Saudi Arabia's first direct mail conference kicks off in Riyadh
Under the patronage of his Excellency Dr. Mohammed Benten, the first conference in the Kingdom to focus solely on direct mail, titled 'Saudi Arabia's First Direct Mail Forum', was inaugurated.
Saudi Post (SP), Saudi Research and Marketing Group (SRMG) and Direct Marketing Services (DMS) joined forces to organize this momentous event to celebrate the beginning of a new and innovative industry in the Kingdom; Direct Mail and to officially announce the close cooperation and strategic partnership of the Saudi Post, SRMG, and DMS working towards enhancing the Direct Mail Industry in Saudi Arabia and forming an entity specialized in DM.
Al Faysaliah Hotel in Riyadh hosted over 250 participants who included business executives, high profile business leaders, company presidents and managers in different fields including retail, airline, banking and insurance entrepreneurs and media representatives attended the conference to listen to international and local speakers.
Direct mail experts from the United Kingdom, Belgium, Poland and Saudi Arabia shared their experience and knowledge on direct mail with the audience. A series of presentations took place throughout the day, topics included, 'Direct Mail, a Strategic Tool of Direct Marketing', 'How DM increase Brand Perception, Sales Activation and Loyalty Building', 'What to Test in DM', 'How to Run a DM Campaign' and much more.
'This conference served as an arena for the exchange of knowledge and ideas,' said HRH Prince Faisal Bin Salman- Chairman of SRMG. 'Saudi Arabia is a great place for businesses to grow and reach their consumers, so it's very encouraging to see the spur of conferences to help educating our business leaders on the advances in the business field. The establishment of Shaher as a direct introduction of direct mail is a perfect example of the potential for growth in the Saudi market.'
Shaher will focus on constructing and developing an advanced direct mail industry supporting organizations using advertising mail campaigns and direct marketing.
'Mail is an important form of communication between people,' said Dr. Mohammed Benten, President and CEO of Saudi Post. 'People often forget the power mail has. It's personal, it's intimate, and it's exciting for a person to get an envelope addressed to them. People are always looking for that intimate touch and companies should try reform that intimate connection with their consumers. The Saudi mail industry is growing and it's good to see companies taking advantage of this opportunity.'
While shedding the light on direct mail industry, Mr. Yousef Hamidaddin, managing director of DMS said: 'Direct mail is a much more sophisticated form of communication between consumers and marketers.' Hamidaddin continued to explain how the Saudi market must remain with the times and adapt to new forms of communication and marketing. '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 knowhow making the job that much easier for businesses,' he said.
The marketing world is always expanding and evolving as consumers become more educated and immune to marketers commercial strategies of communication. As of yet, direct mail has proven to be a powerful and potent marketing tool which resonates with consumers on a personal level. Reaching consumers on a personal level was a theme well reflected in the conference's theme of 'Open up Tomorrow's Relationship.'
