News & Events
TNT Unveils New DM Services to Help Companies Acquire Target Customers
(August 9, 2005, Shanghai) TNT, the leading global provider of Express, Logistics and Mail services announces the launch of its Direct Marketing business in China. TNT will be the first provider of Direct Marketing services to combine prospect data and delivery solutions to help companies quantum leap their business growth.
Eric van den Berg, CEO of TNT Direct Marketing Services (Shanghai) Co Ltd, pointed out that the lack of credible, up-to-date consumer data, and limited options in delivery channels are the two major challenges to effective Direct Marketing in China. TNT's new Direct Marketing solutions are specially designed to address these challenges so that companies can truly benefit from the power of Direct Marketing.
Core to TNT's portfolio of Direct Marketing solutions is a unique consumer database called EYE™. It provides consumer demographics, purchase intent, preferences, product and brand ownership, as well as contact details. With this depth of information, companies can now pinpoint and reach their potential customers more effectively than ever. EYE™ currently covers Shanghai, and will be expanded to include nine other key cities within the next two years.
Coupled with EYE™, TNT also offers a complete suite of Direct Marketing solutions. Companies no longer need to engage and manage different service providers to implement their Direct Marketing campaigns.
TNT's Direct Marketing solutions include overall strategy consultancy, direct mail production, letter shopping, delivery solutions, telemarketing, multi-channel response management, CRM programs and data related services.
Eric van den Berg said, "As Europe industry leader with over 25 years of experience in Direct Marketing across sectors like banking, insurance, automotive, telecommunications and FMCG in Europe, TNT now brings to China a comprehensive portfolio of solutions that is tailored to the market. This underscores our commitment in providing value-added solutions to customers in China.
Direct Marketing is a marketing channel that offers custom-tailored solutions for companies wishing to reach targeted market segments one-to-one. Unlike mainstream advertising like TV or billboards, Direct Marketing allows marketers to provide information wanted by their target consumers when they want it. Direct Marketing is an important marketing communications channel already widely used by major brands in the United States and Europe as an effective and efficient way to acquire new customers and grow the value of current customers.
In China, Direct Marketing is still in its infancy and offers major growth potential. The average Chinese person receives only eight pieces of direct mail per year compared with an average of 88 pieces per person in Europe. By 2010, 400 million urban residents in China will fall into the upper and middle class income brackets. These consumers will be the key drivers of urban economies. With increasing buying power and greater discerning tastes, effective channels like Direct Marketing will enable corporations to reach these consumers efficiently and grow their sales and market share effectively. The size of China's Direct Marketing industry is estimated at between USD100-200 billion per year.
TNT believes that the launch of its Direct Marketing Services in China will provide companies access to an under-utilized marketing communications channel that can greatly improve their return on investment, and leap frog competition.