Impact Survey Telecom
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The document summarizes the results of a market research study conducted among 1800 existing customers of Player A to evaluate different promotional campaigns for a new product. The study tested the effectiveness of direct mail, email, and above-the-line advertising (ATL) alone or in combination. The key findings were: 1) Direct mail was most effective at increasing consideration and purchase rates compared to email+ATL and ATL only. 2) Both direct mail and email had a positive net impact, but direct mail worked better across all customer groups. 3) Direct mail generated higher recall rates than email and ATL except for TV advertising.
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This document summarizes the results of market research comparing the impact of two media mixes on brand awareness, perception, and sales for a new beauty product. The traditional media mix of TV, print, and point-of-sale advertising was compared to a mix also including direct mail. Direct mail significantly improved awareness and increased sales activation by 61% compared to the traditional mix alone. The inclusion of samples and coupons in direct mail also proved very effective, with high recall and usage rates. The media mix with direct mail achieved a higher return on investment of 11% compared to -2% for the traditional mix alone.
Case 2 fmcg p17 nl cover
This document summarizes the results of market research comparing the impact of two media mixes on brand awareness, perception, and sales for a new beauty product. The traditional media mix of TV, print, and point-of-sale advertising was compared to a mix also including direct mail. Direct mail significantly improved awareness and increased sales activation by 61% compared to the traditional mix alone. The inclusion of samples and coupons in direct mail also proved very effective, with high recall and usage rates. The media mix with direct mail achieved a higher return on investment of 11% compared to -2% for the traditional mix alone.
Impact Survey Fmcg Beauty
This document summarizes the results of a market research study comparing the impact of two media mixes on awareness, perception and sales of a new beauty product targeted towards women over 55:
1) A traditional media mix of TV, print and point-of-sale advertising.
2) The traditional media mix plus direct mail.
The study found that direct mail significantly improved brand awareness and was more effective at each step of the sales process, boosting purchase intention by 61%. Direct mail and TV had the highest recall rates. Samples and coupons distributed through direct mail were also highly effective at trial and purchase conversion within a short time period. The media mix including direct mail achieved a significantly higher ROI despite lower advertising costs and
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
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1. A study by La Poste Belge analyzed the impact of direct mail campaigns and tests in Belgium. Direct mail represents around 10% of total media investments and had an 11.8% market share in the first half of 2009.
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Fueling the Funnel through Customer Engagement - ExactTarget
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Impact Survey Telecom 2
1) A survey was conducted of over 1,600 existing customers of a telecom company to assess the impact of different media campaigns, including the use of direct mail.
2) The results showed that direct mail increased brand awareness and had a higher recall rate than other media like print, though not as high as television. Combining direct mail with television and online advertising seemed to improve customers' recall of the campaign messaging.
3) While very few customers took immediate action after seeing ads or receiving direct mail, combining media exposures appeared to positively influence customers' intentions to switch services in the near future, especially among baby boomer customers. Direct mail was also viewed as more credible and relevant than other advertising by customers who
Laura Cajade – How numéricable optimized their transactional mail to achieve ...
In deze sessie vertelt Laura Cajade hoe Numericable hun facturen optimaliseerden om een uniek touch point met de klant te creëren. Ze toont ons de impact van een geoptimaliseerde factuur op klantentevredenheid, op timing van de cash inflow en op cross-selling bij bestaande klanten.
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Integrating Offline Marketing Strategies Into the Digital World, Jan Jindra, ...
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The document discusses strategies for leveraging offline customer data and digital marketing channels. It provides an overview of trends in digital media usage and outlines how targeting levels can be applied across channels like the internet, email, mobile, and cable. The key is understanding available customer data and segments to determine the best offers, messages, and channels. Permission-based marketing is important to avoid perceptions of intrusiveness.Integrating Offline Marketing Strategies Into the Digital World, Jan Jindra, ...
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1. The document summarizes the results of a pilot study that assessed the impact of a magazine on brand perception for different target groups.
2. The study found that magazine readers who also received the company's e-newsletter had higher recall and appreciation of the magazine compared to other groups.
3. While the magazine increased awareness and consideration of some brands, it did not significantly impact loyalty for most brands. Receiving the magazine as well as the e-newsletter led to the highest coupon recall and intention to use coupons.
Impact study FMCG sector
1. The document reports on the results of a pilot study that assessed the impact of a magazine and accompanying digital media on brand perception, activation, and loyalty.
2. Respondents were divided into four groups that received different combinations of the magazine, e-newsletter, and website access.
3. The results showed that the magazine was well-received across groups and had a positive impact on awareness, but little effect on loyalty. Combining the magazine with other media led to greater activation through coupon usage.
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The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
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This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
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This document compares the effectiveness of different marketing channels - direct mail, email, and banner advertising - for a Belgian food brand's webshop campaign. Direct mail generated the highest turnover at €252,000 from 50,000 contacts, compared to €7,128 from email and €1,030 from banners. Direct mail also had the highest ROI at 770% and the lowest cost per acquisition. The key conclusion is that direct mail is the most efficient activation channel, and combining online and offline approaches generates better results than online-only.
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Financial case dm or email
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. Direct mail was found to be more effective than email at promoting cross-selling funds to existing clients.
Financial case dm or email
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. The findings suggest that direct mail is more effective than email for this marketing campaign objective.
Loyalty starts with great stories - event bpost 29/01/2013]
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This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.
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Bdma congres club med
Club Med partnered with bpost to launch a mobile postcard program combining digital and physical experiences. The program allows Club Med customers to take a photo on their smartphone, add a personal message, and have the postcard printed and delivered by bpost. Over 65,000 downloads and 95,000 postcards have been sent since launch. The program aims to strengthen Club Med's brand image by allowing customers to share their happy vacation moments, increase customer loyalty through a rewarding experience, and recruit new customers by capturing the addresses of postcard recipients.
bpost - Mobile Postcard B2B
75% of Belgian population still prefers receiving a real postcard (rather then a sms – 58 % or an email – 41%), but we all write less cards...
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Helping people to vote
This document discusses a survey conducted in Belgium about voters' preferred communication channels for political parties. Some key findings:
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2) Northern voters prefer messages in newspapers and door-to-door contact, while southern voters prefer more personal approaches.
3) Men are more interested in politics overall and prefer personalized letters more than women. Interest in politics increases slightly as elections near.
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How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
Impact Survey Telecom
- 1. Capturing the full potential of DM within the telecom sector 360° Impact survey CONFIDENTIAL
- 8. CONTENT RECALL FOR DIRECT MAIL IS 83% HIGHER THAN FOR E-MAIL Percentage of respondents Media funnel 100 27 49 55 22 100 16 28 57 12 49 28 81 75 “ Do you remember receiving a DM / email from Player A’s product?” “ What did you do with the DM / email from Player A’s product?” “ Can you describe what the DM / email from Player A’s product was about?” Direct Mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to e-mail * Aided recall with description ** Spontaneous recall based on correct description of mailing received *** These results are based on database of frequently used e-mail accounts Source: Market research on 1800 Player A’s existing customers +83% DM Received DM / E-mail Recall DM / E-mail* Read DM / E-mail Recall content** Email***
- 10. BACK-UP BACK-UP
- 11. ROI CALCULATION STEPS Incremental revenues gene-rated by campaign Campaign net revenue impact EUR Campaign investment EUR Incremental revenues per customer EUR Number of customers taking subscription Number of customers exposed to media Impact on customers taking subscription % EUR Based on Player A’s actual subscriber figures NPV on 2 year period taking into account special promotion Only short term revenues, no long term component Creation, production, and shipping costs of DM/email
- 13. …COMPARED TO RESULTS FROM OTHER PILOTS 'To which extent do you agree with the following statements concerning brand x? ' Percentage of respondents Rating on a scale 1 to 5; % Completely or somewhat agree (% of 4 or 5) Professional service Good reputation Original advertisement Wide range of insurance products Products easy to understand High compensation level Excellent value for money Flexible payment options Products customized to my needs Easy to contact TV Direct Mail Direct Mail Control group (no media) Makes my life easier Has modern and attractive packaging Is an innovative and modern brand Is convenient to use Is dedicated to continuously improve its products Offers a complete range of products to deliver the best results for each need Is an expert in its field Rating on a scale 1 to 10; % Completely agree (% of 8+) EXAMPLE OF CLIENT IN FMCG SECTOR EXAMPLE OF CLIENT IN BANKING SECTOR
Editor's Notes
- 20060313 Belgacom Direct Mail Pilot Results
- 20060313 Belgacom Direct Mail Pilot Results
- 20060313 Belgacom Direct Mail Pilot Results Click to edit Master text styles
- 20060313 Belgacom Direct Mail Pilot Results Click to edit Master text styles
- 20060313 Belgacom Direct Mail Pilot Results
- 20060313 Belgacom Direct Mail Pilot Results
- 20060313 Belgacom Direct Mail Pilot Results
- 20060313 Belgacom Direct Mail Pilot Results