POP issue #2, in the form of an interesting, article-filled reference guide, examines direct marketing as the fitting solution; how it can help organisations to build their rands, generate sales and achieve a real return on investment. Trends, success stories, do's and don'ts, how's and why's, are all covered in articles writing by specialists in the direct marketing field, such as Nici Stathacopoulos, CEO of The Tipping Point; Michelle Perrow, founder and strategic director of Lesoba Difference; Lisa Christopher, creative director of Lesoba; and Dr Yolanda Jordaan, associate Professor at the University of Pretoria.
In recognition of South Africa's changing marketing landscape and in support of the increasing number of direct marketing initiatives in this country, POP #2 demonstrates Sappi's support of direct marketing, and also the important role that Sappi products play in the delivery of direct mail, both locally and internationally.
In the foreword to the publication, Sappi Fine Paper MD, Albert Lubbe, states that: "Keeping consumers buying the same brand has become the key task of direct marketing, because loyal consumers offer stable sales revenue and increased profit."
The several hundred guests at the breakfast event were hugely entertained by 'personality Postmaster' Corrie Campbell, who encouraged industry players to think 'out of the box', literally and figuratively as everyone sat with a box on their heads, when it comes to utilising direct marketing as part of an integrated marketing strategy to secure and retain customers.
Power of Print is the local adaptation of Sappi's global Life with Print initiative which focuses on the efficient and effective use of print media and shares Sappi's passion for print with image-conscious companies throughout the world.
