CD2366 Full Product Rate Card v4.indd - Progressive Enterprises

MEDIA
TARGETED DIRECT MARKETING COSTS
Direct Mail Campaign
Costs are based on a fl ow wrap, simple mailer pack (picture below) and provide an indication only. These costs exclude artwork, offer and any product samples.
NO. OF
RECORDS
PROJECT MGMT
& DATA QUERY*
DATA RENTAL
PRINT
PRODUCTION
MAIL
PROCESSING
POSTAGE
COUPON
REDEMPTION
RESULTS
POST
CAMPAIGN
ANALYSIS
TOTAL
PER UNIT
COST
Quantity mailed
A typical campaign
takes a minimum
of 10 hours Project
Mgmt. Data set-up
includes 2 queries.
Please note that a
surcharge of 20c
per customer applies
if there is any data
capture mechanism
in the mail piece.
Based on an A4
Letter with perforated
coupon, printed
4-colour. Costs
include 5% overs
as per mailhouse
requirements.
Based on a letter
lasered, folded
to DLE & plastic
wrapped.
Postage is an
estimate only
and is subject to
meeting NZ Post
requirements.
Based on 15%
response rate.
Includes coupon
handling fee, set-up
& scanning costs
and one coupon
redemption report.
Detailed report to
include sales analysis
before, during and
after the campaign,
breakdown by
customer segment and
competing products.
5,000
$800
$4,000
$1,000
$1,270
$1,888
$270
$1,500
$11,148
$2.23
10,000
$800
$8,000
$1,826
$2,215
$3,776
$335
$1,500
$18,452
$1.85
25,000
$800
$17,500
$3,152
$5,050
$9,440
$537.50
$1,500
$37,979.50
$1.52
Email Campaign
Costs are based on using the template pictured below and supplying the banner artwork and copy. Please note there is an additional cost for banner design and copywriting. Excludes cost of offer.
Cost Structure
NO. OF
RECORDS
Quantity mailed.
0–4,999
5000–19,999
20,000–99,999
100,000+
DATA RENTAL
p/record. Please note that
DATA QUERY* a surcharge of 20c per
customer applies if there is
any data capture mechanism
in the mail piece.
$0.90
$0.80
$300
$0.70
$0.60
TEMPLATE
SET-UP &
TESTING
$900
DEPLOYMENT
Sending email to
selected Onecard
customers.
$0.04 p/record
$0.04 p/record
$0.03 p/record
$0.03 p/record
Cost scenarios by quantity 5,000 10,000 25,000
DATA QUERY* $300 $300 $300
DATA RENTAL $4,000 $8,000 $17,500
TEMPLATE SET-UP & TESTING $900 $900 $900
DEPLOYMENT $200 $400 $750
COUPON REDEMPTION RESULTS
Based on 10% response.
$260 $290 $425
POST CAMPAIGN ANALYSIS $1,500 $1,500 $1,500
TOTAL $7,160 $11,390 $21,375
PER UNIT COST $1.43 $1.14 $0.85
Coupon
scanning
(minimum $40)
$50 per
1000
COUPON REDEMPTION RESULTS
Based on 10% response
Report
set-up
$100
Per coupon
redemption
report
$100
Coupon
handling fee
per response
$0.04
POST
CAMPAIGN
ANALYSIS
See DM description.
$1,500
*Data queries:
• A query is based on a set of written
instructions (a brief of the criteria). This is
then developed into an appropriate code
and run against the main database to
extract the required information.
• The more complex the query (i.e. the
more fi lters) the longer it will take to brief,
develop and potentially run.
• A fi lter is a single set of criteria.
For example:
– Customers that purchase brand X
= 1 fi lter
– Customers that purchase brand X
more than 5 times in a 6 month period
= 2 fi lters
– Customers that purchase at least one
unit of brand X and one unit of brand Y
during the analysis period but have not
purchased in the most recent 6 week
period = 3 fi lters
• Up to 3 fi lters $150/query
• 4+ fi lters $200/query
• The cost for queries varies according to
requirements but is approximately $300
for a standard campaign.
All costs are GST exclusive and are provided
for indicative purposes only.
TARGETED DIRECT MARKETING COSTS
CD2366 Full Product Rate Card v4.indd 11
8/25/08 1:14:37 PM