Your SlideShare is downloading. ×
0
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
The Power Of Direct Mail
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Power Of Direct Mail

955

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
955
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_ Click to edit Master text styles
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • BRU_BL2611_
  • Transcript

    • 1. GET THE MAX OUT OF YOUR MIX SOME NEW DM INSIGHTS FROM BELGIAN POST SOLUTIONS Brussels february 9th 2007 DM DISCOVERY BREAKFAST MEETING
    • 2. TOPICS <ul><ul><li>Fast changing market &amp; media landscape </li></ul></ul><ul><ul><li>Belgian Post Solutions as a DM facilitator </li></ul></ul><ul><ul><li>Some key DM Insights </li></ul></ul><ul><ul><li>Belgian Post Solutions direct mail services offering </li></ul></ul>
    • 3. THE MARKET AND MEDIA LANDSCAPE IS CHANGING FAST … <ul><li>Products / services ( proliferation , sophistication and premium-discount polarization) </li></ul><ul><li>Additional offline and online sales channels </li></ul><ul><li>Additional marketing power of retailers (data base driven) </li></ul><ul><li>Increasing media diversification &amp; fragmentation with resulting decreasing power of traditional media </li></ul><ul><li>More &amp; finer segmentations ( socio-demo + lifestage + lifestyle + shopping) </li></ul><ul><li>Complex consumer attitudes ( ao less brand loyalty, hybrid shopping ) </li></ul>Increasing pressure to increase ROI of marketing communication investments 1 2 3 OFFER SIDE : DEMAND SIDE : SHAREHOLDER SIDE :
    • 4. Increasing media diversification 1920 1930 1940 1950 1960 1970 1980 1990 2000 Radio Television Cable PC GSM CD Internet VCR 1G gaming consoles Satellite TV (DBS) Broadband Internet DVD PDAs DVR Entertainment robots (Sony Aibo) Electronic ‘e-ink&apos; books Tablet PCs Emerging Digital cable Home wireless networks HDTV MP3 VOD 2010 Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter
    • 5. DIRECT MARKETING IS A PRIVILEGED TOOL TO RESPOND TO THIS CHANGING ENVIRONMENT Changes in market &amp; media landscape Direct Marketing is well suited for : <ul><li>Products / services ( proliferation , sophistication and premium-discount polarization) </li></ul><ul><li>Additional online and offline sales channels </li></ul><ul><li>Increasing media diversification &amp; fragmentation with resulting decreasing power of traditional media </li></ul><ul><li>Raising brand awareness and inspiring consumers </li></ul><ul><li>Explaining complex messages </li></ul><ul><li>- Activating sales </li></ul><ul><li>Triggering consumers to appropriate sales channels </li></ul><ul><li>Improving communication recall rate and brand perception </li></ul>Complex consumer attitudes (ao less loyalty, hybrid shopping) &amp; finer segmentations (socio-demo + lifestage + lifestyle+ shopping) <ul><li>-Addressing each consumer individually with the appropriate language and offer </li></ul><ul><li>Increasing brand loyalty </li></ul>Increasing pressure to increase ROI of marketing communication investments <ul><li>Avoiding communication &amp; promotion waste and increasing effectively net ROI </li></ul><ul><li>Allowing more accurate / analytical ROI measurement </li></ul>1 2 3 ANIMATION
    • 6. TOPICS <ul><ul><li>Fast changing market &amp; media landscape </li></ul></ul><ul><ul><li>Belgian Post Solutions as a DM facilitator </li></ul></ul><ul><ul><li>Some key DM Insights </li></ul></ul><ul><ul><li>Belgian Post Solutions direct mail services offering </li></ul></ul>
    • 7. BELGIAN POST SOLUTIONS AS A FACILITATOR MISSION Consultative selling &amp;quot;Media House&amp;quot; &amp;quot;New business&amp;quot; Data (Select Post) Mail Media offer Data Quality <ul><ul><li>To increase the usage of Mail Media by facilitating the ‘mail’ experience for the advertisers together with intermediaries (agencies, routers, printers, associations) </li></ul></ul><ul><ul><li>To help advertisers build strong and lasting relations with their customers &amp; prospects </li></ul></ul><ul><ul><li>To increase quality of current products </li></ul></ul><ul><ul><li>To innovate </li></ul></ul><ul><ul><li>eg : </li></ul></ul><ul><ul><ul><li>Non standard formats </li></ul></ul></ul><ul><ul><ul><li>PubliPack </li></ul></ul></ul><ul><ul><ul><li>New Distripost </li></ul></ul></ul><ul><ul><li>To understand the media market and your needs </li></ul></ul><ul><ul><li>To provide you with industry relevant benchmarks &amp; fact-based evidence of DM specific added value </li></ul></ul><ul><ul><li>To position clearly added value of unaddressed and addressed mail versus (in support of) other media </li></ul></ul><ul><ul><li>Pro-active approach for understanding communication challenges in order to better integrate unadressed &amp; addressed mail in the mediamix </li></ul></ul><ul><ul><li>To provide solutions with the support of an experienced Direct Marketing Consultancy team </li></ul></ul><ul><ul><li>To increase the ROI of your campaigns by reducing mail wastage </li></ul></ul><ul><ul><li>To save costs via reduction of manual handling and better use of postal returns </li></ul></ul><ul><ul><li>To provide you with new powerful prospect data </li></ul></ul><ul><ul><li>To reduce waste by sending mailings only to those interested </li></ul></ul>
    • 8. TOPICS <ul><ul><li>Fast changing market &amp; media landscape </li></ul></ul><ul><ul><li>Belgian Post Solutions as a DM facilitator </li></ul></ul><ul><ul><li>Some key DM insights : </li></ul></ul><ul><ul><ul><ul><ul><li>The Mail Moment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The power of DM unveiled </li></ul></ul></ul></ul></ul><ul><ul><li>Belgian Post Solutions direct mail services offering </li></ul></ul>
    • 9. &nbsp;
    • 10. THE MAIL MOMENT 2 X WEEK 97 % 80 % 1’52
    • 11. TOPICS <ul><ul><li>Fast changing market &amp; media landscape </li></ul></ul><ul><ul><li>Belgian Post Solutions as a DM facilitator </li></ul></ul><ul><ul><li>Some key DM insights : </li></ul></ul><ul><ul><ul><ul><ul><li>The Mail Moment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The power of DM unveiled </li></ul></ul></ul></ul></ul><ul><ul><li>Belgian Post Solutions direct mail services offering </li></ul></ul>- The power of DM unveiled
    • 12. THE POWER OF DIRECT MAIL UNVEILED <ul><li>The Post has developed with McKinsey a methodology to assess the added value of Direct Mail to several media-mixes in terms of : </li></ul><ul><ul><ul><li>Media recall rate </li></ul></ul></ul><ul><ul><ul><li>Brand awareness and perception </li></ul></ul></ul><ul><ul><ul><li>Sales activation </li></ul></ul></ul><ul><ul><ul><li>Brand loyalty </li></ul></ul></ul><ul><ul><ul><li>ROI </li></ul></ul></ul><ul><li>Several pilots have been run in several sectors , with different sales &amp; marketing objectives and using different media-mixes </li></ul><ul><li>In-depth market research was run by independent research companies. </li></ul><ul><ul><ul><li>15’-20’ minute telephone interviews were made in samples of minimum 1500 to 3500 persons representative of the relevant target groups </li></ul></ul></ul><ul><ul><ul><li>Sanitized results are presented in the next slides </li></ul></ul></ul>
    • 13. THE POWER OF DIRECT MAIL UNVEILED Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception High &amp; better recall rate DM gets high recall rates even of complex messages 1 2 3 4 5
    • 14. DIRECT MAIL GENERATES HIGHER AND BETTER RECALL RATES THAN ATL 1 Cross-selling Cross-selling Cross-selling Cross-selling Cross-selling Recruitment Loyalty Loyalty Recruitment Recruitment Recruitment Objective 48 142 - 61 118 46 37 - - - 108 TV 4 16 - 5 11 3 - - - 41 - Radio 57 - 2 5 37 24 18 55 100 100 100 100 Utilities Case 1 Case 2 Case 3 Case 4 1 14 100 Car - 15 100 Bank - 72 - - 100 100 Retailing Case 1 Case 2 6 - - 57 - 86 100 100 100 FMCG Case 1 Case 2 Case 3 Internet / E-mail Daily Press / Magazines DM recall rate index 100 (= 42% on average : min 17%- max 83%) Sector
    • 15. DIRECT MAIL GENERATES HIGHER RECALL RATES THAN ATL Percentage of respondents Source: Market research on 1533 primary customers, November 2005; Team analysis <ul><ul><li>&amp;quot;Do you remember having seen or heard over the past month an ad concerning product “X”? Where?&amp;quot; </li></ul></ul><ul><ul><li>&amp;quot;Do you remember having received over the past 2 weeks a letter concerning product “X” ?“ </li></ul></ul><ul><ul><li>“ The letter / ad showed …. Do you remember it now?“ </li></ul></ul>DM TV Poster Press Radio Internet Media recall rate (x) Total sample size (1054) (836) (1533) (1533) (1533) (1533) 27 13 Aided recall not tested for these media BANK - INSURANCE SECTOR CASE 1 Unaided recall (no content description) Aided recall (content description)
    • 16. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Source: Ask market research on 2000 customers, October 2006 Percentage of respondents recalling medium Recall content of ATL ad = 100% Recall content of DM mailing = 100% Number of correct elements mentioned Number of correct elements mentioned n = 471** n = 310* * DM read amongst ‘ATL+DM group’ &amp; ‘DM only group’ ** ATL recall amongst ‘ATL+DM group’ &amp; ‘ATL only group’ Description of correct ad elements is by 77% higher for DM than for ATL UTILITY SECTOR CASE 1
    • 17. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Media funnel 100 27 49 55 22 100 16 28 57 12 49 28 81 75 “ Do you remember receiving a DM / email from advertiser X?” “ What did you do with the DM / email from advertiser X?” “ Can you describe what the DM / email from advertiser X was about?” Direct Mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to e-mail Source: Market research on 1800 customers +83% UTILITY SECTOR CASE 1 DM Received DM / E-mail Recall DM / E-mail Read DM / E-mail Correct recall content Email
    • 18. WHY DO DIRECT MAILINGS GENERATE HIGH RECALL RATES ? <ul><li>DM captures high attention: </li></ul><ul><ul><li>Part of a unique , expected &amp; privileged Mail moment: </li></ul></ul><ul><ul><ul><li>‘ Expected’ moment 97% opens every day their letterbox </li></ul></ul></ul><ul><ul><ul><li>Immediate attention 74% read their post right away </li></ul></ul></ul><ul><ul><ul><li>Preferred media 50%-60% prefer DM vs. other media for </li></ul></ul></ul><ul><ul><ul><li> advertising communication </li></ul></ul></ul><ul><ul><li>DM breaks through the advertising clutter : </li></ul></ul><ul><ul><ul><li>No advertising clutter Per household, only 1 DM every 3 days </li></ul></ul></ul><ul><ul><ul><li>Getting attention 63% is fully focussed ;78% opened; </li></ul></ul></ul><ul><ul><ul><li>readership 1’52” </li></ul></ul></ul><ul><ul><ul><li>Targeting power Relevancy of target group ensures higher response </li></ul></ul></ul><ul><ul><li>Power of paper : </li></ul></ul><ul><ul><ul><li>Convenience &amp; especially appreciated for long &amp; complex information </li></ul></ul></ul>1
    • 19. MULTITASKING : DIRECT MAILINGS CAPTURES MORE FULL ATTENTION Watching TV Listening the radio Reading dailies or magazines Reading Mail Surfing on Internet Reading e-mails “ Last time you watched TV , listened to the radio, read a magazine ….etc , did you had another activity ? Source : MAS search – La Poste – 1100 interviews -June 2005 19% 8% 7% 6% 73% 29% Also other activities 5% 6% 3% 10% 1% Watching TV 24% 22% 27% 32% 1% Also listening the radio 52% 63% 63% 52% 26% 53% Full attention
    • 20. THE POWER OF DIRECT MAIL UNVEILED Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High &amp; better recall rate Brand perception
    • 21. DIRECT MAIL IMPROVES BRAND PERCEPTION 2 Cross-selling Cross-selling Cross-selling Cross-selling Recruitment Recruitment Recruitment Loyalty Recruitment Objective 0 0 17 100 100 100 Utilities Case 1 Case 2 Case 3 33 100 Car 60 100 Bank Insurance 45 100 87 0 100 100 100 100 FMCG Case 1 Case 2 Case 3 Case 4 % brand attributes where DM (integrated with ATL or stand-alone used ) scores significantly better than ATL only Average number of measured brand attributes : 10 Index 100 Sector
    • 22. DIRECT MAIL IMPROVES SIGNIFICANTLY BRAND PERCEPTION &apos;To which extent do you agree with the following statements concerning brand x? &apos; Percentage of respondents Rating on a scale 1 to 5; % Completely or somewhat agree (% of 4 or 5) Professional service Good reputation Original advertisement Wide range of insurance products Products easy to understand High compensation level Excellent value for money Flexible payment options Products customized to my needs Easy to contact TV only TV +Direct Mail ATL + Direct Mail Control group ( ATL only ) Makes my life easier Has modern and attractive packaging Is an innovative and modern brand Is convenient to use Is dedicated to continuously improve its products Offers a complete range of products to deliver the best results for each need Is an expert in its field Rating on a scale 1 to 10; % Completely or somewhat agree (% of 8+) EXAMPLE IN FMCG SECTOR EXAMPLE IN BANK- INSURANCE SECTOR 2
    • 23. WHY DO DIRECT MAILINGS IMPROVE BRAND PERCEPTION ? <ul><li>DM improves brand perception because : </li></ul><ul><li>- Possibility to add high eye catching and strong emotion if right creative approach </li></ul><ul><li>- Possibility to give more personalized content involving the customer </li></ul><ul><li>- Possibility to explain in-depth brand values and key benefits </li></ul><ul><li>- Possibility to provide a long media exposure </li></ul>2
    • 24. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High &amp; better recall rate Sales activation Brand perception
    • 25. DIRECT MAIL IS A STRONG SALES ACTIVATOR Average DM sales activation rate vs mass-media 42 % (Min +8% - Max + 78%) 3 Cross-selling Cross-selling Cross selling Cross-selling Recruitment Loyalty Loyalty Recruitment Recruitment Loyalty Recruitment Objective 61 76 45 72 77 88 76 78 53 80 62 Above the Line sales activation (% of respondents recalling mass-media with intention to buy, visit store etc ) Indexated versus DM 100 100 100 100 Utilities Case 1 Case 2 Case 3 Case 4 100 Car 100 100 Retailing Case 1 Case 2 100 100 100 100 FMCG Case 1 Case 2 Case 3 Case 4 DM sales activation index 100 (= % of respondents recalling DM with intention to buy product ,visit store .. ) Sector
    • 26. DIRECT MAIL IS A STRONG SALES ACTIVATOR 9 33 35 47 16 46 53 65 Percentage of respondents Recall having received it Opened it Read it Stimulates visit to store 35 27 Base = Received DM only (n=307)/ Received e-mail only (n=311)/ Received DM + e-mail (n=310)/ Control group (n=151) Source: Market research +78% <ul><li>Which addressed DM l email,do you recall having received recently? </li></ul><ul><li>Did you open it ? </li></ul><ul><li>Did you read it : rapidly , read it carefully ? </li></ul><ul><li>Did you decide to go to the store ? </li></ul>3 RETAILER SECTOR CASE Direct Mail only E-mail only 82 86 75 95
    • 27. WHY DO DIRECT MAILINGS ACTIVATE SALES ? <ul><li>DM is a strong sales activator because: </li></ul><ul><ul><ul><ul><li>By design , it’s first objective is to call the customer/prospect to act : </li></ul></ul></ul></ul><ul><ul><ul><ul><li>visiting a store, receiving a brochure , getting an offer etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>It explains in-depth the value proposition of the brand , its differentiation versus competition . </li></ul></ul></ul></ul><ul><ul><ul><ul><li>It prompts the urgency to decide now </li></ul></ul></ul></ul><ul><ul><ul><ul><li>It engages the advertiser and is trustful </li></ul></ul></ul></ul><ul><li>DM activates best when: </li></ul><ul><ul><ul><ul><li>The activator offers high perceived value for money ( More is sometimes less ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The call to action is clear, unambiguous, re-assuring </li></ul></ul></ul></ul>3
    • 28. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High recall rate Brand perception Loyalty building Sales activation
    • 29. SERIES OF DIRECT MAILINGS BUILD BRAND LOYALTY * Customer profile and brand awareness is identical in both groups 4 100 100 100 100 ATL + regular DM * Index 100 = Consumers declaring buying always/most often brand A , B , C , D 62 69 80 77 FMCG Case 1 Case 2 Case 3 Case 4 ATL only* Sector
    • 30. DIRECT MAIL BUILDS BRAND LOYALTY Percentage of respondents Source: Market research, 2005; Team analysis Purchase funnel 92.1 89.4 98.6 62.9 92.3 87.6 100 49.4 <ul><ul><li>ATL + Series of DM (&gt;5 over 2 years) </li></ul></ul><ul><ul><li>Control group (no DM – ATL only) </li></ul></ul>Media received 94.5 59.4 90.8 44.8 99.5 97.0 96.9 94.9 97.5 97.9 88.1 87.6 Series of direct mails drives higher regular use (+27%) and ultimately customer loyalty (+33%) FMCG SECTOR 4 Awareness Familiarity Consideration Trial Regular use Loyalty 56.4 71.3
    • 31. WHY DO DIRECT MAILINGS BUILD BRAND LOYALTY ? Regular Direct Mailings = Regular appointments with your key customers Consolidation of Brand intimacy Brand preference at the Moment of Truth 4
    • 32. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High recall rate Brand perception Sales activation Loyalty building
    • 33. DIRECT MAIL YIELDS A HIGH ROI Several ROI calculation models have been designed according sector, sales &amp; marketing objectives and media-mixes Elements to consider when calculating ROI : A) Revenu : - Short term impact : net incremental margin on addtional sales versus baseline sales (ie sales which would have occured in any case (without media) - Long term impact : net incremental margin on lifetime sales (average number of loyalty years x purchase frequency X average purchase) + net margin on cross-selling sales B) Costs : - Data base (address hiring / data base set-up) - Creation - Production - Media - Fulfilment (eg coupon redemption) 5
    • 34. DIRECT MAILING YIELDS A HIGH ROI Active customers Source: Market research; Media agency; Team analysis Fraction of correct add recall Loyalty card penetration 138 Fraction of respondents recalling TV add Increase in respondents knowing retailer&apos;s offering versus no media Indexated cost per useful contact of DM campaign : Fraction of recipients recalling DM Increase in recipients knowing retailer&apos;s offering versus no media 100 Fraction of correct PM recall RETAIL SECTOR CASE 5 Indexated cost per useful contact of TV campaign : Cost of TV campaign per reachable customer Cost of DM per customer
    • 35. COMMERCIAL RETURN: PROVEN IMPACT OF MAIL 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 2 to 20 times better recall &gt;50% of brand attributes improved 15% to 200% extra sales &gt;25% more loyal customers
    • 36. TOPICS <ul><ul><li>Fast changing market &amp; media landscape </li></ul></ul><ul><ul><li>Belgian Post Solutions strategy </li></ul></ul><ul><ul><li>Some key DM insights : </li></ul></ul><ul><ul><ul><ul><ul><li>The Mail Moment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The power of DM unveiled </li></ul></ul></ul></ul></ul><ul><ul><li>Belgian Post Solutions direct mail services offering </li></ul></ul>
    • 37. BELGIAN POST SOLUTIONS DIRECT MAIL SERVICES OFFERING Distripost DM Consultancy ONE -TO-ONE ONE -TO- ALL Addressed Mail
    • 38. UNADDRESSED (DOOR TO DOOR) DM : ONE-TO-ALL <ul><li>PubliPack (Deltamedia) </li></ul><ul><ul><li>Week promotion related timing : distribution on Monday &amp; Tuesday </li></ul></ul><ul><ul><li>High selectivity : NIS 9 </li></ul></ul><ul><ul><li>High visibility : “Post” branded blister pack or “encartage” </li></ul></ul><ul><ul><li>Quality distribution ( controls ) </li></ul></ul><ul><ul><li>Low gross cost per contact + only invoicing of effectively distributed items </li></ul></ul><ul><li>Distripost </li></ul><ul><ul><li>Distributed every weekday with regular mail : possibility to fix distribution day </li></ul></ul><ul><ul><li>High selectivity : NIS 9 ( planned) </li></ul></ul><ul><ul><li>High visibility ( “Mail Moment” + max 2 pcs per day + no direct competition ) </li></ul></ul><ul><ul><li>Quality distribution (100% postmen) </li></ul></ul><ul><ul><li>High impact and attractive net cost per contact </li></ul></ul>
    • 39. ADDRESSED DM : ONE TO ONE <ul><li>Benefits : </li></ul><ul><li>- High targeting (minimum waste) </li></ul><ul><li>- High involvement ( personalised content ) </li></ul><ul><li>- High visibility (“Mail Moment” ) </li></ul><ul><li>- High opening, reading rate &amp; reading duration (average of 1’52” per </li></ul><ul><li>mail) </li></ul><ul><li>- High recall rate ( medium + content ) &amp; brand equity improvement </li></ul><ul><li>- Sales activation </li></ul><ul><li>- Loyalty tool ( when repeated DM’s) </li></ul><ul><li>- High demonstrable ROI </li></ul>
    • 40. SELECT POST : Consumers Advertisers Preferences Mail they Want Data Better Results Today feb 2007 : 450.000 fully qualified addresses available Target dec 2007 : 800.000 fully qualified addresses available THE SHORTEST WAY TO RECRUIT PROSPECTS
    • 41. SELECT POST : INFOREQUEST <ul><li>InfoRequest is a special section in the Select Post survey where you can ask up to 1,5 mio consumers if they want to receive your mail. </li></ul><ul><li>Benefits: </li></ul><ul><li>Visualization of your logo or product/service about 4mio times </li></ul><ul><li>Exclusivity </li></ul><ul><li>Ready to use addresses </li></ul>
    • 42. SELECT POST : SPONSORED QUESTIONS <ul><li>Thanks to Select Post, you have the opportunity to start a dialogue with your prospects with a question “made by you”. </li></ul>
    • 43. BELGIAN POST SOLUTIONS MAIL MEDIA OFFERING Distripost DM Consultancy ONE -TO-ONE ONE -TO- ALL Addressed Mail
    • 44. DM Consultancy Jacques Bruyneel Xavier Degraeve Elke Quatacker Claude Verstraete Laure Helfgott Ann Schuurmans (agencies) <ul><li>In-depth know-how in several sectors : FMCG , Bank-Insurance , Distance Selling, Publishing, Retailing , Consultancy </li></ul><ul><li>Know-How in several DM related disciplines : </li></ul><ul><li>- strategic marketing </li></ul><ul><li>- campaign management </li></ul><ul><li>- data warehousing </li></ul><ul><li>- call center </li></ul><ul><li>- loyalty programs </li></ul><ul><li>- market research </li></ul><ul><li>- DM organisation </li></ul>Martine Moors BELGIAN POST SOLUTIONS MAIL MEDIA OFFERING
    • 45. AREAS OF DM CONSULTANCY Response &amp; Results Data Creation Printing Mail Handling <ul><li>ROI metrics &amp; tools </li></ul><ul><li>Impact research </li></ul><ul><li>Response rates benchmarks </li></ul>Services : <ul><li>Muta Data </li></ul><ul><li>Select Post </li></ul><ul><li>Franking solutions </li></ul><ul><li>e-Masspost </li></ul><ul><li>e-Shop </li></ul><ul><li>Exbo </li></ul><ul><li>Special format </li></ul>DM Consultancy : <ul><li>Do’s &amp; dont’s (DM « rules ») </li></ul>Delivering mail Preparing mail Reply Unaddressed Addressed ROI <ul><li>Audit of current DM practices </li></ul><ul><li>Alternative media mix test set-up </li></ul><ul><li>Market segmentation &amp; data base set-up </li></ul><ul><li>Loyalty program </li></ul><ul><li>Overall DM organisation </li></ul>
    • 46. QUESTION TIME ANY QUESTION ?
    • 47. Get the MAX out of your MIX with Direct Mail <ul><ul><li>For more info , surf on www.post.be/dm or call your key account manager </li></ul></ul>THANK YOU AND SEE YOU AT THE MARKETING DAY – MARCH 22 !
    • 48. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Recall content of TV ad = 100% Number of correct elements mentioned Recall content of DM mailing = 100% Number of correct elements mentioned At least one None At least one None 57 Source: Market research on 3000 households, August 22nd – 29th; Team analysis Description of correct ad elements is by 39% higher for DM than for TV RETAILER SECTOR CASE 1

    ×