Saudi Arabia forms new direct mailing company
A new company called Shaher, specializing in direct mail, has been formed in Saudi Arabia.
Mohammed Benten, president of Saudi Post, said in his keynote address to the direct mail forum held in Riyadh recently, which was the first time for such a meet in Saudi Arabia. said that the industry is growing. Saudi Post has installed nearly 2.5 million mail boxes, although observers claim that about 70 per cent of these have been vandalized.
Organized jointly by the Saudi Post (SP), Saudi Research & Marketing Group (SRMG) and Direct Mail Services (DSM), the event was attended by some 250 participants who included foreign direct mail experts, corporate leaders and company representatives from various sectors.
The organizers announced their close cooperation and strategic partnership to enhance the direct mail industry in Saudi Arabia and the formation of Shaher.
Prince Faisal bin Salman, SRMG chairman, said that the introduction of Shaher was a perfect example of the potential growth for the Saudi market. Shaher will focus on constructing and developing an advanced direct mail industry supporting organisations using advertising mail campaigns and direct marketing.
The element of personal interaction will feature strongly in the developing direct mail market of Saudi Arabia.
Hamidaddin, CEO of DSM, said that direct mail is a much more sophisticated form of communication between consumers and marketers. “With the establishment of Shaher, companies will have the means to tap into the emerging direct mail industry. Shaher will provide them with all the tools and know-how to make the job much easier for business,” he said.
He added that the market is always expanding and evolving as consumers become more educated and immune to marketers commercial strategies and communications.
Topics discussed at the forum included ‘Direct Mail, a Strategic Tool in Direct Marketing’, ‘How DM Increases Brand Perception, Sales Activation and Loyalty Building,’ ‘What to Test in DM,’ and ‘How to Run a DM Campaign.’
Direct mail experts from the United Kingdom, Belgium, Poland and Saudi Arabia shared their experience and knowledge on direct mail.
