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Case 4 automotive p26 fr cover

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  • Transcript

    • 1. Automotive sanitized Funnel Impact survey April 2006
    • 2. Communication within automotive sector…
    • 3. In Automotive, there are several important communication moments… On-going brand campaigns (New) makes/ models Open doors (entire dealer network) Initiatives of dealers (new showroom, opening, …) Auto-fair (big –small) Addressed Unaddressed ATL ++ + +++ *customers prospects ++ +++ +++ ++ +++ + + ++ +++ + +++ +++ Recurrent customers relation campaigns (e.g. winter promotion) Current media pressure +++* -* -*
    • 4. Every communication needs a clear objective…
        • For almost every communication moment in the automotive sector, addressed mailings are used but less than unaddressed communication or ATL
        • However, addressed mailings are the ideal media to attain the following objectives :
      • cross-selling of new customers (second car – accessoiries)
      • loyalty building
      GET GROW AVOID LOST
      • recruitment of new customers (very specific groups)
      • traffic generation
      • improve brand perception / product perception
      Reinforce impact of ATL campaigns
    • 5. Automotive pilot campaign and market research setup
        • Addressed (one model)
        • Unaddressed (multi models)
        • ATL: television, radio, affiches, magazines/newspaper
        • Test media effectiveness on promoting the brand in the context of the Auto Fair
        • Compare the impact of targeted addressed mailing focused on one model to unaddressed folder with general content
        • Compare addressed and unaddressed mailing to ATL campaign
        • Families with children
        • 1500 phone interviews
        • Group 1 : addressed + ATL (N=500)
        • Group 2 : unaddressed + ATL (N=500)
        • Group 3 : ATL (N=500)
      Media Objectives Market research Methodology Target group Market research
    • 6. Key messages
        • The market research shows that addressed and unaddressed mailings have clear impact vs. ATL:
        • 1) Addressed mail has significantly higher recall rates than unaddressed and ATL (37% vs. 21% and 26% respectively)
        • 2) Addressed mail increases consideration to buy with 17% compared to unaddressed
        • 3) Both mailings improve brand perception vs. ATL only; unaddressed has highest impact
        • 4) Both addressed and unaddressed are better perceived than ATL
        • The ROI calculation shows a positive ROI for addressed mailings
    • 7. Key message 1: addressed has 76% higher recall rate than unaddressed "Do you remember seeing a make X ad?" "Where did you see the ad?" Percentage of respondents
        • Addressed has 76% higher recall rate than unaddressed mail (37% vs. 21%)
        • Addressed has 42% higher recall rate than ATL (37% vs. 26%)
      21
      • * Television, Internet, Radio, Affiche or Magazine/Newspaper
      • Source: Market research on 1500 Belgian households
      • Unaddressed
      • Addressed
      • ATL only*
      21 37 +76% 26 +42%
    • 8. Key message 2: Addressed Mail leads to highest consideration to buy Percentage of respondents Unaddressed Product funnel Familiarity "Do you know make X?" "Are you familiar with make X? Could you name some models?" "Would you consider buying an make X?" 99 65 28 66 99 70 31 71 99 73 24 74 18 +17% 22 17 +24%
      • Source: Market research on 1500 Belgian households
        • Addressed mail increases consideration to buy compared to unaddressed by 17%
        • Addressed increases consideration to buy compared to ATL by 24%
      Addressed ATL only Awareness Consideration
    • 9. Key message 3 : addressed and unaddressed improve X brand perception on most attributes tested Percentage of respondents Reliable make Make for people like me Wide offering of models Great design Sport car Innovative make Young and modern make Make I know well Good value for money " To which extent do you agree with the following statements concerning make X?" Rating on a scale 1 to 4*; Percent completely agreeing (Percent of 4) ATL only Addressed Unaddressed
        • Addressed and unaddressed mail improve make X brand perception on most of the tested attributes
        • Unaddressed has a higher impact than addressed on several brand attributes
        • Possible cause of differences in addressed and unaddressed brand perception: different content in addressed (one model) and unaddressed (range of models)
      • *1: I completely disagree, 2: I somewhat disagree, 3: I rather agree, 4: I completely agree
      • Source: Market research on 1500 Belgian households
    • 10. Key message 4 : Addressed and Unaddressed have better media perception than ATL Percentage of respondents* I like the ad/mailing The ad/mailing was credible The ad /mailing was interesting The ad /mailing was convincing The ad /mailing was creative
      • * 1: I completely disagree, 2: I somewhat disagree, 3: I rather agree, 4: I completely agree
      • Source: Market research on 1500 Belgian households
        • Unaddressed is better perceived than ATL on 4 out of 5 attributes
        • Possible cause of differences in addressed and unaddressed media perception: different content in addressed (one model) and unaddressed (range of models)
        • Addressed slightly better perceived than ATL except on "the ad/mailing was interesting"
      Addressed Unaddressed ATL "To which extent do you agree with the following statements concerning the ad for make X?" Rating on a scale 1 to 4*; Percent completely agreeing (percent of 4)
    • 11. Approach to assess media return on investment Key principles of ROI calculation
        • Assessment based on long-term media impact on purchase rate
        • Impact on purchase rate estimated as relative increase in "consideration to buy" vs. ATL only observed in market research*
        • Revenue impact calculated on full-year make X revenues
      • *E.g., 5.7% increase from 17.4% to 18.4% "consideration to buy" leads to 5.7% increase in purchase rate over long term
      • Source: Market research on 1500 Belgian households
      Objective
        • Assess return on investment for addressed and unaddressed mail
        • Assess impact of changing weight of addressed mail in media mix
    • 12. Addressed mail has higher ROI and net margin impact than Unaddressed mail 3.5
        • ROI of addressed mail higher than unaddressed
        • (245% vs. 185% respectively)
        • Addressed mail should be leveraged where possible
      185% 245% Margin impact Campaign cost* Net margin impact 23,8 8,3 15,5 71 29 100 ROI = Net margin impact / campaign cost Media impact on profit margin All values are normalized assuming margin impact addressed = 100
      • *Based on X mails per year
      • Source: Market research on 1500 Belgian households
      Unaddressed (+ ATL) Addressed (+ ATL)
    • 13. Conclusion
        • It is interesting to send more addressed mailings (in the context of the Auto Fair because)
          • Addressed mailings lead to the highest content recall
          • Addressed mailings lead to the highest consideration to buy
          • Addressed mailings improve brand perception
          • Addressed mailings have better media perception than ATL
          • Addressed mailings generate the highest ROI

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