From letterbox to inbox building consumer relationships 15 october 2013

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From letterbox to inbox building consumer relationships 15 october 2013

  1. 1. From letterbox to inbox: building consumer relationships Tuesday 15 October 2013, Queens Hotel #dmaprint Sponsored by
  2. 2. Agenda 4.00pm Registration and networking 4.30pm Welcome from the Chair Kelly Farrington, Managing Director, MediaWow 4.40pm Research findings Mark Mina, Senior Account Manager, fast.MAP 05.05pm The role of print increasing customer engagement and loyalty Lyle Rainey, Business Development Manager, Hewlett-Packard Julia Cole, UK & I Marketing Manager, Hewlett-Packard 05.30pm People love print Phil Dean, Managing Director, Ingenious Rapport 05.55pm Q&A Panel 06:20pm Drinks & Networking 07:30pm End Sponsored by
  3. 3. Welcome from the Chair Kelly Farrington, Managing Director, Media Wow
  4. 4. Research findings Mark Mina, Senior Account Manager, fast.MAP
  5. 5. The results Mark Mina, Senior Account Manager #DMAPrint
  6. 6. Who are fast.MAP?  Online market research agency  Work across all marketing communication sectors  Marketers working in research – considerable client-side experience  Have our own research panel  Regularly featured in the UK marketing press  Insight Partner to the DMA, IDM, IPM  Research Champion to the Institute of Fundraising
  7. 7. fast.MAP/DMA Tracking Series
  8. 8. A new tracker from the DMA and fast.MAP Sponsored by HP #DMAPrint
  9. 9. Tweeters…  How research was done  Consumer’s enthusiasm for Print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing  The implication #DMAPrint  Case studies  Buried treasure …..? #DMAPrint
  10. 10. Tweeters…  How research was done  Consumer’s enthusiasm for Print  Qualities of Direct Mail 5 TWEETABLE FACTS …..  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing  The implication  Case studies  Buried treasure …..? #DMAPrint
  11. 11.  How it was done  Consumer’s enthusiasm for Print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing  Buried treasure – win free research! #DMAPrint
  12. 12.  How it was done  Consumer’s enthusiasm for print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing #DMAPrint
  13. 13. Background and methodology  First wave of the DMA Print Personalisation Tracker.  Sample randomly selected from fast.MAP’s Consumer Voice panel  Nationally representative of UK population  Online self completion questionnaire  28 questions were asked in total  Survey despatched 25th February ..open for 7 days.  Results are re-weighted by age and gender #DMAPrint
  14. 14. 1,232 interviews
  15. 15. 250 hours of interviews
  16. 16. High Quality Control  Image and answer option randomisation avoiding top-box bias/creative skew  Acceptable survey completion time, removing any completed to fast  Intelligent Routing to ensure a quality survey experience as questions are relevant  Constant re-qualification of panel ensuring background variables are updated.  Closed panel Members of the public cannot voluntarily join. Members recruited via number of sources and demographically reflect UK. Invitation only.
  17. 17. fast.MAP Marketing GAP  1,000 consumers – nationally representative of UK  panel 300 marketers  9th year of publication  Launched 26th September – extensive coverage in Marketing Week
  18. 18.  How it was done  Consumer’s enthusiasm for print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing #DMAPrint
  19. 19. Two-thirds remember reading advertising on a screen, rather than on paper Most of the advertising I remember reading yesterday was: On paper, 35% On a screen, 65% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint
  20. 20. Direct Mail has risen in popularity since 2008 Preferred method of communication with a company you have a relationship with. Source: fast.MAP Marketing GAP 2012 #DMAPrint
  21. 21. Direct Mail has risen in popularity since 2008 Preferred method of communication with a company you have a relationship with. Source: fast.MAP Marketing GAP 2012 #DMAPrint
  22. 22. Direct Mail has risen in popularity since 2008 Preferred method of communication with a company you have a relationship with. Source: fast.MAP Marketing GAP 2012 #DMAPrint
  23. 23. Marketers are out of step with consumers on this Preferred method of communication with a company you have a relationship with. 60% Marketers - Companies which Marketers you have an existing perception - 2013 relationship with - 2013 50% 40% Consumer -Companies which Consumer you have an existing attitudes – relationship with - 2013 2013Cons% 30% 20% 10% 0% Twitter No Preference Source: fast.MAP Marketing GAP 2013 Mobile Phone Call SMS Social Media Telephone Would prefer Direct Mail messaging not to be contacted at all #DMAPrint Email
  24. 24. How excited are you to receive post addressed to you? #DMAPrint Source: fast.MAP February 2013 N = 1,232
  25. 25. A third of people look forward to receiving their daily post How excited are you to receive post addressed to you? I look forward to seeing what the postman has got for me, and I’m very disappointed if I don’t receive anything 33% I don’t look out for the post, but will open what I get the same day 30% I only look forward to receiving post when I am expecting a particular delivery 19% I tend to throw away or recycle most of my post 14% I will leave my post for a few days before opening it 4% 0% 5% 10% #DMAPrint Source: fast.MAP February 2013 N = 1,232 15% 20% 25% 30% 35%
  26. 26. …and 30% open on the same day How excited are you to receive post addressed to you? I look forward to seeing what the postman has got for me, and I’m very disappointed if I don’t receive anything 33% I don’t look out for the post, but will open what I get the same day 30% I only look forward to receiving post when I am expecting a particular delivery 19% I tend to throw away or recycle most of my post 14% I will leave my post for a few days before opening it 4% 0% 5% 10% #DMAPrint Source: fast.MAP February 2013 N = 1,232 15% 20% 25% 30% 35%
  27. 27. What type of addressed post do you enjoy receiving? Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint
  28. 28. People particularly look forward to receiving vouchers, coupons, discounts in the post What type of addressed post do you enjoy receiving? Vouchers/coupons/discounts 70% Letters 58% Packages from retailers 52% Postcards 34% Catalogues 25% Invitations to product… 23% Magazines from brands 21% Customer magazines 19% Leaflets/pamphlets 11% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com 10% 20% 30% #DMAPrint 40% 50% 60% 70% 80%
  29. 29. People particularly look forward to receiving vouchers, coupons, discounts in the post What type of addressed post do you enjoy receiving? Vouchers/coupons/discounts 70% Letters 58% Packages from retailers 52% Postcards 34% Catalogues 25% Invitations to product… 23% Magazines from brands 21% Customer magazines 19% Leaflets/pamphlets 11% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com 10% 20% 30% #DMAPrint 40% 50% 60% 70% 80%
  30. 30. People particularly look forward to receiving vouchers, coupons, discounts in the post What type of addressed post do you enjoy receiving? Vouchers/coupons/discounts 70% Letters 58% Packages from retailers 52% Postcards 34% Catalogues 25% Invitations to product… 23% Magazines from brands 21% Customer magazines 19% Leaflets/pamphlets 11% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com 10% 20% 30% #DMAPrint 40% 50% 60% 70% 80%
  31. 31. People particularly look forward to receiving vouchers, coupons, discounts in the post What type of addressed post do you enjoy receiving? Vouchers/coupons/discounts 70% Letters 58% Packages from retailers 52% Postcards 34% Catalogues 25% Invitations to product… 23% Magazines from brands 21% Customer magazines 19% Leaflets/pamphlets 11% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com 10% 20% 30% #DMAPrint 40% 50% 60% 70% 80%
  32. 32. What is most likely to make you open post? Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint
  33. 33. Number one motivation for opening post is if it is personally addressed What is most likely to make you open post? It is personally addressed to me 48% It looks like an interesting package 17% I see it contains a sample, coupon or voucher 15% It might contain a coupon or voucher 8% I am interested in the product/service 6% It is from a brand/company that I know 5% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com 10% #DMAPrint 20% 30% 40% 50% 60%
  34. 34. From a company you currently deal with or buy from, what would make you think less of them? Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint
  35. 35. From a company you currently deal with or buy from, what would make you think less of them? If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form 59% If I could only get updates about its new products and offers by signing up to its social media presence 40% If it closed all its physical outlets and announced it would only have an online presence 38% If it refused to send information (invoices/statements/brochures) in offline, printed form 36% If its website wasn’t optimised for my tablet/smartphone 14% If it didn’t use the most up-to-date communication methods to advertise its services 14% If it didn’t have a social media presence I could like or follow 7% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 20% 40% 60% 80%
  36. 36. From a company you currently deal with or buy from, what would make you think less of them? If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form 59% If I could only get updates about its new products and offers by signing up to its social media presence 40% If it closed all its physical outlets and announced it would only have an online presence 38% If it refused to send information (invoices/statements/brochures) in offline, printed form 36% If its website wasn’t optimised for my tablet/smartphone 14% If it didn’t use the most up-to-date communication methods to advertise its services 14% If it didn’t have a social media presence I could like or follow 7% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 20% 40% 60% 80%
  37. 37. From a company you currently deal with or buy from, what would make you think less of them? If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form 59% If I could only get updates about its new products and offers by signing up to its social media presence 40% If it closed all its physical outlets and announced it would only have an online presence 38% If it refused to send information (invoices/statements/brochures) in offline, printed form 36% If its website wasn’t optimised for my tablet/smartphone 14% If it didn’t use the most up-to-date communication methods to advertise its services 14% If it didn’t have a social media presence I could like or follow 7% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 20% 40% 60% 80%
  38. 38. …..advertising you would miss if it disappeared tomorrow? Source: fast.MAP Marketing GAP 2012 #DMAPrint
  39. 39. A third would miss the advertising FROM THE WEB …….advertising you would miss if it disappeared tomorrow? Financial advertising (insurance, credit cards, loans) 48% 39% Utilities advertising (gas, electricity, water, telecoms) 44% 36% 36% 29% Adverts for local services 34% 34% Requests for charity donations 48% Vouchers/special offers Source: fast.MAP Marketing GAP 2012 From the web - marketers From the web - consumers 33% 0% 10% 20% 30% 40% #DMAPrint 50% 60%
  40. 40. A third would miss the advertising FROM THE WEB …….advertising you would miss if it disappeared tomorrow? Financial advertising (insurance, credit cards, loans) 48% 39% Utilities advertising (gas, electricity, water, telecoms) 44% 36% 36% 29% Adverts for local services 34% 34% Requests for charity donations 48% Vouchers/special offers Source: fast.MAP Marketing GAP 2012 From the web - marketers From the web - consumers 33% 0% 10% 20% 30% 40% #DMAPrint 50% 60%
  41. 41. People would miss PRINT advertising more than marketers would expect …..advertising you would miss if it disappeared tomorrow? Financial advertising (insurance, credit cards, loans) 37% 46% Utilities advertising (gas, electricity, water, telecoms) 41% 51% 48% Adverts for local services 59% Requests for charity donations 38% Vouchers/special offers 39% 49% 59% 0% Source: fast.MAP Marketing GAP 2012 10% 20% 30% 40% 50% #DMAPrint 60% 70% In print form - marketers In print form - consumers
  42. 42. People would miss PRINT advertising more than marketers would expect …..advertising you would miss if it disappeared tomorrow? Financial advertising (insurance, credit cards, loans) 37% 46% Utilities advertising (gas, electricity, water, telecoms) 41% 51% 48% Adverts for local services 59% Requests for charity donations 38% Vouchers/special offers 39% 49% 59% 0% Source: fast.MAP Marketing GAP 2012 10% 20% 30% 40% 50% #DMAPrint 60% 70% In print form - marketers In print form - consumers
  43. 43. Marketers are out of step with Consumers...overestimating the impact of the web and underestimating print. Which medium would you miss if it disappeared tomorrow? Source: fast.MAP Marketing GAP 2012 #DMAPrint
  44. 44.  How it was done  Consumer’s enthusiasm for print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing #DMAPrint
  45. 45. How important are different attributes to you when receiving marketing? Personalisation Authority Trust Memory Attention ggrabbing Appearance
  46. 46. Authoritative and ability to share with others least important .how important are the following attributes when receiving marketing information? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  47. 47. Personalisation important for half of people (along with appearance and memorability) .how important are the following attributes when receiving marketing information? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  48. 48. Most important : trustworthy, relevance, content, easy to respond .how important are the following attributes when receiving marketing information? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  49. 49. Which marketing channel do you feel best reflects these attributes? Trust Trust Personalisation Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  50. 50. Which marketing channel do you feel best reflects these attributes? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  51. 51. Which marketing channel do you feel best reflects these attributes? Personalisation Source: fast.MAP February 2013 N = 1,232
  52. 52. Which marketing channel do you feel best reflects these attributes? Trust Trust Personalisation Source: fast.MAP February 2013 N = 1,232
  53. 53. Which marketing channel do you feel best reflects these attributes? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  54. 54. Which marketing channel do you feel best reflects these attributes? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  55. 55. Which marketing channel do you feel best reflects these attributes? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  56. 56. Trustworthiness THE most important attribute a comm channel can have, with Direct Mail the favourite by 56% of consumers #DMAPrint #DMAPrint
  57. 57.  How it was done  Consumer’s enthusiasm for print  Qualities of Print  Consumer’s Expectations and Reaction to Print  The future – changing nature of marketing #DMAPrint
  58. 58. How quickly do you open post ….? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  59. 59. 54% of people open post straight away – high levels of engagement How quickly do you open post ….? Open it straight away, does not matter who sent it 54% Open it straight away if I am expecting a particular response/package from the company 13% Open it straight away if it is from a brand I recognise 12% I throw away post that appears to be marketing something 9% I throw post away that I don’t recognise 4% Leave it a few days for when I have time to open it 3% Wait until I have a few pieces of post and then read them together 3% 0% Source: fast.MAP February 2013 N = 1,232 10% #DMAPrint 20% 30% 40% 50% 60%
  60. 60. How often do you keep interesting addressed post excluding statements you receive from your bank and so on? Source: fast.MAP February 2013 N = 1,232m #DMAPrint
  61. 61. 7% never keep their post… How often do you keep interesting addressed post excluding statements you receive from your bank and so on? Never, 7% Regularly, 17% Rarely, 28% Occasionally, 48% Source: fast.MAP February 2013 N = 1,232m #DMAPrint
  62. 62. A further 28% rarely keep their post How often do you keep interesting addressed post excluding statements you receive from your bank and so on? Never, 7% Regularly, 17% Rarely, 28% Occasionally, 48% Source: fast.MAP February 2013 N = 1,232m #DMAPrint
  63. 63. 17% regularly How often do you keep interesting addressed post excluding statements you receive from your bank and so on? Never, 7% Regularly, 17% Rarely, 28% Occasionally, 48% Source: fast.MAP February 2013 N = 1,232m #DMAPrint
  64. 64. Almost two-thirds tend to keep their post How often do you keep interesting addressed post excluding statements you receive from your bank and so on? Never, 7% Regularly, 17% Rarely, 28% Occasionally, 48% Source: fast.MAP February 2013 N = 1,232m #DMAPrint
  65. 65. The mantle piece effect – MY BOSS’S mantle piece ! #DMAPrint
  66. 66. The mantle piece effect – MY BOSS’S mantle piece !
  67. 67. The mantle piece effect – MY BOSS’S mantle piece !
  68. 68. What will make you keep addressed post? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  69. 69. Interest means people will keep post – over a third use it as a prompt to do further research What will make you keep addressed post? I am interested in the product/service 56% I am interested in the brand 36% It will remind me to further research the product/buy the product at another time 36% I think it will be useful to my friends and/or family 25% It feels tailored to my needs and interests 20% I want to show it to my friends and/or family 14% I like the way it looks 12% It makes me feel I am being rewarded by the brand 12% 0% Source: fast.MAP February 2013 N = 1,232 #DMAPrint 10% 20% 30% 40% 50% 60%
  70. 70. Almost two thirds keep interesting post: the mantlepiece effect. 36% will keep post to remind them to do further research. #DMAPrint #DMAPrint
  71. 71. When you request information in the post, when do you expect to receive this? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  72. 72. People expect fast response: 85% want something within a week When you request information in the post, when do you expect to receive Over a month 2% this? Within a month 1% Within three weeks 1% Within two weeks 7% Within a week 44% Within 2-4 days 41% Within a day 4% 0% 5% Source: fast.MAP February 2013 N = 1,232 10% 15% 20% #DMAPrint 25% 30% 35% 40% 45% 50%
  73. 73. 85% expect response within a week when requesting information by post #DMAPrint #DMAPrint
  74. 74. The next slides contains the most significant findings of the study
  75. 75. The next slides contains the The next slides contains the most significant findings of most significant findings of the study the study
  76. 76. How might you respond to interesting addressed post from a brand you like? I would go online to the brand’s website to find out… 44% I would go online to a search engine to find out more 34% I would keep/file the post for reference 26% I would not respond immediately I would look to buy the product/service online 15% I would show the post to the rest of my family I would look to buy the product/service in-store 12% I would look to respond directly by post (e.g. fill in… I would go to their store/showroom for more… I would phone for more information 5% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 10% 20% 30% 40% 50%
  77. 77. One in ten would respond by post, phone or in-store How might you respond to interesting addressed post from a brand you like? I would go online to the brand’s website to find out more I would go online to a search engine to find out more I would keep/file the post for reference I would not respond immediately I would look to buy the product/service online I would show the post to the rest of my family I would look to buy the product/service in-store I would look to respond directly by post (e.g. fill in the tear… I would go to their store/showroom for more information I would phone for more information 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 10% 20% 30% 40% 50%
  78. 78. Post is good at driving people online and to the brand’s website; a quarter keep post for reference How might you respond to interesting addressed post from a brand you like? I would go online to the brand’s website to find out more 44% I would go online to a search engine to find out more 34% I would keep/file the post for reference 26% I would not respond immediately I would look to buy the product/service online 15% I would show the post to the rest of my family I would look to buy the product/service in-store 12% I would look to respond directly by post (e.g. fill in the tear… I would go to their store/showroom for more information I would phone for more information 5% 0% Source: fast.MAP February 2013 N = 1,232 www.fastmap.com #DMAPrint 10% 20% 30% 40% 50%
  79. 79. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine #DMAPrint #DMAPrint
  80. 80.  How it was done  Consumer’s enthusiasm for print  Qualities of Direct Mail  Consumer’s Expectations and Reaction to Print  The future – changing nature of marketing #DMAPrint
  81. 81. If I had to get RID OF one communication channel completely, it would be..? Source: fast.MAP Marketing GAP June 2012 #DMAPrint
  82. 82. Marketers think over 25% would get rid of their letterbox 50% 45% If I had to get RID OF one communication channel completely, it would be..? 40% 35% 30% Consumers 2013 25% Consumers 2012 Marketers 2012 20% 15% 10% 5% 0% The internet at home My letterbox My mobile phone Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012 The internet on my mobile device #DMAPrint My home phone
  83. 83. Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox 50% If I had to get RID OF one communication channel completely, it would be..? 45% 40% 35% 30% Consumers 2013 25% Consumers 2012 20% 15% 10% 5% 0% The internet at home My letterbox My mobile phone Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012 The internet on my mobile device #DMAPrint My home phone
  84. 84. Marketers are wrong! 50% If I had to get RID OF one communication channel completely, it would be..? 45% 40% 35% 30% Consumers 2013 25% Consumers 2012 Marketers 2012 20% 15% 10% 5% 0% The internet at home My letterbox My mobile phone Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012 The internet on my mobile device #DMAPrint My home phone
  85. 85. When will all communication you get from businesses have gone online – (brochures, special offers, bills etc.) Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  86. 86. People are anticipating a shift away from offline communications When will all communication you get from businesses have gone online – (brochures, special offers, bills etc.) Never 13% Not in my lifetime 17% In about 25 years’ time 9% In about 10 years’ time 33% In about 5 years’ time 28% 0% Source: fast.MAP February 2013 N = 1,232 5% 10% 15% #DMAPrint 20% 25% 30% 35%
  87. 87. How would you feel about a world where there is no physical communications from businesses in the UK? Source: fast.MAP February 2013 N = 1,232 #DMAPrint
  88. 88. However, almost half of people think things will be worse – and only 16% think it would be better How would you feel about a world where there is no physical communications from businesses in the UK? 50% 45% 40% 35% 30% I have no feelings either way I think it would be worse I think it would be better 25% 20% 15% 10% 5% 0% I have no feelings either way Source: fast.MAP February 2013 N = 1,232 I think it would be worse I think it would be better #DMAPrint
  89. 89. Most consumers anticipate all communications going online within 10 years, 45% think world would be “worse” because of it #DMAPrint #DMAPrint
  90. 90. fast.MAP’s 5
  91. 91. Highlights – top 5 3. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research
  92. 92. Highlights – top 5 3. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research
  93. 93. Highlights – top 5 3. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (61%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research
  94. 94. Highlights – top 5 3. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (61%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research
  95. 95. Highlights – top 5 3. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (61%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research
  96. 96. 3. 70% look forward to receiving What are the implications? #DMAPrint
  97. 97. 3. The problem is ……. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine it’s complicated 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research #DMAPrint
  98. 98. 3. The problem is ……. 70% look forward to receiving 1. 2. 3. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine it’s complicated Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers consumers needs are Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse”always changing15% saying a place because of it with only “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research #DMAPrint
  99. 99. The Importance of Testing – Richard Benson There are only two rules in direct marketing. Rule 1: test everything. Rule 2: Refer to Rule 1 Secrets of Successful Direct Mail, 1989 #DMAPrint
  100. 100. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Offer 4 20 Incentive 4 80 Endorsement 3 240 Outer envelope 3 720 PS 4 2880 Ask level / duration 4 #DMAPrint 11520
  101. 101. There are two routes you can go down…
  102. 102. Traditional Campaign Testing Control GO LIVE ; INVOLVE CONSUMERS #DMAPrint
  103. 103. Traditional Campaign Testing Control Control 100 days GO LIVE ; INVOLVE CONSUMERS #DMAPrint
  104. 104. The problems with traditional testing…  One pack fits all  Not cost effective to segment  Control pack is very difficult to beat  Few tests a year ( 2 or 3 )  Many new initiatives fail You might know what works but not why – so what do you learn as a marketer from this for your other campaigns?   Therefore off line DM as a channel is not as effective as it might be. #DMAPrint
  105. 105. Speed is key It’s about being able to react to changing markets and audiences fast – rapid learning, gaining an understanding in just days, not months and months... #DMAPrint
  106. 106. Chris Combemale Executive Director DMA ”The lengthy time it takes to learn and the cost of live testing has a negative impact on the effectiveness of offline Direct Marketing. The advent of the internet (and specifically panel based research) means it is no longer necessary to wait months to discover which creative approach, envelope or incentive will work best...” Chris Combemale May 2011 #DMAPrint
  107. 107. Marketers are becoming more insight focused
  108. 108. Which Incentive Should I use? IncentiveTesting #DMAPrint
  109. 109. Incentive testing #DMAPrint
  110. 110. Incentive testing #DMAPrint
  111. 111. £15 M & S Vouchers 1. Everybodys Grandparents 45% 40% 30% 35% 30% 6. Unknown 25% 2. Comfortable People 20% 15% 10% 5% 0% 5. Stretched People 3. Deal Seekers 25% 4. Nice People Organic Hotel Green/Organic Vouchers £15 M&S Vouchers Green Box None
  112. 112. £30 M & S Vouchers 1. Everybodys Grandparents 45% 40% 35% 28% 30% 30% 6. Unknown 25% 2. Comfortable People 20% 15% 10% 5% 0% 5. Stretched People 3. Deal Seekers 42% 25% 4. Nice People Organic Hotel Green/Organic Vouchers £30 M&S Vouchers #DMAPrint Green Box None
  113. 113. How can Creative Be Improved? Creative Testing
  114. 114. Testing Outer Envelope Headlines #DMAPrint
  115. 115. Attitudes and Experiences Question 1 I consider myself a property entrepreneur and actively invest in different properties for financial gain Whilst I have not invested in property before (other than the property I live in) I could be interested in learning more I never have or wish to invest in property for financial gain Overall #DMAPrint Volume Percent 145 5% 1,170 37% 1,882 3,197 59% 100%
  116. 116. Mail Pack Creative
  117. 117. Current Outer Envelope Headline – NOT the favourite. Please indicate which of the following headlines would motivate you to open the envelope Learn the secrets of successful property investment Get the inside story on becoming a successfully property investor Ever thought the people making money out of property know something you don’t? We’ll tell you what it is Take the first step in becoming a property millionaire Become a property millionaire Become an expert property investor Make a mint in property #DMAPrint 10%
  118. 118. Current Outer Envelope Headline – NOT the favourite. Please indicate which of the following headlines would motivate you to open the envelope Learn the secrets of successful property investment 24% Get the inside story on becoming a successfully property investor 19% Ever thought the people making money out of property know something you don’t? We’ll tell you what it is 18% Take the first step in becoming a property millionaire 13% Become a property millionaire 10% Become an expert property investor 9% Make a mint in property 6% #DMAPrint
  119. 119. Result Learn the secrets of successful property investment 52% increase in response #DMAPrint
  120. 120. Buried treasure
  121. 121. Buried insight for DMA Attendees • D 2 x ‘D’s’ • Qualifies the FIRST finder to £1,000 off research for projects booked by end October • Starting from 9am to midday Wednesday 16th October • Web address is www.fastmap.com • Email EXACT PAGE AND LOCATION mark.mina@fastmap.com • By tomorrow midday #DMAPrint
  122. 122. D #DMAPrint
  123. 123. Thank you: take your free infographic! #DMAPrint
  124. 124. Full printed report available at the end Sponsored by HP #DMAPrint
  125. 125. The role of print increasing customer engagement and loyalty Lyle Rainey, Business Development Manager, Hewlett-Packard Julia Cole, UK & I Marketing Manager, Hewlett-Packard
  126. 126. The Role of Print in Increasing Customer Engagement and Loyalty Lyle Rainey EMEA Business Development Mngr © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  127. 127. HP’s commitment to educate the market Changing Landscape for Brands and Consumers How digital print is becoming part of the strategy Case studies of integrated digital printing Do consumers need brands ? Brands need consumers ! © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  128. 128. HP GSB portfolio delivers digital to all segments Design Photos Sign & Display Direct Mail & Info Prints Marketing Collateral 128 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Labels & Packaging Publishing Decoration
  129. 129. HP in a new role to evangelize digital printing at large content generators and their creative designers Brand-owners Retailers Enterprises As supplier of digital press solutions Print Service Providers, Mailers Convertors Marketing /CRM agencies 129 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  130. 130. Evolution Roadmap in printed communication Cross-Media Conversational Marketing Campaigns (fully digital) Conversation Focus Interactive print Customized DM / TransPromo (mix of analog & fully digital) Customer Orientation Customized print Simple Personalized DM / Transaction mail (analog pre-print + digitally personalized) Personalized print Communication Focus Addressed DM (analog print with digital addressing) Mass Production Variable Contents 130 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Relevant Communications
  131. 131. “From letterbox to inbox Building customer relationships” 131 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  132. 132. 132 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  133. 133. 133 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  134. 134. 134 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  135. 135. Fully exploit the key values of digital printing Short-run printing Break long runs into many frequent shortruns • • • • • Less obsolescence Always up-to-date More versioning Minimal stock Faster time to market -> less obsolescence -> less waste -> less opex Print-on-demand Web-to-print • • • • Less admin overhead No warehousing cost Always up-to-date Only print when needed what is needed Variable data Print less, but only relevant info • Name, address, account data Person • Ex: transactional / direct mail -alize Custo m-ize -> less obsolescence -> less waste -> less opex 135 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Dialog ue • Transpromo & customized promo mail • Selected content in relation to customer’s profile • Offers & promotions • All content in alliance with customer’s activities in-store & online. -> Better ROMI -> Lower print+mail costs -> Lower CO2
  136. 136. Belgian discount retailer uses customer data to create targeted promotions and drive customer loyalty The Challenge The Strategy Results  Increase effectiveness of consumer communications  Decrease environmental footprint of consumer marketing program  Be more relevant to consumers  Drive loyalty card membership  Create personalized weekly flyers  Use customer purchase data to promote relevant products  Reduce size of flyer through precise selection of offers  Allow loyalty car holders to use redemption card to get discounts  Increased number of households using coupons, increased coupons used per household and average shopping basket value  Drove loyalty card memberships from 50k to over 1M  Reduced annual paper usage by 665M pages  Produced €360M in revenue growth 1 3 6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  137. 137. Major clothing marketer switches to personalized catalogs and drives 30% response gain The Challenge The Strategy Results  Increase response rate to DM catalogs  Take advantage of extensive customer history database  Develop cross media campaign personalized to reflect customers purchase history  Use love letter from “Johnnie (Boden)” theme  30% increase in response rate  3000+ competition entries, 250+ Facebook postings & 1000+ comments  Won marketing Week Engage award 1 3 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  138. 138. The Challenge The Strategy Results  Drive long offset runs to profitable and cost effective digital medium runs, for Car Manuals of top manufacturers and top car models (Porsche, Mercedes, BMW, Audi), targeting on-demand fulfillment, reduced inventories and low TCO  Conversion of offset printed car manuals to digital, using HP Indigo printing solutions:  Digital print quality, similar to offset, with advantages over other digital printing technologies in quality, special brand colors, heat durability of printed manuals (manuals on car dashboard)  Very short runs, variety of languages, On-demand  Elanders Sommer became digital market leader for the German car industry, and one of Indigo’s top digital printers worldwide  In addition, Elanders Sommer become the digital hub and knowledge center for Elanders group 1 3 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  139. 139. Design magazine gets personal with “handmade” custom edition and HP digital print The Challenge The Strategy Results  Make the cover of its handmade-themed issue complement the custom-made products featured in it  Engage subscribers in a two way creative process  Create a collection of images, patterns, colors and words available through their web site and let subscribers design their own cover art with them  22,000 custom versions of Wallpaper* created  “It was a huge undertaking, and the results were miraculous,” says publishing director Gord Ray 1 3 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  140. 140. Chicago university boosts enrollment with personalized cross media recruitment campaign The Challenge The Strategy Results  Increase effectiveness of annual freshman recruitment drive  Decrease average cost per applicant  Create personalized direct mail campaign from college entrance exam data  Highlight scholarship opportunities based on test scores  Use PURLs to guide students to majorspecific information and open house invitations  79% lift in response rate  64% reduction in marketing cost per applicant  Full freshman class 1 4 0 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  141. 141. From an idea to bottles on the shelves © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  142. 142. Coca-Cola’s biggest-ever personalized brand campaign across Europe •Request from 32 countries, • 2 bottles sizes as 0.5 and 0.375 liters, • 3 types of Coke: Regular, Zero and Diet. •30 different languages 5 different alphabets. • 10000 different artworks •800 million labels! •Randomised for shelf stacking 142 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  143. 143. In the first 12hrs > 10000 sharing on the web 143 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  144. 144. Marketing becoming more relevant Digital printing is part of the journey HP Makes it happen Thank you ! 144 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  145. 145. People love print Phil Dean, Managing Director, Ingenious Rapport Follow the link to view Phil’s presentation http://www.slideshare.net/SarahWright/phil-dean-presentation
  146. 146. Q&A session Sponsored by
  147. 147. Closing comments from Chair Sponsored by

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