What does Unicom DM mean?

Unicom DM, in short, is the advertisement of Unicom.

DM-English is direct mail, which translates into "direct mail", "advertising letter" and "direct mail letter". It refers to a way to create customers by sending and delivering personal information through DM media. Simply understood, DM is a means of advertising.

DM originated in ancient Egypt thousands of years ago. By the end of 16, when the media such as TV, radio and newspapers were still in the initial stage, Mr. Zhu Bangye, the founder of DM media industry in China, traced back to the origin culture of DM, accurately grasped the pulse of market media, effectively utilized DM, a new media with great market potential, and closely integrated the market with the media industry. Professional information direct mail advertising media obtained 1997 national patent (patent number: 97202062. Direct investment or email advertising has become the main channel to release DM, and a number of professional DM advertising companies have emerged.

country

Development of DM New Media in China

Since China began to restore the advertising industry, powerful media (newspapers, magazines, television) have occupied the vast majority of the advertising market. However, the low credibility of DM publishing, the stagnation of DM media for many years, the lack of good foundation, the lack of corporate awareness and the lack of professional institutions to provide this service have made DM stay in the development stage for many years. At present, most enterprises that can actively use DM to develop their business are foreign-funded enterprises.

At present, nearly 60% of enterprises in China know about DM advertising, and more than 90% of large, medium and small enterprises in Zhejiang have used business letters to promote their products. And all of them have achieved obvious promotion effect. As an advertisement, DM's investment is only 2% of TV media and 65,438+00% of newspaper media, but its business income has increased by about 30%. Therefore, its input and output are more satisfactory to enterprises, especially small and medium-sized enterprises.

Therefore, DM has been regarded as the first choice for business activities by most enterprises, and it is favored by business operators because of its low cost, strong pertinence, strong intimacy and strong authenticity.

The purpose of DM

DM is to maximize sales and improve performance, and its purpose can be summarized as follows:

1. In a certain period of time, expand the turnover and increase the gross profit margin.

2. Stabilize the existing customer base and attract new customers to increase passenger flow.

3. Introduce new products, seasonal commodities or products promoted by the company to stabilize consumer groups.

4. Increase the sales of specific commodities (new products, seasonal commodities, own commodities, etc.). ) to increase per capita consumption.

5. Enhance the corporate image and enhance the company's visibility.

6. Competing with the promotion activities in the same industry.

7. Stimulate consumers' planned purchase and impulse purchase, and increase the turnover of shopping malls.

Characteristics of data mining

DM newsletter is characterized by directness, quickness, low cost and high recognition, which provides a good carrier for merchants to promote their own image and products.

Types of data mining

Because DM has a high degree of freedom in design and a wide range of applications, its forms of expression are also diversified.

1, leaflet type

2. Brochure type

3. Card type

Distribution form of DM

1. Mailing: mailing to members with consumption records in recent 3 months by address (the number of mailing copies depends on each person).

Depending on the actual number of members in the store).

2. Newspaper clippings: delivery of local best-selling newspapers (newspaper clippings cost 0. 10-0.20 yuan/sheet).

3. door-to-door delivery: organize employees to send DM to the homes of residents in living communities with high living standards.

4. Street distribution: organize personnel to distribute at stations, intersections and farmers' markets.

5. In-store distribution: The customer service department will organize employees to distribute the newsletter in the store two days before uploading.

References:

Meihua advertising forum