Return on credibility p30 nl cover
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Return on credibility p30 nl cover

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Return on credibility p30 nl cover Return on credibility p30 nl cover Presentation Transcript

  •  
  • bpost ran a solid consumer survey
    • Representative sample of the Belgian population, aged 15 years and older
    Sample Data Collection
    • Field: Tuesday 7 to Thursday 23 December 2010
    • Market Probe’s call center in Brussels
    • 1006 interviews
    • Quota were set per region in terms of gender, age, province and profession to assure a representative sample of target universe
    Target
  • Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
  • Mail Moment remains important for Belgian consumers 20% 16% 54% 10% Everyday 6 times /week 5 times /week Less than 5 times/week 90% check the letterbox at least 5 times a week Source : Market Probe 58% 13% 15% 58% receive mail everyday Everyday 4 times /week 3 times /week 2 times /week Once /week Less than once/week Source : Market Probe
  • Belgian consumers still consider the Mail Moment as a privileged moment Enjoy looking through their mail Always curious what’s in their mail Hurry to empty the letter box Source : Power of DM Study (MAS) 2005 ; Market Probe (2010) 2005 2010
  • Having Internet access doesn’t impact the Mail Moment experience Enjoy looking through their mail Always curious what’s in their mail Hurry to empty the letter box Source : Market Probe (2010) All Internet users only
  • Agenda
    • The Mail Moment
    • Addressed DM position as an advertising medium
  • Addressed DM remains the preferred advertising medium Source : Market Probe 2010 “ Overall, which media do you like the most for advertising messages?” In het algemeen, via welk medium ontvangt u het liefst reclame ? De manière générale, sur quel média préférez-vous la publicité ?
  • And consumers like receiving ads through letterbox channel Source : Market Probe 2010 “ I like receiving advertising via this medium” Ik ontvang graag reclame via dit medium J’aime recevoir de la publicité via ce canal
  • The information received through the letterbox is the most convincing Useful Information Credible information Trustworthy information Addressed DM TV Press E-mail Social Networks Radio Source : Market Probe “ Advertising through this medium provides me with...” Unaddressed DM La publicité via ce média me fournit de l’information crédible - Reclame via dit medium geeft me geloofwaardige informatie La publicité via ce média m’offre des informations utiles - Reclame via dit medium geeft me nuttige informatie Je fais confiance à la publicité reçue au travers de ce média - Ik heb vertrouwen in de reclame die ik krijg via dit medium
  • and DM is scoring better than other media on response-related dimensions J’aime recevoir de la publicité via ce canal - Ik ontvang graag reclame via dit medium La publicité via ce média m’irrite souvent - Reclame via dit medium irriteert me vaak La publicité via ce média m’incite à réagir - Reclame via dit medium spoort me om dan te reageren La publicité via ce média retient souvent mon attention - Reclame via dit medium houdt vaak mijn aandacht vast Source : Market Probe
  • but is still perceived as non green Advertising via this medium cares about environment ‘ Reading a newspaper can consume 20% less carbon than viewing news online.’ Swedish Royal Institute for Technology Source : Market Probe ‘ The paper industry is a relatively small user of wood. Of the wood extracted from the world’s forests, 53% is used for energy production, 28% is used by sawmills and only around11% is used directly by the paper industry.’ FAO Statistics 2007 ‘ In Europe, forests are growing and now cover 44% of the land area. 98% of all European forests are covered by a management plan or equivalents.’ MCPFE, Europe’s Forests 2007