelope was enclosed to make a response as simple as possible
  • Additional postcards that visually illustrate the bridges between German and Turkey were included in the direct mail to spark interest
  • The chance to win a prize was meant to increase the response rate
  • TV spots were broadcast at the same time on various Turkish TV stations
  • Print advertisements with response opportunities were placed in the Turkish daily newspapers with the highest circulations to round of the campaign communications
  • The TV spots as well as background information could be downloaded from the company’s website
  • Events: A benefit concert with testimonials at the end of the campaign reinforced awareness of Deutsche Post

A very positive response from the target group:

  • Response rate: 24 %
  • Significant sales and revenue stimulation tied to items sent to Turkey.
  • Broad positive media coverage (numerous TV and press reports).
  • Deutsche Post was able to position itself as a good choice for cross-border communication within the target group.

Post a Comment

PUBLISH ARTICLE IN THINK ETHNIC

Think Ethnic is looking for contribution that could be published in our portal. We are here to help marketing professionals, diverse writers and journalists get their voices heard in the broadcast and print media. If you would like to have your article published send a bio and a photo from submit page including your first article submission and if the article is something we’d wish to publish you will be added to the Writers page.