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BBDO ConnectWhat a difference DM makes !
www.bbdo.be/connect/
Metrics says48% of theattendees area customer.48% Customer23% Not customer yet21% Can’t be a customer8% Could not be allowed
Customer informationis at the absolute heartof all truly successfuldirect marketing
Which of the following typesof advertising do you ignore,delete, throw away immediatelywithout looking?
Ignores adverts that pop up on the              website79% 61Consumer actual   attitudes                                  ...
Ignores request from a company tobecome a friend on Facebook or simular50% 66%  Consumer actual     attitudes             ...
Ignores email addressed to you from acompany you have some relationship with15% 13   Consumer actual      attitudes       ...
Ignores a letter addressed to you from acompany you have some relationship with12% 13  Consumer actual     attitudes      ...
DM works bestin a relationship
What makes you decide to throwaway an unopened mail pack?
Not interested in55% 49%the product                                   the company                  44%                    ...
Relevantofferings from atrusted brand
?
Chance to buy advertised products(% higher probability)
Advertising that is credible and honest  72% 85%     Consumers,     self report                                           ...
Advertising that is functional and that       helps me take decisions 62% 83%     Consumers,                            Co...
Advertising that informs me on themoment that I want, on demand58% 94%   Consumers,   self report                         ...
Advertising that is personal and based          on my preferences  49% 98%     Consumers,     self report                 ...
Attractive, seductive advertising36% 87%  Consumers,  self report                                               Consumers,...
INCITEWORK
How to make sure we understandall influencers and stakeholders?How to make sure we master theconsumer journey?How to make ...
The process                                                                                               DEVELOP         ...
Explore the situation
75%FEMALERESPONS
Goedemorgen Henny,                                                      Wat leuk dat je ons gaat inspireren,              ...
36 inspiring cases
“Does direct marketingstill has sufficient impact ?Consumers get so manymessages ….”
“Why is a direct mail oftenso overloaded with text?Doesn’t a piece with a onelinerlike in advertising catch the eyebetter ...
You don’t know what you’re missing without voicemail. To activate yours call 1750.
Lightest paperweight (17 grs)
“How important is e-dm if youwant to build a loyalty program?Is e-dm compelling enough?Or does paper create more impactand...
Email generated:‣ 51,91% Open rate‣ 48,46% CTR‣ 4,56% Conversion rateOn day launch,the website received:‣ 11.533 Visits‣ 9...
5.750 soldout in28 days
“Here at <beeb> we do not havean uplift in sales if we go forcreativity. That’s weired soI would like to understand therel...
“Could you illustrate how we canaddress a database with a varietyof B2B contacts all over the globe? Efficiency needed.”
“Do you have B2B case studies ofe-mail outperforming direct mail.I guess your answer will be that amix of different media ...
Average metrics                 98,45%        98,29% 100% 90% 80%                                                         ...
Letter A5            Envelope C5
Brochure A5
Email
“I would like to be immersed incases (all kinds) and in the roleof “storytelling”. So what can‘content’ do for DM”
“I am fascinated by these two issues. •How do todays marketer/marcom managers perceive DM?•What is the role of and challen...
A recent research study amongEuropean B2B companiescommissioned by Pitney Bowesconcluded that 
56% think direct mail is still the most effectiveway to reach senior contacts in B2B prospect               organizations 
62% use personalized mail specifically tomake customers and prospects feel more          special and valued 
53%   believe that removing direct mail formtheir marketing mix would damage business               lead generation  
“Can direct marketing play a rolefor the not-for-profit brands?”
“Our struggle: how do we createvaluable traffic while reinforcingour brand?”
“What are the 5 NOT TO DO’s forsuccesfull DM … en what are the5 TO DO’S ? Can you illustratethese with examples? ”
Do: create impact
Do: create product relevancy
Do: be honest
Do: be authentic
Do: use customer insights        Mr Dan Morgan        IT Director        Dealing with Dropped Mobiles in Tea Manager      ...
Do: sell the smell, not the soup
Do: create a strong call for action
Results
Do: activate the reader
The challenge: make DM future-proof
Need a Second Opinion?
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
BBDO Connect: What a difference DM makes
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BBDO Connect: What a difference DM makes

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In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.

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  • vincent bedanken &gt; ook bpost is volop bezig met de nieuwe rol van dm in de mediamix die steeds digitaler en socialer wordt.
  • eerst een dienstmededeling. Het fotograferen van slides in de nieuwe trend op seminaries maar dat is niet echt nodig
  • presentaties kunt u downloaden - en vergeet ook niet om u in te schrijven voor de sessies van Fons en Bart
  • vandaag rol van DM in de digitalere en socialere mediamix - zelf hebben we u multimediaal uitgenodigd, met een mooie respons al resultaat
  • meten van resultaten zit in het genetisch materiaal van BBDO - daarom eigen metrics team die de inschrijvingen geprofileerd heeft
  • De kern van DM is de klant of de prospect. We gaan eerst eens kijken hoe consumenten en zakelijke beslissers staan ten opzichte van responsemedia zoals direct mail Daarna gaan we samen door een duizelingwekkend aantal cases om te zien hoe merken vandaag inspelen op hun behoeften
  • Om respons te behalen moet je non-respons begrijpen. Engels onderzoek van fast map legde een aantal stellingen voor aan consumenten Dus op welk medium reageert u nooit ? Vervolgens vroeg men aan marketeers wat zij dachten dat consumenten daarop geantwoord hadden.
  • Dus 79% van de ondervraagden zegt pop-up banners nooit te bekijken terwijl de marketeers dachten dat 61% van de consumenten dat nooit deed
  • Social media 66% van consumenten staat niet open voor vriendschapsverzoeken van merken. marketeers dachten dat de helft mensen hier niet op zouden ingaan dus opnieuw een verschil
  • Als het gaat om communicatie tussen klant en merk is de openheid om wel iets te doen met de communicatie veel groter Slechts 15% opent e-mails niet
  • In het geval van direct mail is de openingsbereidheid zelfs nog iets groter
  • Een eerste conclusie van vandaag is dat DM en e-DM bij uitstek relatiemedia zijn. Dus als u uw euro maar één keer kunt uitgeven dan heeft relatiemarketing via DM het beste bereik
  • Kijken we eens naar non response bij direct mail Het is belangrijk om te weten waarom mensen de envelop niet openen
  • Belangrijk: meerdere antwoorden mogelijk ! Twee belangrijke conclusies We sturen DM naar foute databases Vandaar dat data als basis van direct marketing zo cruciaal zijn.
  • Tweede conclusie:
  • Vertrouwen en relevantie zijn dus de pijlers van een relatie. De iets ouderen onder ons kennen de dm-technieken van concordia, neckermann postorders allicht nog. De vraag is of die technieken in de digitale en sociale samenleving nog altijd op dezelfde manier werken en voor respons zorgen.
  • Vandaag wordt er via alle kanalen over merken gesproken en baseren we ons oordeel dan meer dan ooit op.
  • Waar baseren consumenten zich op bij een aankoop? We leggen het oordeel van de consument opnieuw naast dat van de marketeers
  • Kortom, de verwachtingen van consumenten en marketeers zijn niet dezelfde over de rol van reclame in het aankoopproces
  • klantenkennis staat centraal en bbdo heeft eigen methodolgie
  • Het in kaart brengen van klantenbehoeften is voor BBDO de basis voor effectieve communicatie te zorgen
  • Dus dacht ik : hoe krijg ik op 1 maart het juiste publiek in dit auditorium ?
  • IMPACT IPA verkoopt verzekeringsconcepten aan tussenpersonen zoals reisorganisaties. Bij de concurrentie zijn dat standaardpakketten maar bij IPA is het maatwerk Je verzekert niets wat niet relevant is - want waarom zou je iemand die naar mexico gaat dezelfde bijstand geven als iemand die gaat skiën ? Maar hoe verkoop je maatwerk ? Door maatwerk communicatie
  • IMPACT
  • Hoe maak je duideliijk via de brievenbus dat de lederen zetels in de nieuwe VW passat wel heel erg zacht zitten dankzij een superieure kwaliteit leder ? Precies, je gebruikt het leder ook voor je dm
  • CTO, het aantal mensen die geklikt hebben ten opzichte van het aantal mensen die de email geopend hebben , uitgedrukt in %
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • 13% respons
  • Wervingsactie royal airforce. Probleem niemand wil meer in het leger en de kandidaten die ze kregen waren te laag van kwaliteit. De strategie was tot dan gericht op roadshows en airshows
  • 102 kandidaten bezochten de recruteringsdag – dat is meer dan alle roadshows en airshows samen gedurende de hele zomer
  • De relatie begint vaker digitaal omdat sharing zo cruciaal is én de consument actief naar informatie zoekt die voor hem relevant is én waar hij iets mee kan doen
  • De link tussen social en DM,
  • Toptopical via dm
  • Transcript of "BBDO Connect: What a difference DM makes"

    1. 1. BBDO ConnectWhat a difference DM makes !
    2. 2. www.bbdo.be/connect/
    3. 3. Metrics says48% of theattendees area customer.48% Customer23% Not customer yet21% Can’t be a customer8% Could not be allowed
    4. 4. Customer informationis at the absolute heartof all truly successfuldirect marketing
    5. 5. Which of the following typesof advertising do you ignore,delete, throw away immediatelywithout looking?
    6. 6. Ignores adverts that pop up on the website79% 61Consumer actual attitudes Marketers perception of consumer attitudes % Source:  fast.MAP Marketing-GAP, August 2012
    7. 7. Ignores request from a company tobecome a friend on Facebook or simular50% 66% Consumer actual attitudes Marketers perception of consumer attitudes Source:  fast.MAP Marketing-GAP, August 2012
    8. 8. Ignores email addressed to you from acompany you have some relationship with15% 13 Consumer actual attitudes Marketers perception of consumer attitudes % Source:  fast.MAP Marketing-GAP, August 2012
    9. 9. Ignores a letter addressed to you from acompany you have some relationship with12% 13 Consumer actual attitudes Marketers perception of consumer attitudes % Source:  fast.MAP Marketing-GAP, August 2012
    10. 10. DM works bestin a relationship
    11. 11. What makes you decide to throwaway an unopened mail pack?
    12. 12. Not interested in55% 49%the product the company 44% DM Source:  fast.MAP Marketing-GAP, August 2012
    13. 13. Relevantofferings from atrusted brand
    14. 14. ?
    15. 15. Chance to buy advertised products(% higher probability)
    16. 16. Advertising that is credible and honest 72% 85% Consumers, self report  Consumers, as assessed by advertiser Source:  Bond van Adverteerders Nederland (2009) 
    17. 17. Advertising that is functional and that helps me take decisions 62% 83% Consumers, Consumers, as assessed self report  by advertiser Source:  Bond van Adverteerders Nederland (2009) 
    18. 18. Advertising that informs me on themoment that I want, on demand58% 94% Consumers, self report  Consumers, as assessed by advertiser Source:  Bond van Adverteerders Nederland (2009) 
    19. 19. Advertising that is personal and based on my preferences 49% 98% Consumers, self report  Consumers, as assessed by advertiser Source:  Bond van Adverteerders Nederland (2009) 
    20. 20. Attractive, seductive advertising36% 87% Consumers, self report  Consumers, as assessed by advertiser Source:  Bond van Adverteerders Nederland (2009) 
    21. 21. INCITEWORK
    22. 22. How to make sure we understandall influencers and stakeholders?How to make sure we master theconsumer journey?How to make sure our creativebrief is based on true insights?
    23. 23. The process DEVELOP EXPERIENCE EXPLORE THE UNCOVER CHART EXPLORE THE SITUATION DEFINE NEEDS BLUEPRINT & LANDSCAPE INSIGHTS JOURNEY CREATIVE BRIEF Objectives, ROI/ROE, KPI Competitive Human Cross-Platform Experience Goals & User Profiles & & Measurement Review & Behavior & Touch-points / Blueprint &Stakeholder Scenarios Plan Analysis Motivation Ecosystem Requirements Needs
    24. 24. Explore the situation
    25. 25. 75%FEMALERESPONS
    26. 26. Goedemorgen Henny, Wat leuk dat je ons gaat inspireren, Ik hoop er bij te kunnen zijn maar ga die weekDag Henny, Een leuk ook verhuizen, dus ik ga mijn best doen.initiatief! Wat willen we opsteken?Waar moet ik beginnen ;-) Dag Henny Sorry even uit het oog verloren maar ja toch wel een paar vragen.Ik zet de 1ste maart al in mijn agenda!
    27. 27. 36 inspiring cases
    28. 28. “Does direct marketingstill has sufficient impact ?Consumers get so manymessages ….”
    29. 29. “Why is a direct mail oftenso overloaded with text?Doesn’t a piece with a onelinerlike in advertising catch the eyebetter in the crowded mail box?”
    30. 30. You don’t know what you’re missing without voicemail. To activate yours call 1750.
    31. 31. Lightest paperweight (17 grs)
    32. 32. “How important is e-dm if youwant to build a loyalty program?Is e-dm compelling enough?Or does paper create more impactand results?”
    33. 33. Email generated:‣ 51,91% Open rate‣ 48,46% CTR‣ 4,56% Conversion rateOn day launch,the website received:‣ 11.533 Visits‣ 92.263 Page views‣ 8 Pages/visit‣ 27,49% Bounce rate‣ 00:12:02 Avg. Time on siteYouTube:‣ 10.937 Total views‣ 50,4% Embedded player on other websites
    34. 34. 5.750 soldout in28 days
    35. 35. “Here at <beeb> we do not havean uplift in sales if we go forcreativity. That’s weired soI would like to understand therelationshipcreativity/informative.Insights…?”
    36. 36. “Could you illustrate how we canaddress a database with a varietyof B2B contacts all over the globe? Efficiency needed.”
    37. 37. “Do you have B2B case studies ofe-mail outperforming direct mail.I guess your answer will be that amix of different media willprovide the best result.But nevertheless.”
    38. 38. Average metrics 98,45% 98,29% 100% 90% 80% Totaal 70% > 1.000 60% 50% 40,23% 33,97% 40% 25,28% 22,13% 30% 20% 1,18% 0,78% 11,14% 8,11% 1,03% 0,74% 10% 0% Accepted Hard bounce Soft bounce Unique confirmed Unique click Click to rate rate rate open rate through rate open rate
    39. 39. Letter A5 Envelope C5
    40. 40. Brochure A5
    41. 41. Email
    42. 42. “I would like to be immersed incases (all kinds) and in the roleof “storytelling”. So what can‘content’ do for DM”
    43. 43. “I am fascinated by these two issues. •How do todays marketer/marcom managers perceive DM?•What is the role of and challenge forDM as the media mix is exploding ?
    44. 44. A recent research study amongEuropean B2B companiescommissioned by Pitney Bowesconcluded that 
    45. 45. 56% think direct mail is still the most effectiveway to reach senior contacts in B2B prospect organizations 
    46. 46. 62% use personalized mail specifically tomake customers and prospects feel more special and valued 
    47. 47. 53% believe that removing direct mail formtheir marketing mix would damage business lead generation  
    48. 48. “Can direct marketing play a rolefor the not-for-profit brands?”
    49. 49. “Our struggle: how do we createvaluable traffic while reinforcingour brand?”
    50. 50. “What are the 5 NOT TO DO’s forsuccesfull DM … en what are the5 TO DO’S ? Can you illustratethese with examples? ”
    51. 51. Do: create impact
    52. 52. Do: create product relevancy
    53. 53. Do: be honest
    54. 54. Do: be authentic
    55. 55. Do: use customer insights Mr Dan Morgan IT Director Dealing with Dropped Mobiles in Tea Manager Head Lost Mobile Phone Sorter Outer...
    56. 56. Do: sell the smell, not the soup
    57. 57. Do: create a strong call for action
    58. 58. Results
    59. 59. Do: activate the reader
    60. 60. The challenge: make DM future-proof
    61. 61. Need a Second Opinion?

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