Custom Publishing In Car Sector

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Custom Publishing In Car Sector

  1. 1. Michel Libens, managing partner Propaganda / president Custo Chris Van Gils, business unit manager sQills- sanoma magazines
  2. 2. menu 1 Customer Media & Custo... 2 Facts & figures 3 Trends 4 Pit stop 5 How can Custo help you?
  3. 3. CUSTOMER MEDIA & CUSTO
  4. 4. Customer Media What is it all about? Customer Media: booming business UK: +54% by 2011(*) Germany: +18% in 2007 (**) Belgium: +12% in 2006, 2007, 2008 Likability of Customer Media for the consumer: - Clutter - Customers attitude towards classic advertising - Desire for authenticity, for real stories - The reader is the central point - Result: 25’ on the reader’s lap (*) Research Bureau Mintel (**) CPF survey
  5. 5. Customer Media What is it all about? Customer Media: booming business More and more advertisers discover the power of magazines: - budget shift: growth due to more budget to CM (raise of frequency, larger distribution, more pages, better quality, ...) - optimize the use of content in their mediamix - Customer Media have a proven efficiency in an environment where the existing mediamix is under growing pressure
  6. 6. Customer Media CUSTO Growing niche, new players, new rules, who’s who?, ... Strong need for a quality label Knowledge sharing Growing need for neutral figures, benchmarks and ROI proof
  7. 7. Customer Media In Automotive Facts & figures background first time ever, neutral, break-through study on the effectiveness of customer media (print) in Automotive in UK executed by Millward Brown on behalf of the APA overall and sector specific benchmarks
  8. 8. Customer Media In Automotive Facts & figures background Customers of the brand Exposed Not to exposed magazine Magazine Cell Control Cell Magazine - Control = Customer Magazine Effect
  9. 9. Customer Media In Automotive Facts & figures Magazines in Automotive tend to hold readers attention longer than other sectors with an average reading length of 30 minutes (vs. 25’ in general)
  10. 10. Customer Media In Automotive Facts & figures How long spent in total Study Automotive How much did you read of the last magazine? looking at or reading Average Average the magazine? % % Study Automotive Under 5 mins 14 Average Average 17 % % 5 - 10 mins 23 20 All of it 12 12 10 - 20 mins 20 20 54% 57% Most of it 19 21 20 - 30 mins 15 16 About half 23 24 30 - 1hr 14 15 A little 30 30 1 - 2 hrs 5 8 More than 2 hrs 2 4 None of it 14 12 Average 24 mins 30 mins (10550) (2771) (10550) (2771)
  11. 11. Customer Media In Automotive Facts & figures The majority of automotive respondents keep hold of a magazine for a week or more and most access it 1-2 times, picking up the magazine, in general, more than the study average
  12. 12. Customer Media In Automotive Facts & figures How many times do you usually pick up the How long do you usually keep an issue of the magazine by the time you have finished with it? magazine? Study Automotive Study Automotive Average Average Average Average % % % % 0 22 16 About a day 15 14 1-2 45 45 A few days 18 18 3-4 18 24 One to two weeks 26 30 5-9 6 8 A month 13 59% 16 67% 10 - 14 2 2 Over a month 20 21 15 or 2 2 more Base: (10550) (2771) Base: (10550) (2771)
  13. 13. Customer Media In Automotive Facts & figures Appeal and Affinity are stronger amongst customers who are exposed to the magazines in the Automotive Sector
  14. 14. h Customer Media In Automotive Facts & figures Automotive sector Customer magazine Magazine Control effect Affinity 45% 38% 8 Appeal 58% 49% 9 Acceptance 94% 89% 4 Awareness 100% 98% 2 Base: 7 Automotive titles
  15. 15. Customer Media In Automotive Facts & figures Customers who receive customer magazines (automotive and in general) are more likely to stay loyal to the brands, choosing them at the next purchase occasion
  16. 16. Customer Media In Automotive Facts & figures The Customer Loyalty Score – the probability that the customer will choose you rather than competitors at next purchase occasion Sector averages Automotive Magazine Control 60 55 Study average Magazine = 53 Control = 48
  17. 17. Customer Media In Automotive Facts & figures Posted titles are, on average, read longer, retained longer, passed more on to others, than picked up titles.
  18. 18. Customer Media In Automotive Facts & figures Picked up titles are actually looked at on a few more occasions Posted Picked up Difference % % -/+ 12 +9 0 21 49 -4 1 to 2 45 3 to 4 20 24 -4 5 to 9 8 8 -4 10 to 14 1 2 2 0 2 -1 15 or more Base: (2418) (285)
  19. 19. Customer Media In Automotive Facts & figures However, customers spend on average 8 minutes longer reading posted titles Posted Picked up Difference % % -/+ Under 5 minutes 19 18 +1 5 - 10 minutes 22 -10 32 10 - 20 minutes 19 24 -5 20 - 30 minutes 14 +1 30 minutes - 1 hour 13 13 1 -2 hours 7 +6 7 3 +4 More than 2 hours 3 2 +1 Average time spent reading 27 minutes 19 minutes Base: (2418) (285)
  20. 20. Customer Media In Automotive Facts & figures And posted titles are kept for longer Posted Picked up Difference % % -/+ About a day 15 18 -3 A few days 18 21 -3 One to two weeks 27 28 -1 A month 13 14 -1 Over a month 25 16 +9 Base: (2418) (285)
  21. 21. Customer Media In Automotive Facts & figures Around a third of readers of automotive titles take some form of action having read the magazine.
  22. 22. Customer Media In Automotive Facts & figures Level of active response % Study Average 37 Automotive sector average 29 Best performer Talked about BRAND with a friend or colleague 37 Purchased or renewed BRAND’S club membership 29 Visited the BRAND’s dealer 26 Visited the website 20 Requested a brochure or test drive 18 Entered a competition 13 Phoned the call centre 4 Base: Magazine sample (2771)
  23. 23. Customer Media In Automotive Facts & figures But..... this is UK What about Belgium ? Custo launches december 2008 the ‘Custometer’ study - neutral (Media’H) - state of the art - cheap - = reader survey + effectiveness check
  24. 24. Customer Media in Automotive TRENDS
  25. 25. Customer Media In Automotive Trend 1: More than image Customer media in automotive have outgrown the stadium of image building only Customer media are loyaltytools Customer media call to action Customer media are effective tools in the sales process !
  26. 26. Customer Media In Automotive Trend 2: More than print CrossMedia Content Marketing is the name of the game There’s more than print magazine only There’s more than print stand alone Consequent storytelling through the different ‘lines’ The best cases (in terms of effectiveness) are smart combinations
  27. 27. Customer Media In Automotive Trend 3: More than one fits all Customer media allow a far- reaching segmentation Allowing you to tell the right story to the right target Segmentation towards specific target groups Segmentation towards lokal markets and submarkets
  28. 28. Customer Media In Automotive Trend 4: More than one way communication Customer media allow a far- reaching personalization and a dialogue with the customer Beyond classic personalization Customer generated content ‘avant la lettre’
  29. 29. Customer Media In Automotive Trend 5: More than expenses Real customer media love the ROI battle Proven by research Custo will provide specific Belgian research and benchmarks Also on best practices in media mix %
  30. 30. Customer Media In Automotive EFFICIENCY CHECK Pit stop
  31. 31. Customer Media In Automotive DO YOU…? ... use all the power of your magazine mailing moment? ... think reader or product? ... manage the fit in your overall content marketing vision? ... manage the fit into your CRM strategy? Not at all More or less Definitely
  32. 32. Customer Media DO YOU…? In Automotive Do you use all the power of your magazine mailing moment? Your magazine is an excellent platform for ‘lift along’ messages (invitations, promo actions, ...) Think about extra cover techniques, inserts, etc... Not at all More or less Definitely
  33. 33. Customer Media DO YOU…? In Automotive Do you think reader or product? Magazines work better when editorial and not product brochure Smart marketeers create strong brand relationships by providing valuable and relevant content Content is the key, in print as in e !! Product Reader
  34. 34. Customer Media DOES YOUR MAGAZINE... In Automotive Does your magazine fit in your overall content marketing vision? Smart marketeers create strong brand relationships by providing valuable and relevant content Since more and more marketeers (in all businesses) begin to understand these mechanics... you have to do better ! Not at all More or less Definitely
  35. 35. Customer Media DOES YOUR MAGAZINE... In Automotive Does your magazine fit in your overall content marketing vision? Make sure it’s behavioral and with purpose Make sure it’s ‘essential’ Make sure it’s linked to your overall business strategy Make sure it’s ‘targeted’ Not at all More or less Definitely
  36. 36. Customer Media DOES YOUR MAGAZINE... In Automotive Does your magazine fit into your CRM strategy? Data, data, data ! Don’t forget the essentials ! - do something with retours - work with your d-base, - use your project to gather info on individual needs, - use ‘moments of thruth’ to deliver specific content, - smart use of opt-in and opt-out Not at all More or less Definitely
  37. 37. Customer Media In Automotive WHAT CAN CUSTO DO FOR YOU?
  38. 38. Customer Media CUSTO Research In Automotive Opening up existing research results Dec. 2008: Launch of a Belgian standard for reader’s survey and basic effectiveness study : Custometer Realization of relevant Belgian benchmarks Share ‘best practice’
  39. 39. Customer Media CUSTO Members In Automotive CRM Decom F-Twee Communicatie Jansen & Janssen Headline Publishing Agency Mediapartners Propaganda Roularta Custom Media sQills To.Be

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