BRUYNEEL VAD

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BRUYNEEL VAD

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  • A pilot campaign is articulated around 5 main areas Product: which product(s) will be advertised Campaign goal: what do we want the customers to do Target customers: which customer segments will be targeted? Media mix: which media combination will be tested? Timing: what will be the timing of different media exposures? Goal of slide Review with client the five key areas to completely define DM pilot media mix
  • BRUYNEEL VAD

    1. 1. Résultats de tests et d’études d’impact réalisés par La Poste Belge  JACQUES BRUYNEEL – La Poste Belge
    2. 2. Les services de consultance de La Poste.be Barometer DM Briefing Media Mix Optimizer Pre-test DM Checker ROI calculator Targeting Loyalty DM Workshops Test database Pige DM Nouveau ! Pige DM
    3. 3. La “ Pige ” du courrier publicitaire (belge)
    4. 4. Via une plateforme web: une vue sur tout le marché DM
    5. 5. Chaque courrier est enregistré & scanné Nomenclature (similaire au CIM-MDB) Visuels
    6. 6. A côté des mass media, le DM représente 10% des investissements media bruts Mass Media (Cim MDB) Direct Mail (Pige DM) Parts de marché 2008 +/- 10 % Parts de marché du DM en S1 2009: 11,8 % Investisements bruts media 2008 tous secteurs (in mio eur)
    7. 7. <ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Presse </li></ul></ul><ul><ul><li>Affiches </li></ul></ul><ul><ul><li>Mailings / catalogues </li></ul></ul>Accès aux visuels mass media & /ou DM
    8. 8. Les services de consultance de La Poste.be Barometer DM Briefing Media Mix Optimizer Pre-test DM Checker ROI calculator Targeting Loyalty DM Workshops Test database Pige DM Barometer Test database
    9. 9. Nos études d’impact & tests
    10. 10. Les mesures de post évaluation Mesures d’Impact de campagnes Etudes Cross Media (Pilotes) <ul><li>Mesures: Marketing & media funnel, image de marque, ROI </li></ul><ul><li>21 cas : FMCG, Finance, Retail, Telecom, Auto, Utilities </li></ul>Tests en réel <ul><li>Mesures: taux de réponse </li></ul><ul><li>Indices comparatifs </li></ul><ul><li>300 résultats disponibles </li></ul>Baromètres DM <ul><li>Mesures: la perception du Media Direct </li></ul><ul><li>+ 60 enquêtes d’impact </li></ul>1 2 3
    11. 11. Les « pilotes » cross media 1
    12. 12. Etudes “cross media”: 5 points d’observations Campaign goal Target customers Timing Media mix Product Quel produit ? Planning pour chaque media Objectifs attendus ? Quelle(s) cible(s) ? Quel mix media est testé ?
    13. 13. Exemple de campagne d’observation Group 2 Addressed mail + ATL Group 3a D2D 1 + ATL Group 1 Free press +ATL Group 4 Reference group (ATL only) Group 3b D2D 2 + ATL 402 All interviewed customers have the same shoppers profile Total of 2001 interviews 400 391 407 401 2001
    14. 14. Exemple de campagne d’observation Percentage of respondents Media received Media mix + DM* Media mix** 69 59 Media recall Recall content Purchase intention 70 * Recall of TV, Press, POS OR DM amongst Media mix + DM group (n=500) ** Recall of TV, Press OR POS amongst Media mix only group (n=500) Source Market research on 1000 customers, September 2006 54 51 65 100 48 29 69 100 35 18 54 + 61% of purchase intention for the media mix with DM Media funnel Pilote FMCG Media received Se souvient OK contenu Va agir
    15. 15. Exemple de campagne d’observation &quot;Do you remember seeing an ad / receiving a mailing for a product XXX recently?&quot; Statistically equivalent +16% +240% Percentage of respondents Pilote Beauty * Recall of DM amongst Media mix + DM group (n=500) ** Recall of ad amongst Media mix only group and Media mix + DM group (n=1000) Source Market research on 1000 customers
    16. 16. Résumé des Pilotes: Les valeurs ajoutées du Direct Mail (25.000 interviews) Image de marque Stimulation des ventes Hausse du ROI Taux de fidélité Intégré aux autres média, le DM accroît le ROI de vos campagnes d'au moins 20 % Taux de Mémori-sation 1 2 3 4 5 Source 21 projets pilotes DM menés de 2005 à 2007 – > 25.000 consommateurs sondés Le DM stimule fortement les ventes 15 à 200 % de ventes supplémentaires Le DM vous permet d'établir des relations solides et durables avec vos clients La fidélité à une marque peut augmenter jusqu’à > 20% Le DM génère un taux de mémorisation élevé, même pour les messages complexes Le taux de mémorisation est de 2 à 20 fois plus élevé Le DM améliore l'image de marque >50 % des attributs d’une marque sont améliorés
    17. 17. La base de données « tests » 2
    18. 18. <ul><li>210 clients </li></ul><ul><li>300 résultats </li></ul><ul><li>Dont 227 </li></ul><ul><li>en courriers </li></ul><ul><li>Publicitaires </li></ul><ul><li>Et 73 en ISA </li></ul>Les tests: notre base de données
    19. 19. Taux de réponse moyens en DM & ISA En général: 6,28% Fidélisation: 8,94% N = 57 Prospection: 4,58% N = 170 ISA: 0,87%
    20. 20. Taux de réponse moyens mailings par secteurs <ul><ul><li>FIDELISATION: le taux le plus faible est en presse (peu de cross / up selling) </li></ul></ul><ul><ul><li>PROSPECTION: les actions vers les points de vente ont les scores les plus élevés (usage des promotions « coupons ») </li></ul></ul>% Total % Internal % External N Retail 8,21% 8,22% 6,69% 54 Services 5,87% 10,48% 4,08% 107 Catalogues 5,01% 6,72% 4,33% 38 Presse 4,88% 5,07% 4,82% 28
    21. 21. Taux de réponse moyens ISA par secteurs % INDICE BD N Retail 1,09% 250 19 Services 0,92% 241 6 Catalogues 0,77% 193 9 Presse 0,17% na 6
    22. 22. Les études d’impact « baromètres » 3
    23. 23. Les Baromètres: études d’impact Fichier(s) Résultats Comprendre comment les destinataires perçoivent votre communication directe, au delà des résultats commerciaux Enquêtes téléphoniques ?
    24. 24. La perception du mailing ou ISA + benchmark <ul><li>Enquête standardisée pour une mesure comparative d’efficacité de votre communication directe </li></ul><ul><li>Items de mesure : </li></ul><ul><ul><li>Mémorisation de la communication et de son contenu </li></ul></ul><ul><ul><li>Comportement face au media MD </li></ul></ul><ul><ul><ul><li>Taux ouverture </li></ul></ul></ul><ul><ul><ul><li>Taux de lecture </li></ul></ul></ul><ul><ul><li>Evaluation du Mailing: Apprécié ? Intéressant ? Convaincant ? Opportun ? Différenciateur ? Crédible ? </li></ul></ul><ul><ul><li>Intentions d’achat / d’action(s) </li></ul></ul>
    25. 25. Moyennes ISA Average Based on 13 cases Conversion rate average* Based on 13 cases * Conversion rate average is an average of different conversion rates and doesn't correspond to conversion rate between average ** Opening vs recall rate calculated on 7 D2D cases with envelope 49** 63 51 30 39 15 9 2 19** Recall having received it Opened it Read it Recall content (content or message) Intent to act Se souvient OK contenu Va agir A ouvert A lu
    26. 26. Moyennes des courriers publicitaires Average Based on 29 cases Conversion rate average* Based on 29 cases 62 87 88 59 66 38 34 22 43 * Conversion rate average is an average of different conversion rates and doesn't correspond to conversion rate between average Average Based on 10 cases Conversion rate average* Based on 10 cases 55 72 85 29 56 29 18 5 32 ! B2C B2B Se souvient OK contenu Va agir A ouvert A lu
    27. 27. Impact global: benchmark Conver-sion Se souvient A ouvert A lu Donne contenu Va agir min max average Base = people recalling Base = people recalling + opening + read Base = people recalling + opening + read + correct content Base = people recalling + opening % of respondents (n=300) – 100% of the respondents E.g. Of all people that recalled the M mailing, 69% opened it This is higher than the average converted opening rate
    28. 28. Moyennes courriers publicitaires Recall having received it Average Based on 39 cases Conversion rate average* Based on 39 cases Opened it Read it Recall content (content or message) 60 83 87 52 64 35 30 17 40 Intent to act * % of respondents (n=300) – 100% of the respondents “ Do you remember receiving a DM?” “ Can you describe the DM?” “ Do you have the intention to react?” “ What did you do with the DM?”
    29. 29. Mailing + e-mail: une combinaison gagnante Which channels do you use to get information about subjects related to health? Target = Total (n=1200) – 100% Pilote Pharma
    30. 30. Plus de 50% des destinataires souhaitent plus de courriers publicitaires Would you like to receive more information regarding subjects related to health? Via which channel? Would like to receive more info (n=627) Target = Total (n=1200) – 100% Addressed folders E-mail Internet site Press (magazines, newspapers) My HCP Folders in pharmacy / waiting room of HCP TV My pharmacist Radio Via mail (paper) Other Pilote Pharma DM Total Control Group n = 900 n = 300 54% 44%
    31. 31. Quelles leçons en tirer pour la conception !
    32. 32. <ul><li>ADDRESSES Louées </li></ul><ul><li>Taux de réponse = 3,78% </li></ul><ul><li>Dont: </li></ul><ul><ul><li>Fichier déclaratif « SELECT POST »  5,16% </li></ul></ul><ul><ul><li>SELECT POST  indice de 146 versus autres fichiers B2C (sur les tests comparatifs effectués) </li></ul></ul>Etape 1: les sources d’adresses
    33. 33. <ul><li>Tests avec une promotion versus pas de promotion (indice 100) </li></ul><ul><ul><li>CADEAUX  225,6 </li></ul></ul><ul><ul><li>RISTOURNES / coupons  204,3 </li></ul></ul><ul><ul><li>JEUX / CONCOURS / LOTERIES  138 </li></ul></ul><ul><ul><li>(les AVANTAGES OFFERTS) </li></ul></ul>Etape 2: les leviers d’activation
    34. 34. Les cadeaux: panel + tests ! the gift B What do you think of … Total (n=300) = 100% % of respondents Barometre Insurance Useful Fun Valuable Interesting Negative Other (Not interesting, not useful, …) Don’t know / no opinion the gift A Fun Useful Valuable Not intersting because I need to go to shop Negative Other Don’t know / no opinion Panel + test !
    35. 35. Les coupons/ ristournes: très appréciés pour tous les media directs Coupon attractiveness ‘ What score between 1 and 10 would you give these coupons for attractiveness?’ 100% = 140 91 71 432 8-10 6-7 1-5 130 Pilote FMCG Percentage of respondents recalling coupons Source Market research on 2001 customers, November 21 – November 30, 2005; Team analysis
    36. 36. Les coupons en MD augmentent les intentions de réagir Intention to use coupon (35% + 15%) = 50% Intention to buy product (43% +19%) = 63% Total intention = 65% Barometre FMCG Action taken/intention after reading DM Having read DM (n=111) – 37% % of respondents Used coupon and/or bought product Bought product Use product Tried the recipes Sent postcard Entered contest Visiter website Kept the coupons Tasted product Other None / no intention Dnk Action taken / intention = 76%
    37. 37. Les coupons / ristournes: levier universel Prospects Description of content DM Correct Elements % of respondents having read DM (n=299) – 50% of the respondents Reduction Coupons Folder Letter Return Card* Contest Invitation Don’t know Users Reduction Coupons Folder Letter Return Card* Contest Invitation Don’t know Barometre FMCG
    38. 38. La rédemption des coupons est élevée <ul><li>What did you do with the coupons of XXXXXXX ? </li></ul><ul><ul><li>9 people out of 10 have already used their coupons (35% after only 5 days) or intend to use them later (52%) </li></ul></ul>Pilote FMCG Base : Remember magazine and/or coupons (n=451) Aided – Only one answer Used all coupons Used several coupons Kept coupons to use them later Gave them to somebody else Throw them away
    39. 39. Hiérarchie: les coupons, le dépliant et la lettre; le concours est peu vu <ul><li>Description of content DM </li></ul><ul><li>Correct Elements </li></ul>Barometer FMCG % of respondents having read DM (n=299) – 50% of the respond Reduction Coupons Folder Letter Return Card* Contest Invitation Don’t know Users Prospects Correct content recall 89% 91% Correct message recall 68% 63% Correct recall content or message 94% 93%
    40. 40. <ul><li>Description of message DM </li></ul>Mais trop, c’est trop… Most important All All - correct elements Barometer Car % of respondents having read DM (n=132) – 44% of the respondents Hiérarchie !
    41. 41. Etape 3: les formats  l’enveloppe <ul><li>la TAILLE :  + 52% </li></ul><ul><li>la MATIERE :  + 21% </li></ul><ul><li>la COULEUR / ACCROCHE : offre toujours un ++ pour la mémorisation et l’ouverture ( baromètres ) </li></ul><ul><li>À contrario: Le blanc n’aide pas !  </li></ul>La vitrine de votre courrier
    42. 42. L’enveloppe: ce n’est pas une contrainte Poste ! Best FMCG + coupons n=300 Press white envelope + coupons n=300 85 98 95 76 84 67 66 50 71 % of respondents (n=300) – 100% of the respondents 26 67 63 24 4 ? 6 Barometre FMCG Barometre PRESS Se souvient OK contenu Va agir A ouvert A lu Investissez !
    43. 43. Etape 3: les formats  la lettre ‘ How do you prefer to receive information about face care products?’ Pilote Beauty Rating on a scale 1 to 10*; % prefer this option (% of 8, 9 or 10) n = 990 * 1: I do not prefer this at all; 10: this is the best solution Source Market research on 1000 customers La lettre: le cœur de votre envoi
    44. 44. La lettre est lue ! A ne pas supprimer <ul><ul><li>65% of the customers reading the mailing read the letter; almost half of them do not read the folder </li></ul></ul><ul><ul><li>All important messages should therefore appear clearly in the letter </li></ul></ul>65% des lecteurs de mailings la lisent 100% = 274* Pilote FINANCE Source Market research on 2700 primary customers; Team analysis
    45. 45. Même face aux coupons / réductions… <ul><li>Description of content DM </li></ul>Correct content recall = 80% Correct message recall = 81% Correct recall content or message = 95% NL = 94% - FR = 96% 25% has mentioned ‘100€ discount’ and 14% of them mentioned ‘100€ discount’ as first answer Barometre RETAIL Most important All All - correct elements Coupon Letter Promotion / Publicity Coupon for friends Promotion multifocal glasses Free eye test Other Don’t know % of respondents having read DM (n=129) – 43% of the 300 respondents
    46. 46. La personnalisation jusqu’au « 121 » Pistes de succès: 1/ la personnalisation 2/ le 121* * XEROX Lab – Reader’s Digest Sans Avec Produit ciblé 100 149 Cross selling ciblé 100 174
    47. 47. La 3eme dimension: un échantillon est fort apprécié et utilisé <ul><li>‘ If you receive a sample product, what do you do with it?’ I use it ... n = 1000 </li></ul>Pilote beauty Percentage of respondents Source Market research on 1000 customers, September 2006 Always Very often / usually Often Sometimes Seldom Never DNK 76%
    48. 48. Le DIRECT MAIL est lu par 80% des destinataires mais l’échantillon + coupons ont l’impact le plus fort <ul><li>‘ What did you do with the letter ?’ n = 180 </li></ul>Pilote beauty Source Market research on 1000 customers, September 2006 Percentage of respondents recalling the DM (Media mix + DM group only) Read carefully Read Skimmed through Threw away without opening Put aside without opening Gave to someone else Other DNK ‘ Can you tell me what was in the envelop?’ n = 143 A sample A coupon A letter A folder A contest Other DNK 80%
    49. 49. Toujours l’échantillon, puis les coupons et en dernier le concours ‘ Do you remember a sample / coupon / invitation for a contest in the letter?’ Total recall Aided recall Spontanous recall Pilote FMCG Percentage of respondents recalling coupons Source Market research on 2001 customers, November 21 – November 30, 2005; Team analysis 140 71 130
    50. 50. Toujours l’échantillon, puis les coupons et en dernier le concours 2 3 1 ‘ Do you think you will use the sample / coupon take part in contest?’ Don’t know, but kept it Yes, later Yes, have already used it Percentage of respondents that remember the sample / coupon / contest Pilote beauty n = 132 n = 119 n = 91 No, gave it to someone No, threw it away
    51. 51. La 3eme dimension: un gimmick augmente la mémorisation Correct content recall Total=71% NL=74% FR=69% Barometre Insurance License plate Letter Autoruitschademeter Gift coupon Products / Insurance Other Don’t know Description of content DM % of respondents having read DM (n=176) – 59% of the respondents
    52. 52. Le destinataire de DM est-il “green” ? Percentage of respondents Source: Market research on 1200 respondents, September 2007 ‘ Do you believe that distributing door to door mailings is more polluting than using other communication channels?’ Control Group n = 500 Group Radio + D2D n = 500 Control Group n = 100 Group Radio + D2D n = 100 Belgian Population Intention to change cars < 12m People having received the mailing are less disturbed by the ecological aspect of paper communications Pilote CAR
    53. 53. Merci pour votre attention Consultant de La Poste belge: Jacques BRUYNEEL [email_address] +32 (0)476 42 05 39  
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