Mark mina

The results
Mark Mina, Senior Account Manager
#DMAPrint

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

A new tracker from the DMA and fast.MAP

Sponsored by HP

#DMAPrint

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

Tweeters…
 How research was done

5 TWEETABLE FACTS …..


 The implication
 Case studies
 Buried treasure …..?
#DMAPrint

 How it was done


 Buried treasure – win free research!

#DMAPrint

 How it was done
 Consumer’s enthusiasm for print


#DMAPrint

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

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.

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

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

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

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


Mobile
Phone Call

SMS
Social Media Telephone Would prefer Direct Mail
messaging
not to be
contacted at
all

#DMAPrint

Email

How excited are you to receive post addressed to you?

#DMAPrint

A third of people look forward to receiving
their daily post

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

15%

20%

25%

30%

35%

…and 30% open on 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

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

15%

20%

25%

30%

35%

What type of addressed post do you enjoy receiving?

www.fastmap.com

#DMAPrint

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%

www.fastmap.com

10%

20%

30%

#DMAPrint

40%

50%

60%

70%

80%

What is most likely to make you open post?

www.fastmap.com

#DMAPrint

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%

www.fastmap.com

10%

#DMAPrint

20%

30%

40%

50%

60%

From a company you currently deal with or buy from,
what would make you think less of them?

www.fastmap.com

#DMAPrint

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%

www.fastmap.com

#DMAPrint

20%

40%

60%

80%

…..advertising you would miss if it disappeared
tomorrow?


#DMAPrint

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

From the web - marketers
From the web - consumers

33%
0%

10%

20%

30%

40%

#DMAPrint

50%

60%

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%


10%

20%

30%

40%

50%

#DMAPrint

60%

70%

In print form - marketers
In print form - consumers

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?


#DMAPrint

How important are different attributes to you
when receiving marketing?

Personalisation

Authority

Trust
Memory
Attention
ggrabbing
Appearance

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%


#DMAPrint

Personalisation important for half of people
(along with appearance and memorability)
90%
80%
70%
60%
50%
40%
30%

20%
10%
0%


#DMAPrint

Most important :
trustworthy, relevance, content, easy to respond
90%
80%
70%
60%
50%
40%

30%
20%
10%
0%


#DMAPrint

Which marketing channel do you feel best reflects
these attributes?

Trust
Trust

Personalisation


#DMAPrint

these attributes?


#DMAPrint

these attributes?

Personalisation


these attributes?

Trust
Trust

Personalisation


Trustworthiness THE most important attribute a comm channel can
have, with Direct Mail the favourite by 56% of consumers #DMAPrint

#DMAPrint

 How it was done
 Qualities of Print

 Consumer’s Expectations and Reaction to Print

#DMAPrint

How quickly do you open post ….?


#DMAPrint

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%


10%

#DMAPrint

20%

30%

40%

50%

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

7% never keep their post…
so on?
Never, 7%
Regularly, 17%
Rarely, 28%

Occasionally, 48%


#DMAPrint

A further 28% rarely keep their post
so on?
Never, 7%
Regularly, 17%
Rarely, 28%

Occasionally, 48%


#DMAPrint

17% regularly
so on?
Never, 7%
Regularly, 17%
Rarely, 28%

Occasionally, 48%


#DMAPrint

Almost two-thirds tend to keep their post
so on?
Never, 7%
Regularly, 17%
Rarely, 28%

Occasionally, 48%


#DMAPrint

The mantle piece effect – MY BOSS’S mantle
piece !

#DMAPrint

The mantle piece effect – MY BOSS’S mantle
piece !

What will make you keep addressed post?


#DMAPrint

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%


#DMAPrint

10%

20%

30%

40%

50%

60%

Almost two thirds keep interesting post: the mantlepiece effect. 36% will keep post to remind them to do
further research. #DMAPrint

#DMAPrint

When you request information in the post, when do
you
expect to
receive this?


#DMAPrint

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%


10%

15%

20%

#DMAPrint

25%

30%

35%

40%

45%

50%

85% expect response within a week when requesting
information by post #DMAPrint

#DMAPrint

The next slides contains the
most significant findings of
the study

the study
the study

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%

www.fastmap.com

#DMAPrint

10%

20%

30%

40%

50%

One in ten would respond by post, phone or in-store
I would go online to the brand’s website to find out more

I would look to respond directly by post (e.g. fill in the tear…
I would go to their store/showroom for more information
0%

www.fastmap.com

#DMAPrint

10%

20%

30%

40%

50%

Post is good at driving people online and to the
brand’s website; a quarter keep post for reference
I would go online to the brand’s website to find out more

44%


34%


26%


15%


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

5%

0%

www.fastmap.com

#DMAPrint

10%

20%

30%

40%

50%

44% of those that respond to post would go online to a brand’s
website and 35% would use a search engine #DMAPrint

#DMAPrint

 How it was done

 Consumer’s Expectations and Reaction to Print

#DMAPrint

If I had to get RID OF one communication channel
completely, it would be..?

Source: fast.MAP Marketing GAP June 2012

#DMAPrint

Marketers think over 25% would
get rid of their letterbox
50%

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

Home phone and mobile internet most disposable
channels – only 1 in 10 would get rid of letterbox
50%


45%
40%
35%
30%
Consumers 2013

25%

Consumers 2012
20%
15%
10%
5%
0%

My letterbox

My mobile phone


The internet on my
mobile device

#DMAPrint

My home phone

Marketers are wrong!
50%


45%

40%

35%

30%
Consumers 2013
25%

Consumers 2012
Marketers 2012

20%

15%

10%

5%

0%

My letterbox

My mobile phone


The internet on my
mobile device

#DMAPrint

My home phone

When will all communication you get from businesses
have gone online – (brochures, special offers, bills etc.)


#DMAPrint

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%


5%

10%

15%

#DMAPrint

20%

25%

30%

35%

How would you feel about a world where there is no
physical communications from businesses in the UK?


#DMAPrint

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

I think it would be worse

I think it would be better

#DMAPrint

Most consumers anticipate all communications going online within 10
years, 45% think world would be “worse” because of it #DMAPrint

#DMAPrint

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

Highlights – top 5


1.


2.

consumers

3.

“better” place.

4.


5.


What are the implications?

#DMAPrint

3.
The problem is ……. 70% look forward to receiving

1.


it’s complicated

2.

consumers

3.

“better” place.

4.


5.

#DMAPrint

3.
The problem is ……. 70% look forward to receiving

1.

2.

3.


it’s complicated

consumers

consumers needs are
and 45% think it would be a “worse”always changing15% saying a
place because of it with only
“better” place.

4.


5.

#DMAPrint

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

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

There are two routes you can go down…

Traditional Campaign Testing

Control

GO LIVE ; INVOLVE CONSUMERS
#DMAPrint

Traditional Campaign Testing

Control

Control

100 days

GO LIVE ; INVOLVE CONSUMERS
#DMAPrint

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

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

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

Marketers are becoming more insight focused

Which Incentive Should I use?
IncentiveTesting
#DMAPrint

£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

£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

How can Creative Be Improved?
Creative Testing

Testing Outer Envelope Headlines

#DMAPrint

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%

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%

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

Result

Learn the secrets of successful
property investment

52% increase in response

#DMAPrint

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

Thank you: take your free infographic!

#DMAPrint

Full printed report available at the end

Sponsored by HP

#DMAPrint

Mark mina

More Related Content

What's hot

Viewers also liked

Similar to Mark mina

More from Rachel Aldighieri

Recently uploaded

Mark mina