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Direct marketing for Fast Moving Consumer Brands

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Direct marketing for Fast Moving Consumer Brands. Learn about the power of the mailbox. Ask for case studies via pascal.tack@bpost.be

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Direct marketing for Fast Moving Consumer Brands

  1. 1. Support the business of FMCG brands
  2. 2. HOW TO POP UP FROM THE MEDIA LANDSCAPE? Increase awareness of your (new) products 3000 ADVERTISING MESSAGES PER WEEK 2Source: MDB data, Nielsen
  3. 3. Increase awareness and reach the top of mind position WITH MAXIMUM 2 OTHERS VIA A DOOR TO DOOR WITH BPOST YOUR BRAND
  4. 4. Source: Beta Coefficient Analysis, Space, Feb. 2011 4 Increase awareness of your (new) products Average recall rate after 1 OTS 7% 21% 22% 36% 67% 70% Radio Press TV Door to door with bpost Direct mail Cinema 36% RECALL RATE
  5. 5. Increase awareness of your (new) products REACH 4.355.000 HOUSEHOLDS IN ONE DAY! 5
  6. 6. Source: Letterbox Consumer Survey, TNS media, Belgium, 2014 OF CONSUMERS CHECK THEIR MAILBOX EVERY DAY Increase awareness of your (new) products 91% 6
  7. 7. 7 Increase awareness of your (new) products OPTIMIZE YOUR REACH advertise where your target group lives with a door to door
  8. 8. Increase awareness of your (new) products PICK YOUR TARGET GROUP SeniorsFamiliesSingles A brand lovers PL shoppers Highest social class Active people 8
  9. 9. Increase awareness of your (new) products Healthy consciousBioEnvironmental friendly Preferred retailer Halal Cooking lovers Ready prepared dish Ethical, fair trade PICK YOUR TARGET GROUP 9
  10. 10. Increase awareness of your (new) products 10Source: SelectPost analysis, 2014 YOUR TARGET GROUP IS CHOSEN? BPOST DETECTS WHERE THEY LIVE. Healthy brand loverNow, advertise where there is a high concentration of…
  11. 11. 11 Increase awareness of your (new) products 31% of Belgians regularly buy products they saw in folders 75% of Belgians use folder to prepare their shopping list
  12. 12.  Your brand with maximum 2 others the same day  36% recall rate: 3rd best media after cinema and direct mail  99% distribution quality  Instant reach: 91% of customers check their mailbox every day  Tailor made: pick your target group, choose a catchment area, day certain on demand  31% of Belgians regularly buy products they saw in folders  75% of Belgians use folder to prepare their shopping list DISTRIPOST BOOSTS YOUR REACH AND AWARENESS 12 Increase awareness of your (new) products CATCHY WIDE REACH ACTIVATING
  13. 13. Acquire new consumers A GOOD TARGETING ENSURES RELEVANCE OF YOUR OFFER. RELEVANCE ENSURES SALES. 13
  14. 14. 14 Acquire new consumers SeniorsFamiliesSingles A brand lovers PL shoppers Highest social class Active people Pick your target group among 840.000 households and 2500 criteria Source: SelectPost
  15. 15. Acquire new consumers Healthy consciousBioEnvironmental friendly Preferred retailer Halal Cooking lovers Ready prepared dish Pick your target group among 840.000 households and 2500 criteria Ethical, fair trade 15Source: SelectPost
  16. 16. Acquire new consumers Kind of washing products used for clothes Kind of washing products used for dishes Skin typeCosmetic usage Young parents Pet owners Sport they do Pick your target group among 840.000 households and 2500 criteria 16Source: SelectPost
  17. 17. Acquire new consumers Sweeties toothHot beverageDairy productsBreakfast habit Cereal lovers Alcohol Soft drinks Pick your target group among 840.000 households and 2500 criteria Salty or sweet snacks 17
  18. 18. Acquire new consumers Light, slimmingChipsFrozen foodIce cream Soups Gluten, lactose, cholesterol free Pick your target group among 840.000 households and 2500 criteria 18Source: SelectPost
  19. 19. Source: Nielsen, the state of private label around the world, Nov. 2014 19 Acquire new consumers CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE to write your brand name instead of a product category on the shopping list?
  20. 20. Source: Nielsen, the state of private label around the world, Nov. 2014 20 Acquire new consumers Source: Nielsen, the state of private label around the world, Nov. 2014 70% of Belgian think that private labels are usually extremely good value for money 60% of Belgian think that most private labels quality is as good as name brands Consumers feel smart when they get the best price, but are ready to pay more for products which offer a clear differentiation. CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE
  21. 21. Source: Nielsen, the state of private label around the world, Nov. 2014 21 Acquire new consumers Source: Nielsen, the state of private label around the world, Nov. 2014 CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE 30’ SECONDS… is it enough to explain your added value?
  22. 22. Source: “Direct consumer panel”, n=2384 analyzed mailings 22 Acquire new consumers CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE to CONVINCE with direct mail 1’52”
  23. 23. Source: Direct Mail Barometers, Market Probe 23 Acquire new consumers 53% 56% 61% 66% 71% 77% B2B Insurance Telecom Retail FMCG Automotive Average recall of a direct mail per sector DIRECT MAIL ENSURES RECALL
  24. 24. Acquire new consumers Source: Media Preference Survey, Market Probe 24 7% 10% 10% 19% 20% 34% Radio Press E-mail TV Door to Door Direct Mail Advertising through this medium convinces me to try a new product DIRECT MAIL STIMULATES TRIAL
  25. 25. DIRECT MAIL MAKES PEOPLE ACT! “Action or intention to act after receiving a direct mail” Acquire new consumers Source: TNS Media, Letterbox Consumer Survey 2014 25 12% 12% 20% 22% 25% 32% 36% 43% Finances Automotive Telecom Energy Leisure Fashion FMCG Retail
  26. 26. 26 Acquire new consumers Average vouchers redemption via direct mail 2% 6% 7% 7% 9% 11% 14% 16% Hot beverages Non alcoholic beverages Confectionary Dairy Alcoholic beverages Bakery & Biscuits Frozen food Grocery
  27. 27. 27 Acquire new consumers Average vouchers redemption via direct mail 2% 3% 4% 9% 10% 14% Electro DIY Garden Health & Beauty Housekeeping Fabrics Pet food/care Paper
  28. 28. 28 Acquire new consumers Average vouchers redemption via direct mail 2% 3% 4% 9% 10% 14% Electro DIY Garden Health & Beauty Housekeeping Fabrics Pet food/care Paper
  29. 29. 83% look for vouchers in their letterbox Source: Market Probe, barometer “For You” , 2013 ; GFK “The consumer and his leaflets”, 2014 29 Acquire new consumers 61% want to get vouchers to try new products Belgians are the world’s champion as vouchers’ users!
  30. 30.  Define your target groups among 850.000 households and 2.500 criteria  71% recall rate in FMCG: 2nd best media after cinema  1’52 to convince  Best media to convince to try a new product  36% of recipients intend to act after receiving a direct mail in the FMCG sector DIRECT MAIL BOOSTS PURCHASE RELEVANT AND TARGETED TOP OF MIND DRIVER VERY ACTIVATING Acquire new consumers 30

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