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Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
Dm In Car Sector
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Dm In Car Sector

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  • 1. WDM Belgium - De Post 21 October 2008
  • 2. Agenda The challenges of the car industry The Direct Marketing opportunities : Some figures The role of Direct Marketing throughout the car purchase cycle The distinctive values of Direct Marketing The Real Cases 1
  • 3. Car industry context : some facts ... Market : Evolution : satisfactory growth so far but … Market segmentations : increased segmentations in response to more diversified life stages Competition : More (Asian) players Share of voice! Increased quality leading to longer maintenance cycles More frequent model / re-styling (re-)launches faster time to market Dealer concentration and multi-brand dealers who’s talking to who Branding : increasing sub and model-branding Communication : focus mainly on promotions & new model launches through mass communication Privacy context : the interpretation of legislation is changing Source : Post DM Consultancy team analysis 2
  • 4. Car industry context : some facts ... 20% of the market is B-to-B (some brands up to 80%) identification of the driver Source : Post DM Consultancy team analysis 3
  • 5. Car industry context : some facts ... New concerns : Environment Purchasing power Source : Post DM Consultancy team analysis 4
  • 6. Agenda The challenges of the car industry The Direct Marketing opportunities : Some figures The role of Direct Marketing throughout the car purchase cycle The distinctive values of Direct Marketing The Real Cases 5
  • 7. The direct marketing opportunities: some figures Internet: 2,8% Internet; 2,8% Gross media Regional Weeklies; Cinema; 0,6% investments 4,4% by Media Type Jan - June 2008 Postering; 7,2% Television; 34,2% Magazines; 8,7% Direct Mail: 10,3% Direct Mail; 10,3% Radio; 10,9% Dailies; 20,8% Mass Media (Cim MDB-Mediaxim): 1.560,5 Mio eur Direct Mail (La Poste-Mediaxim): 179.4 Mio eur 6
  • 8. E-mail represents 3,9 million € of the gross on-line investments Channel mix 2007 Keyword*; Other; 2,7% 17,8% Newsletter; 0,6% E-mail: 5,0% E-mail; 5,0% Content Integration; 6,8% Display; 62,2% *Keyword = Based on declaration of Sales Houses and Agencies only Source: IAB AdEx 2007; Sales Houses (+ Agencies for “Keyword”) 7
  • 9. What is the typical media-mix for the car industry? Gross media Internet: 4,5% Internet; 4,5% Regional Weeklies: 4,6% investments Cinema; 1,0% by Media Type Postering; 18,9% Jan - June 2008 Television; 22,5% Magazines; 8,6% Direct Mail: 3,2% Direct Mail; 3,2% Radio; 12,7% Dailies; 24,0% Mass Media (Cim MDB-Mediaxim): 166,2 Mio eur Direct Mail (La Poste-Mediaxim): 5 Mio eur 8
  • 10. Agenda The challenges of the car industry The Direct Marketing opportunities : Some figures The role of Direct Marketing throughout the car purchase cycle The distinctive values of Direct Marketing The Real Cases 9
  • 11. The role of Direct Marketing in the Consumer life Cycle: overall VALUE UNDERSTAND GET GROW KEEP TIME CONVERSION INVESTMENT 10
  • 12. Consumer Life Cycle VALUE “I tell to others” loyal customer second purchase ex-klant frequent dealer visits within dealer network CONVERSION TIME first purchase prospect suspect UNDERSTAND GET GROW KEEP INVESTMENT 11
  • 13. DM readership intensity varies according to client affinity with a car brand When you receive advertising mail from this sector, personally addressed to you by …, what do you do? a company you are a company you are With no client from not client from company name % 100 1 4 5 5 7 10 7 21 6 31 80 28 10 34 37 4 7 59 60 40 51 52 49 5 52 20 46 25 17 13 11 0 4 DM (n=158) E-mail (127) DM (n=158) E-mail (n=127) DM (n=158) E-mail (n=127) carefully read it quickly read it keep it to read later throw it out immediately do not know Figures for ‘Automotive sector’ Source: ‘P loves E’ study by the Post ( TNS Media, 2007) 12
  • 14. Channels consulted for car information Where do people look Be4 Again Again2 Totaal % for information? (18-35)% (36-50)% (51-65)% Dealers 56 58 59 57 Auto fair 58 56 50 56 Internet 49 38 38 43 Friends / relatives 44 34 27 37 Family 49 22 18 33 Brochures car makes 35 30 28 32 Specialised press 28 26 28 27 Autozoekertjes 22 11 12 16 Test Aankoop 13 11 17 13 Source: Three generations and their (dream)cars, WDM Belgium/Beck& X, September 2005 13
  • 15. Direct Marketing is a highly accepted medium With regards to advertising in the following media, would you say there is …? Dm (Averages) 8,40% 74% 18% E-Mails (Averages) 12,10% 68% 20% cinema (n=678) 5% 70% 25% dailies (n=981) 3% 71% 26% magazines (n=1046) 3% 62% 36% free press (n=991) 3% 61% 37% radio (n=1058) 2% 59% 39% door-to-door (n=1149) 4% 44% 41% 11% internet (n=747) 3% 44% 54% tv (n=1122) 1% 22% 77% 0% 20% 40% 60% 80% 100% Source: ‘P loves E’ study by the Post ( TNS Media, 2007) not enough enough too much sticker Base:Users of each medium and give an answer 14
  • 16. Are you present in the media that the consumers want? ‘How do you prefer to receive information about cars?’ CAR SECTOR Rating on a scale 1 to 10*; % prefer this option (% of 8, 9 or 10) Concessions 32 animations TV 22 Personalised 20 letter Ads in press 19 E-mail or 18 newsletter Unaddressed 14 folder Radio 10 Telephone 5 *1=I don’t like this option at all, 10=This is the best solution Source : Post Market research on 1.200 households, 2007 15
  • 17. And a letter can be very useful to generate traffic ‘How do you prefer to receive invitations to dealer events?’ CAR SECTOR Personalised 71 letter E-mail or 10 newsletter Unaddressed 8 folder Ads in press 5 TV 2 Radio 2 Phone 2 Source : Post Market research on 1.200 households, 2007 16
  • 18. Use of Direct Marketing in the ‘consideration process’? Purchase CONVERSION Negotiations with dealer Selling value previous car? Budget What do my friends think about it? Test drive Car Configurator Dealer visit What are the test drive possibilities? What do my friends think about it? Look and inform Creation of ‘shopping list’ First interest Time for a change UNDERSTAND INVESTMENT 17
  • 19. 18
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  • 23. Smell Taste Hear Touch See 22
  • 24. Use of the Direct Marketing in the ‘sales process’? Second maintenance First maintenance First long ride Justify purchase GET Discover the new car Get used to the new car Show the new car to friends ‘Thrill’ of the new car Take away new car Waiting for delivery Purchase 23
  • 25. Use of Direct Marketing in the ‘loyalty process’? Car is comfortable but no longer new Maintenance Third anniversary Maintenance Second anniversary of the car Purchase after sales articles Maintenance First anniversary of the car Second maintenance GROW 24
  • 26. XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXX 25
  • 27. 26
  • 28. 27
  • 29. Avoiding churn with Direct Marketing? Car is comfortable but no longer new Look around for other car brands and models End of the (leasing) contract Time for a change New cycle starts KEEP 28
  • 30. XXXXX XXXXXX 29
  • 31. Agenda The challenges of the car industry The Direct Marketing opportunities : Some figures The role of Direct Marketing throughout the car purchase cycle The distinctive values of Direct Marketing The Real Cases 30
  • 32. The distinctive values of Direct Mail: selectivity Selectivity High Addressed E-mail Distripost BD Low Involvement Low High Source: Post DM Consultancy team 31
  • 33. 32
  • 34. 33
  • 35. XXXXXXXXX 34
  • 36. The distinctive values of Direct Mail: impact Consumers are “bombed” by a few 1000 mass messages every week 350+ outdoor ads 400 press ads/inserts 2+ DM pieces 3 cinema ads Opportunity for Direct ! 200 TV ads 20 e-mail ads 150 radio ads 1000’s of ambient ads ... Source: Mindshare - Henley Centre (and TNS Media & Post survey) Weekly number of advertising messages per capita 35
  • 37. The strength of direct mail, the MAIL MOMENT… 97% opens Consumers mailbox spend every day 1’52’’ per mail … but receives … and behind only 2 every letterbox DM/ week is a unique person you can target 78% is opened 36
  • 38. The distinctive values of Direct Mail: measurability 1 2 3 4 High recall Brand Sales Loyalty rate perception activation building DM gets high DM improves DM is a strong DM builds strong recall rates even brand perception sales activator long term of complex relations with messages your customer >50% of brand attributes 15% to 200% extra sales >25% more 2 to 20 times improved loyal better recall customers 5 Boosting Integrated with other media DM of ROI increases the ROI of your campaigns with at least 20% Source: Post – 15 DM pilot surveys N: > 25.000 37
  • 39. Agenda The challenges of the car industry The Direct Marketing opportunities : Some figures The role of Direct Marketing throughout the car purchase cycle The distinctive values of Direct Marketing The Real Cases 38
  • 40. Cases Toelichting bij ‘involve’, het relatieprogramma van Volvo Ward Van Rijckeghem (Volvo) Comment le Fusion Marketing, par l’intégration des médias online et offline, réduit la distance entre marque et consommateur Emmanuel Scheenaerts (Peugeot) & Laurent Van Duyse (Wanabe) Comment le DM peut augmenter la tentabilité lors du lancement d’un nouveau modèle Claire Normand-Loya (La Poste Française) (On-line) magazines: efficiënte loyalty tools in de automobielsector Michel Libens (Propaganda, voorzitter Custo) & Anne Thys (Headline) Questions légales propres au secteur automobile Dominique Pissoort (WDM Belgium) 39
  • 41. Conclusion: the key assets of 121 communication E-mail Physical mail ■ Easy to react, to get information ■ Appreciated – not intrusive ■ Cost ■ Targeting ■ Can be set up quickly ■ Sales Activation Advantages ■ Personalisation ■ Acquisition ■ Measurability ■ Complex information ■ Short messages ■ High opening and reading rate ■ Can be surprising and original ■ Own list ■ To promote image & brand value ■ Newsletters ( top of mind ) ■ Involving, captures attention When to ■ Punctual Information & more ■ Giving useful, detailed trustworthy use ? frequent use information ■ Generate traffic on website ■ Call to action (vouchers) ■ Lead generation ■ Magazines 40
  • 42. More information? Cécile Jacques cecile.jacques@post.be 02/276.30.42 www.denkdm.be / www.pensezdm.be Natalie Versluys nvs@wdmbelgium.be O2/555.96.88 www.wdmbelgium.be 41

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