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PRINT DAY’10 - 22 APRIL Jacques BRUYNEEL – La Poste / De Post
How true are these 5 beliefs in your opinion?
“ PAPER COMMUNICATION IS NOT THE MAIN DRIVER FOR FUTURE BUSINESS.” BELIEF 1
“ PAPER IS THE DIRECT MARKETING MEDIUM  OF THE PAST.” BELIEF 2
“ E-MAIL IS THE NEW DIRECT MARKETING MEDIUM BUT WITH  A LOWER COST.” BELIEF 3
“ CONSUMERS AND B2B COMPANIES PREFER INCREASINGLY ELECTRONIC INVOICING.”  BELIEF 4
“ PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN  E-MARKETING.”  BELIEF 5
Some answers based on facts and figures
Update on facts and figures of four business issues Communication impact of paper: “ Why paper remains an important commun...
“ WHY PAPER COMMUNICATION  IS A DRIVER FOR YOUR BUSINESS”
FACT : 60 billions of sales are directly related to Direct Mail colruyt Source:  BDMA  – Size of the direct marketing mark...
FACT : Integrated with other media DM increases the ROI of your campaigns with at least 20% Brand perception Sales activat...
<ul><li>230  clients </li></ul><ul><li>360  results </li></ul><ul><li>253  results </li></ul><ul><li>for Direct Mailing </...
Response rates by sector Direct Mailings works % Internal % External Retail 8,22% 6,69% Services 10,48% 4,08% Catalogues 6...
“ WHY PAPER REMAINS AN IMPORTANT COMMUNICATION  PILLAR.”
Addressed Direct Mail represents 10%  of gross media spendings Mass Media (CIM MDB) Direct Mail (Pige DM) Sources (03/02/2...
Direct Mail and Email Marketing gain popularity
The strength of direct mail,  the MAIL MOMENT… 97%  opens mailbox  every day …  but receives  only 2  DM/ week 78%  is  op...
Frequency of consulting e-mail is less intensive than paper mail 57% No Yes Total Daily Weekly Less often Frequency * Sour...
<ul><li>   67%   of the Belgian population has  access to email  </li></ul><ul><li>& 100%  could be reached by paper  </l...
67% potential reach by e mail,  about 1/3 email users have more than one private email address Mean = 1.4 Mean = 0.58 Priv...
“ Do you feel you receive too many Direct Mail? ” 82% say no, only 18% say yes Only a few do not want free unadressed publ...
Direct mail is the number 1 information medium across all industries FACT : DM scores as the preferred informative communi...
<ul><li>“ Via which channel a company should inform you as a loyal customer?” </li></ul>- Base = all respondents (n = 1168...
<ul><li>18%  would be angry at their supplier, if they were forced to switch to electronic invoices. </li></ul><ul><li>31%...
<ul><ul><li>FACT : New generation color printed invoices have a 30% faster payment term </li></ul></ul>Today, physical inv...
Digital printing support also Direct Mailings
“ WHY THE POST CONSIDERS ELECTRONIC AN ALLY OF PAPER” << Back to overview
FACT: Site visits increases where mail is introduced to the mix “ How often have you visited the web site in the past 12 m...
How DM support e business (tested)  Source: UNITED STATES POSTAL SERVICE <ul><li>% of orders on the Website supported by  ...
Source: Market research on 1800 customers, utility sector case Received  DM/Email Recall  DM/Email Read  DM/Email Correct ...
E-mail has a much stronger impact when combined with a physical mail DM + E-mail E-mail only 100 30 13 9 30 42 Clicked Ope...
Adding DM to email  multiplies by 2,5 the number of final orders Adding DM to email  reduces by 25% the cost / response FA...
E mail lovers are also paper lovers… <ul><li>Despite the attention paid to online and e-mail advertising, households with ...
“ WHY CAN PAPER HAVE LIMITED IMPACT ON THE ENVIRONMENT”
FACT : When customers talk about green, there is a paradox Of all customers  85% prefer paper  for admin mail and/or comme...
Pulp and paper 0,6% Source of greenhouse gas emissions in Europe FACT : In Europe the pulp and paper industry contributes ...
The Carbon meter and the life Cycle of a  DM
DM Carbon Meter: purpose <ul><ul><li>Calculate carbon (CO2-equivalent) emissions of  a standard mailing </li></ul></ul><ul...
Inputs Screen
Results Screen
Example of a DM Campaign: diagnostic
How to go to low-carbon ? <ul><li>Recycled paper: </li></ul><ul><li>from FSC to 50% Post-consumer </li></ul><ul><li>Weight...
From 227 to 135 g CO2 per mail.  Gain 41% !
Postal distribution is far from being the  predominant C02 source   Distribution = 7,7%
Summary <ul><ul><li>Paper has a strong impact on the performance of businesses due to its proven communication qualities: ...
[email_address] 0476.42.05.39 Thank you Presentation available on  www. dmplaza .be
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P loves @ - Print day 2010 - FEBELGRA

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La communication papier et le @ sont des alliés, pas des ennemis.
• le DM soutien votre business
• l’impact du papier adressé
• les forces du papier + le e marketing
• l’impact environnemental du papier

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P loves @ - Print day 2010 - FEBELGRA

  1. 1. PRINT DAY’10 - 22 APRIL Jacques BRUYNEEL – La Poste / De Post
  2. 2. How true are these 5 beliefs in your opinion?
  3. 3. “ PAPER COMMUNICATION IS NOT THE MAIN DRIVER FOR FUTURE BUSINESS.” BELIEF 1
  4. 4. “ PAPER IS THE DIRECT MARKETING MEDIUM OF THE PAST.” BELIEF 2
  5. 5. “ E-MAIL IS THE NEW DIRECT MARKETING MEDIUM BUT WITH A LOWER COST.” BELIEF 3
  6. 6. “ CONSUMERS AND B2B COMPANIES PREFER INCREASINGLY ELECTRONIC INVOICING.” BELIEF 4
  7. 7. “ PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN E-MARKETING.” BELIEF 5
  8. 8. Some answers based on facts and figures
  9. 9. Update on facts and figures of four business issues Communication impact of paper: “ Why paper remains an important communication pillar” Impact of e-communication on paper: “ Why The Post considers electronic an ally of paper” Environmental impact of paper: “ Why paper does have a limited impact on the environment if it is managed in a responsible way” Economical impact of paper: “ Why paper communication is a driver for your business ”
  10. 10. “ WHY PAPER COMMUNICATION IS A DRIVER FOR YOUR BUSINESS”
  11. 11. FACT : 60 billions of sales are directly related to Direct Mail colruyt Source: BDMA – Size of the direct marketing market in Belgium (2009) Direct Mail drives business
  12. 12. FACT : Integrated with other media DM increases the ROI of your campaigns with at least 20% Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increases the ROI of your campaigns with at least 20% DM builds strong long term relations with your customer DM improves brand perception High recall rate DM gets high recall rates even of complex messages 1 2 3 4 5 15% to 200% extra sales >25% more loyal customers Source: Post – 15 DM pilot surveys N: > 25.000 2 to 20 times better recall >50% of brand attributes improved Consumers are strongly being activated by Direct Mail
  13. 13. <ul><li>230 clients </li></ul><ul><li>360 results </li></ul><ul><li>253 results </li></ul><ul><li>for Direct Mailing </li></ul><ul><li>107 results Door to door </li></ul>FACT: Our database of test results
  14. 14. Response rates by sector Direct Mailings works % Internal % External Retail 8,22% 6,69% Services 10,48% 4,08% Catalogues 6,72% 4,33% Press 5,07% 4,82%
  15. 15. “ WHY PAPER REMAINS AN IMPORTANT COMMUNICATION PILLAR.”
  16. 16. Addressed Direct Mail represents 10% of gross media spendings Mass Media (CIM MDB) Direct Mail (Pige DM) Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail) 9,9% Gross Media investments 2009 (in mio eur)
  17. 17. Direct Mail and Email Marketing gain popularity
  18. 18. The strength of direct mail, the MAIL MOMENT… 97% opens mailbox every day … but receives only 2 DM/ week 78% is opened Consumers spend 1’52’’ per mail … and behind every letterbox is a unique person you can target
  19. 19. Frequency of consulting e-mail is less intensive than paper mail 57% No Yes Total Daily Weekly Less often Frequency * Source: TNS 2007 ** Source: MAS 2005 97% No Yes Total Daily 3% Weekly Frequency
  20. 20. <ul><li> 67% of the Belgian population has access to email </li></ul><ul><li>& 100% could be reached by paper </li></ul><ul><li>Available e mails due to opt-in rules ? </li></ul><ul><li>& +90% adresses available (Robinson list / no pub) </li></ul><ul><li> Spam, fishing, virus…into e mails </li></ul><ul><li>& You are the manager of your post </li></ul>Source Insites Consulting (2009) FACT : Not everyone has email, not everyone reads their emails Direct mail reaches more consumers than email
  21. 21. 67% potential reach by e mail, about 1/3 email users have more than one private email address Mean = 1.4 Mean = 0.58 Private Professional 1 2 3 4 5 6 1 2 3 4 5 6 % 0 0 OPT - IN !
  22. 22. “ Do you feel you receive too many Direct Mail? ” 82% say no, only 18% say yes Only a few do not want free unadressed publicity in their mailbox. FACT : Consumers ask for more paper communication People like paper as medium 13,6%
  23. 23. Direct mail is the number 1 information medium across all industries FACT : DM scores as the preferred informative communication channel Which channel do you prefer to receive advertising messages? » Source: étude E loves P. La Poste - TNS Dimarso; n=1150, 2007
  24. 24. <ul><li>“ Via which channel a company should inform you as a loyal customer?” </li></ul>- Base = all respondents (n = 1168) FACT : Consumers feel valorized when approached by Direct Mail Direct Mail makes a relation personal DM: 57% @: 14%
  25. 25. <ul><li>18% would be angry at their supplier, if they were forced to switch to electronic invoices. </li></ul><ul><li>31% of people interested in e-invoicing still want a paper copy by The Post and 10% would print their invoice themselves. </li></ul><ul><li>51% of the current e-invoice users print their invoices. </li></ul>Source: Invoice survey – N=1.000 – 2009 – Ask <ul><ul><li>Paper remains a tangible asset procuring </li></ul></ul><ul><ul><li>a sense of reliability </li></ul></ul>FACT: For invoices, the power of paper is so strong that…
  26. 26. <ul><ul><li>FACT : New generation color printed invoices have a 30% faster payment term </li></ul></ul>Today, physical invoices are more than figures and account numbers Source: www.primenet.com/files/0507 <ul><li>Color increases the understandability with 73%. </li></ul><ul><li>Readability increases with 14% when high-lighted colors are used instead of bolds. </li></ul><ul><li>Reduce inbound calls with 73% </li></ul><ul><li>Customers are 2,5% more willing to pay the full amount if color print is used. </li></ul>
  27. 27. Digital printing support also Direct Mailings
  28. 28. “ WHY THE POST CONSIDERS ELECTRONIC AN ALLY OF PAPER” << Back to overview
  29. 29. FACT: Site visits increases where mail is introduced to the mix “ How often have you visited the web site in the past 12 months?” +12% +5% +4% Source: Quadrangle: DM & Email 2007. DM & Online 2007 Paper support also web sales Between Once A Month And Once Every 6 Months Less Than Once Every 6 Months Greater Than Once a Month
  30. 30. How DM support e business (tested) Source: UNITED STATES POSTAL SERVICE <ul><li>% of orders on the Website supported by catalogues </li></ul><ul><li>% of orders on the Website with e mails </li></ul><ul><li>% of orders on the Website supported by </li></ul><ul><li>a flyer </li></ul> 15%  13%  8%
  31. 31. Source: Market research on 1800 customers, utility sector case Received DM/Email Recall DM/Email Read DM/Email Correct recall content Paper mail 100% 49 49 55 27 81 22% E-mail 100% 28 28 57 16 75 12% Direct mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to email FACT : Paper Mailing generates a better content recall than e-mail Paper mail has by far more effect on the long run
  32. 32. E-mail has a much stronger impact when combined with a physical mail DM + E-mail E-mail only 100 30 13 9 30 42 Clicked Opened Received 70 100 34 21 23 34 60 93 + 255% 113% 161% __________________________ Source: DMix survey Mail order (2007) <ul><li>Media recall </li></ul>Intentions
  33. 33. Adding DM to email multiplies by 2,5 the number of final orders Adding DM to email reduces by 25% the cost / response FACT : Email has a much stronger impact when combined with a physical mail Email and Direct Mailing are complementary
  34. 34. E mail lovers are also paper lovers… <ul><li>Despite the attention paid to online and e-mail advertising, households with Internet access receive more advertising mail than those without access. This is reflective of household characteristics such as income and education -- Internet access is closely tied to income and education.  Households with broadband access average 18.4 pieces of direct mail a week; dial-up households average 15.8 pieces a week, and homes without Internet access average 11.1 pieces of direct mail per week. </li></ul><ul><li>The Household Diary Study : Mail Use & Attitudes in FY 2008 at USPS. </li></ul>
  35. 35. “ WHY CAN PAPER HAVE LIMITED IMPACT ON THE ENVIRONMENT”
  36. 36. FACT : When customers talk about green, there is a paradox Of all customers 85% prefer paper for admin mail and/or commercial offers 45% perceive paper as polluting <ul><ul><li>while 51% of </li></ul></ul><ul><ul><li>all emails and </li></ul></ul><ul><ul><li>e-invoices are being printed </li></ul></ul><ul><ul><li>Companies and consumers will have to solve this paradox together </li></ul></ul>
  37. 37. Pulp and paper 0,6% Source of greenhouse gas emissions in Europe FACT : In Europe the pulp and paper industry contributes to only 0,6% of greenhouse gas emissions <ul><ul><li>0,6% is 3 times less than the contribution of the IT sector (2%) </li></ul></ul>
  38. 38. The Carbon meter and the life Cycle of a DM
  39. 39. DM Carbon Meter: purpose <ul><ul><li>Calculate carbon (CO2-equivalent) emissions of a standard mailing </li></ul></ul><ul><ul><li>Propose low-carbon alternatives </li></ul></ul><ul><ul><li>Collect easy comparative benchmarks </li></ul></ul><ul><ul><li>Enable continuous improvement </li></ul></ul>
  40. 40. Inputs Screen
  41. 41. Results Screen
  42. 42. Example of a DM Campaign: diagnostic
  43. 43. How to go to low-carbon ? <ul><li>Recycled paper: </li></ul><ul><li>from FSC to 50% Post-consumer </li></ul><ul><li>Weight of paper: </li></ul><ul><li>from 170 g/m² to 115 g/m² </li></ul><ul><li>Type of envelope: </li></ul><ul><li>from no label to FSC </li></ul><ul><li>Surface covered by ink: </li></ul><ul><li>from 80% to 50% </li></ul>
  44. 44. From 227 to 135 g CO2 per mail. Gain 41% !
  45. 45. Postal distribution is far from being the predominant C02 source Distribution = 7,7%
  46. 46. Summary <ul><ul><li>Paper has a strong impact on the performance of businesses due to its proven communication qualities: </li></ul></ul><ul><ul><ul><li>Excellent reach via the mailbox </li></ul></ul></ul><ul><ul><ul><li>Willingness to read and respond </li></ul></ul></ul><ul><ul><li>Paper in combination with electronic communications reinforces your ROI </li></ul></ul><ul><ul><li>Paper does not have the environmental impact as generally stated </li></ul></ul><ul><ul><li>It is comparable or often less than the impact generated by the IT industry </li></ul></ul>
  47. 47. [email_address] 0476.42.05.39 Thank you Presentation available on www. dmplaza .be

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