"docomo Hikari / home 5G" Stimulating action with direct mail that resonates with the target audience

NTT DOCOMO, INC. is actively working on One-to-One approach measures to provide optimal products and services at great value according to customer needs. Among them, they value the effectiveness of direct mail (DM) that can deliver information to customers' hands via real paper media.
This time, BEEATS was in charge of the DM for promoting docomo Hikari and home 5G sales.

Measures implemented this time

• home 5G DM

Segment people who use communication data over a certain amount into those 29 and under and those 30 and over, and approach them with different creatives

• docomo Hikari DM 1 Gbps Version

Extracted 4 segments that showed high responses in past DMs. Approach them by changing to value/merit appeals corresponding to each

• docomo Hikari DM 10 Gbps Version

Communicate the benefits of 10 Gbps to those living in the 10 Gbps area and acquire 10 Gbps contracts

Issues received

We received the issue that they want to maximize sales promotion effects by planning benefits and designs that fit each, as we will extract multiple targets that can expect effects based on the results of past DMs.

Designing different benefits for each target

Regarding the docomo Hikari DM, we were able to achieve high results for each target. I believe this is the result of the benefit appeal that makes it feel personal resonating well.
On the other hand, the home 5G DM for ages 30 and over had issues left behind.
Although it is also a factor that there were no powerful perks, developing benefit appeals that can encourage action even in such situations is a future challenge.
Since DM is also a measure that allows us to verify the reactions of consumers, I believe that the fact that we are constantly improving and providing proposals is also a reason for our continued use.

Analyzing effective DMs and accumulating know-how

We were evaluated for our cover pages and design tastes that match the targets and spark interest, as well as the inner pages that allow for deep understanding without being overly cluttered.
We have also heard that these efforts led to the final results of the DM.
The background to this lies in utilizing our accumulated know-how by extracting elements that were effective in past DM projects, all based on the science of DM, such as "movement of people's eyes" and "visibility based on character size."

Speedy response with consideration and precision

With only 1 month from request to post office dispatch, we proceeded with 6 types of paper materials simultaneously.
The client was satisfied with our stress-free correspondence, which also accounted for the time required for internal checks at docomo and mail service checks by the post office.

---

For consultations on DM marketing (direct mail), contact BEEATS

BEEATS supports DM marketing that moves the target's heart and produces reliable responses. We handle everything in a one-stop manner from planning and design that increases open rates according to the customer's purpose (such as new customer acquisition or improving loyalty of existing members) to printing, address printing, and shipping (dispatch to post office). Based on careful hearings, we will propose optimal measures with cost-effectiveness in mind. Even if it is your first paper media project, you can leave it to us with confidence.

▶ Click here for details on our DM marketing planning, design, and shipping agency services

If your company is considering sales promotion measures that definitely reach the target or the introduction of effective DM marketing, please feel free to contact us.