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Impact Survey Fmcg 2

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Impact Survey Fmcg 2

  1. 1. Brand X – FMCG Sector Direct Marketing pilot run with the Post CONFIDENTIAL Brussels, September, 2006 DISGUISED CLIENT EXAMPLE IS-07
  2. 2. PILOT SET-UP & OBJECTIVES <ul><ul><li>Product X campaign has been set up to modify breakfast habits of families with children between 6 and 12 years and convince them to try product X at breakfast. Media used were Radio and DM </li></ul></ul><ul><ul><li>The pilot has been set up in order to assess the relative power of DM in combination with ATL (radio) </li></ul></ul><ul><ul><li>The pilot was organized in 2 waves with 4 groups: </li></ul></ul><ul><ul><ul><li>First wave without Radio: “control group” and “DM group” </li></ul></ul></ul><ul><ul><ul><li>Second wave with Radio: “Radio group” and “Radio + DM group”. </li></ul></ul></ul><ul><ul><li>Market Research was targeted to 2000 families with children 6-12 years, split in 4 groups; DM was sent exclusively to French speaking families. It should be noticed that TV ads have been launched in France and Belgium in March and April for a similar brand, producing some confusion in the market research results about above the line communication </li></ul></ul>DISGUISED CLIENT EXAMPLE
  3. 3. BRAND X PILOT SET UP <ul><ul><li>NA </li></ul></ul><ul><ul><li>Wave 1 (100.000 items) </li></ul></ul><ul><ul><li>10-12 April </li></ul></ul><ul><ul><li>Wave 2 </li></ul></ul><ul><ul><li>ATL : 20 April-11 May </li></ul></ul><ul><ul><li>Wave 2 (5.000 items) </li></ul></ul><ul><ul><li>ATL : 20 April-11 May </li></ul></ul><ul><ul><li>DM : 2-5 May </li></ul></ul><ul><ul><ul><li>ATL only </li></ul></ul></ul><ul><ul><ul><li>Radio +French TV* </li></ul></ul></ul><ul><ul><ul><li>Control Group </li></ul></ul></ul><ul><ul><ul><li>(no media) </li></ul></ul></ul>Campaign Date <ul><ul><li>500 </li></ul></ul><ul><ul><li>500 </li></ul></ul><ul><ul><li>500 </li></ul></ul><ul><ul><li>500 </li></ul></ul><ul><ul><li>10-18 April </li></ul></ul><ul><ul><li>14-20 April </li></ul></ul><ul><ul><li>4-12 May </li></ul></ul><ul><ul><li>6-12 May </li></ul></ul>All interviewed customers have children between 6-12 years; contacts coming from Brand X database. All interviewed customers were French speaking. * spill-over effect French TV on a similar other brand DISGUISED CLIENT EXAMPLE <ul><ul><ul><li>DM only </li></ul></ul></ul><ul><ul><ul><li>ATL + DM </li></ul></ul></ul>Number of interviews Interview period
  4. 4. 1- MEDIA RECALL: DM ONLY HAS A HIGHER RECALL RATE THAN RADIO Recall DM Percentage of respondents Recall DM Recall Radio Recall Radio Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 +171% <ul><ul><li>DM Recall is 171% higher than Radio Recall </li></ul></ul><ul><ul><li>But DM Recall is relatively low compared to other pilots in FMCG sector. Up to 45% observed on other FMCG products </li></ul></ul><ul><ul><li>High confusion within “ATL only” group and “ATL+DM” group due to French TV interference </li></ul></ul>Recall French TV Recall French TV DISGUISED CLIENT EXAMPLE ‘ Do you remember receiving a mailing/hearing a radio commercial for Brand X recently?’ DM only Radio + DM Radio only Radio + DM Radio only Radio + DM
  5. 5. 1- MEDIA RECALL : READING RATE OF DM COULD BE HIGHER WITH A STRONGER DIRECT MAIL (ENVELOP + CONTENT) Media received Media recall Media funnel “ Do you remember receiving a mailing/hearing a radio commercial for Brand X recently?” “ What did you do with the mailing for Brand X?” Read media Correct Recall content “ Can you describe the mailing/radio commercial for Brand X?” Media received Percentage of respondents <ul><ul><li>Recall rates of DM and Radio are low compared to other FMCG Pilots (around 40%) and reading rate of DM is low as well, compared to other studies (around 78%) </li></ul></ul><ul><ul><li>This campaign has suffered from a high confusion between several ads and several brands, which tends to blur the pilot results. </li></ul></ul>* Radio suffers from a high confusion between TV and Radio. The second line of results excludes all answers concerning TV Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 100 7 5 7 69 +80% DISGUISED CLIENT EXAMPLE DM only 59 100 19 9 82 11 19 Radio only*
  6. 6. 3- SALES ACTIVATION : 47% OF PEOPLE RECALLING DM HAVE INTENTION TO USE COUPONS Media received Media recall Category Media and sales activation funnel “ Do you remember receiving a mailing for Brand X recently?” “ Did you notice the reduction coupons in the mailing for Brand X?” Media recall, Brand X Coupon recall “ Do you have the intention to use at least one of the reduction coupons?” 65 100 29 10 56 19 29 Media received 9 83 Intention to use coupons “ Do you remember receiving a mailing for breakfast biscuits recently? Percentage of respondents 70 100 23 8 48 16 23 7 87 When compared with DM only, items with a red square are significantly different (significant level at 95%) * Results of DM in the group Radio + DM Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 <ul><ul><li>Media Recall of Brand X could be increased : </li></ul></ul><ul><ul><ul><li>Only 65% remembering the DM attribute the mailing to Brand X </li></ul></ul></ul><ul><ul><ul><li>(24% of interviewed people attribute the DM to another similar brand instead of Brand X) </li></ul></ul></ul><ul><ul><li>Coupon recall and Intention to buy are at a good level : </li></ul></ul><ul><ul><ul><li>56% of people remembering DM also recall coupon, which leads to a high intention to use those coupons </li></ul></ul></ul>N = 500 N = 500 DISGUISED CLIENT EXAMPLE DM only Radio + DM*
  7. 7. KEY CONCLUSIONS OF BRAND X DIRECT MAIL PILOT <ul><ul><li>Within the context of changing breakfast biscuits perception, with only 1 product advertised, the pilot results showed that: </li></ul></ul><ul><ul><ul><li>Direct Mail and Radio improve the category and Brand X’s perception </li></ul></ul></ul><ul><ul><ul><li>Direct Mail has a better recall rate than Radio and the intention to buy is as high as 50% among people remembering the mailing </li></ul></ul></ul><ul><ul><ul><li>Direct Mail has the highest ROI , but still, as a stand alone initiative, a negative one. It could be enhanced via a more efficient creation, an optimization of mailing costs, and applied in a multi-brand context </li></ul></ul></ul>DISGUISED CLIENT EXAMPLE

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