DM is ook een efficiënte tool om een sterk merk te creëren. Een uitgebreid overzicht van de efficiëntie van direct mail, beginnende bij nieuwe betacijfers i.m.v. de herinneringsgraad.

1. 1

2. Brand X % awareness attributed to DM
2

3. “if it is accepted that all behavior in an
interactional situation has message value,
i. e., is communication, it follows that no
matter how one may try,
one cannot not
communicate."
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4. 4

5. 5

6. 6

7. Branding=
The marketing practice of creating a name, symbol or
design that identifies and differentiates a product from
other products (www.entrepreneur.com)
A seller’s promise to deliver a specific set of features,
benefits and services consistent to the buyers (Ph. Kotler ?)
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8. 8

9. 6,2%
Own DB = 8,9% External DB = 5,4%
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10. 23% turnover + 248 % 12%
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11. Source: Royal Mail / Brand Science
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12. Beware: traditional media also
emphasize their short term sales
response
12

13. Plurimedia
Short term effect if 50K more investment
n: 300 brands measured during 80 periods
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14. Short term effect if 50K more investment
n: 300 brands measured during 80 periods
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15. 15

16. 16

17. Source: Mediapost (F)
17

18. Source: Royal Mail / Brand Science +25% +37% +9% +44% +62%
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19. DM EFFECTIVENESS INTERACTS
WITH OTHER CHANNELS
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20. 6% response
… means 94% waste ???
20

21. Source: Mediapost (F)
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22. “Overall, which advertising media do you like the most ?”
Addressed DM 31%
Unaddressed DM 23%
TV 13%
Press 7%
Email 5%
Internet 4%
Radio 3%
In het algemeen, via welk medium ontvangt u het liefst reclame?
De manière générale, sur quel média préférez-vous la publicité ?
Source : Market Probe 2010 22

23. “I like receiving advertising through this medium”
Digital Natives Digital Immigrants Late Adopters
Addressed DM 45% 41% 47%
Unaddressed DM 21% 24% 33%
TV 25% 16% 12%
E-mail 20% 18% 9%
Press 11% 12% 11%
Radio 12% 10% 8%
Social Networks
9% 4% 2%
Source : Market Probe 23

24. Source: Synovate Censydiam 2007
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25. DM as a medium, the story of the
« Beta » coefficient
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26. Beta coefficient
Recall after 1 contact
determines recall
Developped in the 70’s after « n » contacts
by A. Morgensztern
Beta = probability
of recalling a given ad
after 1 contact, « Beta » may be used
generally reconstructed, as a model parameter
based on post-tests for recall building
and decay
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27. 27

28. Brand awareness Aided Recall DM: Aided Recall DM: DM Aided Recall DM: Brand
Recall DM - spont
category (spont.) product category description prompted
Opening (Y/N)?
Action after reception Reading type:
Thrown away, kept for reading later, given to open not read, partially, normally, completely
someone else
Recall content (describe)
Evaluation (score on 7 points scale)
Liking, convincing, inciting, relevant for me, original,
interesting, informative, give a positive image of the
brand, increases knowledge on brand
Action taken
(will go to the shop, call, use coupon,…)
Intention to buy
(score 5 points scale)
Yes Use DM after reading
- thrown away, kept, given to someone else
No
- Information discussed or seen by others: Y/N
Demographics:
Age, social class, language
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29. Base for
beta coefficient
calculation
Brand Aided Aided Aided
Recall DM awareness Recall DM: Recall DM: Recall DM:
- spont category product DM Brand
(spont.) category description prompted
Yes
Similar approach than for other media
No
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30. Based on recall
No decay factored
as given by the
since
post campaign
the first exposure *
measurements *
Average beta
coefficient
DM
Frequency
Averaged across
considered
target groups
equal to 1 *
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31. Average DM
beta value = 67,4%
out of 89 cases
After one DM
campaign
2 out of 3
exposed individuals
are likely to
recall the advertised
brand
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32. Avg=
67,4%
Campaign recall % per category
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33. Avg=
67,4%
Campaign recall % per type database
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34. 34

35. The story goes on…
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36. As a conclusion…
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37. o Everyone now cares about [sales] response…
o No channel/medium owns a monopoly in
branding power
o « Mail medium » maybe better as name than
« direct mail »
o Mail medium = 2nd best in recall building
o Our rules should fit those of the consumer:
« siloing » is about techniques.
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38. Thank you !
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