In an effort to maintain Hongkong Post as a key communication conduit, we continue to introduce initiatives to counter the trend of e-substitution.
To enhance our understanding of the market potential of direct mail, we commissioned a study on consumer and marketer behaviour in the use of communication channels. We also looked at the effectiveness of various communication channels used for marketing purpose.
The findings confirm that direct mail is a very effective marketing tool that significantly complements other communication media. In the light of the positive findings, we are developing a new multi-media direct marketing online platform that allows our customers to plan, create and launch direct marketing campaigns. This platform will facilitate businesses, especially SMEs, to reach out to their target customers with ease and at an affordable price.
The Hongkong Post Circular Service and its online platform continue to target different market segments with incentive offers during peak promotion seasons. An increasing number of businesses and organisations now use this service to promote their services, facilities and activities.
We are also collaborating with China Post on a cross-border direct mail service that enables local SMEs to promote their brands and enhance brand recognition in the Mainland market.
We have launched a personalised "Make My Card" service under our successful e-Post service. Customers only need to upload their personalised images and messages via Hongkong Posts internet shopping platform, namely ShopThruPost, and we will look after the card production and delivery process. Tying in with the Year of the Dragon, a personalised "Welcome Dragon Baby" card service was launched in March 2012.
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