2. Quiz
Bij elk onderdeel van de presentatie stellen we jullie een
vraag over de inhoud.
Antwoord correct op de 7 vragen …
En ontvang 2.000
gratis Select Post of Select Movers adressen.
3. Agenda
1. De Post en de agentschappen
2. DM Consultancy Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
4. Agenda
1. De Post en de agentschappen
1. « A true love affair »
2. What’s in it for the agencies
5.
6. Together we try to convince the advertiser
Advertiser
Inform and support Presription role
Agency
Support / facilitate experience
7.
8.
9. Agenda
1. De Post en de agentschappen
1. « A love affair «
2. What’s in it for the agencies
10. An & Ellen : your ambassadors
Operational support
Price demands
Contracts
Information: facts & figures
Trainings & Workshops
16. Quiz
Vraag 1
Met de actie “Direct from Cannes” stuurden we 3 reporters
van verschillende bureaus op pad.
Geef twee van de drie winnende bureaus.
17. Agenda
1. De Post en de agentschappen
2. DM Consultancy Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
18. Agenda
1. De Post en de agentschappen
2. DM Consultancy Services
1. Team & Mission
2. Services
3. DM Pige
21. Agenda
1. De Post en de agentschappen
2. DMC Services
1. Team & Mission
2. Services
3. DM Pige
22. Services throughout the funnel
Communica- Develop & Respons &
Franking & Post
Targeting return
tion strategy Produce Distribution
management evaluation
DM campaign coaching - DM Training - DM processes
DM Integrator DM Targeting DM Checker Impact analysis :
- Pilot
Loyalty DM Pre-test - Barometer
- Response/
DM Briefing benchmarking
- ROI calculator
23. DM barometer: measure the impact of your
campaign
Survey « standard »
300 answers
Random based on postal code
> telephone number
Representative sample: age,
sex, location
Computer Assisted Telephone
Interviews
15 11/03/20
24. Extensive research: >45.000 interviews
Generic media surveys
Mail moment
E loves P
How direct are women?
20 Multi-media surveys
>40 DM impact surveys
> 250 response rates - benchmark data
base
25. Integrated in the Media Mix, DM boosts ROI at least 20%
1 2 3 4
BRAND
RECALL RATE SALES ACTIVATION LOYALTY BUILDING
PERCEPTION
2->20 x higher 15 up to 200% > 25%
> 50%
NET MARGIN UNIQUE
SHORT TERM PERFORMANCE
on incremental + min. 20% ROI
sales if direct mail
is integrated
LONG TERM into media mix DM COSTS
on « lifetime » Database
sales
Creation
Production
Fulfilment
Source: Post – 15 DM pilot surveys N: > 25.000
24
26. Quiz
Vraag 2
Hoeveel DM Impact studies hebben we momenteel reeds
in onze database?
>…
27. Agenda
1. De Post en de agentschappen
2. DMC Services
1. Team & Mission
2. Services
3. DM Pige
28. Agencies wanted to make
complete mediamix-analyses,
with the integration of Direct Mail.
The answer: DM Pige
30. The partners
In collaboration with
With support of
Operational partner
31. The chosen process is comparable with the other
media: Mediaxim platform
DM specimen arriving at Mediaxim DM scan
DM nomenclature
(similar as CIM-MDB) Visual Identification
30
32. The conditions for Direct Access (Mediaxim)
Annual subscriptions
Each subscriber gets several accounts for its employees
Access to the web-tool via secured logins-passwords
Pricing
ADSTAT (Direct Mail figures):
“All sectors”: 3.500€ / year - “One sector”: 2.000€ / year
ADVIEW (Direct Mail visuals):
“All sectors”: 3.500€ / year - “One sector”: 2.000€ / year
31
35. In your sector, TV and Dailies were the
dominant medium
Car Gross Media investments 2008 (in mio eur)
Total Gross Media = 261,1 mio 6,2 Est. 2,4%
TV; 24%
Radio; 12%
Cinema; 2% 254,9
Magazines;
9%
Dailies; 24%
Regional
Press; 4%
Internet; 5%
Postering;
18%
Mass Media Direct Mail
EG Transport – SCT Industrie automobile – SSCT Voitures (Cim MDB) (Pige DM)
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
comparable but is not CIM Compliant
36. BMW Share of Voice in DM was about 12,5%
Brand share of voice 2008 (in %; Gross investments)
Mass Media (Cim MDB): 254,9 mio eur Direct Mail (DM pige): 6,2 mio eur
RENAULT 9,6% RENAULT 25,5%
VW 8,0%
BMW 12,5%
BMW 7,7%
NISSAN 6,1%
CITROEN 7,0%
MERCEDES -
MERCEDES - BENZ 6,4% 6,0%
BENZ
PEUGEOT 6,2% AUDI 5,9%
OPEL 5,2%
CITROEN 5,1%
TOYOTA 5,1%
PEUGEOT 4,9%
VOLVO 2,5%
OPEL 4,3%
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
comparable but is not CIM Compliant
37. BMW share in DM was above the average of the sector
Media mix comparison (gross investments / media in %; 2008)
20,4 mio € 261,1 mio €
Direct Mail 100%
3,8% 2,4%
TV
20% 24%
80%
Radio
2,00%
10,60%
Dailies
60%
Magazines 38%
24%
Internet
40%
9%
Regional Press 9%
4% 5%
0% 6%
Cinema 20% 8% 2%
Postering 15% 17%
0%
BMW TOTAL
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
comparable but is not CIM Compliant
38. Quiz
Vraag 3
Wat is de naam van het bedrijf dat voor ons de DM Pige
cijfers registreert en bijhoudt?
>…
39. Agenda
1. De Post en de agentschappen
2. DMC Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
41. Letterbox media remains strong in the current
declining media environment
Evolution 1st semester 2009 vs 2008
Direct 175,9 Direct Mail
180
+ 2.4%
Mail pige
Gross investments by TV 595,8
CIM-MDB
574,6 - 3.5%
media
362,3
(mio eur) Dailies 360,1 - 0.6%
Radio
189
- 7.1% 2008
175,6
151,9 2009
Magazines 135,4 - 10.9%
126,4
Postering 113,5 - 10.2%
77,3
Free press 80,9 + 4.6%
54,3
Internet 54,4 + 0.1%
11,2
Cinema 9,3 - 16.5%
1.568,2
568,2
Total mass 545 - 4.1%
1.503.9
Sources: Direct Mail: DM Pige-Mediaxim-Post; other media: Cim-MDB Mediaxim (24/08//2009)
42. Retail represents 29% of gross investments in direct
mail
Gross investments in Direct Mail (1st semester 2009)
In mio eur In %
RETAIL 52,3 29.1%
MAIL ORDER 48,3 26.8%
BANK-CREDIT-INSURANCE 18,0 10.0%
TELECOM 5,3 2.9%
AUTOMOTIVE 4,7 2.6%
PUBLIC INITIATIVES - FUNDRAISING 4,0 2.2%
POLITIC - MUTUALITIES 3,8 2.1%
MEDIA 3,8 2.1%
ENERGY 3,3 1.8%
EDUCATION 2,8 1.5%
PUBLISHING 2,7 1.5%
TOURISM - LEISURE 2,3 1.3%
FAIRS 2,0 1.1%
ASSOCIATIONS - FEDERATIONS 1,6 0.9%
INFORMATION SERVICES 1,5 0.8%
OTHERS 23,7 13.3%
43. But DM is still a small player in most sectors
Gross ATL media & DM investments in Top 10 mass-media sectors
(in mio eur, Total 2008)
354
286
273
215
172
160
109 105
73
57 53
36
8 9 4 9 5 5 2 2
Retailer Media Automotive Bank & Leisure, Telecom Publishing Tourism Care-pharma Public
Finance entertaining
Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim)
Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
42
44. The Mail Moment
97%
opent iedere
dag zijn spendeert
brievenbus 1’52’’ per DM
… maar
ontvangt
slechts
2DM/week
… en achter
elke brievenbus
schuilt een
78% opent
uniek persoon
de DM
43
45. Direct Mail gives customers
the feeling of…
Ohter
This medium can give me the feeling of… DM Media (avg.)
…rewarding me as a customer 73% 19%
…being connected to the brand 63% 8%
…acknowledgement / appreciation 57% 8%
…being important for that brand 57% 7%
…being unique 51% 7%
Bron: Synovate Censydiam, 2007
44
55. Top of Mind
11% of the target group went online and
placed an order. The French President received well
over 100 letters asking him to declare that small
patch of France to be Belgian.
56. Impact on brand perception: demonstrate your
benefit in a persuasive way
57. Impact on brand perception:
Demonstrate your benefit on a more persuasive way …
60. Quiz
Vraag 4
Met hoeveel % zijn de DM cijfers gedaald of gestegen het
eerste semester van 2009 t.o.v. het eerste semester
2008?
61. Agenda
1. De Post en de agentschappen
2. DMC Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
62. De bestanden van De Post
Uiterst recent lifestyle bestand opgebouwd en opgefrist op basis van een zeer gedetailleerde vragenlijst. Momenteel zijn er ongeveer 711.000 adressen
beschikbaar.
2005 2006 2007 Nov07
2008 2009
Nov. Nov. Mei Okt. apr. nov apr.
04/11/09
Nieuwe wave:
265.000 stukken te
Select Post bevat: versturen
- Recente gegevens
- Opt-in (« ja, ik wens deze mailing »)
- Over uiterst talrijke onderwerpen (hobbies, aankopen, vakantie, auto…)
63. De bestanden van De Post
400.000 gezinnen verhuizen per jaar (10% van de
bevolking)
Circa 250.000 daarvan vragen aan De Post (tegen
betaling) om hun post naar hun nieuw adres door te
sturen via het formulier DoMyMove
Het bestand DoMyMove bevat de volgende gegevens:
- Volledige gegevens van de verhuizer (vorig en nieuw adres)
- Gegevens van zijn/haar gezin (echtgenoot + kinderen)
- Geboortedatum van iedereen
Komende release:
- Maart 2010
- Sept 2010
64. De DATA diensten van de Post,
bron van :
Prospectie Kostenvermindering
• OptiMovers
• OptiRetour
• Notifications DoMyMove
68. Lead generation in Select Post
en DoMyMove
15% commissie
Antwoordrate tussen
2% (NGO) en
11% (VPC)
69. Insert in Select Post
15% commissie
- personalisatie mogelijk via barcode
- levering van de coördinaten van de
gebruikers na actie
70. Quiz
Vraag 5
Hoeveel gezinnen doen jaarlijks beroep op DoMyMove
voor het nasturen van hun briefwisseling?
71. Agenda
1. De Post en de agentschappen
2. DMC Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
72. Met 92 % effectieve bedeling is de kwaliteit van
Distripost ongeëvenaard
Documenten bedeeld in alle
brievenbussen, ook in
appartementsgebouwen en
afgelegen woningen
92 % Professionele aanpak van de
postbode
67 %
Bezorging opgenomen in het
operationele postproces, dat
regelmatig interne en externe
controles ondergaat (Belex…)
Distripost Andere operator
Bron: studie Market Probe Europe – mei 2008-februari 2009 – panel van 500 mensen per week
4
73. Distripost garandeert een hoge impact
In vergelijking met een
bundel gaat de aandacht
van de doelgroep uit naar
max. 2 reclamefolders
Uw zending profiteert van
het ‘postmoment’:
97 % maakt zijn bus leeg
nadat de postbode
langskwam
74 % leest de post
onmiddellijk
Het is een moment waar-
naar wordt “uitgekeken”
5
74. Huis-aan-huis bedeling bij De Post kan ook
semi targetted zijn
Selectie volgens geomarketingcriteria:
o Afzetgebieden
o Tot op wijkniveau
Met deze selectiecriteria
vermindert u verspilling.
6
75. Huis-aan-huis bedeling bij De Post kan ook
semi targetted zijn
Selectie volgens sociodemografische
consumentenprofielen:
Jonge gezinnen met kinderen
Hoge inkomens
Senioren
enz.
Met deze selectiecriteria
vermindert u verspilling.
6
77. 61 % meer rendement voor uw acties via
bedeling van De Post
Gemiddeld antwoordpercentage
Index vs. BD
216
100
Distripost Bundel
Bron: testresultaten (N=29), DM Barometer (N=13).
9
81. Quiz
Vraag 6
Wat is de kwaliteit van de bedeling met Distripost,
uitgedrukt in %?
82. Agenda
1. De Post en de agentschappen
2. DMC Services
3. Direct Mail
4. Data (Select Post + Do My Move)
5. Distripost
6. Regels van De Post
7. Rondleiding Brussel X
84. Simplified Price Grid
SMALL LARGE
0 gr.
Sorted by
Bulk Bulk Sorted Bulk Sorted by
sector &
by 78 sector
distr.
direction office
50 gr.
Pre-Sorting level
Mail Id
1 2 3
2008 - +
2 kg.
Low readability +0.04 € +0.04 € +0.02 € +0.04 € +0.02 € +0.00 €
Rectangular/Square +0.08 € +0.04 € +0.00 €
SPECIAL
Not rectangular or with a hole +0.12 € +0.08 € +0.04 €
85. Simplified Price Grid
SMALL LARGE SPECIAL
0 gr
Bulk Sorted by Bulk Sorted by
Bulk Bulk Sorted Sorted by Sorted by
sector & sector &
by 78 or sector + or sector +
distr. distr.
direction Bulk + PC PC Bulk + PC PC
office office
50 gr
Mail Id
Pre-Sorting levels Pre-Sorting levels
1 2 3 1 2 3
- + - +
2 kg
2009:
3 products
No Low Readability supplement any more
No Special Rectangular supplement any more
86. Small format
SMALL
≤ 50 gr
And...
• Rectangular
• Dim min: 90 x 140 x 0.15 mm
• Dim. max: 165 x 245 x 5 mm
• L/l ≥ 1,20
• Orientation « landscape »
• OCR Address or Mail ID
• Simplified lay out to be
•respected
Zones
Advertising windows
87. Large Format
LARGE
> 50 gr
Or...
• Rectangular or square
• Dim min: 90 x 140 x 0.15 mm
• Dim max: 230 x 350 x 30 mm
•Max weight: 2 kg
+ All mailings:
• Square or almost square (L/l <1,20)
• Orientation « Portrait »
• Rigid or with rigid objet
• Special paper (shining/reflecting)
• Band or sticker for closing
• 1 or more detachable stickers
• Small dimensions but not
complying with SMALLformat
definition (lay out or OCR address or
Mail ID)
• Under blister.
88. Special Format
SPECIAL
Creative
form
• Non rectangular and/or with a hole
• On which card, envelop etc. are
partially glued.
• Form: free
• Dim min: 90 x 140 X 0.15 mm
• Dim max: 230 x 350 x 30 mm
• Max weight: 2 kg
89. SELFMAILERS
Specificities
To be considered as a SMALL Format*:
A selfmailer of small dimensions will be ideally fully closed on its 4th sides
A selfmailer must be fully closed on the right side
The selfmailer is not closed with staples, clips, etc.
PP- PB How to check if fully closing?
4 corners are closed in all cases
perforations
« poinçonnage »
Small folded side = fully closed side
1 line of glue on full lenght, incl.
extremities = fully closed side
points of glue at max 4.5 cm from each
other AND 2 points of glue at both
extremities (1 per extremity) = fully closed
side …
Right side – must be fully closed
(*) Specificities coming on top of the definition of a SMALL Format
Fully closed
90. SELFMAILERS: Flexibility SMALL Format 2009
One side, different from the right side, can be fully open if the other
sides are fully closed.
PP-PB PP-PB
New !
Large Small
PP-PB PP-PB
New ! New !
Small Small
Right side – must be fully closed
Fully closed
Fully open
91. SELFMAILERS: Flexibility SMALL Format 2009
Test 2009
Folded
Gevouwen
Plié
New !
PP-PB
• Points of glue must be placed on
flap extremities to ensure fully
closing of the flap !
Small
• Max 4.5 cm between 2 points of
glue
Max 4.5 cm
Folded
Gevouwen
Flap
Plié
Point de colle
Côté droit – toujours complètement fermé
Complètement fermé
92. Simplified operational rules
SMALL Format
L
Ter helemaal beschikking
van de afzender:
- alle kleuren Frankering (leesbaar
met het blote oog)
- alle grafische elementen
- alle tekst (vorm/formaten)
l
Idem zone 4 behalve
- adres (complete of
partiële) OCR adress of
- elementen die verward Mail ID
kunnen worden met een
adres (PC + gemeente)
Idem zone 5
L/l ≥ 1.20
93. Color or graphism in indexation zone is accepted for
SMALL and/or LARGE format
without supplement
94. Zone 5 – Address or Address like
Address like 4 digits numbers
= postcode + city No window for address OK
Solde à notre magasin ASBL NSC ASBL NSC
situé à Ch. de Boendael 55 Ch. de Boendael 55
Solde à notre magasin
1000 Bruxelles 1050 Ixelles 1050 Ixelles
situé à
1000 Bruxelles
Window for address
Solde à notre magasin ASBL NSC ASBL NSC
situé à Ch. de Boendael 55 Ch. de Boendael 55
Solde à notre magasin
1000 Bruxelles 1050 Ixelles 1050 Ixelles
situé à
1000 Bruxelles
LARGE SMALL
95. Zone 5 – Sender Address
No window for address
Société XYZ
Rue de la Poste 10
1200 Bruxelles
Société XYZ
Rue de la Poste 10 ASBL NSC ASBL NSC
1200 Bruxelles Ch. de Boendael 55 Ch. de Boendael 55
1050 Ixelles 1050 Ixelles
Window for address
ASBL NSC ASBL NSC
Société XYZ Ch. de Boendael 55 Ch. de Boendael 55
Rue de la Poste 10 1050 Ixelles Société XYZ 1050 Ixelles
1200 Bruxelles Rue de la Poste 10
1200 Bruxelles
Idem if address on 1 line: can
not be on the same level as LARGE SMALL
address zone either
96. Zone 6 – Address & indexation zone
No window for address
ASBL NSC
Ch. de Boendael 55
1050 Ixelles
Société XYZ Rue de la Poste 10 1200 Bruxelles
Window for address
ASBL NSC
Ch. de Boendael 55
1050 Ixelles
Rue de la Poste 10
1200 Bruxelles
LARGE
97. Advertising windows
No window for address Window for address
1 advertising
1 or more window
advertising
with address
windows
- ASBL NSC ASBL NSC
With or Ch. de Boendael 55 Ch. de Boendael 55
without 1050 Ixelles 1050 Ixelles
address
Window for address Window for address
1 or more
1 or more
advertising
advertising
windows
windows
ASBL NSC - ASBL NSC
- Ch. de Boendael 55 Ch. de Boendael 55
without
With address 1050 Ixelles 1050 Ixelles
address
LARGE SMALL
98. Not exhaustive list
OCR Address
Overview – No changes vs 2008 !
SMALL Monsieur Dupont C.
Rue du Chat 8 LARGE
Monsieur Dupont C.
Rue du Chat 8 1000 Bruxelles
1000 Bruxelles Underlined Monsieur Dupont C.
Most of font OK for SMALL Monsieur Dupont C. Rue du Chat 8
(ex: Helvetica, Verdana, ...) Rue du Chat 8 1000 Bruxelles
1000 Bruxelles Bold
Content of address bloc:
Address only Color inversion
Possible references & barcode
Monsieur Dupont C.
No other text or graphism Monsieur Dupont C. Rue du Chat 8
Rue du Chat 8 1000 Bruxelles
1000 Bruxelles Italic
Serifs
Monsieur Dupont C.
Monsieur Dupont C. Rue du Chat 8
Rue du Chat 8
1000 Bruxelles
1000 Bruxelles
White or Pantone colors Light color for ink
(quadri-equivalent) Lack of contrast
Police ou caractères manuscrits
102. Questions? Don’t hesitate to contact:
An Schuurmans
T. + 32 2 276 34 19
M. +32 473 96 12 23)
Ellen Distave
T. +32 2 276 25 65
M. +32 486 41 34 91)