“TPG Post is not only a distribution company, but a company that knows how to use distribution to achieve marketing results.”
Jan Kalverdijk
Senior Account Manager
Royal TPG Post
Jan Kalverdijk delivered direct marketing expertise that beat the competition.
The Hague, Netherlands As a senior account manager in TPG Post’s major accounts department, Jan Kalverdijk knows that in the face of increasing competition, keeping customers demands that TPG Post do more than just deliver direct mail pieces. It must deliver measurable results. And that’s exactly what Kalverdijk and his colleagues did when a national food retailing giant went to a competitor with its order for delivering its weekly sales brochures.
As a strategic advisor to large national retailers, Kalverdijk focuses on helping them win customers of their own. “My job is to make sure that the pieces my customers put in the mail are as effective and efficient as possible,” he said. “When you have a name and address, you know who the consumer is, so you know his buying habits and you can make him an attractive offer. But a company can also execute an effective mailing by finding areas where people of like buying habits live and making them a proposition. We have the knowledge to target those areas and help retailers get customers into their stores.”
Not only does TPG Post’s extensive databases of the Dutch population give it knowledge of the national consumer market, its skilled workforce gives it the ability to ensure that direct mail pieces actually reach the intended consumers. By showing that TPG Post consistently achieves between 95% and 98% accuracy – delivery to the right address on the right day – compared to competitor rates of between 60% and 70%, Kalverdijk and his colleagues not only won back the account, they got a multiple-year extension of the contract.
“Our calculation model showed that every piece we accurately deliver represents a certain amount of money that consumer actually spends at the local grocery store,” said Kalverdijk. “Our ability to show the customer the return for their direct mail investment helped them see that TPG Post is not only a distribution company, but a company that knows how to use distribution to achieve marketing results.”