Ethnic Marketing Campaign

Turkish consumers in Germany are a large and important consumer group. There are about 720.000 Turkish households who spend approx. EUR 2.3 billion on consumer goods.

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.

Reference:

The complete study on the direct marketing campaign for the "Ethnic Marketing Campaign" can be found in:
International Direct Marketing - the book
2nd edition
M. Kraft, J. Hesse, K. Peters, D. Rinas (Eds.)

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