DUKKY

The Dukky program can be offered at a reduced cost because:

1. All the capabilities of the Dukky program are internal. From printing to web development, we don’t use outside resources and are able to pass these savings on to retailers that participate in our programs.
2. Although an entire Dukky mailer may price similarly to a traditional direct mail program, it isn’t nearly as expensive since multiple brands share the total cost. For example, if you participated in a 40-card Dukky, you would only pay 1/40 of the total cost for the program. And even though your brand shares the mailer with others, the entire mailer is perceived as genuinely valuable to the recipient (40 offers vs. one offer).

Coupons, which often are printed on low-quality paper, are generally perceived as having low value since they primarily offer cents off a product or a percentage discount off a lower cost item. Consumers receive a seemingly unending supply of coupons every week, yet very few are redeemed because of their unappealing nature.

Gift cards are something that people go out of their way to purchase, and they can be loaded with a specific dollar amount. Retailers usually don’t place restrictions on the date by which a gift card must be used, so other than limiting its use to specific retail locations, the cards are basically perceived as cash. And because the cards resemble credit cards, they are automatically considered more valuable.

Offer card is a distinct term used by Dukky for our mailed incentives. The value of the offer card lies somewhere between that of a coupon and a gift card. Although these cards take the form of a gift card, they allow retailers to be more flexible with their offers, whether it’s a percentage discount, a dollar amount off when a specified total is purchased or dollars off in general. Several studies have shown that offers taking the form of gift cards are perceived by consumers as being more valuable than coupons, thus producing a higher redemption percentage. If you would like to read two bite-sized summaries, please refer to the following links:

1. DM News
2. PROMO (pdf)

Depending on which program you choose, a Dukky mailer will deliver anywhere from 10 to 40 offer cards.

By combining multiple personalized, trackable offer cards from multiple advertisers into one initial mailing, Dukky delivers purchase activation with customer and data acquisition at an economy never before seen.

Every Dukky program includes:

• Design of the mail panel
• Printing of the mail piece
• Purchase of the mailing list (based on the demographics and/or interests described for that mail piece)
• Mailing/distribution of the piece
• Activation site design and development
• Ability for recipients to forward their mail piece offers in digital format through email or social networking sites
• Access to the performance dashboard for that mail piece, which tracks individual activations, purchase intent, etc
• Ability for marketers to download the database of consumers who indicate that they intend to use their offer
• For an additional cost, marketers can also send individuals secondary offers

The focus group answer would be that we were trying to create a business analogy with the etymology of an amazing animal: http://en.wikipedia.org/wiki/Duck. The economical answer is that it was the most affordable “double consonant” domain name available. But the real answer is that, like most brilliantly simple ideas, this one struck in the shower. And yes, a 4year-old’s toy did happen to be on the bathroom floor. This was the inspiration of the name “Dukky”.

In short: relevancy. Instead of blanketing consumers with impersonal offers and hoping they get redeemed, our programs help brands build meaningful connections with individuals. Allowing customers to contribute to the terms of a relationship increases the long-term value to both the individual and the brand.

By giving consumers a chance to interact with brands, Dukky programs have much higher response rates and much lower costs than traditional direct mail. Dukky continually strives to transform a traditionally static medium by applying the latest technologies to foster better relationships between brands and individuals.

In short, we’re a company that understood emerging technology, saw how traditional direct mail could be transformed by it and made it happen. As a result, our product offers better accountability, economy, performance and return than any channel currently available. Our patented media platform also unites the value of direct, online, point-of-purchase, viral and social marketing, as well as data mining, all into one easy interface.

If you would like to know more about Dukky as a company, please visit the About section.