Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
From letterbox to inbox building consumer relationships 15 october 2013
1. From letterbox to inbox: building
consumer relationships
Tuesday 15 October 2013, Queens Hotel
#dmaprint
Sponsored by
2. Agenda
4.00pm
Registration and networking
4.30pm
Welcome from the Chair
Kelly Farrington, Managing Director, MediaWow
4.40pm
Research findings
Mark Mina, Senior Account Manager, fast.MAP
05.05pm
The role of print increasing customer engagement and loyalty
Lyle Rainey, Business Development Manager, Hewlett-Packard
Julia Cole, UK & I Marketing Manager, Hewlett-Packard
05.30pm
People love print
Phil Dean, Managing Director, Ingenious Rapport
05.55pm
Q&A Panel
06:20pm
Drinks & Networking
07:30pm
End
Sponsored by
3. Welcome from the Chair
Kelly Farrington, Managing Director, Media Wow
6. 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
8. A new tracker from the DMA and fast.MAP
Sponsored by HP
#DMAPrint
9. 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
10. Tweeters…
How research was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
5 TWEETABLE FACTS …..
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
The implication
Case studies
Buried treasure …..?
#DMAPrint
11. How it was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
Buried treasure – win free research!
#DMAPrint
12. How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
13. 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
16. 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.
17. 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
18. How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
19. 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
20. 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
21. 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
22. 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
23. 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
Source: fast.MAP Marketing GAP 2013
Mobile
Phone Call
SMS
Social Media Telephone Would prefer Direct Mail
messaging
not to be
contacted at
all
#DMAPrint
Email
24. How excited are you to receive post addressed to you?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
25. A third of people look forward to receiving
their daily post
How excited are you to receive post addressed to you?
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
Source: fast.MAP February 2013 N = 1,232
15%
20%
25%
30%
35%
26. …and 30% open on the same day
How excited are you to receive post addressed to you?
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
Source: fast.MAP February 2013 N = 1,232
15%
20%
25%
30%
35%
27. What type of addressed post do you enjoy receiving?
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
28. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
10%
20%
30%
#DMAPrint
40%
50%
60%
70%
80%
29. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
10%
20%
30%
#DMAPrint
40%
50%
60%
70%
80%
30. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
10%
20%
30%
#DMAPrint
40%
50%
60%
70%
80%
31. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
10%
20%
30%
#DMAPrint
40%
50%
60%
70%
80%
32. What is most likely to make you open post?
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
33. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
10%
#DMAPrint
20%
30%
40%
50%
60%
34. From a company you currently deal with or buy from,
what would make you think less of them?
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
35. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
20%
40%
60%
80%
36. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
20%
40%
60%
80%
37. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
20%
40%
60%
80%
38. …..advertising you would miss if it disappeared
tomorrow?
Source: fast.MAP Marketing GAP 2012
#DMAPrint
39. 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
Source: fast.MAP Marketing GAP 2012
From the web - marketers
From the web - consumers
33%
0%
10%
20%
30%
40%
#DMAPrint
50%
60%
40. 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
Source: fast.MAP Marketing GAP 2012
From the web - marketers
From the web - consumers
33%
0%
10%
20%
30%
40%
#DMAPrint
50%
60%
41. 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%
Source: fast.MAP Marketing GAP 2012
10%
20%
30%
40%
50%
#DMAPrint
60%
70%
In print form - marketers
In print form - consumers
42. 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%
Source: fast.MAP Marketing GAP 2012
10%
20%
30%
40%
50%
#DMAPrint
60%
70%
In print form - marketers
In print form - consumers
43. 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?
Source: fast.MAP Marketing GAP 2012
#DMAPrint
44. How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
45. How important are different attributes to you
when receiving marketing?
Personalisation
Authority
Trust
Memory
Attention
ggrabbing
Appearance
46. 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%
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
47. Personalisation important for half of people
(along with appearance and memorability)
.how important are the following attributes when
receiving marketing information?
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
48. Most important :
trustworthy, relevance, content, easy to respond
.how important are the following attributes when
receiving marketing information?
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
49. Which marketing channel do you feel best reflects
these attributes?
Trust
Trust
Personalisation
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
50. Which marketing channel do you feel best reflects
these attributes?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
51. Which marketing channel do you feel best reflects
these attributes?
Personalisation
Source: fast.MAP February 2013 N = 1,232
52. Which marketing channel do you feel best reflects
these attributes?
Trust
Trust
Personalisation
Source: fast.MAP February 2013 N = 1,232
53. Which marketing channel do you feel best reflects
these attributes?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
54. Which marketing channel do you feel best reflects
these attributes?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
55. Which marketing channel do you feel best reflects
these attributes?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
56. Trustworthiness THE most important attribute a comm channel can
have, with Direct Mail the favourite by 56% of consumers #DMAPrint
#DMAPrint
57. How it was done
Consumer’s enthusiasm for print
Qualities of Print
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
#DMAPrint
58. How quickly do you open post ….?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
59. 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%
Source: fast.MAP February 2013 N = 1,232
10%
#DMAPrint
20%
30%
40%
50%
60%
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
61. 7% never keep their post…
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Never, 7%
Regularly, 17%
Rarely, 28%
Occasionally, 48%
Source: fast.MAP February 2013 N = 1,232m
#DMAPrint
62. A further 28% rarely keep their post
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Never, 7%
Regularly, 17%
Rarely, 28%
Occasionally, 48%
Source: fast.MAP February 2013 N = 1,232m
#DMAPrint
63. 17% regularly
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Never, 7%
Regularly, 17%
Rarely, 28%
Occasionally, 48%
Source: fast.MAP February 2013 N = 1,232m
#DMAPrint
64. Almost two-thirds tend to keep their post
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Never, 7%
Regularly, 17%
Rarely, 28%
Occasionally, 48%
Source: fast.MAP February 2013 N = 1,232m
#DMAPrint
68. What will make you keep addressed post?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
69. 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%
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
10%
20%
30%
40%
50%
60%
70. Almost two thirds keep interesting post: the mantlepiece effect. 36% will keep post to remind them to do
further research. #DMAPrint
#DMAPrint
71. When you request information in the post, when do
you
expect to
receive this?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
72. 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%
Source: fast.MAP February 2013 N = 1,232
10%
15%
20%
#DMAPrint
25%
30%
35%
40%
45%
50%
73. 85% expect response within a week when requesting
information by post #DMAPrint
#DMAPrint
74. The next slides contains the
most significant findings of
the study
75. The next slides contains the
The next slides contains the
most significant findings of
most significant findings of
the study
the study
76. 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%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
10%
20%
30%
40%
50%
77. One in ten would respond by post, phone or in-store
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 more
I would go online to a search engine to find out more
I would keep/file the post for reference
I would not respond immediately
I would look to buy the product/service online
I would show the post to the rest of my family
I would look to buy the product/service in-store
I would look to respond directly by post (e.g. fill in the tear…
I would go to their store/showroom for more information
I would phone for more information
0%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
10%
20%
30%
40%
50%
78. Post is good at driving people online and to the
brand’s website; a quarter keep post for reference
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 more
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 the tear…
I would go to their store/showroom for more information
I would phone for more information
5%
0%
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
#DMAPrint
10%
20%
30%
40%
50%
79. 44% of those that respond to post would go online to a brand’s
website and 35% would use a search engine #DMAPrint
#DMAPrint
80. How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
#DMAPrint
81. If I had to get RID OF one communication channel
completely, it would be..?
Source: fast.MAP Marketing GAP June 2012
#DMAPrint
82. Marketers think over 25% would
get rid of their letterbox
50%
45%
If I had to get RID OF one communication channel
completely, it would be..?
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
83. Home phone and mobile internet most disposable
channels – only 1 in 10 would get rid of letterbox
50%
If I had to get RID OF one communication channel
completely, it would be..?
45%
40%
35%
30%
Consumers 2013
25%
Consumers 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
84. Marketers are wrong!
50%
If I had to get RID OF one communication channel
completely, it would be..?
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
85. When will all communication you get from businesses
have gone online – (brochures, special offers, bills etc.)
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
86. 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%
Source: fast.MAP February 2013 N = 1,232
5%
10%
15%
#DMAPrint
20%
25%
30%
35%
87. How would you feel about a world where there is no
physical communications from businesses in the UK?
Source: fast.MAP February 2013 N = 1,232
#DMAPrint
88. 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
Source: fast.MAP February 2013 N = 1,232
I think it would be worse
I think it would be better
#DMAPrint
89. Most consumers anticipate all communications going online within 10
years, 45% think world would be “worse” because of it #DMAPrint
#DMAPrint
91. 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
92. 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
93. 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 (61%) 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
94. 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 (61%) 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
95. 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 (61%) 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
96. 3. 70% look forward to receiving
What are the implications?
#DMAPrint
97. 3.
The problem is ……. 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
it’s complicated
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
#DMAPrint
98. 3.
The problem is ……. 70% look forward to receiving
1.
2.
3.
44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
it’s complicated
Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
consumers needs are
Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse”always changing15% saying a
place because of it with only
“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
#DMAPrint
99. 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
100. 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
104. 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
105. 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
106. 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
115. 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%
117. 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%
118. 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
121. 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
125. The role of print increasing
customer engagement and
loyalty
Lyle Rainey, Business Development Manager, Hewlett-Packard
Julia Cole, UK & I Marketing Manager, Hewlett-Packard
145. People love print
Phil Dean, Managing Director, Ingenious Rapport
Follow the link to view Phil’s presentation
http://www.slideshare.net/SarahWright/phil-dean-presentation