#Japan #Tokyo #Ponta #Loyalty Marketing #BAT Japan

Loyalty Marketing Shines at the 40th All-Japan DM Awards

Loyalty Marketing, headquartered in Shibuya, Tokyo, is excited to announce that it has received the Silver Prize at the prestigious 40th All-Japan Direct Mail (DM) Awards, organized by Japan Post. This award marks a significant milestone for the company, being their first recognition at this annual event.

The All-Japan DM Awards evaluate the best direct mail campaigns based on three criteria: strategy, creativity, and effectiveness. Loyalty Marketing was awarded the Silver Prize for its direct mail campaign supporting British American Tobacco Japan’s new heating tobacco device, the glo™ HYPER pro. The effectiveness of the campaign was particularly notable due to its data-driven approach using Ponta data and cross-media strategies that targeted new customers.

About the Winning Campaign

The winning campaign was titled “Don’t Let Users Miss Out! Discount Coupon Trigger DM” for British American Tobacco Japan.
Loyalty Marketing utilized past performance data to conduct predictive analytics through machine learning and AI, focusing on adults over 20 who smoke and are likely to respond positively. The DM included discount coupons for the glo™ HYPER pro device as well as vouchers for a complimentary sample pack of glo™.
Furthermore, the strategy integrated email marketing, with notifications sent prior to the DM delivery to create anticipation and further engagement after the arrival of the mail.

This holistic approach significantly increased user acquisition rates, achieving 2.3 times the results compared to previous campaigns that involved similar promotional items.

With these impressive results, Loyalty Marketing is committed to enhancing its marketing support through innovative direct mail services and extensive data analysis for over 100 million Ponta members.

The Power of Ponta Data

The company’s direct mail services allow for targeted campaigns using the wealth of lifestyle data derived from Ponta members. They can reach up to 61.5 million members through various types of direct mail, including postcards and standard envelopes. Using Ponta data, campaigns can be fine-tuned to effectively engage with specific audience segments, ensuring high response rates.

How It Works

• - Data-Driven Targeting: Leveraging Ponta's extensive data sets, campaigns can identify and narrow in on ideal customer segments, ensuring that promotional messages reach the right audience.
• - Customizable Campaign Formats: Loyalty Marketing can assist clients in creating various mail formats, including catalogues, flyers, and samples, personalized to meet clients’ requirements.
• - Creative and Multi-Channel Strategies: By integrating creative elements and using the Ponta character in DM pieces, recipients are more likely to engage with the content. They can also earn Ponta points through actions like purchases or applications, enhancing user interaction.

The integration of digital methods such as emails and app notifications post-mail delivery further improves engagement rates, showcasing a comprehensive approach to marketing that addresses diverse consumer touchpoints.

About the All-Japan DM Awards

Founded in 1987, the All-Japan DM Awards is an initiative by Japan Post to honor outstanding direct mail campaigns. The awards celebrate the creators behind these innovative campaigns while highlighting the effectiveness of direct mail as an advertising medium. By evaluating strategically designed campaigns, the awards continue to foster creativity in the field.

Loyalty Marketing’s recent achievement not only marks a new chapter in the company’s history but also reaffirms its commitment to innovation and excellence in the marketing landscape.