Royal Mail aims to raise awareness of sameday

Royal Mail is embarking on its first nationwide customer acquisition campaign to ensure the vital success of its Sameday delivery service.

The postal operator, which faces questions over its long-term stability, is planning to raise awareness of its document and parcel courier service – Royal Mail Sameday – which was launched in 2001.

It is the first marketing initiative to be linked to the service, and will target 5,000 small-to-medium size businesses with both a direct mail campaign and a telemarketing push to prospective customers.

KLM has been appointed to the brief, with promotional activity breaking in mid-January. The campaign will identify key users of courier services, such as dispatch managers, receptionists and personal assistants.

In a bid for high response rates, Royal Mail is devising an instant-win promotion whereby people who remember the service’s phone number, when randomly called, will win a sound system for the office.

Royal Mail Sameday general manager Steve Spraggons says: “The Sameday courier service is becoming increasingly competitive, and in such an environment it’s important for us to be at the front of people’s minds.”