P loves @ - Print day 2010 - FEBELGRA

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La communication papier et le @ sont des alliés, pas des ennemis.
• le DM soutien votre business
• l’impact du papier adressé
• les forces du papier + le e marketing
• l’impact environnemental du papier

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  • Ce slide peut-être utiliser comme 2° slide pour l’INTRODUCTION DE DIRK pour: - BUT DE CET EVENT Que voulons-nous raconter et prouver avec l’event de ce soir : Il y a le E et le P et ces 2 medias se reforcent et at the end of the day nous voudrions vous “convaincre” de ne pas devoir choirir entre un des 2 media mais que vous devez bien utiliser et combiner ces 2 media dans le but de faire plus de DIRECT MARKETING. Le but étant que grâce à ce bon mix vous opteniez un meilleur ROMI sur vos actions. - SELECTPOST ON-LINE La Poste aussi est convaincue de la force de cette combinaison des 2 médias et dans cette vous, la Poste a déjà des adresses e-mail Selectpost de consommateurs: 100.000… Et maintenant je laisse la parole à An et Cécile …intro
  • Dans ce cadre, le DM a connu une croissance importante en 2007, continue depuis 5 ans. A noter toutefois que: - Cette croisance se retrouve principalement au niveau des ‘annonceurs traditionnels’ qui à eux seuls ont connu une croissance de 4% La vente par correspondance subit une diminution de volume de 6% du au retrait d’acteurs majeurs du marché A noter que pour se comparer à d’autres media, le direct mail se place en troisième position derrière Internet et la radio en terme de croissance du revenu net. Un autre indicateur de la bonne santé du direct mail est le taux élevé d’entreprises qui déclarent avoir l’intention de se lancer dans l’aventure du direct mail. Ils sont 8% selon notre étude de marché ‘direct advertiser’ auprès d’un échantillon représentatif de toutes les entreprises belges
  • ACV simplifié (réalité plus complexe) Etape Matière première: le bois (la fibre de cellulose) ?: D’où vient le bois? Amazonie? R: L’industrie a mis en place des systèmes de certification de gestion responsable et durable des forêts (FSC, PEFC) Transport ?: Quel mode de transport? Quelle distance parcourue? R: préférez une production locale Fabrication de la pate à papier et du papier (vierge ou %age de fibres recyclées) ?: Eau / chlore pour le blanchiment/ Energie R: Sans chlore/ % de fibres recyclées/gr/m² Impression: l’industrie a déjà éliminer les métaux lourds (pollution rémanente) ? : Eau / COV Choix de l’encre (végétal?  travailler en collaboration avec votre imprimeur (avantage $ mais reparamétrage machine nécessaire) / % couverture / papier vernis, laminé à éviter pour le recyclage. Question de l’enveloppe, de la fenetre en plastique et du packaging plastique (  importance pour le recyclage) Distribution: ?: comment agir sur la distance parcourue Consommation: ?: quel réaction du consommateur ? Devenir du DM, enveloppe comprise ? R: importance du recyclage  communication pédagogique et humble. Recyclage ? : nettoyage de l’encre. R: éviter le coated et papier trop encrée Conclusion: Papier recyclable si fois puis possibilité vers la carton, mouchoirs, … Papier vient d’une matière renouvelable L’industrie s’améliore à tous les stades et encore de nombreuses possibilités de réduire l’impact à l’étude. Si collaboration entre les acteurs – Possibilités de très fortes diminutions.
  • Objectifs Comprendre l’ACV! Diagnostic GHS (plus conseils % toxicologie) Tester des possibiltés de diminution et choisir celle qui allie efficacité + moindre impact + gains financiers Se comparer Planifier des améliorations sur le long terme.
  • Résultats: KPI par pièce Benchmark avec low cost & Low carbon Breakdown par matière -
  • En concertation avec Sophie
  • Gain de 41% venant d’un DM partiellement écologique;
  • P loves @ - Print day 2010 - FEBELGRA

    1. 1. PRINT DAY’10 - 22 APRIL Jacques BRUYNEEL – La Poste / De Post
    2. 2. How true are these 5 beliefs in your opinion?
    3. 3. “ PAPER COMMUNICATION IS NOT THE MAIN DRIVER FOR FUTURE BUSINESS.” BELIEF 1
    4. 4. “ PAPER IS THE DIRECT MARKETING MEDIUM OF THE PAST.” BELIEF 2
    5. 5. “ E-MAIL IS THE NEW DIRECT MARKETING MEDIUM BUT WITH A LOWER COST.” BELIEF 3
    6. 6. “ CONSUMERS AND B2B COMPANIES PREFER INCREASINGLY ELECTRONIC INVOICING.” BELIEF 4
    7. 7. “ PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN E-MARKETING.” BELIEF 5
    8. 8. Some answers based on facts and figures
    9. 9. Update on facts and figures of four business issues Communication impact of paper: “ Why paper remains an important communication pillar” Impact of e-communication on paper: “ Why The Post considers electronic an ally of paper” Environmental impact of paper: “ Why paper does have a limited impact on the environment if it is managed in a responsible way” Economical impact of paper: “ Why paper communication is a driver for your business ”
    10. 10. “ WHY PAPER COMMUNICATION IS A DRIVER FOR YOUR BUSINESS”
    11. 11. FACT : 60 billions of sales are directly related to Direct Mail colruyt Source: BDMA – Size of the direct marketing market in Belgium (2009) Direct Mail drives business
    12. 12. FACT : Integrated with other media DM increases the ROI of your campaigns with at least 20% Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increases the ROI of your campaigns with at least 20% DM builds strong long term relations with your customer DM improves brand perception High recall rate DM gets high recall rates even of complex messages 1 2 3 4 5 15% to 200% extra sales >25% more loyal customers Source: Post – 15 DM pilot surveys N: > 25.000 2 to 20 times better recall >50% of brand attributes improved Consumers are strongly being activated by Direct Mail
    13. 13. <ul><li>230 clients </li></ul><ul><li>360 results </li></ul><ul><li>253 results </li></ul><ul><li>for Direct Mailing </li></ul><ul><li>107 results Door to door </li></ul>FACT: Our database of test results
    14. 14. Response rates by sector Direct Mailings works % Internal % External Retail 8,22% 6,69% Services 10,48% 4,08% Catalogues 6,72% 4,33% Press 5,07% 4,82%
    15. 15. “ WHY PAPER REMAINS AN IMPORTANT COMMUNICATION PILLAR.”
    16. 16. Addressed Direct Mail represents 10% of gross media spendings Mass Media (CIM MDB) Direct Mail (Pige DM) Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail) 9,9% Gross Media investments 2009 (in mio eur)
    17. 17. Direct Mail and Email Marketing gain popularity
    18. 18. The strength of direct mail, the MAIL MOMENT… 97% opens mailbox every day … but receives only 2 DM/ week 78% is opened Consumers spend 1’52’’ per mail … and behind every letterbox is a unique person you can target
    19. 19. Frequency of consulting e-mail is less intensive than paper mail 57% No Yes Total Daily Weekly Less often Frequency * Source: TNS 2007 ** Source: MAS 2005 97% No Yes Total Daily 3% Weekly Frequency
    20. 20. <ul><li> 67% of the Belgian population has access to email </li></ul><ul><li>& 100% could be reached by paper </li></ul><ul><li>Available e mails due to opt-in rules ? </li></ul><ul><li>& +90% adresses available (Robinson list / no pub) </li></ul><ul><li> Spam, fishing, virus…into e mails </li></ul><ul><li>& You are the manager of your post </li></ul>Source Insites Consulting (2009) FACT : Not everyone has email, not everyone reads their emails Direct mail reaches more consumers than email
    21. 21. 67% potential reach by e mail, about 1/3 email users have more than one private email address Mean = 1.4 Mean = 0.58 Private Professional 1 2 3 4 5 6 1 2 3 4 5 6 % 0 0 OPT - IN !
    22. 22. “ Do you feel you receive too many Direct Mail? ” 82% say no, only 18% say yes Only a few do not want free unadressed publicity in their mailbox. FACT : Consumers ask for more paper communication People like paper as medium 13,6%
    23. 23. Direct mail is the number 1 information medium across all industries FACT : DM scores as the preferred informative communication channel Which channel do you prefer to receive advertising messages? » Source: étude E loves P. La Poste - TNS Dimarso; n=1150, 2007
    24. 24. <ul><li>“ Via which channel a company should inform you as a loyal customer?” </li></ul>- Base = all respondents (n = 1168) FACT : Consumers feel valorized when approached by Direct Mail Direct Mail makes a relation personal DM: 57% @: 14%
    25. 25. <ul><li>18% would be angry at their supplier, if they were forced to switch to electronic invoices. </li></ul><ul><li>31% of people interested in e-invoicing still want a paper copy by The Post and 10% would print their invoice themselves. </li></ul><ul><li>51% of the current e-invoice users print their invoices. </li></ul>Source: Invoice survey – N=1.000 – 2009 – Ask <ul><ul><li>Paper remains a tangible asset procuring </li></ul></ul><ul><ul><li>a sense of reliability </li></ul></ul>FACT: For invoices, the power of paper is so strong that…
    26. 26. <ul><ul><li>FACT : New generation color printed invoices have a 30% faster payment term </li></ul></ul>Today, physical invoices are more than figures and account numbers Source: www.primenet.com/files/0507 <ul><li>Color increases the understandability with 73%. </li></ul><ul><li>Readability increases with 14% when high-lighted colors are used instead of bolds. </li></ul><ul><li>Reduce inbound calls with 73% </li></ul><ul><li>Customers are 2,5% more willing to pay the full amount if color print is used. </li></ul>
    27. 27. Digital printing support also Direct Mailings
    28. 28. “ WHY THE POST CONSIDERS ELECTRONIC AN ALLY OF PAPER” << Back to overview
    29. 29. FACT: Site visits increases where mail is introduced to the mix “ How often have you visited the web site in the past 12 months?” +12% +5% +4% Source: Quadrangle: DM & Email 2007. DM & Online 2007 Paper support also web sales Between Once A Month And Once Every 6 Months Less Than Once Every 6 Months Greater Than Once a Month
    30. 30. How DM support e business (tested) Source: UNITED STATES POSTAL SERVICE <ul><li>% of orders on the Website supported by catalogues </li></ul><ul><li>% of orders on the Website with e mails </li></ul><ul><li>% of orders on the Website supported by </li></ul><ul><li>a flyer </li></ul> 15%  13%  8%
    31. 31. Source: Market research on 1800 customers, utility sector case Received DM/Email Recall DM/Email Read DM/Email Correct recall content Paper mail 100% 49 49 55 27 81 22% E-mail 100% 28 28 57 16 75 12% Direct mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to email FACT : Paper Mailing generates a better content recall than e-mail Paper mail has by far more effect on the long run
    32. 32. E-mail has a much stronger impact when combined with a physical mail DM + E-mail E-mail only 100 30 13 9 30 42 Clicked Opened Received 70 100 34 21 23 34 60 93 + 255% 113% 161% __________________________ Source: DMix survey Mail order (2007) <ul><li>Media recall </li></ul>Intentions
    33. 33. Adding DM to email multiplies by 2,5 the number of final orders Adding DM to email reduces by 25% the cost / response FACT : Email has a much stronger impact when combined with a physical mail Email and Direct Mailing are complementary
    34. 34. E mail lovers are also paper lovers… <ul><li>Despite the attention paid to online and e-mail advertising, households with Internet access receive more advertising mail than those without access. This is reflective of household characteristics such as income and education -- Internet access is closely tied to income and education.  Households with broadband access average 18.4 pieces of direct mail a week; dial-up households average 15.8 pieces a week, and homes without Internet access average 11.1 pieces of direct mail per week. </li></ul><ul><li>The Household Diary Study : Mail Use & Attitudes in FY 2008 at USPS. </li></ul>
    35. 35. “ WHY CAN PAPER HAVE LIMITED IMPACT ON THE ENVIRONMENT”
    36. 36. FACT : When customers talk about green, there is a paradox Of all customers 85% prefer paper for admin mail and/or commercial offers 45% perceive paper as polluting <ul><ul><li>while 51% of </li></ul></ul><ul><ul><li>all emails and </li></ul></ul><ul><ul><li>e-invoices are being printed </li></ul></ul><ul><ul><li>Companies and consumers will have to solve this paradox together </li></ul></ul>
    37. 37. Pulp and paper 0,6% Source of greenhouse gas emissions in Europe FACT : In Europe the pulp and paper industry contributes to only 0,6% of greenhouse gas emissions <ul><ul><li>0,6% is 3 times less than the contribution of the IT sector (2%) </li></ul></ul>
    38. 38. The Carbon meter and the life Cycle of a DM
    39. 39. DM Carbon Meter: purpose <ul><ul><li>Calculate carbon (CO2-equivalent) emissions of a standard mailing </li></ul></ul><ul><ul><li>Propose low-carbon alternatives </li></ul></ul><ul><ul><li>Collect easy comparative benchmarks </li></ul></ul><ul><ul><li>Enable continuous improvement </li></ul></ul>
    40. 40. Inputs Screen
    41. 41. Results Screen
    42. 42. Example of a DM Campaign: diagnostic
    43. 43. How to go to low-carbon ? <ul><li>Recycled paper: </li></ul><ul><li>from FSC to 50% Post-consumer </li></ul><ul><li>Weight of paper: </li></ul><ul><li>from 170 g/m² to 115 g/m² </li></ul><ul><li>Type of envelope: </li></ul><ul><li>from no label to FSC </li></ul><ul><li>Surface covered by ink: </li></ul><ul><li>from 80% to 50% </li></ul>
    44. 44. From 227 to 135 g CO2 per mail. Gain 41% !
    45. 45. Postal distribution is far from being the predominant C02 source Distribution = 7,7%
    46. 46. Summary <ul><ul><li>Paper has a strong impact on the performance of businesses due to its proven communication qualities: </li></ul></ul><ul><ul><ul><li>Excellent reach via the mailbox </li></ul></ul></ul><ul><ul><ul><li>Willingness to read and respond </li></ul></ul></ul><ul><ul><li>Paper in combination with electronic communications reinforces your ROI </li></ul></ul><ul><ul><li>Paper does not have the environmental impact as generally stated </li></ul></ul><ul><ul><li>It is comparable or often less than the impact generated by the IT industry </li></ul></ul>
    47. 47. [email_address] 0476.42.05.39 Thank you Presentation available on www. dmplaza .be

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