Shaher Formed to Boost Direct Mail Industry

RIYADH, 12 September 2007 -- For the first time in the Kingdom, a direct mail forum was held at the Al-Faisaliah Hotel here Sunday night, with Dr. Mohammed Benten, president of Saudi Post, delivering the keynote address.

"Mail is an important form of communication among people. People often forget the power which mail has. It's personal, it's intimate and it's exciting for people to receive envelopes addressed to them. People are always looking for intimate touch and companies should try to reform that intimate connection with customers," Dr. Benten said.

The Saudi Post (SP), Saudi Research & Marketing Group (SRMG) and Direct Mail Services (DSM) joined forces to organize the event which was attended by some 250 participants who included foreign direct mail experts, corporate captains and company representatives from various sectors.

The SP, SRMG and DMS announced their close cooperation and strategic partnership to enhance the direct mail industry in Saudi Arabia and the formation of a venture called Shaher, which specialized in direct mail.

Prince Faisal ibn Salman, SRMG chairman, said: "The conference serves as an arena for the exchange of knowledge and ideas. Saudi Arabia is a great place for business to grow and reach customers. It's very encouraging to see the holding of conferences to help educate business leaders on the advances in the business field."

He said that the introduction of Shaher as a direct introduction of direct mail is a perfect example of the potential growth for the Saudi market. Shaher will focus on constructing and developing an advanced direct mail industry supporting organizations using advertising mail campaigns and direct marketing.

Dr. Benten said that the industry is growing. The SP has installed some 2.5 million mail boxes, although observers claim that about 70 percent of these have been vandalized.

Yousef Hamidaddin, DMS managing director, said "direct mail is a much more sophisticated form of communication between consumers and marketers." He explained how the Saudi market must keep up 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 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.

As of the moment, he further said, direct mails have proven to be a powerful and potent marketing tool that resonates with consumers on a personal level.

Topics discussed in the forum included "Direct Mail, a Strategic Tool in Direct Marketing, ""How DM Increase Brand Perception, Sales Activation and Loyalty Building," "What to Test in DM," "How to Run a DM Campaign," among others.

Direct mail experts from the United Kingdom, Belgium, Poland and Saudi Arabia shared their experience and knowledge on direct mail.

By Rodolfo C. Estimo Jr.