DMix survey results Capturing the full potential of direct mail as complementary media  Telecom sector August 2007
PILOT SET UP Number of market research interviews All interviewed customers are existing customers in Flanders ATL + DM AT...
OBJECTIVES <ul><ul><li>Campaign objective : cross-selling </li></ul></ul><ul><ul><li>Concept : advantages and particularit...
KEY MESSAGES <ul><ul><li>The main results of the market research for this campaign show that  </li></ul></ul><ul><ul><ul><...
1) DIRECT MAIL INCREASES THE AWARENESS Percentage of respondents Top of mind Awareness Spontaneous Aided Source: Ask marke...
2) DIRECT MAIL RECALL RATE IS LOWER THAN TELEVISION BUT HIGHER THEN OTHER MEDIA Percentage of respondents Source: Ask mark...
100 71 71 43 100 75 75 47 n = 765 n = 838 61 63 Media funnel “ Do you remember receiving a DM / seeing and ad from adverti...
Media funnel “ Do you remember receiving a DM /seeing an ad from advertiser X?” “ Can you describe what the DM / ad from a...
Percentage of respondents recalling the DM  (ATL+DM group) 2) 1 IN 2 CLIENTS THAT RECALL THE LETTER HAVE READ IT ‘ What di...
Percentage of respondents recalling ATL / having read the DM 3) ONLY VERY FEW CLIENTS RECALLING SEEING THE AD AND/OR RECEI...
3) COMBINING ATL WITH DM SEEMS TO HAVE AN IMPACT ON THE INTENTION TO SWITCH IN THE NEAR FUTURE Percentage of respondents D...
Percentage of respondents 3) INTENTION TO SWITCH IS LOWEST AMONGST BABY BOOMERS DNK Probably not Maybe in a year Maybe in ...
4) THE DM HAS HIGHER SIGNIFICANT SCORES THAN ATL ON CREDIBILITY AND RELEVANCE OF THE AD ‘ To which extent do you agree wit...
4) OVERALL THE MAILING TARGETED AT FAMILIES WITH KIDS < 12 Y RECEIVES THE HIGHEST SCORES  ‘ To which extent do you agree w...
‘ To which extent do you agree with the following statements concerning the  advertiser X ATL ?’  Rating on a scale 1 to 5...
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Impact Survey Telecom 2

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  • 20060109 Dummy analysis pack
  • 20060109 Dummy analysis pack
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  • Impact Survey Telecom 2

    1. 1. DMix survey results Capturing the full potential of direct mail as complementary media Telecom sector August 2007
    2. 2. PILOT SET UP Number of market research interviews All interviewed customers are existing customers in Flanders ATL + DM ATL only Reference group Source: Market Potential Tracker of client Group 1 = Targeted – families without children Interviews : 20/11 until 28/11 238 Group 2 = Targeted – families with children > 12 Interviews : 20/11 until 28/11 200 Group 3 = Targeted – families with children < 12 Interviews : 20/11 until 28/11 200 Group 4 = Targeted – Baby Boomers Interviews : 13/11 until 19/11 200 Group 5 = Non-Targeted – families without children Interviews : 17/11 until 25/11 162 Group 6 = Non-Targeted – families with children > 12 Interviews : 20/11 until 28/11 200 Group 7 = Non-Targeted – families with children < 12 Interviews : 20/11 until 28/11 200 Group 8 = Non-Targeted – Baby Boomers Interviews : 13/11 until 19/11 203 1603 838 765 866 DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    3. 3. OBJECTIVES <ul><ul><li>Campaign objective : cross-selling </li></ul></ul><ul><ul><li>Concept : advantages and particularities are presented and interested customers could call a free number (0800) to get more information or to become client. There were different incentives. </li></ul></ul><ul><ul><li>Media-mix used : television, Internet, door-to-door, advertising in papers and magazines and direct mailing (October 2006). </li></ul></ul><ul><ul><li>Research objectives : </li></ul></ul><ul><ul><ul><li>the objective was to assess the impact of different media on brand awareness and brand perception, on sales activation, on ROI and to assess media perception. </li></ul></ul></ul><ul><ul><ul><li>To further explore the possibilities of integrating a more thorough DM approach within the existing media mix on long term. </li></ul></ul></ul>
    4. 4. KEY MESSAGES <ul><ul><li>The main results of the market research for this campaign show that </li></ul></ul><ul><ul><ul><li>Direct Mail increases the brand awareness of the utility provider </li></ul></ul></ul><ul><ul><ul><li>Direct Mail recall rate is lower than television but higher than other media. </li></ul></ul></ul><ul><ul><ul><li>Very few clients took immediate action after seeing the ad or reading the letter but combining ATL with DM seem to have an impact on the intention to switch in the near future. </li></ul></ul></ul><ul><ul><ul><li>The media perception of Direct Mail is better than the media perception of ATL on 2 items: credibility and relevance. </li></ul></ul></ul>
    5. 5. 1) DIRECT MAIL INCREASES THE AWARENESS Percentage of respondents Top of mind Awareness Spontaneous Aided Source: Ask market research on 1.603 customers, November 2006 Base = all respondents Total n = 1.603 Families – no kids n = 400 Families – kids < 12 n = 400 Families – kids > 12 n = 400 Baby Boomers n = 403 +14% +6% +15% +12% +9% +18% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    6. 6. 2) DIRECT MAIL RECALL RATE IS LOWER THAN TELEVISION BUT HIGHER THEN OTHER MEDIA Percentage of respondents Source: Ask market research on 1.603 customers, November 2006 ‘ Do you remember seeing an ad / receiving a personal letter from advertiser X ?’ ‘ Where did you see the ad… ?’ <ul><ul><li>The recall rate of a direct mailing is higher compared to the different ATL media </li></ul></ul><ul><ul><li>The only exception is television: the recall rate for television is higher than for direct mail (45% compared to 38%) </li></ul></ul>Benchmark recall other pilots: Telco : DM = 49%, higher than ATL (except TV) / FMCG : DM = 47%, higher than ATL DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    7. 7. 100 71 71 43 100 75 75 47 n = 765 n = 838 61 63 Media funnel “ Do you remember receiving a DM / seeing and ad from advertiser X?” “ Can you describe what the DM / ad from advertiser X was about?” *** * Spontaneous and aided recall of ATL amongst ‘ATL only group’ ** Spontaneous and aided recall of DM and/or ATL amongst ‘ATL+DM group’ *** At least one item mentioned correctly Source: Ask market research on 1.603 customers, November 2006 Percentage of respondents * ** <ul><ul><li>Content recall of the message is higher when clients are exposed to ATL accompanied by a direct mailing </li></ul></ul>2) CLIENTS EXPOSED TO ATL AND DM SEEM TO HAVE A BETTER CONTENT RECALL THAN CLIENTS EXPOSED ONLY TO ATL Benchmark other pilots : Retail : recall DM only = 4 versus recall ATL only = 1 ATL + DM ATL only Received DM / ATL Recall DM / ATL Recall content DM / ATL DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    8. 8. Media funnel “ Do you remember receiving a DM /seeing an ad from advertiser X?” “ Can you describe what the DM / ad from advertiser X was about?” * Percentage of respondents 2) ESPECIALLY THE CONTENT RECALL OF BABY BOOMERS IS HIGHER WHEN EXPOSED TO THE MEDIA MIX WITH DM 100 69 69 n = 200 n = 200 100 59 59 n = 203 n = 200 100 79 79 n = 200 n = 200 100 77 77 63 44 40 24 66 53 56 n = 162 n = 238 <ul><ul><li>When baby boomers are exposed to ATL+DM, their content recall is 58% higher compared to the baby boomers exposed to ATL only </li></ul></ul>Spontaneous and aided recall of ATL amongst ‘ATL only group’ Spontaneous and aided recall of DM and/or ATL amongst ‘ATL+DM group’ * At least one item mentioned correctly Source: Ask market research on 1.603 customers, November 2006 73 75 75 70 75 50 50 50 38 Received DM / ATL Recall DM / ATL Recall content DM / ATL Families – kids < 12y Baby boomers Families – kids > 12y Families – no kids +58% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    9. 9. Percentage of respondents recalling the DM (ATL+DM group) 2) 1 IN 2 CLIENTS THAT RECALL THE LETTER HAVE READ IT ‘ What did you do with the letter of advertiser X?’ n = 315 48% Base = spontaneous/aided recall of DM in ‘ATL+DM group’, 38% of 838 Significant differences subgroups versus total Source: Ask market research on 1.603 customers, November 2006 <ul><ul><li>Almost 50% of the people that recall having received the mailing also read it </li></ul></ul><ul><ul><li>43% threw the letter away without opening </li></ul></ul><ul><ul><li>There are no significant differences in reading rates nor in threw away rates between the four subgroups </li></ul></ul>Benchmark other pilots : FMCG pilot : threw away = 7% / Telco pilot : 14% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR
    10. 10. Percentage of respondents recalling ATL / having read the DM 3) ONLY VERY FEW CLIENTS RECALLING SEEING THE AD AND/OR RECEIVING THE MAILING TOOK IMMEDIATE ACTION ‘ 'Immediately after seeing or hearing this ad / reading the letter, did you take any action towards advertiser X that you would not have done otherwise?’ n = 626* n = 540** ATL + DM ATL only * Recall DM and/or ATL amongst ‘ATL+DM’ group’ (75% of 838) ** Recall ATL amongst ‘ATL only group’ (71% of 765) Base: Ask market research on 1.603 customers, November 2006
    11. 11. 3) COMBINING ATL WITH DM SEEMS TO HAVE AN IMPACT ON THE INTENTION TO SWITCH IN THE NEAR FUTURE Percentage of respondents DNK Probably not Maybe in a year Maybe in the following months Certainly in the following months Certainly in a year ‘ Do you intent to switch over to the service of advertiser X in the following months?’ ‘ Would you consider switching over to the service of advertiser X in a year?’ n = 838 n = 765 Certainly not Base: Ask market research on 1.603 customers, November 2006 Base = all respondents 71% 70% <ul><ul><li>About 70% of the existing clients doesn’t have the intention to switch in the near future </li></ul></ul>
    12. 12. Percentage of respondents 3) INTENTION TO SWITCH IS LOWEST AMONGST BABY BOOMERS DNK Probably not Maybe in a year Maybe in the following months Certainly in the following months Certainly in a year 33% 35% 20% ‘ Do you intent to switch over to the service of advertiser X in the following months?’ ‘ Would you consider switching over to the service of advertiser X in a year?’ n = 400 n = 403 n = 400 Certainly not 31% n = 400 Base: Ask market research on 1.603 customers, November 2006 Significant differences subgroups versus total Base = all respondents <ul><ul><li>Especially baby boomers don’t have the intention to switch </li></ul></ul>Baby boomers Families - kids > 12y Families - kids < 12y Families - no kids
    13. 13. 4) THE DM HAS HIGHER SIGNIFICANT SCORES THAN ATL ON CREDIBILITY AND RELEVANCE OF THE AD ‘ To which extent do you agree with the following statements concerning the advertiser X campaign?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the ad/mailing The ad/mailing provides credible information The ad/mailing was clear The ad/mailing was relevant for me The ad/mailing fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 1 Evaluation of DM amongst ATL+DM group – recall and read DM 2 Evaluation of ATL amongst ATL+DM & ATL only group – recall ATL 1 2 The ad/mailing was original <ul><ul><li>The mailing scored better on ‘credibility’ and ‘relevance’ than ATL </li></ul></ul>n = 969 n = 133
    14. 14. 4) OVERALL THE MAILING TARGETED AT FAMILIES WITH KIDS < 12 Y RECEIVES THE HIGHEST SCORES ‘ To which extent do you agree with the following statements concerning the advertiser X DM ?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the mailing The mailing provides credible information The mailing was clear (2) The mailing was relevant for me The mailing fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 The mailing was original Evaluation of DM amongst ATL+DM group – recall and read DM Significant differences subgroups versus total <ul><ul><li>Families with children < 12 years seem to give the highest scores to the mailing </li></ul></ul><ul><ul><li>They are very satisfied with the clarity of the mailing </li></ul></ul>n = 34 n = 29 n = 35 n = 35
    15. 15. ‘ To which extent do you agree with the following statements concerning the advertiser X ATL ?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the ad The ad provides credible information The ad was clear The ad was relevant for me The ad fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 The ad was original <ul><ul><li>No differences in the perception of the ATL campaign between groups </li></ul></ul>Evaluation of ATL amongst ATL+DM and ATL only group – recall ATL Significant differences subgroups versus total 4) THERE ARE NO DIFFERENCES IN THE PERCEPTION OF THE ATL CAMPAIGN BETWEEN GROUPS n = 261 n = 233 n = 211 n = 264

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