On Thursday 27^th September, TNT Post sponsored the DMA North event ‘A different road to brand experience’ at The Studio in Manchester. 

 We were welcomed to the event by Nick Wells, CEO of TNT Post, who gave an update on Direct Marketing and door drop and the trends we are currently seeing with multi channel marketing on the rise.  Nick also updated us on how the TNT postmen were doing, letting us know that they will be introduced to other cities shortly including Manchester.

Jo from TNT Post and Beth from Kellogg’s then kicked off their presentation with a “How well do you know your Kellogg’s brand?” quiz with props, sounds and costumes to give clues. 

The lucky winners were treated to a full size box of Kellogg’s cereals as prizes. They went on to present a fun and informative role play based presentation telling us how Kellogg’s re-launched All Bran Golden crunch to a brand new target market and how door dropping full sized samples of Golden Crunch has really turned the brand around.

Joanne from Dunn Humby discussed how ‘Brand Comms can make advertising more effective’, and how this worked for Kellogg’s as well as how door drop and DM can be far more accountable now with the various analysis tools and data available post distribution.

This took us on to Ian from Valassis who told us all about ‘The Rise of Couponing’ - the use of them, the tracking of them, the analysis that can be done post coupon distribution as well as the introduction of a new digital system that will make issues with redemption a thing of the past. 

After the break we heard from David from Fast.map about the ‘Importance of Market Research’ which was fascinating.  We learned how companies can test all aspects of their advertising campaign quickly and accurately to help them create more impact and save money.

We then heard from Duncan at Origin Creative about the ‘Power Of Big Brilliant Ideas’ - how their agency differs from others and the power of integrated media campaigns.

We were then treated to an innovative presentation on augmented reality delivered entirely from Stephen from Blipper’s iPhone! He showed us how they have expanded into the USA and how companies such as Nestle, Heinz and Andrex toilet tissue are using Blippar as well as giving Jo Hyland the opportunity to have her photo with Justin Bieber.

Finally, Mark Davies gave us some insight in to the benefits of In Home Sampling, and how sampling and coupons keep the consumer, the brand and the retailer happy.

The evening was rounded off after some Q & A’s with wine, beer and some tasty canapés and an opportunity to network with other delegates and speakers.  Overall it was a very successful late afternoon event and TNT Post North are looking forward to organising more in the near future.