A Journey Into the Emotions of Software Developers
The impact of integrated media mix according to consumer research
1. The importance
of an integrated media mix
Choice: a “consumer centric” research
into the impact of communication channels
Remi Boel – Marketing Intelligence Director - OMG
Brussels, 30 September 2009
5. That’s why we launched
Consumer-centric
Holistic
Integrated
Channel
Evaluation
6. Making the truth emerge
Relative weight of communication channels
Single source
different product categories
different types of communication channels
Avoiding “influenced by …”
Consumer in the driver’s seat
Making the truth emerge
7. Methodology
General DM results
Product-specific analysis
9. The big idea
Look for perceived effectiveness of communication channels
Touchpoint approach on several sectors
Evaluation through the eyes of the consumer
Communication reality
Media and influencers
Specific by category
Develop a database and software capable to measure and
analyze touchpoint effectiveness in a holistic way
Based upon a single-source survey
10. Methodology and field
Universe:
Total population 15+
National
12 500 interviews in total
2 X 500 pilot interviews
23 waves of 500 interviewees
Field between March and December 2007
Face-to-face interviews by IPSOS
CAPI
At home
Per interviewee:
3 categories
Per category:
500 interviewees
11. The 4 S of the questionnaire
Standardized
Secured (pilot)
Sense
Projective techniques
Simplicity
Short
Visual help
Participative
12. Questionnaire in three parts
Media effectiveness:
« Imagine that tomorrow you get
appointed as the BOSS of company
XXX, what would you do? »
Frequency of consumption / use
Buying typology
13. The survey resulted into …
The analysis of 3 550 variables
71 categories (FMCG, services, durables, leisure, … )
50 different communication channels
Adapted to relevance within each category
Out of a code book of in total 145
Most suitable channel selection per category
Above-the-line, below-the-line, opinion leaders, gate
keepers, buzz, interactive, …
Consolidated data
Standardized database
Enabling transversal analysis (common media)
In an OMD software (targeting)
A unique, single-source touchpoint benchmark survey and tool
With possibilities to extend
14. Methodology
General DM results
Product specific analysis
15. Identifying DM in Choice
Classic DM Promo DM
Addressed free trial/discount via post
Addressed ad via post Ad on cash receipts
Ad on bank statements Product in supermarkt/ store folders
Ad on clients bills Privileges for loyal clients
Product catalogue Student-, mother-, senior packs
Consumer magazine Privileges for loyal clients
Ad on restaurants tickets
17 DM items in the codebook
Digital DM Digital Promo DM
Free trial/discount via E-mail
SMS Ad
Communities of users enjoying
Ad via E-mail
privileges
16. Beyond DM, 128 other channels…
TV Ad, Radio Ad, Magazine Ad, Internet Ad, flyers in the street, discount/free trial in
Mass Media
mailboxes, in the press, …Ad in the phonebook,…
Specialist recommendation (GP, dentists, banker,…), press article, manufacturer
Advice
recommendation, brand ambassador,…
Ad on/in packaging, posters/displays in store, discount/free trial in store, special
POS
shops/showrooms,..
Events in public places like cafés, bars, fast-foods, campus,… sponsoring of sport
Events
or cultural events, stands/posters at trade fairs,…
Advertorials, column of websites/newspaper/magazine in the color of my brand,
Sponsoring
games with a media, POS on GPS maps, jingle before/after a TV/radio program,..
Mobile, posters/folders in public places (carwash, restaurants, companies), fridge in
Ambient
bars, placemats,…
Branded content Brand website, mini-TV programs, SEM, branded gadgets, brand video-clips, …
17. DM, the 2nd most chosen category
% of population 15+ chosen at least one action of the category
Mass 91
DM 46
Event 42
POS 42
average
Spons 35 South 120
100 Men
North 80 Women
Ambiant 32 60
Inactive 40 15-34 Y
Branded Contents 23 20
0
Advice 22 Active 35-54 Y
No PRP 55+
PRP SG 1-4
SG 5-8
18. For DM also, Belgians love promo
33
26
average
South 120 Men
100
DM Promo DM Non-Promo North 80 Women
60
40
Inactive 20 15-34 Y
0
Active 35-54 Y
No PRP 55+
PRP SG 1-4
SG 5-8
DM Promo DM Non-Promo DM
19. Digital DM, a promising start
40
15
average
DM Digital DM Non-Digital 140
South 120 Men
North 100 Women
80
60
Inactive 40 15-34 Y
20
0
Active 35-54 Y
No PRP 55+
PRP SG 1-4
SG 5-8
20. Most chosen DM activities
%
A catalogue of my products 29
Ad on client bills 22
Product in stores folders 18
Free sample/discount via addressed mail 14
Free trial/discount via addressed mail 14
Magazines on my brand/products 12
Ad on bank statements 10
Special advantages for loyal clients (newsletters,
10
discounts, invitations,…)
Ad via addressed mail 9
Free trial/discount via e-mail 9
Ad via e-mail 8
Product in POS folders 8
Ad on shop tickets 8
Student-, senior-, mother packs 8
Ad on retaurant tickets 7
Ad by SMS 4
Creating a community of users who benefit from
3
special advantages
21. The relativity of an average score…
100
90
80 GSM Operator:
69%
70
60 Avg DM
46%
%
50
40
Probiotics:
30 46%
20
10 Analgesics: 15%
0
23 sectors 25 sectors 23 sectors
22. …and a split FMCG vs non-FMCG can’t
explain everything
100
90
80 Margarines for
cooking 61%
70
Addressed mail
60 with discount/free
trial : 32%
%
50 Product in store
folder : 27%
40
30
20
10 11 FMCG sectors 14 FMCG sectors 11 FMCG sectors
0
Non-FMCG FMCG
23. On channel level also…
A catalogue of my products : 29% Addressed free trial/discount: 18%
Furniture store: 38% Cooking margarine: 32%
Kitchen Appliances: 38% Salty Snacks: 32%
Washing Machine/Tumble dryers: 35% Fruit Juice: 29%
Product in store folders: 18% E-mail with free trial/discount: 9%
Cooking margarine: 27% Internet provider: 23%
Shower Gel: 25% GSM Operator: 19%
Pet Food : 25%
24. …and per target
DM especially selective on 15-34 for Digital TV…
15+
South 150 15-34
North 100 35-54
50
Inactive 55+
0
Active SG 1-4
…and on the North for Salty Snacks,
Not PRP SG 5-8 Juice & Soft Drinks
PRP Men 15+
South 150 15-34
Women
North 100 35-54
average TV Digitale 50 average
Inactive 55+
Salty Snacks
0
Fruit Juice
Active SG 1-4
Soft drinks
Not PRP SG 5-8
PRP Men
Women
25. Focus on addressed mail
A profile rather similar to population…
15+
150
South Men
100 DM
Average score : North Women
9% for an addressed ad 50
Inactive 15-34 Ad via addressed
14% for an addressed mail
0
discount/sample/free trial
Active 35-54 Free
trial/sample/discount
Not PRP 55+ via addressed mail
PRP SG 1-4
SG 5-8
Ad via addressed mail particularly for: Addressed trial/sample/discount for:
• Cooking Margarine: 32%
• Credit : 26%
• Salty Snacks: 32%
• Bank Account: 24%
• Fruit Juice: 29%
• Insurance : 22%
• Soft Drinks: 28%
• GSM Operator : 22% • GSM Operator : 28%
• Internet provider: 21% • Internet provider: 25%
Cars : 20%
26. Methodology
General DM results
Product-specific analysis
27. Channel importance within a sector
High category affinity
% of persons
who choose the
channel in the
studied category
compared to
average
database
Niche Popular
% of persons who choose the channel
Low category affinity
28. Example : 3 sectors with high score for DM
100
90
80 GSM Operator:
69%
70
Bank Account
60 54%
%
50
40 Chain of clothes
stores: 60%
30
20
10
0
32. Top 15 actions for GSM operator…
GSM Operators (%)
TV ad 48
Radio ad 44
Ad in newspaper 37
Outdoor ad 31
Ad in regional free sheets 31
Bus shelters 31
Free trial/discount in mailbox 30
Ad in magazines 29
Posters in stations/metro 28
A website for my brand 28
Free trial/discount via addressed mail 28
Free trial/discount in magazines/newspapers 27
Free trial/discount on the points of sales 25
Free trial/discount when buying another product 24
Affiches/displays at the POS 24
33. …are of a different kind than for a
chain of clothes stores…
Chain of Clothes stores (%)
TV ad 65
Ad in magazines 52
Outdoor ad 42
Ad in newspaper 39
Ad in regional free sheets 37
Non-addressed mail 35
Radio ad 35
A catalogue of my products 34
Cinema ad 33
Posters in stations/metro 30
Bus shelters 26
A famous person who uses my products 25
Special advantages for loyal clients (newsletters,
25
discounts, invitations,…)
Affiches/displays at the airport 24
A website for my brand 22
34. …or a bank account
Bank Account (%)
TV ad 61
Ad in magazines 38
Banker Recommendation 36
Radio ad 35
Ad in newspaper 32
Posters, displays in agencies 29
Outdoor ad 24
Ad via addressed mail 24
Ad on bank statements 22
Special advantages for loyal clients (newsletters,
21
discounts, invitations,…)
Sponsoring of concert, show, sport even. 20
Ad in regional free sheets 20
Stands, posters,…at trade fairs 19
Non-addressed mail 18
A website for my brand 18
36. In general DM channels as a category is the 2nd most chosen
by consumers after ATL mass media
Within DM, the success of the specific actions differs by
sector of business
Behind the average impact of DM, a variety of performances
by sector is hidden
For some FMCG categories the perceived impact of DM is
considered to be very high
The true benchmark for DM against other communication
channels lies within an in-depth analysis by sector of activity
