Credibility and awareness. That’s how you achieve success in the interactive world.
“Who do I add on Facebook? Who should I talk to? Where should I be seen?” says Alexander Bard.
As you might notice, this is nothing to do with money. What it costs is time, something we’re all short of nowadays.
Fewer mass mailings, more and more channels. Volumes are falling, while at the same time there are more campaigns than ever. Direct marketing is a complex industry that is changing rapidly.
“We’re also noticing that companies are more reactive. If one channel doesn’t work, they quickly move their marketing initiatives somewhere else,” says John Carter, MD of Stralfors PLC UK.
For almost ten years, the Royal Mail in the UK has been working actively to change views on what the post is and what it should be.
“The post is not the last element in the logistics chain. It’s a medium in its own right and is about so much more than just sending letters,” says Matt Bright, Media Insight Manager.
The Norwegian Automobile Federation (NAF) has grown from around 420,000 to 526,000 members in a few years.
“Knowledge is the key in marketing communication. You must know who you’re speaking to,” says Trond Iversen, Membership Marketing Manager.
"High, consistent quality and traceability are the very top priority for us,” says Erwan Bourdeaud, who is responsible for ticket sales at Stade de France.
Since the end of 2009 the French national stadium has been collaborating with Stralfors in the area of tickets.
Stralfors UK has moved its Orpington-based operations to modern, refurbished premises in nearby Dartford. The relocation was completed on January 17th after months of work on the new site at Crossways Business Park.
This autumn 3.6 million Danes will have their NemID cards
delivered to their homes. The new digital signature can be used primarily in contact with banks and authorities, but also with a number of other players. The launch of the product was preceded by extensive work on security.
Every year Falck Assistance sends 1.5 million mailings to its 860,000 customers. Work to create cohesive communication to all customers has just started.
Passion, honesty and intuition. That’s the recipe for success in future, believes PR consultant Jerry Silfwer.
“It’s all about a fundamentally new approach, and it must permeate the whole organisation. At the individual level, you can never stop an employee saying what he or she thinks in their Facebook status.”
A whole day about distance shopping – what would that be like? In the Swedish Distance Sellers’ version it takes place in Borås, with a comprehensive list of interesting presentations and seminars. At a time when the e-barometer is indicating tremendous faith in the future.
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