Global Media Choices (589 words)
Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands.
Here's a look at some of the media options worldwide.
• Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director of Lavery Rowe, a U.K.-based direct marketing agency. Peruse any one of approximately 19 national newspapers in Great Britain and you'll find it saturated with off-the-page ads. In addition, a host of both business and consumer magazines with high circulations accept space advertising.
In Japan, where the population is highly literate, catalogers that track orders from catalog requests have found space ads increase their net.
Space ads can be used either to generate leads or to sell low-end merchandise off-the-page. "Generally, the type of industry will dictate whether space advertising is used to sell off-the-page or to generate leads," notes Brian McConnell, president of WWAV Rapp Collins North America. For example, a cataloger might sell off-the-page, while a financial services mailer may use an ad to generate leads.
• Free-Standing Inserts (FSIs) are another avenue for generating sales or leads through print media. Inserted into newspapers, FSIs can be in the form of a single stand-alone sheet or a catalog. In Europe, where print is still the dominant medium, FSIs have tremendous reach. In the U.K. alone, 57 percent of the British population reads a national morning paper and 64 percent read a national Sunday paper.
Inserts are also popular in Japan where stand-alones can be bound into mailed catalogs as well as dropped into print media. For example, Nissen, a large Japanese cataloger, accepts leaflets and pamphlets as inserts into its catalog. Mailers can select from a geographic region or catalog issue.
• In Germany, radio and TV are significant media channels, with an expenditure of 700 million Deutsche Marks (U.S.$385 million) in 1996.
More and more direct marketers are using radio to reach the U.K. market. Expenditure in radio increased by 113 percent in the U.K. where the weekly reach for all commercial radio is 60 percent of the population.
• DRTV spots can be done in the English language and aired on pan-European stations or country by country in the local langauge. There are over 60 European TV and satellite stations, but they reach only small audiences, explains McConnell.
Cost of access is also a problem and satellite stations are being used off peak, adds Rowe.
• Unlike the U.S., where the U.S. Postal Service has exclusive use of a person's mailbox, most of the world's mailboxes are "fair game". Household delivery services are quite developed in Europe and are used to deliver direct mail, catalogs, inserts and magazines.
• Outbound telemarketing in Europe is more regulated than in the U.S. In some countries, you may only call a consumer if you have an existing relationship. The good new is that the recent deregulation of telecom services in 69 countries will increase competition and lower operating costs.
• A global medium by nature, Internet use in Europe is expected to catch up to the U.S. in the next few years. To date, very few direct marketers outside the U.S. have a Web presence.