RM appoints EuroDirect for new channel launch

[TrueBlueTerrier]

http://www.precisionmarketing.co.uk/Art ... aunch.html

Royal Mail has appointed EuroDirect to handle its data services for the launch of its new brand engagement channel, Matter.

The online driven channel encourages consumers to sign up for free to Matter.co.uk to receive a box full of products from various brands.

The box, which fits through a standard UK letterbox, contains a range of branded goodies in a bid to endorse the brand, as well as raise consumer awareness and engagement.

A test mailing sent to 1,000 men included a Nintendo Wii sweatband, a branded box of soap crayons from Nissan and an Original Source shower gel. Research found that nearly half of consumers that received the pack used the items, while 20 per cent gave the item to a friend or family member.

Over 30,000 consumers have signed up to the site to receive their first pack in October. The site will later host forums and blogs for consumers to talk about each product.

EuroDirect will be tasked with segmenting and profiling the database to enable Royal Mail to send out bespoke packs to individuals in the future.

Royal Mail head of media propositions Fraser Chisholm says: “The strength of direct mail has always been it is personal and delivered through the letterbox. Matter takes the medium to the next level. Media is changing and advertisers can no longer rely on consumers seeing or hearing their messages, they have to engage and create standout and there is no better way than putting the brand directly into their hands.”

[POSTMAN]

The domain www.matter.co.uk is defunked