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Trends in door to door
communication
Geert Schoenmaekers
RetailDetail
Workshop: Wie schrijft die blijft
28 November 2013
Active in Belgium & Italy

Efficient

Passion

Advice on demand

6.000.000.000 leaflets per year

630 employees 4,37 milli...
D2D a confirmed RICH medium

Reach

Intelligent

Creative

Impact
Appeal
3

Hyper
relevant
IMPACT:
Reach & Relevance
REACH

D2D

5
REACH

D2D reading: 30min/week
6
REACH

= 1 person reading D2D for 180 centuries
7
Consumer time
spent with D2D
increases with
2% !

8
REACH

9

Volumes distributed by BD growing in 2013
D2D communication: the last MASS MEDIUM?
10
Hyper RELEVANT

Because of certain leaflets
I consider certain purchases

47%

Leaflets help me with my
purchases.

is inf...
Leaflets
Internet
Free
Publicity
Magazines
Dailies
TV
Radio

Car

Real estate

Banks

Electronic
devices

Furniture

Home
...
APPEAL:
Intelligence & Creativity
INTELLIGENT & CREATIVE DISTRIBUTION

14
A FULL MULTI-CHANNEL LEAFLET OFFERING

+

15

+
MERGING ABOVE AND
BELOW THE LINE MARKETING

16
THE POWER OF TANGIBLE MEDIA

17
THE POWER OF TANGIBLE MEDIA

18
THE POWER OF TANGIBLE MEDIA

19
BRING PAPER ALIVE

20
MAKE THE DIFFERENCE

VIDEO
21
MAKE THE DIFFERENCE

VIDEO
22
BEYOND AWARENESS

23
BEYOND AWARENESS

24
TOWARDS DIRECT PURCHASE

25
Reach

Intelligent

Creative

Hyper
relevant

Impact

Appeal

IMPACT + APPEAL = RoI
26
…as BD prepares for the future!
27
Belgische Distributiedienst
+02 756 51 51
info@beldi.be
www.beldi.be
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Trends in door to door communication - RetailDetail 2013 - BD

Trends in door to door communication - RetailDetail 2013 - BD
Belgische Distributiedienst's CEO Geert Schoenmaekers overloopt de trends in door to door communicatie: de verdeling van reclamefolders en free press in Belgie. Hij gaat dieper in op de rol van folders in de multi-channel marketing mix. Internationale voorbeelden van creatief gebruik van papier komen ook aan bod.
Voor meer informatie, contacteer BD op info@beldi.be

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Trends in door to door communication - RetailDetail 2013 - BD

  1. 1. Trends in door to door communication Geert Schoenmaekers RetailDetail Workshop: Wie schrijft die blijft 28 November 2013
  2. 2. Active in Belgium & Italy Efficient Passion Advice on demand 6.000.000.000 leaflets per year 630 employees 4,37 million BE households Market research Social responsibility Quality Professional 2 100% Segmentation Environment Impact 132 million Euro revenues Retail PPP D2D Creative Innovation Newspapers DBM
  3. 3. D2D a confirmed RICH medium Reach Intelligent Creative Impact Appeal 3 Hyper relevant
  4. 4. IMPACT: Reach & Relevance
  5. 5. REACH D2D 5
  6. 6. REACH D2D reading: 30min/week 6
  7. 7. REACH = 1 person reading D2D for 180 centuries 7
  8. 8. Consumer time spent with D2D increases with 2% ! 8
  9. 9. REACH 9 Volumes distributed by BD growing in 2013
  10. 10. D2D communication: the last MASS MEDIUM? 10
  11. 11. Hyper RELEVANT Because of certain leaflets I consider certain purchases 47% Leaflets help me with my purchases. is influenced by leaflets for their purchases 11 33% I frequently buy things I see in leaflets. Leaflets put me to visiting certain shops. 27% 23%
  12. 12. Leaflets Internet Free Publicity Magazines Dailies TV Radio Car Real estate Banks Electronic devices Furniture Home decoration Clothing & Shoes Sports articles DIY products Toys Daily purchases Hyper RELEVANT 75% 6% 74% 10% 72% 10% 64% 17% 61% 14% 60% 12% 58% 17% 57% 28% 20% 45% 15% 43% 31% 33% 8% 4% 3% 2% 2% 8% 5% 1% 1% 0% 9% 5% 2% 1% 1% 8% 8% 1% 1% 1% 8% 12% 3% 2% 0% 10% 14% 1% 1% 1% 10% 11% 2% 2% 1% 8% 3% 1% 2% 1% 10% 10% 8% 5% 2% 29% 5% 8% 1% 1% 9% 15% 4% 8% 1% Leaflets are the preferred medium for orientation 12
  13. 13. APPEAL: Intelligence & Creativity
  14. 14. INTELLIGENT & CREATIVE DISTRIBUTION 14
  15. 15. A FULL MULTI-CHANNEL LEAFLET OFFERING + 15 +
  16. 16. MERGING ABOVE AND BELOW THE LINE MARKETING 16
  17. 17. THE POWER OF TANGIBLE MEDIA 17
  18. 18. THE POWER OF TANGIBLE MEDIA 18
  19. 19. THE POWER OF TANGIBLE MEDIA 19
  20. 20. BRING PAPER ALIVE 20
  21. 21. MAKE THE DIFFERENCE VIDEO 21
  22. 22. MAKE THE DIFFERENCE VIDEO 22
  23. 23. BEYOND AWARENESS 23
  24. 24. BEYOND AWARENESS 24
  25. 25. TOWARDS DIRECT PURCHASE 25
  26. 26. Reach Intelligent Creative Hyper relevant Impact Appeal IMPACT + APPEAL = RoI 26
  27. 27. …as BD prepares for the future! 27
  28. 28. Belgische Distributiedienst +02 756 51 51 info@beldi.be www.beldi.be

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