Discovery 7 Dm In Media Mix
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Discovery 7 Dm In Media Mix

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Discovery 7 Dm In Media Mix Discovery 7 Dm In Media Mix Presentation Transcript

  • 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 September 2009
  • 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 Total Marketing & Communication Expenditure (full costing) - Belgium 2007: € 7.40 billion Unaddresssed mail, 6% Other, 18% Direct Mail, 12% € 2.86 bn. € 1.35 bn. Direct Marketing Online (e-mail; internet; paid search) , represents 39 % 8% of total media investments Telemarketing, 6% Classic media, 50% Classic media, 43% Clasic media with response mechanism, € 3.18 bn. 7% Data: All values in € bn - those costs include both external and internal costs Base: 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) 3
  • Despite the crisis, DM investments have increased in the 1st Semester ‘09 by 2,4% compared to 1st Semester ‘08 Gross investments (in mio eur, 2008) 1800 -4,1% 1600 1400 1200 1000 800 600 400 +2,4% 1st Semester 2008 200 1st Semester 2009 0 Mass Media DM Source: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) 4
  • Advertisers consider Direct Mail as the most efficient media mainly for short-term sales and retention Retention 80% 60% 40% Short-term Sales Acquisition 20% 0% Product Advertising Brand Image E-Mail Marketing Addressed Direct Mail Internet Site Print 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 5
  • DM scores among customers as the preferred informative communication channel in most sectors. Which communication channel do you prefer? % 100 1 1 3 3 4 3 4 1 1 2 5 3 9 2 10 7 4 5 1 2 8 4 3 4 7 5 5 7 8 80 1 2 2 4 4 2 12 6 15 13 11 13 10 60 8 11 15 22 13 13 5 11 11 7 14 13 40 45 43 42 20 39 36 36 0 Mail order sales Beauty products Banks & Insurances Home equipment: Automotive (n=158) Press (n=165) (n=171) (n=120) (n=184) furniture, DIY, garden (n=127) DM Print D2D TV Radio POS Internet E-mail SMS none dk 6
  • Retailer and Mail order are already heavy users Gross ATL media & DM investments in retail (in mio eur, Total 2008) 354 Mail order: 286 273 215 172 160 109 105 73 57 53 36 8 9 4 9 5 5 2 2 Retailer Media Automotive Bank & Leisure, Telecom Publishing Tourism Care-pharma Public Finance entertaining Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim) Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) 7
  • Retailer and Mail order are already heavy users Gross ATL media & DM investments in retail (in mio eur, Total 2008) 354 RETAILER 286 273 215 172 160 109 105 73 57 53 36 8 9 4 9 5 5 2 2 Retailer Media Automotive Bank & Leisure, Telecom Publishing Tourism Care-pharma Public Finance entertaining Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim) Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) 8
  • But DM is still a small player in most sectors Gross ATL media & DM investments in Top 10 mass-media sectors (in mio eur, Total 2008) 354 286 273 215 172 160 109 105 73 57 53 36 8 9 4 9 5 5 2 2 Retailer Media Automotive Bank & Leisure, Telecom Publishing Tourism Care-pharma Public Finance entertaining Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim) Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) 9
  • 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 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? 11
  • DM Consultancy team: a team at your disposal to help overcome those barriers 12
  • Important criteria to consider when evaluating a Media Mix Reach Gross cost per contact IMPACT ON BRAND: - Awareness - Equity - Loyalty + IMPACT ON SALES ROMI Source: DM Consultancy team analysis 13
  • Important criteria to consider when evaluating a Media Mix Attention Reach Gross cost per contact IMPACT ON BRAND: Exposure Duration / depth - Awareness - Equity - Loyalty + IMPACT ON SALES ROMI Source: DM Consultancy team analysis 14
  • The Mail Moment remains unique 97% opens mailbox Consumers every day spend 1’52’’ per mail … but receives only 2 DM/ week … and behind every letterbox 78% is a unique is person opened you can target 15
  • Important criteria to consider when evaluating a Media Mix Attention Reach Gross cost per contact IMPACT ON BRAND: Exposure Duration / depth - Awareness - Equity - Loyalty + IMPACT ON SALES Saturation ROMI Source: DM Consultancy team analysis 16
  • Consumers don’t feel overwhelmed with Direct Mails With regards to advertising in the following media, would you say there is …? TV (n=1122) 1% 22% 77% Internet (n=747) 3% 44% 54% Door-to-door bundle 4% 44% 41% 11% Radio (n=1058) 2% 59% 39% Free press (n=991) 3% 61% 37% Magazines (n=1046) 3% 62% 36% Dailies (n=981) 3% 71% 26% Cinema (n=678) 5% 70% 25% E-Mails (Averages) 12% 68% 20% Paper mail (averages) 8% 74% 18% 0% 20% 40% 60% 80% 100% not enough enough too much No pub sticker Source : “E loves P” study – 2007 – TNS Dimarso -1100 respondents 17
  • Important criteria to consider when evaluating a Media Mix Attention Reach Gross cost per contact IMPACT ON BRAND: Exposure Duration / depth - Awareness - Equity - Loyalty + IMPACT ON SALES Saturation ROMI Personnalisation Source: DM Consultancy team analysis 18
  • Personnalisation: the power of relevance Information Page Response Page BART Helmut 19
  • Important criteria to consider when evaluating a Media Mix Attention Reach Gross cost per contact IMPACT ON BRAND: Exposure Duration / depth - Awareness - Equity - Loyalty + IMPACT ON SALES Saturation ROMI Involvement Personnalisation Source: DM Consultancy team analysis 20
  • Consumers feel closely involved when receiving Direct Mail Avg. This media can give me the DM other feeling of ….. 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 : Synovate Censydiam – DM Brand relationship model – fashion sector - 2007 21
  • Important criteria to consider when evaluating a Media Mix Attention Reach Gross cost per contact IMPACT ON BRAND: Exposure Duration / depth - Awareness - Equity - Loyalty + Environmental IMPACT ON SALES Impact Saturation ROMI Involvement Personnalisation Source: DM Consultancy team analysis 22
  • DM represents ONLY 2% of total consumption of paper in Belgium The post “consumes” 0,08% (2.808 Global Belgian paper consumption = tons) of that for its own needs and 3.692.000 tons / year “transports” around 6% (around 220.000 tons) of the total paper produced yearly in Belgium the Post own Other consumtion 93,97% 0.08% Paper transported by the Post 5,96% DM = about 1/3rd of the yearly paper tonnage transported by the Post 23
  • Direct Mail helps boosting ROI of most campaigns (UK) Average RROI of Different Media 6.4 5.9 5.8 4.6 4.5 Average ROI 4.1 3.4 3.4 3.1 3.1 2.7 2.7 2.5 2.3 2.3 2.1 1.4 1.2 Retailer Media Automotive Bank & Leisure, Telecom Publishing Regional retail Tourism Finance entertaining Medium With DM Without DM Source: Omnicom UK – Brand Science 2008 24
  • Integrated to the Media Mix, DM boost ROI by min 20% 1 2 3 4 RECALL RATE BRAND PERCEPTION SALES ACTIVATION LOYALTY BUILDING 2->20 x higher > 50% 15 up to 200% > 25% + min. 20% NET MARGIN ROI SHORT TERM  on incremental if integrated sales into media mix LONG TERM DM COSTS  on « lifetime »  Database sales  Creation  Production  Fulfilment Source: Post – 15 DM pilot surveys N: > 25.000 25
  • Knowing that, would you imagine …. User share of cross media campaign Only 21% of 79 Belgian advertisers 21 are “cross media” Among them … Internet + Print 9% DM + Web 7% DM + Print 7% DM + Email 6% Source: IPC survey – 2008 – 1027 interviewed companies (IPSOS) 26
  • No campaign without DM September 2009