Dm Training Agencies
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Dm Training Agencies

Dm Training Agencies

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Dm Training Agencies Dm Training Agencies Presentation Transcript

  • Agencies Training 21 september 2009 Brussel X
  • Quiz Bij elk onderdeel van de presentatie stellen we jullie een vraag over de inhoud. Antwoord correct op de 7 vragen … En ontvang 2.000 gratis Select Post of Select Movers adressen.
  • Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • Agenda 1. De Post en de agentschappen 1. « A true love affair » 2. What’s in it for the agencies
  • Together we try to convince the advertiser Advertiser Inform and support Presription role Agency Support / facilitate experience
  • Agenda 1. De Post en de agentschappen 1. « A love affair « 2. What’s in it for the agencies
  • An & Ellen : your ambassadors Operational support Price demands Contracts Information: facts & figures Trainings & Workshops
  • Forget “De collega’s” : DM is very sexy !!
  • De Post “ a partner easy to do business with “
  • We share our knowledge www.denkdm.be
  • Initiative together with ACC : Direct from Cannes
  • Partners
  • Quiz Vraag 1 Met de actie “Direct from Cannes” stuurden we 3 reporters van verschillende bureaus op pad. Geef twee van de drie winnende bureaus.
  • Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 1. Team & Mission 2. Services 3. DM Pige
  • DM Consultancy Team
  • Mission: Grow the medium
  • Agenda 1. De Post en de agentschappen 2. DMC Services 1. Team & Mission 2. Services 3. DM Pige
  • Services throughout the funnel Communica- Develop & Respons & Franking & Post Targeting return tion strategy Produce Distribution management evaluation DM campaign coaching - DM Training - DM processes DM Integrator DM Targeting DM Checker Impact analysis : - Pilot Loyalty DM Pre-test - Barometer - Response/ DM Briefing benchmarking - ROI calculator
  • DM barometer: measure the impact of your campaign Survey « standard » 300 answers Random based on postal code > telephone number Representative sample: age, sex, location Computer Assisted Telephone Interviews 15 11/03/20
  • Extensive research: >45.000 interviews Generic media surveys Mail moment E loves P How direct are women? 20 Multi-media surveys >40 DM impact surveys > 250 response rates - benchmark data base
  • Integrated in the Media Mix, DM boosts ROI at least 20% 1 2 3 4 BRAND RECALL RATE SALES ACTIVATION LOYALTY BUILDING PERCEPTION 2->20 x higher 15 up to 200% > 25% > 50% NET MARGIN UNIQUE SHORT TERM PERFORMANCE on incremental + min. 20% ROI sales if direct mail is integrated LONG TERM into media mix DM COSTS on « lifetime » Database sales Creation Production Fulfilment Source: Post – 15 DM pilot surveys N: > 25.000 24
  • Quiz Vraag 2 Hoeveel DM Impact studies hebben we momenteel reeds in onze database? >…
  • Agenda 1. De Post en de agentschappen 2. DMC Services 1. Team & Mission 2. Services 3. DM Pige
  • Agencies wanted to make complete mediamix-analyses, with the integration of Direct Mail. The answer: DM Pige
  • DM Pige results 2008 Gross Media investments (in mio eur)
  • The partners In collaboration with With support of Operational partner
  • The chosen process is comparable with the other media: Mediaxim platform DM specimen arriving at Mediaxim DM scan DM nomenclature (similar as CIM-MDB) Visual Identification 30
  • The conditions for Direct Access (Mediaxim) Annual subscriptions Each subscriber gets several accounts for its employees Access to the web-tool via secured logins-passwords Pricing ADSTAT (Direct Mail figures): “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year ADVIEW (Direct Mail visuals): “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year 31
  • All information is extracted from the Mediaxim web platform
  • In your sector, TV and Dailies were the dominant medium Car Gross Media investments 2008 (in mio eur) Total Gross Media = 261,1 mio 6,2 Est. 2,4% TV; 24% Radio; 12% Cinema; 2% 254,9 Magazines; 9% Dailies; 24% Regional Press; 4% Internet; 5% Postering; 18% Mass Media Direct Mail EG Transport – SCT Industrie automobile – SSCT Voitures (Cim MDB) (Pige DM) Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • BMW Share of Voice in DM was about 12,5% Brand share of voice 2008 (in %; Gross investments) Mass Media (Cim MDB): 254,9 mio eur Direct Mail (DM pige): 6,2 mio eur RENAULT 9,6% RENAULT 25,5% VW 8,0% BMW 12,5% BMW 7,7% NISSAN 6,1% CITROEN 7,0% MERCEDES - MERCEDES - BENZ 6,4% 6,0% BENZ PEUGEOT 6,2% AUDI 5,9% OPEL 5,2% CITROEN 5,1% TOYOTA 5,1% PEUGEOT 4,9% VOLVO 2,5% OPEL 4,3% Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • BMW share in DM was above the average of the sector Media mix comparison (gross investments / media in %; 2008) 20,4 mio € 261,1 mio € Direct Mail 100% 3,8% 2,4% TV 20% 24% 80% Radio 2,00% 10,60% Dailies 60% Magazines 38% 24% Internet 40% 9% Regional Press 9% 4% 5% 0% 6% Cinema 20% 8% 2% Postering 15% 17% 0% BMW TOTAL Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • Quiz Vraag 3 Wat is de naam van het bedrijf dat voor ons de DM Pige cijfers registreert en bijhoudt? >…
  • Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • Direct Marketing & E-mail marketing gain popularity
  • Letterbox media remains strong in the current declining media environment Evolution 1st semester 2009 vs 2008 Direct 175,9 Direct Mail 180 + 2.4% Mail pige Gross investments by TV 595,8 CIM-MDB 574,6 - 3.5% media 362,3 (mio eur) Dailies 360,1 - 0.6% Radio 189 - 7.1% 2008 175,6 151,9 2009 Magazines 135,4 - 10.9% 126,4 Postering 113,5 - 10.2% 77,3 Free press 80,9 + 4.6% 54,3 Internet 54,4 + 0.1% 11,2 Cinema 9,3 - 16.5% 1.568,2 568,2 Total mass 545 - 4.1% 1.503.9 Sources: Direct Mail: DM Pige-Mediaxim-Post; other media: Cim-MDB Mediaxim (24/08//2009)
  • Retail represents 29% of gross investments in direct mail Gross investments in Direct Mail (1st semester 2009) In mio eur In % RETAIL 52,3 29.1% MAIL ORDER 48,3 26.8% BANK-CREDIT-INSURANCE 18,0 10.0% TELECOM 5,3 2.9% AUTOMOTIVE 4,7 2.6% PUBLIC INITIATIVES - FUNDRAISING 4,0 2.2% POLITIC - MUTUALITIES 3,8 2.1% MEDIA 3,8 2.1% ENERGY 3,3 1.8% EDUCATION 2,8 1.5% PUBLISHING 2,7 1.5% TOURISM - LEISURE 2,3 1.3% FAIRS 2,0 1.1% ASSOCIATIONS - FEDERATIONS 1,6 0.9% INFORMATION SERVICES 1,5 0.8% OTHERS 23,7 13.3%
  • 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) 42
  • The Mail Moment 97% opent iedere dag zijn spendeert brievenbus 1’52’’ per DM … maar ontvangt slechts 2DM/week … en achter elke brievenbus schuilt een 78% opent uniek persoon de DM 43
  • Direct Mail gives customers the feeling of… Ohter This medium can give me the feeling of… DM Media (avg.) …rewarding me as a customer 73% 19% …being connected to the brand 63% 8% …acknowledgement / appreciation 57% 8% …being important for that brand 57% 7% …being unique 51% 7% Bron: Synovate Censydiam, 2007 44
  • Reinforce interactions and intimacy Each euro invested generates about 2 euro extra turnover
  • Voorbeeld
  • Dezelfde dag
  • 2 weken later…
  • 2 weken later…
  • 2 weken later…
  • Brochure
  • Met aangepaste visuals An Didier
  • Een paar weken later …
  • Top of Mind 11% of the target group went online and placed an order. The French President received well over 100 letters asking him to declare that small patch of France to be Belgian.
  • Impact on brand perception: demonstrate your benefit in a persuasive way
  • Impact on brand perception: Demonstrate your benefit on a more persuasive way …
  • Dramatize the benefits Up to 5% test drives
  • Exploit the consumer insights
  • Quiz Vraag 4 Met hoeveel % zijn de DM cijfers gedaald of gestegen het eerste semester van 2009 t.o.v. het eerste semester 2008?
  • Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • De bestanden van De Post Uiterst recent lifestyle bestand opgebouwd en opgefrist op basis van een zeer gedetailleerde vragenlijst. Momenteel zijn er ongeveer 711.000 adressen beschikbaar. 2005 2006 2007 Nov07 2008 2009 Nov. Nov. Mei Okt. apr. nov apr. 04/11/09 Nieuwe wave: 265.000 stukken te Select Post bevat: versturen - Recente gegevens - Opt-in (« ja, ik wens deze mailing ») - Over uiterst talrijke onderwerpen (hobbies, aankopen, vakantie, auto…)
  • De bestanden van De Post 400.000 gezinnen verhuizen per jaar (10% van de bevolking) Circa 250.000 daarvan vragen aan De Post (tegen betaling) om hun post naar hun nieuw adres door te sturen via het formulier DoMyMove Het bestand DoMyMove bevat de volgende gegevens: - Volledige gegevens van de verhuizer (vorig en nieuw adres) - Gegevens van zijn/haar gezin (echtgenoot + kinderen) - Geboortedatum van iedereen Komende release: - Maart 2010 - Sept 2010
  • De DATA diensten van de Post, bron van : Prospectie Kostenvermindering • OptiMovers • OptiRetour • Notifications DoMyMove
  • Prospectie: huur van adressen inlassing van een vraag in onze brochure insert in de refresh Select Post
  • Huur van Select Post adressen 15% commissie
  • Huur van Select Movers adressen 15% commissie
  • Lead generation in Select Post en DoMyMove 15% commissie Antwoordrate tussen 2% (NGO) en 11% (VPC)
  • Insert in Select Post 15% commissie - personalisatie mogelijk via barcode - levering van de coördinaten van de gebruikers na actie
  • Quiz Vraag 5 Hoeveel gezinnen doen jaarlijks beroep op DoMyMove voor het nasturen van hun briefwisseling?
  • Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • Met 92 % effectieve bedeling is de kwaliteit van Distripost ongeëvenaard Documenten bedeeld in alle brievenbussen, ook in appartementsgebouwen en afgelegen woningen 92 % Professionele aanpak van de postbode 67 % Bezorging opgenomen in het operationele postproces, dat regelmatig interne en externe controles ondergaat (Belex…) Distripost Andere operator Bron: studie Market Probe Europe – mei 2008-februari 2009 – panel van 500 mensen per week 4
  • Distripost garandeert een hoge impact In vergelijking met een bundel gaat de aandacht van de doelgroep uit naar max. 2 reclamefolders Uw zending profiteert van het ‘postmoment’: 97 % maakt zijn bus leeg nadat de postbode langskwam 74 % leest de post onmiddellijk Het is een moment waar- naar wordt “uitgekeken” 5
  • Huis-aan-huis bedeling bij De Post kan ook semi targetted zijn Selectie volgens geomarketingcriteria: o Afzetgebieden o Tot op wijkniveau Met deze selectiecriteria vermindert u verspilling. 6
  • Huis-aan-huis bedeling bij De Post kan ook semi targetted zijn Selectie volgens sociodemografische consumentenprofielen: Jonge gezinnen met kinderen Hoge inkomens Senioren enz. Met deze selectiecriteria vermindert u verspilling. 6
  • Saab
  • 61 % meer rendement voor uw acties via bedeling van De Post Gemiddeld antwoordpercentage Index vs. BD 216 100 Distripost Bundel Bron: testresultaten (N=29), DM Barometer (N=13). 9
  • Bereken zelf de ROI van uw Distripost-bedeling 10
  • Deze twee kozen voor Distripost “bewijs” van rendement: Aldi en lidl foto
  • Distripost eveneens beschikbaar op Mediaspecs
  • Quiz Vraag 6 Wat is de kwaliteit van de bedeling met Distripost, uitgedrukt in %?
  • Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • Validation: service.centre@post.be Today: live at your service!
  • Simplified Price Grid SMALL LARGE 0 gr. Sorted by Bulk Bulk Sorted Bulk Sorted by sector & by 78 sector distr. direction office 50 gr. Pre-Sorting level Mail Id 1 2 3 2008 - + 2 kg. Low readability +0.04 € +0.04 € +0.02 € +0.04 € +0.02 € +0.00 € Rectangular/Square +0.08 € +0.04 € +0.00 € SPECIAL Not rectangular or with a hole +0.12 € +0.08 € +0.04 €
  • Simplified Price Grid SMALL LARGE SPECIAL 0 gr Bulk Sorted by Bulk Sorted by Bulk Bulk Sorted Sorted by Sorted by sector & sector & by 78 or sector + or sector + distr. distr. direction Bulk + PC PC Bulk + PC PC office office 50 gr Mail Id Pre-Sorting levels Pre-Sorting levels 1 2 3 1 2 3 - + - + 2 kg 2009: 3 products No Low Readability supplement any more No Special Rectangular supplement any more
  • Small format SMALL ≤ 50 gr And... • Rectangular • Dim min: 90 x 140 x 0.15 mm • Dim. max: 165 x 245 x 5 mm • L/l ≥ 1,20 • Orientation « landscape » • OCR Address or Mail ID • Simplified lay out to be •respected Zones Advertising windows
  • Large Format LARGE > 50 gr Or... • Rectangular or square • Dim min: 90 x 140 x 0.15 mm • Dim max: 230 x 350 x 30 mm •Max weight: 2 kg + All mailings: • Square or almost square (L/l <1,20) • Orientation « Portrait » • Rigid or with rigid objet • Special paper (shining/reflecting) • Band or sticker for closing • 1 or more detachable stickers • Small dimensions but not complying with SMALLformat definition (lay out or OCR address or Mail ID) • Under blister.
  • Special Format SPECIAL Creative form • Non rectangular and/or with a hole • On which card, envelop etc. are partially glued. • Form: free • Dim min: 90 x 140 X 0.15 mm • Dim max: 230 x 350 x 30 mm • Max weight: 2 kg
  • SELFMAILERS Specificities To be considered as a SMALL Format*: A selfmailer of small dimensions will be ideally fully closed on its 4th sides A selfmailer must be fully closed on the right side The selfmailer is not closed with staples, clips, etc. PP- PB How to check if fully closing? 4 corners are closed in all cases perforations « poinçonnage » Small folded side = fully closed side 1 line of glue on full lenght, incl. extremities = fully closed side points of glue at max 4.5 cm from each other AND 2 points of glue at both extremities (1 per extremity) = fully closed side … Right side – must be fully closed (*) Specificities coming on top of the definition of a SMALL Format Fully closed
  • SELFMAILERS: Flexibility SMALL Format 2009 One side, different from the right side, can be fully open if the other sides are fully closed. PP-PB PP-PB New ! Large Small PP-PB PP-PB New ! New ! Small Small Right side – must be fully closed Fully closed Fully open
  • SELFMAILERS: Flexibility SMALL Format 2009 Test 2009 Folded Gevouwen Plié New ! PP-PB • Points of glue must be placed on flap extremities to ensure fully closing of the flap ! Small • Max 4.5 cm between 2 points of glue Max 4.5 cm Folded Gevouwen Flap Plié Point de colle Côté droit – toujours complètement fermé Complètement fermé
  • Simplified operational rules SMALL Format L Ter helemaal beschikking van de afzender: - alle kleuren Frankering (leesbaar met het blote oog) - alle grafische elementen - alle tekst (vorm/formaten) l Idem zone 4 behalve - adres (complete of partiële) OCR adress of - elementen die verward Mail ID kunnen worden met een adres (PC + gemeente) Idem zone 5 L/l ≥ 1.20
  • Color or graphism in indexation zone is accepted for SMALL and/or LARGE format without supplement
  • Zone 5 – Address or Address like Address like 4 digits numbers = postcode + city No window for address OK Solde à notre magasin ASBL NSC ASBL NSC situé à Ch. de Boendael 55 Ch. de Boendael 55 Solde à notre magasin 1000 Bruxelles 1050 Ixelles 1050 Ixelles situé à 1000 Bruxelles Window for address Solde à notre magasin ASBL NSC ASBL NSC situé à Ch. de Boendael 55 Ch. de Boendael 55 Solde à notre magasin 1000 Bruxelles 1050 Ixelles 1050 Ixelles situé à 1000 Bruxelles LARGE SMALL
  • Zone 5 – Sender Address No window for address Société XYZ Rue de la Poste 10 1200 Bruxelles Société XYZ Rue de la Poste 10 ASBL NSC ASBL NSC 1200 Bruxelles Ch. de Boendael 55 Ch. de Boendael 55 1050 Ixelles 1050 Ixelles Window for address ASBL NSC ASBL NSC Société XYZ Ch. de Boendael 55 Ch. de Boendael 55 Rue de la Poste 10 1050 Ixelles Société XYZ 1050 Ixelles 1200 Bruxelles Rue de la Poste 10 1200 Bruxelles Idem if address on 1 line: can not be on the same level as LARGE SMALL address zone either
  • Zone 6 – Address & indexation zone No window for address ASBL NSC Ch. de Boendael 55 1050 Ixelles Société XYZ Rue de la Poste 10 1200 Bruxelles Window for address ASBL NSC Ch. de Boendael 55 1050 Ixelles Rue de la Poste 10 1200 Bruxelles LARGE
  • Advertising windows No window for address Window for address 1 advertising 1 or more window advertising with address windows - ASBL NSC ASBL NSC With or Ch. de Boendael 55 Ch. de Boendael 55 without 1050 Ixelles 1050 Ixelles address Window for address Window for address 1 or more 1 or more advertising advertising windows windows ASBL NSC - ASBL NSC - Ch. de Boendael 55 Ch. de Boendael 55 without With address 1050 Ixelles 1050 Ixelles address LARGE SMALL
  • Not exhaustive list OCR Address Overview – No changes vs 2008 ! SMALL Monsieur Dupont C. Rue du Chat 8 LARGE Monsieur Dupont C. Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Underlined Monsieur Dupont C. Most of font OK for SMALL Monsieur Dupont C. Rue du Chat 8 (ex: Helvetica, Verdana, ...) Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Bold Content of address bloc: Address only Color inversion Possible references & barcode Monsieur Dupont C. No other text or graphism Monsieur Dupont C. Rue du Chat 8 Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Italic Serifs Monsieur Dupont C. Monsieur Dupont C. Rue du Chat 8 Rue du Chat 8 1000 Bruxelles 1000 Bruxelles White or Pantone colors Light color for ink (quadri-equivalent) Lack of contrast Police ou caractères manuscrits
  • Validation: service.centre@post.be
  • Quiz Vraag 7 Welk formaat van zending is dit?
  • Quiz - Antwoorden 1. Proximity BBDO, Famous, Publicis 2. > 40 3. Mediaxim 4. + 2,4% 5. 250.000 6. 92% 7. Large
  • Questions? Don’t hesitate to contact: An Schuurmans T. + 32 2 276 34 19 M. +32 473 96 12 23) Ellen Distave T. +32 2 276 25 65 M. +32 486 41 34 91)