DHL 1997 Annual Report Download - page 34

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Please find page 34 of the 1997 DHL annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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such as lottery tickets, catalogue requests, orders and other forms.
Our document reading center in Mannheim can process more than a
million documents a day. The use of context-oriented OCR technology
ensures that these documents can be read and recorded without error
in a highly automated process.
Advertising by mail
Another new product, “Postwurf Spezial”, was tested during
1997. It filters the data base through a range of characteristics to deliver
highly selective information. Deutsche Post can thus identify
to whom – down to the individual household – and on what date
brochures and advertisements should be delivered. This greatly increases
the likelihood that a company’s advertising will land in the mailbox of
someone who is genuinely interested in it. We will be introducing
Postwurf Spezial to the marketplace in 1998 as a product that offers
optimized scheduled delivery, a streamlined accounting system and
substantially enhanced data quality in the selection of target groups.
Expert consulting services for small
and medium- sized businesses
Deutsche Post’s Direct Marketing Centers have proven to be a
good platform for direct marketing efforts especially by small and
medium-sized companies. Another 19 Direct Marketing Centers began
operation in 1997. More than 40,000 customers have taken advantage
of our “Werben per Post” (advertising by mail) consulting service,
making it a major factor in the rise in “Infopost” revenue.
Expertise and highly developed know-how are our trump cards in the
ever-growing direct advertising market. We were one of the first to
pursue systematic research in this field. Together with leading market
research institutes, we have been conducting direct marketing studies
since 1995. The findings are published in our annual Direct Marketing
Monitor.
31
Consulting service at a Direct Marketing Center