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Electrabel   07dec2010
 

Electrabel 07dec2010

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bpost presentation incl. DM Pige data & visuals and DM Carbon Meter

bpost presentation incl. DM Pige data & visuals and DM Carbon Meter

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    Electrabel   07dec2010 Electrabel 07dec2010 Presentation Transcript

    • DM Workshop preparation Meeting for Electrabel December 7, 2010
    • Recap from last meeting(May 2010)• Communication challenges within utilities sector • Simplify • Trust • Involvement• Not released yet: CARE programme• Proposals • 121 Lab (example: Lampiris) • Green DM Barometer• Discussion: Energiek 1
    • On the Menu today• Update DM Pige• Results impact study DM Carbon Meter• Latest DM insights • Very soon: DM beta coefficient• DM Workshop? • Mass Post Centre – Brussel X • Together with agencies? • Around Specific theme • Care? • Building communication consistency in DM • DM Green in practice? • New cross-media pilots? 2
    • 1. DM Pige update2009 & 1st semester 2010
    • Review of campaigns
    • In 2009, 22,5% boost in DM supported a 11,9% increase in total media. However, Direct Mail spendings dropped down in 2010 compared to 2009. Gross media investments in ENERGY (Mio €)Evolution Media investments 2008-2009 Media investments Q1 to Q3 2008/2009/2010 2008 2009 2010 2008 2009 2,2 2,7 3,6 4 +22,5% 4,9 11,9% 18,8 21 33,9 34,9 22,4 ECT: ENERGY +3,2% SCT: ENERGY SSCT: ENERGY Mass Media (CIM) Direct Mail (DM pige) Mass Media (CIM) Direct Mail (DM pige) mio eur mio eur 5 Important note: Figures are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM compliant
    • TV decreased of more than a half from 2008 to 2009. In 2010, TVremained stable. Dailies and DM decreased. Radio and Internetincreased.Media mix evolution Q1 to Q3 2008/2009/2010 21,5 26 23,2 mio eur 100% TV 27% 27% Radio 80% 50% Dailies 12% 60% 23% Magazines Internet 24% 8% 13% Cinema 40% 4% 5% 21% Postering 9% 17% 20% 5% 10% Direct Mail 3% 2% 1% 3% 12,4% 13,8% 9,6% 0% 2008 2009 2010 6 Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
    • In 2008 and 2009, Electrabel was by far SoV leader in MassMedia and DM. Luminus was second, with a large increase inMass Media.Top 10 investors 2008 – 2009 in Mass Media en Direct MailMass Media (Cim MDB) Direct Mail (DM pige) 45,6% 63,6% ELECTRABEL 46,0% ELECTRABEL 68,8% 10,1% 24,1% LUMINUS 22,1% LUMINUS 21,3% 9,4% 3,9% GDF - SUEZ 5,2% NUON 3,0% 6,0% 1,4% NUON 7,9% EANDIS 2,0% 11,7% 1,4% EANDIS 1,0% GDF - SUEZ 0,6% ELIA SYSTEM 5,7% 0,7% OPERATOR 5,4% ECOPOWER 0,9% 2,5% 1,0% ESSENT 4,1% PBE 0,6% 1,9% 1,6% ECO VISION 1,6% ESSENT 3,3% SUEZ TOTAL 2008 = 33,9 mio € ORES 0,9% TOTAL 2008 = 3,9 mio € TOTAL 2009 = 34,9 mio € 2008 0,8% TOTAL 2009 = 4,9 mio € SUNSWITCH SUEZ 0,9% 2009 7
    • Share of Electrabel decreased in 2010, especially in Mass Media.More players are appearing in Mass Media. In DM, Luminusremained the only relevant challenger of Electrabel.Top 10 investors Q1 to Q3 2008/2009/ 2010 in Mass Media en Direct MailMass Media (Cim MDB) Direct Mail (DM pige) 34,5% 60,1% ELECTRABEL 47,0% ELECTRABEL 75,6% 23,5% 57,60% 15,3% 29,0% LUMINUS 26,2% LUMINUS 16,6% 32,1% 26,90% 14,5% 3,6% EANDIS 4,4% NUON 2,1% 0,8% 3,90% ELIA SYSTEM 5,0% 1,7% 4,7% 1,1% OPERATOR 4,6% EANDIS 2,30% 14,9% 0,6% GDF - SUEZ ECOPOWER 1,0% 0,80% NUON 5,9% ORES 0,7% 7,2% 1,60% 1,5% 0,9% LAMPIRIS PBE 0,7% 8,1% 0,50% 3,1% 1,4% ESSENT 2,5% ESSENT 1,6% SUEZ 6,0% TOTAL 2008 = 18,8 mio € TOTAL 2008 = 2,6 mio € LAMPIRIS 1,30% TOTAL 2009 = 22,4 mio € 2008 TOTAL 2009 = 3,6 mio € 1,2% ECO VISION 2,0% 2,3% TOTAL 2010 = 21 mio € 2009 TOTAL 2010 = 2,2 mio € SUEZ 2010 8
    • In 2010, Luminus invested more than Electrabel. However,Electrabel had a higher DM share. The DM investments of otherplayers remained marginal.Media mix comparison Q1 to Q3 2010 mio eur 7,3 6,2 1,7 1,6 0,97 0,75 0,7 0,43 0,34 0,33 100% 3% 21% TV 35% 37% 80% 40% 43% Radio 61% 65% Dailies 60% 38% 85% 84% 17% 25% Magazines 100% 6% 40% 4% Internet 8% 3% 46% 1,80% 16% 57% 11% Cinema 20% 20% 25% 39% Postering 26% 7% 3,60% 21% 12% 13% 8% 5% 9% 0% 2% 2% Direct Mail ELIA SYSTEM LARIG U INERG SUN PIRIS ELECTRABEL N INUS ENEL ESSENT R PO ER 4 YO NUO PERATO LUM Y LAM TILE SO W O TW 9 Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
    • DM Pige – ENERGY SECTOR VISUALS
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    • COMPETITORS’ MAILINGS - LUMINUS 17
    • COMPETITORS’ MAILINGS - LUMINUS 18
    • COMPETITORS’ MAILINGS - LUMINUS 19
    • COMPETITORS’ MAILINGS - NUON 20
    • COMPETITORS’ MAILINGS - NUON 21
    • COMPETITORS’ MAILINGS - NUON 22
    • COMPETITORS’ MAILINGS - EANDIS 23
    • COMPETITORS’ MAILINGS - ESSENT 24
    • COMPETITORS’ MAILINGS - LAMPIRIS 25
    • COMPETITORS’ MAILINGS - ENECO 26
    • COMPETITORS’ MAILINGS - SHELL 27
    • COMPETITORS’ MAILINGS – IRS SOLAR / WT SOLAR 28
    • 2. DM Carbon Meter What & how?
    • What about C02 emissionsin Belgium? each Belgian Belgium citizen = = 30 Million 3 Atomium Atomium spheres spheres
    • Why a DM Carbon Meter ?Purpose• Calculate carbon (CO2- equivalent) emissions of a standard mailing• Propose low-carbon alternatives• Collect easy comparative benchmarks• Enable continuous improvement
    • Life Cycle of a DM campaign
    • Input screen
    • Details of distribution
    • Details of the mailing
    • Results screen
    • The real impact of postaldistribution 13%
    • Also available for unaddressed mail
    • C02 Offsetting
    • Which impact on consumers…
    • The enveloppe Regular Normal paper 170grs Full coloured Green FSC paper 115grs 50% coloured
    • The letter Regular FSC paper 150grs Full coloured
    • The letterLa réalisation de ce courrier bénéficie d’un impact C02 réduit.Emission unitaire de C02: 135g, soit moins de 40%Par rapport aux courriers précédents.Imprimé à l’encre végétale sur du papier recyclé à 50%et d’un poids réduit de 32%. Green 50% recycled paper 100grs 50% coloured + PPS
    • Less colour has negative impact Recall having Opened it Read it Recall Intent to act Intent to use received it content coupons “Do you “What did you “Can you “Do you have “Do you have the remember do with the describe the the intention intention to use the receiving a DM?” DM?” to react?” coupons?” DM?”RegularRegular 100 100 100 100 100 100 100Index = 100 Index = 100Green Green 103 92 98 97 93 89 89Index = green/regular Index = green/regular Lost in Lost in Response opening Intention rates at the end all respondents having children of 5-7 months
    • French speaking seems more sensitiveto colour Recall having Opened it Read it Recall Intent to act Intent to use received it content coupons “Do you “What did you “Can you “Do you have “Do you have the remember do with the describe the the intention intention to use the receiving a DM?” DM?” to react?” coupons?” DM?”Regular NLRegular NL 100 100 100 100 100 100Index = 100 Index = 100Green NL Green NL 110 95 90 94 97 95Index = Green/regular Index = Green/regularRegular FR Regular FR 100 100 100 100 100 100Index = 100 Index = 100Green FR Green FR 97 81 107 99 94 76Index = Green/regular Index = Green/regular The higest Negative Influence is FR
    • The green mailing has abetter reading score What have you done after opening the DM? Opened DM Read carefully & Regular 100 with Green 200 BETTER READ Not read / interest threw away 25% 25% Skimmed Read through it 25% 25%
    • Flemish people are moresensitive towards green items I’m concerned about environment NL 65% FR 58% It’s a positive trend that the environment gets attention in the media NL 65% FR 41% Nestlé pays attention to its C02 emission REGULAR 38% GREEN 40%
    • Even a short sentence in PS isread by 1/3 readers Did you notice that Nestlé Did you notice a difference tried to reduce the CO2 impact with the previous mailings that of the mailing to the you received from Nestlé? maximum? YES: 31% YES: 21%
    • Tested Material: Green version Same paper Same weight Same printing +letter + b&w logo
    • Green version as a real positiveimpact on prospects, not on clients Recall having Opened it Read it Recall Intent to act received it content “Do you “What did you “Can you “Do you have remember do with the describe the the intention receiving a DM?” DM?” to react?” DM?” 100 100 100 100 100 100 Prospects Regular 89 102 116 87 338 200 Prospects Green* 100 100 100 100 100 100 Clients Regular 113 90 93 97 98 100 Clients Green* Not same Letter *Index = GreenRegular effect Content !
    • Prospects see Van Helden more asa green actor than clients Van Helden plays a positive role in the protection of the environment regular 15% green 19% Van Helden is a company preoccupied with the subject prospects 24% clients 1 3% Van Helden pays attention to its C02 emission prospects 26% clients 10%
    • Green: 26% have seen the letter21% the prospects have read it Description of content DM + Did you notice that Van Helden tried to reduce the CO2 impact of the mailing to the maximum? YES: 19% PROSPECTS: 21% CLIENTS: 17%
    • FSC isn’t known at all! Do you know what FSC means ? Never heard about it NESTLE – B2C: 20% VAN HELDEN - B2B: 25% Do not know NESTLE – B2C: 72% VAN HELDEN - B2B: 56%
    • Some Conclusions… • The power of DM : the envelop, the colour and the letter, especially in FR • ‘Green’ text gives a better and higher reading rate • NL more eco-sensitive than FR • Weak understanding of the FSC concept • This doesn’t help positive perception towards paper (one shot)
    • 3. Latest DM Insights
    • 56
    • Active website users recall better a magazine than others (fmcg case) DM funnel Received Recall Open Read magazine magazine magazine magazine “Did you receive "Did you open the "What did you do with the the magazine?" last issue of the last magazine you received magazine you – Did you read it*?" received?" Magazine & e-news & 100 85 85 92 78 88 69 85 92 88 visit site n=300 Magazine & e-news n=300 70 70 86 86 91 91 100 70 61 55 Magazine & no e-newsn=300 50 50 86 86 88 88 100 50 43 38 57Source: Market research on 1200 customers, October 2009
    • 65% of the e active users still prefers the paper magazine “To what extent do you think the following statements apply to the internetsite?” Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2) Magazine + e-newsletter + Magazine + e-newsletter + Magazine + no e-newsletter + active on site not active on site not active on site n=300 n=128 n=19 I use the website as an addition to the paper 57% 73% 60% magazine The website is good substitute to the 57% 69% 69% magazine I prefer the paper 65% 79% magazine 60% I prefer the website 49% 58% 55%*1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not 58Source: Market research on 1200 customers, October 2009 N = respondents having visited the website
    • Sending an e-newsletter together with the magazine reinforces the potential for tactical purposes “Do you remember receiving a booklet with “Did you use some coupons or do you plan to coupons together with the latest edition of the do so?" magazine?” Coupon recall Intention to use couponsMagazine & e-newsletter & 95 78 74visit site(n=300)Magazine & e-newsletter 64 97 61(n=300)Magazine & no 57 50e-newsletter 88(n=300) conversion rate from recall to usage 59 N = respondents having received magazineSource: Market research on 1200 customers, October 2009
    • To read you need your maximum attentionThe Βeta coefficient of DMS n = 1 − (1 − β ) nDM comes in second after cinema (70-75%) 60
    • Hyperpersonalization© bpost - DM Discovery 8 - 30.08.2010 61
    • 1 to 1 personalisation increases results 1 to 1 Lab Global Conversion Funnel Communication Recall = 74% Want to act = 39% POS traffic = 15-20% Traffic creation x10 Offers = 12% POS conversion x3 Sales = Sales profit 6% +++Source: 1 to 1 Lab – Xerox – Stratégies - bpost© bpost - DM Discovery 8 - 30.08.2010 62
    • Integrate your investmentsOffline media drive 67% of searchesSource IAB 2010 63
    • Viral DM : the art of sequencing,integrating social mediahttp://www.entrepreneur.com/magazine/entrepreneur/2010/july/207184.html Like, push to social media Microsite including action Personalized DM including PURL Or augmented reality Segmentation based Register on profile Response rate >200% 64
    • How can we help youDM Workshop – tailor made Comm. Targeting Developm. Franking Respons & Post strategy Production Distribution Return mgt evaluation DM Campaign coaching – DM Training – DMTekst Process DM DM DM Carbon Multimedia Integrator Targeting meter PilotRecruitment DM DM DM Pretest Barometer Cross/ DM DM Upsell DM Response/ Checker Benchmark Loyalty DM DM ROI Calculator DM Briefing 65