Impact Survey Dsl Provider

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  • BRU_BL2611_ Click to edit Master text styles
  • BRU_BL2611_ We now show the agenda of the presentation. The agenda will be used as a tracker through the presentation.
  • BRU_BL2611_
  • BRU_BL2611_ We now show the agenda of the presentation. The agenda will be used as a tracker through the presentation.
  • BRU_BL2611_ We now show the agenda of the presentation. The agenda will be used as a tracker through the presentation.
  • BRU_BL2611_ We now show the agenda of the presentation. The agenda will be used as a tracker through the presentation.
  • Impact Survey Dsl Provider

    1. 1. DSL Provider Direct Mail Pilot Results Sanitized version June, 2006
    2. 2. CAVEAT <ul><ul><li>This document presents the results and conclusions of the market research organized by an DSL Provider and The Post in order to compare impact of several media on brand image, product perception and sales activation. </li></ul></ul><ul><ul><li>This market research was conducted in March and April 2006 among 3500 customers, referring to a campaign on DSL. 4 media have been tested: Direct Mail, Customer Magazine, Invoice and Door to Door. </li></ul></ul>
    3. 3. AGENDA <ul><ul><li>Pilot set up and objectives </li></ul></ul><ul><ul><li>Results from market research </li></ul></ul><ul><ul><li>Cost and Efficiency of media </li></ul></ul><ul><ul><li>Conclusions </li></ul></ul>
    4. 4. MARKET RESEARCH SETUP <ul><ul><li>Compare impact of several media on brand perception, media perception and sales activation </li></ul></ul><ul><ul><li>Existing customers of an other service </li></ul></ul><ul><ul><li>Invoice + banner </li></ul></ul><ul><ul><li>Invoice + letter </li></ul></ul><ul><ul><li>Customer Magazine </li></ul></ul><ul><ul><li>Customer Magazine + letter </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Door to Door </li></ul></ul><ul><ul><li>3500 phone interviews (500 for each group) </li></ul></ul><ul><ul><li>Real results from Call Center and subscriptions </li></ul></ul>Campaign objective Target customers Accompanying media Market research
    5. 5. KEY MESSAGES <ul><ul><li>Direct Mail is well suited to create awareness on a new service </li></ul></ul><ul><ul><li>Direct Mail has the best recall rate </li></ul></ul><ul><ul><li>Direct Mail generates the highest number of inbound calls and subscriptions </li></ul></ul><ul><ul><li>Door to door has the highest ROI </li></ul></ul><ul><ul><li>Letter added ton invoice is efficient in terms of recall and subscriptions, at a very low price </li></ul></ul><ul><ul><li>Letter added to Customer magazine has no influence on article reading and subscriptions </li></ul></ul>
    6. 6. AGENDA <ul><ul><li>Pilot set up and objectives </li></ul></ul><ul><ul><li>Results from market research </li></ul></ul><ul><ul><li>Cost and Efficiency of media </li></ul></ul><ul><ul><li>Conclusions </li></ul></ul>
    7. 7. DIRECT MAIL HAS A STRONG IMPACT ON SPONTANEOUS AWARENESS ‘ Which DSL Provider do you know? (spontaneous) Percentage of respondents N=3500 <ul><ul><li>Direct Mail increases spontaneous awareness by 220% </li></ul></ul>X 2,2 Direct Mail Door to Door Control Group Invoice total Customer Magazine total
    8. 8. THE MAIN RESTRAINT TO SUBSCRIPTION IS THE LACK OF INFORMATION
    9. 9. DIRECT MAIL SIGNIFICANTLY REDUCES THIS RESTRAINT <ul><li>% Did not know this DSL offer </li></ul>
    10. 10. DIRECT MAIL DEMONSTRATES A HIGH RECALL RATE, TOGETHER WITH THE LETTER ADDED TO INVOICE Percentage of respondents* <ul><ul><li>Letter added to Magazine does not increase recall & recall content rate </li></ul></ul>Direct Mail Invoice + Letter Door to Door Invoice + Banner Cust. Magazine + Letter Cust. Magazine X 4
    11. 11. … AND THE BEST ‘RECALL CONTENT’ Percentage of respondents Received Recall DSL message Media funnel “ Do you remember a … from DSL Provider ?” “ What did you do with the … from DSL Provider?” Read Recall content “ Can you describe the … from DSL Provider ?” <ul><ul><li>DM performs better than any other media at each step of the media funnel </li></ul></ul><ul><ul><li>DM performs 2x better than Invoice + Letter for content recall </li></ul></ul>DM 72 100 21 12 76 15 21 INVOICE + BANNER 36 100 5 1 56 2 5 INVOICE + LETTER 48 100 18 6 66 9 18 MAGAZINE 79 100 5* 2 54 4 5 DOOR TO DOOR 67 100 8 4 79 6 8 N= 500 N= 500 N=500 N= 500 N= 500 N= 500 MAGAZINE - LETTER 79 100 5* 2 54 4 5
    12. 12. … . LEADING MOST INBOUND CALLS Received Inbounds calls Media funnel* Proposal Sent * INDEXED Source: DSL Provider & Post Teams analysis <ul><ul><li>DM triggers 1% inbound calls, higher than other media </li></ul></ul>18 1 000 10,7 1,92 1,07 23 5,5 1,26 0,55 1 000 0 0,1 0 0,01 1 000 23 0,07 0,016 0,07 1 000 13 1,2 0,16 0,12 1 000 DIRECT MAIL INVOICE + LETTER INVOICE + BANNER TOTAL MAGAZINE DOOR TO DOOR
    13. 13. AGENDA <ul><ul><li>Pilot set up and objectives </li></ul></ul><ul><ul><li>Results from market research </li></ul></ul><ul><ul><li>Cost and Efficiency of media </li></ul></ul><ul><ul><li>Conclusions </li></ul></ul>
    14. 14. NEW SUBSCRIBERS FIGURES Group <ul><ul><li>Direct Mail 100 </li></ul></ul><ul><ul><li>Door to Door total** 100 </li></ul></ul><ul><ul><li>Customer Magazine 100 </li></ul></ul><ul><ul><li>Customer Magazine+ Letter 100 </li></ul></ul><ul><ul><li>Invoice 100 </li></ul></ul><ul><ul><li>Invoice + Letter 100 </li></ul></ul><ul><ul><li>Control 100 </li></ul></ul>Total* Online <ul><ul><li>0,01 </li></ul></ul><ul><ul><li>0,01 </li></ul></ul><ul><ul><li>0 </li></ul></ul><ul><ul><li>0 </li></ul></ul><ul><ul><li>0,01 </li></ul></ul><ul><ul><li>0,01 </li></ul></ul><ul><ul><li>0 </li></ul></ul>Tele Sales <ul><ul><li>0,08 </li></ul></ul><ul><ul><li>0,04 </li></ul></ul><ul><ul><li>0 </li></ul></ul><ul><ul><li>0,03 </li></ul></ul><ul><ul><li>0,02 </li></ul></ul><ul><ul><li>0,04 </li></ul></ul><ul><ul><li>0,04 </li></ul></ul>DSL Provider Centers <ul><ul><li>0,11 </li></ul></ul><ul><ul><li>0,09 </li></ul></ul><ul><ul><li>0,04 </li></ul></ul><ul><ul><li>0,03 </li></ul></ul><ul><ul><li>0,02 </li></ul></ul><ul><ul><li>0,03 </li></ul></ul><ul><ul><li>0,02 </li></ul></ul><ul><ul><li>0,19% </li></ul></ul><ul><ul><li>0,14% </li></ul></ul><ul><ul><li>0,04% </li></ul></ul><ul><ul><li>0,05% </li></ul></ul><ul><ul><li>0,05% </li></ul></ul><ul><ul><li>0,09% </li></ul></ul><ul><ul><li>0,06% </li></ul></ul>63% 55% <ul><ul><li>Direct Mail has the best conversion rate : 0,19%, followed by Door to Door (0,14%) and Invoice + Letter (0,09%) </li></ul></ul><ul><ul><li>Door to Door creates traffic in shops better than any other media : 63% of subscriptions received via this channel </li></ul></ul>
    15. 15. COMPARISON OF UNITARY COSTS OF MEDIA Source: DSL Provider & Post Teams analysis * Ewtrapolation : 75.000 DM / 2.000.000 Door to Door COST / RECEIVER (€) <ul><ul><li>Direct Mail is the most expensive media in this pilot </li></ul></ul>* * Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter Extrapolation Basis Aided
    16. 16. COMPARISON OF MEDIA EFFICIENCY IN SALES ACTIVATION Source: DSL Provider & Post Teams analysis EFFICIENCY (% conversion subscribers / receivers) <ul><ul><li>DM is the most efficient media for subscribers conversion </li></ul></ul><ul><ul><li>Door to Door is very efficient as well, distributed in a “targeted” area </li></ul></ul>Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter
    17. 17. ROI / MEDIA Source: DSL Provider & Post Teams analysis RETURN ON INVESTMENT (%) <ul><ul><li>Every investments in tested paper media prove to be profitable </li></ul></ul>Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter
    18. 18. AGENDA <ul><ul><li>Pilot set up and objectives </li></ul></ul><ul><ul><li>Results from market research </li></ul></ul><ul><ul><li>Cost and Efficiency of media </li></ul></ul><ul><ul><li>Conclusions </li></ul></ul>
    19. 19. CONCLUSIONS <ul><ul><li>The key conclusion of this pilot, in which the DSL Provider and the Post have tested several direct media, is probably that the paper still has a strong power on sales activation , since all these media had a positive Return On Investment </li></ul></ul><ul><ul><li>Direct Mail has a very good impact on product awareness, recall rate and number of subscriptions . </li></ul></ul><ul><ul><li>Door to door is the second activation tool. And thanks to its low cost, this media has the highest ROI . </li></ul></ul><ul><ul><li>Letter added to invoice had a good impact on recall rate and subscriptions in this DSL campaign, at a very low cost. </li></ul></ul><ul><ul><li>Letter added to Customer Magazine had a limited impact on article reading , but could be tested differently, for example with personalized covers or contents </li></ul></ul>

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