1
Brand X % awareness attributed to DM                              2
“if it is accepted that all behavior in aninteractional situation has message value,i. e., is communication, it follows th...
4
5
6
Branding=The marketing practice of creating a name, symbol ordesign that identifies and differentiates a product fromother...
8
6,2%Own DB = 8,9%     External DB = 5,4%                  9
23%   turnover + 248 %   12%             10
Source: Royal Mail / Brand Science                              11
Beware: traditional media alsoemphasize their short term salesresponse                      12
PlurimediaShort term effect if 50K more investmentn: 300 brands measured during 80 periods                                ...
Short term effect if 50K more investmentn: 300 brands measured during 80 periods                                          ...
15
16
Source: Mediapost (F)                        17
Source: Royal Mail / Brand Science        +25%   +37%   +9%   +44%   +62%                                     18
DM EFFECTIVENESS INTERACTSWITH OTHER CHANNELS                19
6% response… means 94% waste ???                  20
Source: Mediapost (F)21
“Overall, which advertising media do you like the most ?”                          Addressed DM                           ...
“I like receiving advertising through this medium”                  Digital Natives                      Digital Immigrant...
Source: Synovate Censydiam 2007                                  24
DM as a medium, the story of the« Beta » coefficient                     25
Beta coefficient                                Recall after 1 contact                                  determines recall ...
27
Brand awareness              Aided Recall DM:            Aided Recall DM: DM               Aided Recall DM: BrandRecall DM...
Base for                                                               beta coefficient                                   ...
Based on recall                                 No decay factoredas given by the                                         s...
Average DM     beta value = 67,4%        out of 89 cases        After one DM         campaign          2 out of 3     expo...
Avg=                                 67,4%Campaign recall % per category                32
Avg=                                      67,4%Campaign recall % per type database                             33
34
The story goes on…                     35
As a conclusion…36
o Everyone now cares about [sales] response…o No channel/medium owns a monopoly in  branding powero « Mail medium » maybe ...
Thank you !       38
Upcoming SlideShare
Loading in …5
×

Bernard cools - DM, the good, the bad or the ugly for branding?

1,410 views

Published on

DM is ook een efficiënte tool om een sterk merk te creëren. Een uitgebreid overzicht van de efficiëntie van direct mail, beginnende bij nieuwe betacijfers i.m.v. de herinneringsgraad.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,410
On SlideShare
0
From Embeds
0
Number of Embeds
430
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Bernard cools - DM, the good, the bad or the ugly for branding?

  1. 1. 1
  2. 2. Brand X % awareness attributed to DM 2
  3. 3. “if it is accepted that all behavior in aninteractional situation has message value,i. e., is communication, it follows that nomatter how one may try,one cannot notcommunicate." 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. Branding=The marketing practice of creating a name, symbol ordesign that identifies and differentiates a product fromother products (www.entrepreneur.com)A seller’s promise to deliver a specific set of features,benefits and services consistent to the buyers (Ph. Kotler ?) 7
  8. 8. 8
  9. 9. 6,2%Own DB = 8,9% External DB = 5,4% 9
  10. 10. 23% turnover + 248 % 12% 10
  11. 11. Source: Royal Mail / Brand Science 11
  12. 12. Beware: traditional media alsoemphasize their short term salesresponse 12
  13. 13. PlurimediaShort term effect if 50K more investmentn: 300 brands measured during 80 periods 13
  14. 14. Short term effect if 50K more investmentn: 300 brands measured during 80 periods 14
  15. 15. 15
  16. 16. 16
  17. 17. Source: Mediapost (F) 17
  18. 18. Source: Royal Mail / Brand Science +25% +37% +9% +44% +62% 18
  19. 19. DM EFFECTIVENESS INTERACTSWITH OTHER CHANNELS 19
  20. 20. 6% response… means 94% waste ??? 20
  21. 21. Source: Mediapost (F)21
  22. 22. “Overall, which advertising media do you like the most ?” Addressed DM 31% Unaddressed DM 23% TV 13% Press 7% Email 5% Internet 4% Radio 3%In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?Source : Market Probe 2010 22
  23. 23. “I like receiving advertising through this medium” Digital Natives Digital Immigrants Late AdoptersAddressed DM 45% 41% 47%Unaddressed DM 21% 24% 33%TV 25% 16% 12%E-mail 20% 18% 9%Press 11% 12% 11%Radio 12% 10% 8%Social Networks 9% 4% 2% Source : Market Probe 23
  24. 24. Source: Synovate Censydiam 2007 24
  25. 25. DM as a medium, the story of the« Beta » coefficient 25
  26. 26. Beta coefficient Recall after 1 contact determines recall Developped in the 70’s after « n » contacts by A. Morgensztern Beta = probability of recalling a given ad after 1 contact, « Beta » may be usedgenerally reconstructed, as a model parameter based on post-tests for recall building and decay 26
  27. 27. 27
  28. 28. Brand awareness Aided Recall DM: Aided Recall DM: DM Aided Recall DM: BrandRecall DM - spont category (spont.) product category description prompted Opening (Y/N)? Action after reception Reading type: Thrown away, kept for reading later, given to open not read, partially, normally, completely someone else Recall content (describe) Evaluation (score on 7 points scale) Liking, convincing, inciting, relevant for me, original, interesting, informative, give a positive image of the brand, increases knowledge on brand Action taken (will go to the shop, call, use coupon,…) Intention to buy (score 5 points scale) Yes Use DM after reading - thrown away, kept, given to someone else No - Information discussed or seen by others: Y/N Demographics: Age, social class, language 28
  29. 29. Base for beta coefficient calculation Brand Aided Aided AidedRecall DM awareness Recall DM: Recall DM: Recall DM: - spont category product DM Brand (spont.) category description prompted Yes Similar approach than for other media No 29
  30. 30. Based on recall No decay factoredas given by the sincepost campaign the first exposure *measurements * Average beta coefficient DM Frequency Averaged across considered target groups equal to 1 * 30
  31. 31. Average DM beta value = 67,4% out of 89 cases After one DM campaign 2 out of 3 exposed individuals are likely to recall the advertised brand31
  32. 32. Avg= 67,4%Campaign recall % per category 32
  33. 33. Avg= 67,4%Campaign recall % per type database 33
  34. 34. 34
  35. 35. The story goes on… 35
  36. 36. As a conclusion…36
  37. 37. o Everyone now cares about [sales] response…o No channel/medium owns a monopoly in branding powero « Mail medium » maybe better as name than « direct mail »o Mail medium = 2nd best in recall buildingo Our rules should fit those of the consumer: « siloing » is about techniques. 37
  38. 38. Thank you ! 38

×