discovery 7 dm in media mix
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September 2009
No Charlie without a hat
No campaign without DM 7th DM Discovery
September 2009
No Charlie without a hat
No campaign without DM 7th DM Discovery
DM Discovery 7: No campaign without DM
Discovery 1:
Growing your Business with DM (2006)
Discovery 2/3:
Get the Max out of your mix (2007)
Discovery 4/5:
DM brand relationship (2007)
Discovery 6:
P loves E (2008)
Discovery 7:
No campaign without DM (2009)
2
Increasing shift to interactive, one-to-one, proximity media
Data: All values in € bn - those costs include both external and internal costsBase: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027)
Source: IPC survey – 2008 – 1027 interviewed companies (IPSOS)
Direct Marketing represents 39 % of total media investments
€ 2.86 bn.
€ 3.18 bn.
€ 1.35 bn.
Other, 18%
Classic media, 43% Clasic media with response mechanism,
7%
Telemarketing, 6%
Unaddresssed mail, 6%
Online (e-mail; internet; paid search) ,
8%
Direct Mail, 12%
Total Marketing & Communication Expenditure (full costing) - Belgium 2007: € 7.40 billion
€ 3.18 bn.
Classic media, 50%
3
0
200
400
600
800
1000
1200
1400
1600
1800
Mass Media DM
1st Semester 2008
1st Semester 2009
Despite the crisis, DM investments have increased in the 1st Semester ‘09 by 2,4% compared to 1st Semester ‘08
Source: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
-4,1%
+2,4%
Gross investments (in mio eur, 2008)
4
Advertisers consider Direct Mail as the most efficient media mainly for short-term sales and retention
0%
20%
40%
60%
80%Retention
Acquisition
Brand ImageProduct Advertising
Short-term Sales
E-Mail Marketing Addressed Direct Mail Internet SitePrint with response Unaddressed Mail TV with response
Data: All values in %Base: All companies using the specific direct marketing medium
Source: IPC Direct Marketing Intelligence 2008 – IPSOS 1027 belgian companies
Retention
Short-term Sales
5
Which communication channel do you prefer?
6
DM scores among customers as the preferred informative communication channel in most sectors.
45 43 42 39 36 36
0
20
40
60
80
100
Mail order sales(n=171)
Beauty products(n=120)
Banks & Insurances(n=184)
Home equipment:furniture, DIY, garden
(n=127)
Automotive (n=158) Press (n=165)
%
DM Print D2D TV Radio POS Internet E-mail SMS none dk
45 43 42 39 36 36
5 11 117 14 13
15 8 11 22 13 13
1513 11
1213 10
44 4
52 6
47
3
2
25
47 8
9 7 85 10 5
1 2
21
13
1 1 231 3 4 3 4
0
20
40
60
80
100
Mail order sales(n=171)
Beauty products(n=120)
Banks & Insurances(n=184)
Home equipment:furniture, DIY, garden
(n=127)
Automotive (n=158) Press (n=165)
%
DM Print D2D TV Radio POS Internet E-mail SMS none dk
7
Retailer and Mail order are already heavy usersGross ATL media & DM investments in retail (in mio eur, Total 2008)
Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
354
286273
215
172160
105
7357 53
109
8 9
36
4 9 5 5 2 2
Retailer Media Automotive Bank &Finance
Leisure,entertaining
Telecom Publishing Tourism Care-pharma Public
Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim)
Mail order:
8
Retailer and Mail order are already heavy usersGross ATL media & DM investments in retail (in mio eur, Total 2008)
Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
354
286273
215
172160
105
7357 53
109
8 9
36
4 9 5 5 2 2
Retailer Media Automotive Bank &Finance
Leisure,entertaining
Telecom Publishing Tourism Care-pharma Public
Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim)
RETAILER
9
But DM is still a small player in most sectorsGross ATL media & DM investments in Top 10 mass-media sectors (in mio eur, Total 2008)
Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
354
286273
215
172160
105
7357 53
109
8 9
36
4 9 5 5 2 2
Retailer Media Automotive Bank &Finance
Leisure,entertaining
Telecom Publishing Tourism Care-pharma Public
Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim)
The Post has run extensive research with > 45.000 interviews (BtoB – BtoC)
Generic media surveys (e.g., Mail moment, E loves P, How direct are women?)
20 Multi-media surveys
>40 DM impact surveys
> 250 response rates - benchmark data base
10
What are the most frequent barriers to the DM use?
Inspiration
I don’t know how/when to use it
Would my customers remember it?
My company is too small
11
Effectiveness
DM seems complicated
How does it work?
How to measure the effective impact?
DM takes time & resources
Database
My database isn’t qualitative enough
Where can I rent adresses?
DM Consultancy team: a team at your disposal to help overcome those barriers
12
Source: DM Consultancy team analysis
Reach
Gross costper contact
Important criteria to consider when evaluating a Media Mix
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
13
Source: DM Consultancy team analysis
Reach
Gross costper contact
Important criteria to consider when evaluating a Media Mix
ExposureDuration / depth
Attention
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
14
97% opens mailbox
every day
… but receives only 2
DM/ week
78% is
opened
Consumersspend
1’52’’ per mail
… and behind every letterbox
is a unique person
you can target
The Mail Moment remains unique
15
Source: DM Consultancy team analysis
Reach
Gross costper contact
Important criteria to consider when evaluating a Media Mix
Saturation
ExposureDuration / depth
Attention
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
16
12%
8%
22%
44%
44%
59%
61%
62%
71%
70%
68%
74%
77%
54%
41%
39%
37%
36%
26%
25%
20%
18%
11%
0% 20% 40% 60% 80% 100%
TV (n=1122)
Internet (n=747)
Door-to-door bundle
Radio (n=1058)
Free press (n=991)
Magazines (n=1046)
Dailies (n=981)
Cinema (n=678)
E-Mails (Averages)
Paper mail (averages)
not enough enough too much No pub sticker
1%
Consumers don’t feel overwhelmed with Direct Mails
With regards to advertising in the following media, would you say there is …?
Source : “E loves P” study – 2007 – TNS Dimarso -1100 respondents17
3%
4%
2%
3%
3%
3%
5%
Source: DM Consultancy team analysis
Reach
Gross costper contact
Personnalisation
Important criteria to consider when evaluating a Media Mix
Saturation
ExposureDuration / depth
Attention
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
18
Personnalisation: the power of relevance
19
Information Page Response Page
BART
Helmut
Source: DM Consultancy team analysis
Reach
Gross costper contact
PersonnalisationInvolvement
Important criteria to consider when evaluating a Media Mix
Saturation
ExposureDuration / depth
Attention
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
20
Consumers feel closely involved when receiving Direct Mail
21Source : Synovate Censydiam – DM Brand relationship model – fashion sector - 2007
This media can give me the feeling of ….. DM
Avg. other media
… rewarding me as a customer 73% 19%
… being connected to the brand 63% 8%
… acknoweldgement / appreciation 57% 8%
… being important for that brand 57% 7%
… being unique 51% 7%
Source: DM Consultancy team analysis
Reach
Gross costper contact
PersonnalisationInvolvement
Important criteria to consider when evaluating a Media Mix
Saturation
ExposureDuration / depth
Attention
EnvironmentalImpact
IMPACT ON BRAND: - Awareness- Equity- Loyalty
+IMPACT ON SALES
ROMI
22
Global Belgian paper consumption =3.692.000 tons / year
The post “consumes” 0,08% (2.808 tons) of that for its own needs and “transports” around 6% (around 220.000 tons) of the total paper produced yearly in Belgium
23
Other 93,97%
Paper transported by the Post5,96%
DM = about 1/3rd of the yearly paper tonnage transported by the Post
the Post ownconsumtion 0.08%
DM represents ONLY 2% of total consumption of paper in Belgium
2.7
6.4
5.9
2.3
4.6
5.8
2.1
4.1
3.1
2.3
3.4
2.73.1
3.4
4.5
1.41.2
2.5
Retailer Media Automotive Bank &Finance
Leisure,entertaining
Telecom Publishing Regional retail Tourism
With DM Without DM
24
Average RROI of Different Media
Source: Omnicom UK – Brand Science 2008
Medium
Ave
rage
RO
IDirect Mail helps boosting ROI of most campaigns (UK)
1 2 3 4
Integrated to the Media Mix, DM boost ROI by min 20%
Source: Post – 15 DM pilot surveys N: > 25.000
LOYALTY BUILDING> 25%
RECALL RATE2->20 x higher
BRAND PERCEPTION> 50%
SALES ACTIVATION15 up to 200%
25
+ min. 20% ROI
if integrated into media mix
DM COSTS
Database
Creation
Production
Fulfilment
NET MARGINSHORT TERM
on incremental sales
LONG TERM
on « lifetime » sales
Knowing that, would you imagine ….
26
Only 21% of Belgian
advertisers are “cross
media”
79
21
User share of cross media campaign
DM + WebDM + PrintDM + Email
7%7%6%
Internet + Print 9%Among them …
Source: IPC survey – 2008 – 1027 interviewed companies (IPSOS)
September 2009
No campaign without DM
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