Emirates Post launches new subsidiary - Emirates Marketing & Promotions (EMP)

Launching the new company on the sidelines of the Media & Marketing Show at the Dubai International Exhibition Centre, Mr. Abdullah Al Daboos, Director General of Emirates Post, said: "Emirates Marketing and Promotions represents yet another dynamic move in Emirates Post's strategy of diversification. EMP has been established to offer advanced direct marketing and promotions solutions, leveraging the strengths and expertise Emirates Post has acquired in recent years."

Mr. Al Daboos said the core activities of EMP would be an integrated approach to direct marketing, distribution of messages through P.O. Boxes, promotional postmarks for corporate clients, call centre management for companies as well as sales promotions.

"In today's evolving business scenario, corporations need to be proactive and innovative to seize opportunities provided by a changing market place," said Mr. Al Daboos.

"Having studied the market, Emirates Post has realized that there is a need for organizations capable of handling the entire chain. EMP has been set up to develop and consolidate the services we already had in a limited manner and turn them into profit centres."

Mr. Al Daboos also announced the appointment of Mr. Ahmad Tahlak as the Chief Executive Officer of Emirates Marketing & Promotions. Mr. Tahlak has worked as Call Centre Manager at Emirates airline for 14 years and thereafter as CEO of Tele Services Company, a firm specializing in call centre management.

"The key objective of EMP is to deliver high quality services to businesses in the region," said Mr. Tahlak. "We are driven by a mission to create a direct communication channel between businesses and consumers by adopting global best practices in direct marketing. We have the expertise and technology to provide integrated solutions by managing the entire chain, ensuring that the client's project is delivered with precision and on time."

EMP will be driven by Emirates Post's following core strengths: a database of 2.8 million individuals and companies; internal validation to ensure accuracy and minimize RTS; customized lists based on demographic profile; vast experience in mailing business and ability to provide turnkey solutions covering customised list, printing, packaging and mailing.

Direct Marketing

Direct Mail, one of the key offerings under Direct Marketing, will facilitate a one-to-one communication intended to generate response from the recipient. EMP will manage the designing, printing, mailing and response measurement. The target group profile will be customized within 48 hours.

EMP owns a database of over 2.8 million addresses with complete profiles on economic and social aspects, which can be customized to assist organizations and businesses to achieve their targets. The data will be maintained, updated and enhanced by a Data Warehousing/Business Intelligence team. Data validation is carried out on a daily basis.

For the B2C segment, EMP can provide addressed categorized by area, profession, nationality, age, gender, income, education, marital status and religion. For B2B, the list can be tailored on the basis of industry activity, number of employees and targeted emirate.

EMP offers another strong channel for direct marketing: the 350,000-strong P.O. Box network of Emirates Post. Leaflets or other material of companies can be directly dropped to selected P.O. Boxes in any emirate of the UAE, assuring guaranteed visibility.

EMP also provides another innovative and effective direct marketing tool - the Promotional Postmark. Though this tool, a company's message will be stamped on bulk mail, taking it to thousands of people every day in the UAE and globally.

Call Centre

EMP has established a state of the art Call Centre that assists organizations in managing customer care, for the benefit of companies that do not wish to invest in setting up their own call centres.

The EMP Call Centre handles call centre outsourcing, including management of calls, emails and faxes. It also offer sales and marketing services, including building B2B lists, lead generation & appointment setting, building sales pipeline and events invitation.

Promotions

EMP's promotions division is designed to promote businesses by providing high quality value added services and products. The company has been successfully running Postcard Millionaire, one of the biggest and most successful promotions in the region. EMP is scheduled to launch a similar promotion in Qatar shortly.

EMP will assist companies conduct promotional programmes in the UAE. Clients can utilise the 75 outlets of Emirates Post to conduct promotions. They can also benefit form Emirates Post's strong relationships with government firms and private companies in the UAE.