Posti and PunaMusta, which is part of the Rebl Group, will launch the Tulossuora service they have developed together, which combines the effectiveness of traditional print media with the measurability familiar from digital marketing.
Tulossuora is a comprehensive direct marketing solution operating on a results-based partnership model. The companies providing the service commit to the goals they have set with the customer, sharing the benefits and the risk of failure together with the customer. With Tulossuora, companies can stand out from the digital marketing clutter, reach the whole population effectively and produce commercially measurable results.
Posti’s target group expertise and delivery scope, as well as PunaMusta’s design, printing and analytics expertise, make it possible to offer marketers an effective direct marketing service. The service covers all stages of direct marketing, from tailoring to the customer needs of target groups to content production, printing, distribution and measuring results.
"Businesses get a comprehensive solution from the right targeting of the message and designing the campaign look to printing and to delivery that reaches the most potential customers at home. The service aims at sales results, and its pricing is also partly result-based. This type of direct marketing concept has not been available in Finland before," says Tuuli Kirkkomäki, Head of Products and Services at Posti’s Postal Services unit.
Companies are interested in targeted printed advertising alongside digital marketing. The attention value of targeted printed marketing is considered good in the midst of the flood of digital messages. This is also supported by a survey commissioned by Posti, according to which up to 40 per cent of respondents feel that the marketing message they received personally is relevant to them and want to continue receiving printed advertisements at home. The same percentage of respondents reported that they had made a purchase decision based on printed advertisements.
Rebl Group has focused on marketing and brand image design. Chief Growth Officer Joni Räikkönen believes that reaching customers and generating results requires a correctly selected channel package.
"Print media is strategic marketing at its best when the goal is clear and implementation successful. Well-targeted direct marketing with well-thought-out content is an excellent way to build brand appeal and guide customers along the purchase path to an online store or through the doors of a shop, for example. We measure the results of marketing with our customers in terms of the number of loyal customers and sales growth," says Räikkönen.
Posti and PunaMusta are strengthening their strategic partnership, and the new service is part of their closer cooperation. In the future, the companies will also cooperate increasingly in marketing services aimed at small and medium-sized enterprises. The aim is to help Finnish companies succeed in ever fiercer international competition.
Further information:
Tuuli Kirkkomäki, Head of Products and Services Posti tel. 040 5029 786 tuuli.kirkkomaki@posti.com Chief Growth Officer Joni Räikkönen Rebl Group Oyj tel. 050 4626 307 joni.raikkonen@reblgroup.com