"With fragmented media, some marketers are second-guessing their channel selection," said Julia Chu, Hong- kong Post's senior manager for local mail. "Worse still, some are rationalising their choice of media based on what seems easiest for the business, rather than considering how consumers wish to receive marketing messages."
TNS Hong Kong, which is, helming the project, said the study would explore consumer preferences for a range of formats and communications to identify unique circumstances in which different channels are most effective in delivering marketing messages. "We looked at different kinds of communications, from essential transactional information through to advertising promotional messages to product announcements," said TNS associate director Stephen Yap. "We also made the distinction between different kinds of channels as well. Even when it comes to mail there is a distinction between addressed personalised mail and the unaddressed mail, the mass circular," Yap added.
A universe of 500 randomly-selected individuals, representative of the 18 to 64 demographic participated in focus groups for the study. OgilvyOne Hong Kong's executive creative director Tony Peck applauded the move, saying more profiling data would be needed to help marketers take a fresh look at direct mail. "Even work data is difficult to get because people here move quickly from one job to another. Creatives across town would love to do more direct mail because it can achieve spectacular results when done properly," Peck added.
Hongkong Post has boosted efforts in the past year to promote use of direct mail, especially among SMEs. Recent initiatives include relaunching its direct mail website to offer practical help for the planning and implementation of campaigns and launching its odd-shaped mailers initiative.
Chu estimates only four per cent of local spend goes towards direct mail compared to about 13 per cent in the UK, but acknowledges that it faces stiff competition from new media channels.
