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fast.MAP/DMA Print Tracker 4th July 2013

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Discover the value of direct mail and print, and the role it can play in the marketing mix. This presentation was originally made by David Cole, Managing Director of fast.MAP.

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fast.MAP/DMA Print Tracker 4th July 2013

  1. 1.     
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  6. 6. On a screen, 65% On paper, 35%
  7. 7. 4% 14% 19% 30% 33% 0% 5% 10% 15% 20% 25% 30% 35% I will leave my post for a few days before opening it I tend to throw away or recycle most of my post I only look forward to receiving post when I am expecting a particular delivery I don’t look out for the post, but will open what I get the same day I look forward to seeing what the postman has got for me, and I’m very disappointed if I don’t receive anything
  8. 8. 11% 19% 21% 23% 25% 34% 52% 58% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Leaflets/pamphlets Customer magazines Magazines from brands Invitations to product launches/events Catalogues Postcards Packages from retailers Letters Vouchers/coupons/discounts
  9. 9. 5% 6% 8% 15% 17% 48% 0% 10% 20% 30% 40% 50% 60% It is from a brand/company that I know I am interested in the product/service It might contain a coupon or voucher I see it contains a sample, coupon or voucher It looks like an interesting package It is personally addressed to me
  10. 10. Source: fast.MAP Marketing GAP 2012
  11. 11. Marketers are out of step with Consumers...overestimating the impact of the web and underestimating print.
  12. 12. 7% 14% 14% 36% 38% 40% 59% 0% 20% 40% 60% 80% If it didn’t have a social media presence I could like or follow If it didn’t use the most up-to-date communication methods to advertise its services If its website wasn’t optimised for my tablet/smartphone If it refused to send information (invoices/statements/brochures) in offline, printed form If it closed all its physical outlets and announced it would only have an online presence If I could only get updates about its new products and offers by signing up to its social media presence If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form
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  15. 15. 3% 3% 4% 9% 12% 13% 54% 0% 10% 20% 30% 40% 50% 60% Wait until I have a few pieces of post and then read them together Leave it a few days for when I have time to open it I throw post away that I don’t recognise I throw away post that appears to be marketing something Open it straight away if it is from a brand I recognise Open it straight away if I am expecting a particular response/package from the company Open it straight away, does not matter who sent it
  16. 16. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
  17. 17. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
  18. 18. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
  19. 19. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
  20. 20. 12% 12% 14% 20% 25% 36% 36% 56% 0% 10% 20% 30% 40% 50% 60% It makes me feel I am being rewarded by the brand I like the way it looks I want to show it to my friends and/or family It feels tailored to my needs and interests I think it will be useful to my friends and/or family It will remind me to further research the product/buy the product at another time I am interested in the brand I am interested in the product/service
  21. 21. 4% 41% 44% 7% 1% 1% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Within a day Within 2-4 days Within a week Within two weeks Within three weeks Within a month Over a month
  22. 22. The next slides contains the most significant findings of the study
  23. 23. The next slides contains the most significant findings of the study………………..
  24. 24. 5% 12% 15% 26% 34% 44% 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more… I would look to respond directly by post (e.g. fill in… I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out…
  25. 25. 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more information I would look to respond directly by post (e.g. fill in the tear off slip) I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out more
  26. 26. 5% 12% 15% 26% 34% 44% 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more information I would look to respond directly by post (e.g. fill in the tear off slip) I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out more
  27. 27.     
  28. 28. 28% 33% 9% 17% 13% 0% 5% 10% 15% 20% 25% 30% 35% In about 5 years’ time In about 10 years’ time In about 25 years’ time Not in my lifetime Never
  29. 29. fast.MAP’s 5
  30. 30. 1. 44% of those that respond to post would do online to a brands 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. 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 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
  31. 31. 1. 44% of those that respond to post would do online to a brands 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. 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 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
  32. 32. 1. 44% of those that respond to post would do online to a brands 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. 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 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
  33. 33. 1. 44% of those that respond to post would do online to a brands 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. 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 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
  34. 34. 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. 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 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
  35. 35. 3.What next…
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  37. 37. D • • • • • • • • •
  38. 38. D

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