1. GET THE MAX OUT OF YOUR MIX SOME NEW DM INSIGHTS FROM BELGIAN POST SOLUTIONS Brussels february 9th 2007 DM DISCOVERY BREAKFAST MEETING

4. Increasing media diversification 1920 1930 1940 1950 1960 1970 1980 1990 2000 Radio Television Cable PC GSM CD Internet VCR 1G gaming consoles Satellite TV (DBS) Broadband Internet DVD PDAs DVR Entertainment robots (Sony Aibo) Electronic ‘e-ink' books Tablet PCs Emerging Digital cable Home wireless networks HDTV MP3 VOD 2010 Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter

10. THE MAIL MOMENT 2 X WEEK 97 % 80 % 1’52

13. THE POWER OF DIRECT MAIL UNVEILED Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception High & better recall rate DM gets high recall rates even of complex messages 1 2 3 4 5

14. DIRECT MAIL GENERATES HIGHER AND BETTER RECALL RATES THAN ATL 1 Cross-selling Cross-selling Cross-selling Cross-selling Cross-selling Recruitment Loyalty Loyalty Recruitment Recruitment Recruitment Objective 48 142 - 61 118 46 37 - - - 108 TV 4 16 - 5 11 3 - - - 41 - Radio 57 - 2 5 37 24 18 55 100 100 100 100 Utilities Case 1 Case 2 Case 3 Case 4 1 14 100 Car - 15 100 Bank - 72 - - 100 100 Retailing Case 1 Case 2 6 - - 57 - 86 100 100 100 FMCG Case 1 Case 2 Case 3 Internet / E-mail Daily Press / Magazines DM recall rate index 100 (= 42% on average : min 17%- max 83%) Sector

16. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Source: Ask market research on 2000 customers, October 2006 Percentage of respondents recalling medium Recall content of ATL ad = 100% Recall content of DM mailing = 100% Number of correct elements mentioned Number of correct elements mentioned n = 471** n = 310* * DM read amongst ‘ATL+DM group’ & ‘DM only group’ ** ATL recall amongst ‘ATL+DM group’ & ‘ATL only group’ Description of correct ad elements is by 77% higher for DM than for ATL UTILITY SECTOR CASE 1

17. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Media funnel 100 27 49 55 22 100 16 28 57 12 49 28 81 75 “ Do you remember receiving a DM / email from advertiser X?” “ What did you do with the DM / email from advertiser X?” “ Can you describe what the DM / email from advertiser X was about?” Direct Mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to e-mail Source: Market research on 1800 customers +83% UTILITY SECTOR CASE 1 DM Received DM / E-mail Recall DM / E-mail Read DM / E-mail Correct recall content Email

19. MULTITASKING : DIRECT MAILINGS CAPTURES MORE FULL ATTENTION Watching TV Listening the radio Reading dailies or magazines Reading Mail Surfing on Internet Reading e-mails “ Last time you watched TV , listened to the radio, read a magazine ….etc , did you had another activity ? Source : MAS search – La Poste – 1100 interviews -June 2005 19% 8% 7% 6% 73% 29% Also other activities 5% 6% 3% 10% 1% Watching TV 24% 22% 27% 32% 1% Also listening the radio 52% 63% 63% 52% 26% 53% Full attention

20. THE POWER OF DIRECT MAIL UNVEILED Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High & better recall rate Brand perception

21. DIRECT MAIL IMPROVES BRAND PERCEPTION 2 Cross-selling Cross-selling Cross-selling Cross-selling Recruitment Recruitment Recruitment Loyalty Recruitment Objective 0 0 17 100 100 100 Utilities Case 1 Case 2 Case 3 33 100 Car 60 100 Bank Insurance 45 100 87 0 100 100 100 100 FMCG Case 1 Case 2 Case 3 Case 4 % brand attributes where DM (integrated with ATL or stand-alone used ) scores significantly better than ATL only Average number of measured brand attributes : 10 Index 100 Sector

22. DIRECT MAIL IMPROVES SIGNIFICANTLY BRAND PERCEPTION '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 only TV +Direct Mail ATL + Direct Mail Control group ( ATL only ) 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 or somewhat agree (% of 8+) EXAMPLE IN FMCG SECTOR EXAMPLE IN BANK- INSURANCE SECTOR 2

24. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High & better recall rate Sales activation Brand perception

25. DIRECT MAIL IS A STRONG SALES ACTIVATOR Average DM sales activation rate vs mass-media 42 % (Min +8% - Max + 78%) 3 Cross-selling Cross-selling Cross selling Cross-selling Recruitment Loyalty Loyalty Recruitment Recruitment Loyalty Recruitment Objective 61 76 45 72 77 88 76 78 53 80 62 Above the Line sales activation (% of respondents recalling mass-media with intention to buy, visit store etc ) Indexated versus DM 100 100 100 100 Utilities Case 1 Case 2 Case 3 Case 4 100 Car 100 100 Retailing Case 1 Case 2 100 100 100 100 FMCG Case 1 Case 2 Case 3 Case 4 DM sales activation index 100 (= % of respondents recalling DM with intention to buy product ,visit store .. ) Sector

28. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High recall rate Brand perception Loyalty building Sales activation

29. SERIES OF DIRECT MAILINGS BUILD BRAND LOYALTY * Customer profile and brand awareness is identical in both groups 4 100 100 100 100 ATL + regular DM * Index 100 = Consumers declaring buying always/most often brand A , B , C , D 62 69 80 77 FMCG Case 1 Case 2 Case 3 Case 4 ATL only* Sector

31. WHY DO DIRECT MAILINGS BUILD BRAND LOYALTY ? Regular Direct Mailings = Regular appointments with your key customers Consolidation of Brand intimacy Brand preference at the Moment of Truth 4

32. THE POWER OF DIRECT MAIL UNVEILED Boosting of ROI DM is a strong sales activator Integrated with other media DM increase the ROI of your campaigns DM builds strong long term relations with your customer DM improves brand perception DM gets high recall rates even of complex messages 1 2 3 4 5 High recall rate Brand perception Sales activation Loyalty building

33. DIRECT MAIL YIELDS A HIGH ROI Several ROI calculation models have been designed according sector, sales & marketing objectives and media-mixes Elements to consider when calculating ROI : A) Revenu : - Short term impact : net incremental margin on addtional sales versus baseline sales (ie sales which would have occured in any case (without media) - Long term impact : net incremental margin on lifetime sales (average number of loyalty years x purchase frequency X average purchase) + net margin on cross-selling sales B) Costs : - Data base (address hiring / data base set-up) - Creation - Production - Media - Fulfilment (eg coupon redemption) 5

34. DIRECT MAILING YIELDS A HIGH ROI Active customers Source: Market research; Media agency; Team analysis Fraction of correct add recall Loyalty card penetration 138 Fraction of respondents recalling TV add Increase in respondents knowing retailer's offering versus no media Indexated cost per useful contact of DM campaign : Fraction of recipients recalling DM Increase in recipients knowing retailer's offering versus no media 100 Fraction of correct PM recall RETAIL SECTOR CASE 5 Indexated cost per useful contact of TV campaign : Cost of TV campaign per reachable customer Cost of DM per customer

35. COMMERCIAL RETURN: PROVEN IMPACT OF MAIL Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increases the ROI of your campaigns with at least 20% DM builds strong long term relations with your customer DM improves brand perception High recall rate DM gets high recall rates even of complex messages 1 2 3 4 5 2 to 20 times better recall >50% of brand attributes improved 15% to 200% extra sales >25% more loyal customers

37. BELGIAN POST SOLUTIONS DIRECT MAIL SERVICES OFFERING Distripost DM Consultancy ONE -TO-ONE ONE -TO- ALL Addressed Mail

40. SELECT POST : Consumers Advertisers Preferences Mail they Want Data Better Results Today feb 2007 : 450.000 fully qualified addresses available Target dec 2007 : 800.000 fully qualified addresses available THE SHORTEST WAY TO RECRUIT PROSPECTS

43. BELGIAN POST SOLUTIONS MAIL MEDIA OFFERING Distripost DM Consultancy ONE -TO-ONE ONE -TO- ALL Addressed Mail

46. QUESTION TIME ANY QUESTION ?

48. DIRECT MAILING GENERATES ALSO BETTER RECALL (CONTENT) THAN ATL Percent of respondents recalling medium Recall content of TV ad = 100% Number of correct elements mentioned Recall content of DM mailing = 100% Number of correct elements mentioned At least one None At least one None 57 Source: Market research on 3000 households, August 22nd – 29th; Team analysis Description of correct ad elements is by 39% higher for DM than for TV RETAILER SECTOR CASE 1