SlideShare ist ein Scribd-Unternehmen logo
1 von 43
The hidden side of Direct Mail


           Relationship Marketing Congress
                                07 05 2009
Which side ?




               1
DM has a proven direct impact


But non response is even important to generate sales


Effect of DM goes far beyond response




                                                       2
DM has a proven direct impact


But non response is even important to generate sales


Effect of DM goes far beyond response




                                                       3
We continuously build a “DM impact database” in order
to provide benchmark measures




                    40 DM Barometer

              200 response rate benchmarks

                     20 ‘pilot surveys’




                                                        4
“What is the average response rate ?”




                                    5
And the answer is




            6,2 %
        Own database   External database
           8,9%              5,4%


N=200                                  6
Common sources of failures (   and successes)




                   Average response rate =




Source: DMA
                                                  7
Some elements of response drivers


What drives response the most ?

          Database                  Internal             External

          Promotions         Contests            Gifts       Discount

          Enveloppe               Size          Matter       Stamps

          Components          Letter             Flyer        Folder

          Channel           Free Order          Payment       Free
          ‘advantages’       by phone          conditions    delivery




                                                                        8
Adding Direct Mail to media campaign will drive the
   response
Percentage of respondents

                         Media funnel
                          Media                                           Recall                  Purchase
                                                   Media recall
                          received                                        content                 intention

                                               “Do you remember           “Can you describe the   “Have you already
                                               seeing and ad/             ad/mailing commercial   purchased PRODUCT /
                                               receiving a mailing for    for the PRODUCT/        BRAND X? / Do you
                                               PRODUCT/BRAND X            BRAND X ?”              intend to buy PRODUCT
   Media received                              recently?”                                         / BRAND X ?”



 Media mix + DM           *    100           69           69             70          48           59          29          + 61% of
                                                                                                                          purchase
                                                                                                                          intention for
                         **                                                                                               the media
 Media mix                     100            54          54             65          35           51           18         mix with DM




          * Recall of TV, Press, POS OR DM amongst Media mix + DM group (n=500)
          ** Recall of TV, Press OR POS amongst Media mix only group (n=500)
                                                                                                                                     9
          Source: Market research on 1000 customers, September 2006
Direct Mail is proven to boost ROI of most campaigns




Source: Omnicom UK – Brand Science 2008
                                                         10
DM has a proven direct impact


But non response is even important to generate sales


Effect of DM goes far beyond response




                                                       11
What do you want ?




                     12
Are the promotions the only sales arguments ?




                                                13
Are the promotions the only sales arguments ?



     Awareness     Familiarity   Consideration      Sales


                                                 Response rates for
                                                 coupons,

    “Pre-sales”:                                 Discounts
                                                 Trial offers



    put your brand /
    product in the short
    list of your target
                                                                      14
DM has a proven direct impact


But non response is even important to generate sales


Effect of DM goes far beyond response




                                                       15
#1. Lot of people remind Direct Mail

         100%
                              Max 93%




                                                   •   78% of DM are
                          61%
                                                       opened and
                                                       read
                                                   •   Non response
                    Min 18%                            doesn’t mean
                                          6%           no impact
        received          recall        response




N = 50 Measures, B2C, direct Mail
                                                                       16
#1. Direct Mail captures their attention

 Part of a unique, expected & privileged Mail moment:
    97% open letterbox every day


 DM breaks through the advertising clutter
    on average only 1 DM / 3 days


 Power of paper




                                                        17
Example of DM with high recall




 Lucille




                                 18
#2. DM boosts brand awareness

 Brand X Top of mind awareness (FMCG sector)


                                                                     14%




                                  8%




                             Media Mix                          Media Mix + DM




    Source: Market research on 1000 customers, September 2006                    19
TOM Awareness:
                    Surprise about your brand




       11% of the target group went online and
placed an order. The French President received well
over 100 letters asking him to declare that small
patch of France to be Belgian




                                                      20
TOM Awareness
Launching a new brand with a
clear promise




                               21
#3. Direct Mail is proven to have an impact on brand
'To which extend do you agree with the following statements concerning brand A?
Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10)
                                                                                                                                        FMCG case
                                                                            Makes my life easier                                              Control group
                                                                            (1-2) (1-3)
                                                                        80                                                                    DM

                                                                                                          Modern and attractive
                   Is expert in its field (1-2)                         60                                packaging
                   (1-3)

                                                                        40

                                                                        20
                                                                                                                      Innovative and modern
                     Really cleans                                        0                                           brand (2-4)
                     (1-2) (1-3)




                                                                                                          Easy to use
                        Has complete product range
                        giving best results for each
                        need (1-3)
                                                                                Brand continuously
                                                                                improves products (1-3)




*1: I completely disagree, 10: I completely agree
Based on all respondents knowing the brand and having a dishwasher, except for people who answered ‘don’t know on each statement’
Source: Market research on 1500 customers, October 2007                                                                                                       22
#3. DM improves brand perception because


 Possibility to give more personalized content involving the customer

 Possibility to explain in-depth brand values and key benefits

 Possibility to provide a long media exposure

 Possibility to add high eye catching and strong emotion if right creative
 approach




                                                                             23
Impact on brand perception:
Demonstrate your benefit on a more persuasive way




                    Increased brand familiarity and
                    consideration




                                                      24
Impact on brand perception:
Demonstrate your benefit on a more persuasive way




                    Increased brand awareness and sales




                                                          25
#4. DM allows to better explain product or services
   benefits




Source: Royal Mail
                                                         26
Explain:
       Dramatize the benefits




Up to 5% test drives, depending on the
list.




                                         27
#5. DM makes people move across the marketing
funnel




                                                28
Moving across funnel:
Change consideration of a destination for holidays




    43% of respondents visited the website
    and 22% entered their details to go through to
    specific walk pages




                                                     29
Moving across funnel:
Exploit the consumer insights




                                30
#6. Custom publishing reinforces the brand appeal and
   affinity




Source : APA advantage study                               31
Reinforces brand appeal:
Make the brand part of everyday life




                       The number of unique visitors to
                     Persil.com in the first two weeks was
                                    26,053,




                                                             32
Reinforces brand appeal:
Reinforce interactions and ‘intimacy’ with consumer




                     Each euro invested generates about
                            2 euro extra turnover




                                                          33
#7. DM makes your target really involved with your
   brand



          This media can give me the feeling of   ..   DM    Avg other
                                                               media.

                rewarding me as a customer             73%        19%
                being connected to the brand           63%         8%
                acknoweldgement / appreciation         57%         8%
                being important for that brand         57%         7%
                being unique                           51%         7%




Source : Synovate Censydiam                                              34
Involves:
Building an intimate relationship




     Of those who have read the mailings, more than
     70% say they have taken, or plan to take, action as
     a result
     74% of those who recall the ‘Touching Brands’
     campaign say that it has made them feel more
     positive about Royal Mail



                                                           35
Involves:
Be relevant




   Traffic: 120.000 unique visitors (obj 80.000)
   Sales: Up to +300% (in function of segments)




                                                   36
Involves:
Reinforce relationship




                         37
Involves:
“Reward”




            38
#8. Real response is often higher than measured




  “The actual return on a mailing was eight times higher:
  recipients to the mailing were buying the product without
  bothering to redeem the voucher”


                          Rory Sutherland, Vice chairman Ogilvy Group




                                                                    39
#1. Lot of people remind Direct Mail

#2. DM Boosts brand awareness

#3. DM is proven to have impact on brand perception

#4. DM allows to better explain product / service benefits

#5. DM makes people move across the marketing funnel

#6. DM – Custom publishing reinforces brand appeal and affinity

#7. DM makes your target really involved with your brand

#8. Real response is often higher than expected

                                                                  40
When developping a campaign plan, consider DM for
its ROI driven performance, but also for branding and
‘long term’ impact



Response measurement is key – non response as well
(eg. DM Barometer Post: dmspecialists@post.be)




                                                        41
Thank you




            42

Weitere ähnliche Inhalte

Was ist angesagt?

Dm2008 Automotive
Dm2008 AutomotiveDm2008 Automotive
Dm2008 Automotivebpost
 
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...Aquent
 
Path To Revolutionary Merchandising And Marketing Decisions
Path To Revolutionary Merchandising And Marketing DecisionsPath To Revolutionary Merchandising And Marketing Decisions
Path To Revolutionary Merchandising And Marketing DecisionsG3 Communications
 
Rn Email Marketing Pand R[1]
Rn Email Marketing Pand R[1]Rn Email Marketing Pand R[1]
Rn Email Marketing Pand R[1]JAMES SULLIVAN
 
Cgsm 4 pillars_of_marketing
Cgsm 4 pillars_of_marketingCgsm 4 pillars_of_marketing
Cgsm 4 pillars_of_marketinggwells9694
 
Creativity In Direct Marketing
Creativity In Direct MarketingCreativity In Direct Marketing
Creativity In Direct MarketingPhillip Smith
 
The impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingThe impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingLander Janssens
 
The Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video AdsThe Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video AdsJulius Trujillo
 
The Power Of Direct Mail
The Power Of Direct MailThe Power Of Direct Mail
The Power Of Direct Mailbpost
 
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)Get The Max Out Of Your Mix (Dm Discovery 3, 2007)
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)bpost
 
Social Media meets Direct Marketing
Social Media meets Direct MarketingSocial Media meets Direct Marketing
Social Media meets Direct MarketingPhillip Smith
 
Social Marketing Delivers on the Promise of Direct Marketing
Social Marketing Delivers on the Promise of Direct MarketingSocial Marketing Delivers on the Promise of Direct Marketing
Social Marketing Delivers on the Promise of Direct MarketingResource/Ammirati
 
State Farm Integrated Marketing Campaign
State Farm Integrated Marketing CampaignState Farm Integrated Marketing Campaign
State Farm Integrated Marketing CampaignThe_Ryan_Johnson
 
Budget burnout
Budget burnoutBudget burnout
Budget burnoutMark Freed
 
Think Think Again
Think Think AgainThink Think Again
Think Think AgainAnil Kumar
 

Was ist angesagt? (20)

Dm2008 Automotive
Dm2008 AutomotiveDm2008 Automotive
Dm2008 Automotive
 
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...
Aquent/AMA Webcast: Priming the Pump: Driving Loyalty with Targeting and Posi...
 
Path To Revolutionary Merchandising And Marketing Decisions
Path To Revolutionary Merchandising And Marketing DecisionsPath To Revolutionary Merchandising And Marketing Decisions
Path To Revolutionary Merchandising And Marketing Decisions
 
Rn Email Marketing Pand R[1]
Rn Email Marketing Pand R[1]Rn Email Marketing Pand R[1]
Rn Email Marketing Pand R[1]
 
Coordinated Message Delivery
Coordinated Message DeliveryCoordinated Message Delivery
Coordinated Message Delivery
 
Cgsm 4 pillars_of_marketing
Cgsm 4 pillars_of_marketingCgsm 4 pillars_of_marketing
Cgsm 4 pillars_of_marketing
 
Creativity In Direct Marketing
Creativity In Direct MarketingCreativity In Direct Marketing
Creativity In Direct Marketing
 
Vertis One To One Marketing
Vertis One To One MarketingVertis One To One Marketing
Vertis One To One Marketing
 
ROI Article
ROI ArticleROI Article
ROI Article
 
The impact and benefits of improved customer targeting
The impact and benefits of improved customer targetingThe impact and benefits of improved customer targeting
The impact and benefits of improved customer targeting
 
The Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video AdsThe Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video Ads
 
The Power Of Direct Mail
The Power Of Direct MailThe Power Of Direct Mail
The Power Of Direct Mail
 
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)Get The Max Out Of Your Mix (Dm Discovery 3, 2007)
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)
 
Social Media meets Direct Marketing
Social Media meets Direct MarketingSocial Media meets Direct Marketing
Social Media meets Direct Marketing
 
Smiley Solutions
Smiley SolutionsSmiley Solutions
Smiley Solutions
 
Social Marketing Delivers on the Promise of Direct Marketing
Social Marketing Delivers on the Promise of Direct MarketingSocial Marketing Delivers on the Promise of Direct Marketing
Social Marketing Delivers on the Promise of Direct Marketing
 
Loyalty Report
Loyalty ReportLoyalty Report
Loyalty Report
 
State Farm Integrated Marketing Campaign
State Farm Integrated Marketing CampaignState Farm Integrated Marketing Campaign
State Farm Integrated Marketing Campaign
 
Budget burnout
Budget burnoutBudget burnout
Budget burnout
 
Think Think Again
Think Think AgainThink Think Again
Think Think Again
 

Andere mochten auch

DR + Awareness Case Study_12.15.16
DR + Awareness Case Study_12.15.16DR + Awareness Case Study_12.15.16
DR + Awareness Case Study_12.15.16Cailin Schmirler
 
Direct Mail Best Practices
Direct Mail Best PracticesDirect Mail Best Practices
Direct Mail Best PracticesWilen New York
 
Maximising donor retention
Maximising donor retention Maximising donor retention
Maximising donor retention Fiona McPhee
 
Creative Direct Mail
Creative Direct MailCreative Direct Mail
Creative Direct MailPaul Joyce
 
Top 8 Insights For Creating High Performing Direct Mail Campaigns
Top 8 Insights For Creating High Performing  Direct Mail CampaignsTop 8 Insights For Creating High Performing  Direct Mail Campaigns
Top 8 Insights For Creating High Performing Direct Mail CampaignsTPG
 
Direct mail testing & key metrics nedma 2016
Direct mail testing & key metrics nedma 2016Direct mail testing & key metrics nedma 2016
Direct mail testing & key metrics nedma 2016Beth Drysdale
 
Direct Mail Donor Acquisition
Direct Mail Donor AcquisitionDirect Mail Donor Acquisition
Direct Mail Donor AcquisitionFiona McPhee
 
Case study: Direct Mail Marketing Campaign for Arts Centre Melbourne
Case study: Direct Mail Marketing Campaign for Arts Centre MelbourneCase study: Direct Mail Marketing Campaign for Arts Centre Melbourne
Case study: Direct Mail Marketing Campaign for Arts Centre MelbourneMarketing Magazine
 
Direct marketing case studies that revealed “Gold nugget” learnings for bette...
Direct marketing case studies that revealed “Gold nugget” learnings for bette...Direct marketing case studies that revealed “Gold nugget” learnings for bette...
Direct marketing case studies that revealed “Gold nugget” learnings for bette...Fiona McPhee
 
Spenden in Deutschland 2015
Spenden in Deutschland 2015Spenden in Deutschland 2015
Spenden in Deutschland 2015betterplace lab
 
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingIt's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingSocial Media for Nonprofits
 
Technology Wellness in the Nonprofit Workplace
Technology Wellness in the Nonprofit WorkplaceTechnology Wellness in the Nonprofit Workplace
Technology Wellness in the Nonprofit WorkplaceBeth Kanter
 
Fundraising through Direct Mail – tools & techniques for getting results
Fundraising through Direct Mail – tools & techniques for getting resultsFundraising through Direct Mail – tools & techniques for getting results
Fundraising through Direct Mail – tools & techniques for getting resultsYellow Umbrella
 

Andere mochten auch (15)

7 facts of direct mail
7 facts of direct mail7 facts of direct mail
7 facts of direct mail
 
DR + Awareness Case Study_12.15.16
DR + Awareness Case Study_12.15.16DR + Awareness Case Study_12.15.16
DR + Awareness Case Study_12.15.16
 
WHY DIRECT MAIL--BLOG POST
WHY DIRECT MAIL--BLOG POSTWHY DIRECT MAIL--BLOG POST
WHY DIRECT MAIL--BLOG POST
 
Direct Mail Best Practices
Direct Mail Best PracticesDirect Mail Best Practices
Direct Mail Best Practices
 
Maximising donor retention
Maximising donor retention Maximising donor retention
Maximising donor retention
 
Creative Direct Mail
Creative Direct MailCreative Direct Mail
Creative Direct Mail
 
Top 8 Insights For Creating High Performing Direct Mail Campaigns
Top 8 Insights For Creating High Performing  Direct Mail CampaignsTop 8 Insights For Creating High Performing  Direct Mail Campaigns
Top 8 Insights For Creating High Performing Direct Mail Campaigns
 
Direct mail testing & key metrics nedma 2016
Direct mail testing & key metrics nedma 2016Direct mail testing & key metrics nedma 2016
Direct mail testing & key metrics nedma 2016
 
Direct Mail Donor Acquisition
Direct Mail Donor AcquisitionDirect Mail Donor Acquisition
Direct Mail Donor Acquisition
 
Case study: Direct Mail Marketing Campaign for Arts Centre Melbourne
Case study: Direct Mail Marketing Campaign for Arts Centre MelbourneCase study: Direct Mail Marketing Campaign for Arts Centre Melbourne
Case study: Direct Mail Marketing Campaign for Arts Centre Melbourne
 
Direct marketing case studies that revealed “Gold nugget” learnings for bette...
Direct marketing case studies that revealed “Gold nugget” learnings for bette...Direct marketing case studies that revealed “Gold nugget” learnings for bette...
Direct marketing case studies that revealed “Gold nugget” learnings for bette...
 
Spenden in Deutschland 2015
Spenden in Deutschland 2015Spenden in Deutschland 2015
Spenden in Deutschland 2015
 
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingIt's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
 
Technology Wellness in the Nonprofit Workplace
Technology Wellness in the Nonprofit WorkplaceTechnology Wellness in the Nonprofit Workplace
Technology Wellness in the Nonprofit Workplace
 
Fundraising through Direct Mail – tools & techniques for getting results
Fundraising through Direct Mail – tools & techniques for getting resultsFundraising through Direct Mail – tools & techniques for getting results
Fundraising through Direct Mail – tools & techniques for getting results
 

Ähnlich wie The hidden side of Direct Mail

Suther keynote enage2011-090911-notes
Suther keynote enage2011-090911-notesSuther keynote enage2011-090911-notes
Suther keynote enage2011-090911-notesrickoherron
 
Kontaktpunkt analyse 2013 bo sannung
Kontaktpunkt analyse 2013 bo sannungKontaktpunkt analyse 2013 bo sannung
Kontaktpunkt analyse 2013 bo sannungHusetMarkedsforing
 
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing SolutionsSony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutionsdanielfinn
 
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?CRM Metrix - MetrixLab
 
Innovations In Direct Marketing - 18 November 2008
Innovations In Direct Marketing - 18 November 2008Innovations In Direct Marketing - 18 November 2008
Innovations In Direct Marketing - 18 November 2008danielfinn
 
FM All-In-One Presentation
FM All-In-One PresentationFM All-In-One Presentation
FM All-In-One Presentationfmweb
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing CommunicationsPhoenix media & event
 
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12Mark Heid
 
Driving Customer Engagement Through Multichannel Marketing
Driving Customer Engagement Through Multichannel MarketingDriving Customer Engagement Through Multichannel Marketing
Driving Customer Engagement Through Multichannel MarketingTim Suther
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013Vivastream
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013Vivastream
 
Bernard cools - DM, the good, the bad or the ugly for branding?
Bernard cools - DM, the good, the bad or the ugly for branding?Bernard cools - DM, the good, the bad or the ugly for branding?
Bernard cools - DM, the good, the bad or the ugly for branding?bpost
 
Daily Hundred Pitch Deck
Daily Hundred Pitch Deck Daily Hundred Pitch Deck
Daily Hundred Pitch Deck Maxwell Finn
 
Integrated marketing for the customer journey
Integrated marketing for the customer journeyIntegrated marketing for the customer journey
Integrated marketing for the customer journeyIBM
 
The end of the world
The end of the worldThe end of the world
The end of the worldKliKKi Group
 
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...InsightInnovation
 
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessSocial Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessMark Heid
 
Tellja Refferal Program
Tellja Refferal ProgramTellja Refferal Program
Tellja Refferal ProgramHarald Ernst
 

Ähnlich wie The hidden side of Direct Mail (20)

Suther keynote enage2011-090911-notes
Suther keynote enage2011-090911-notesSuther keynote enage2011-090911-notes
Suther keynote enage2011-090911-notes
 
Kontaktpunkt analyse 2013 bo sannung
Kontaktpunkt analyse 2013 bo sannungKontaktpunkt analyse 2013 bo sannung
Kontaktpunkt analyse 2013 bo sannung
 
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing SolutionsSony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
 
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?
CRM Metrix: IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?
 
Innovations In Direct Marketing - 18 November 2008
Innovations In Direct Marketing - 18 November 2008Innovations In Direct Marketing - 18 November 2008
Innovations In Direct Marketing - 18 November 2008
 
FM All-In-One Presentation
FM All-In-One PresentationFM All-In-One Presentation
FM All-In-One Presentation
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
 
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
 
Driving Customer Engagement Through Multichannel Marketing
Driving Customer Engagement Through Multichannel MarketingDriving Customer Engagement Through Multichannel Marketing
Driving Customer Engagement Through Multichannel Marketing
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013
 
Bernard cools - DM, the good, the bad or the ugly for branding?
Bernard cools - DM, the good, the bad or the ugly for branding?Bernard cools - DM, the good, the bad or the ugly for branding?
Bernard cools - DM, the good, the bad or the ugly for branding?
 
DM Integration
DM IntegrationDM Integration
DM Integration
 
Daily Hundred Pitch Deck
Daily Hundred Pitch Deck Daily Hundred Pitch Deck
Daily Hundred Pitch Deck
 
Integrated marketing for the customer journey
Integrated marketing for the customer journeyIntegrated marketing for the customer journey
Integrated marketing for the customer journey
 
Paper [r]evolution in a world of friends, fans & followers
Paper [r]evolution in a world of friends, fans & followersPaper [r]evolution in a world of friends, fans & followers
Paper [r]evolution in a world of friends, fans & followers
 
The end of the world
The end of the worldThe end of the world
The end of the world
 
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca ...
 
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessSocial Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social Business
 
Tellja Refferal Program
Tellja Refferal ProgramTellja Refferal Program
Tellja Refferal Program
 

Mehr von Lander Janssens

How to Triple your growth?
How to Triple your growth?How to Triple your growth?
How to Triple your growth?Lander Janssens
 
It's all about customers... Well, is it?
It's all about customers... Well, is it?It's all about customers... Well, is it?
It's all about customers... Well, is it?Lander Janssens
 
Planning and measuring social media strategies
Planning and measuring social media strategiesPlanning and measuring social media strategies
Planning and measuring social media strategiesLander Janssens
 
The audience is participating
The audience is participatingThe audience is participating
The audience is participatingLander Janssens
 
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationLander Janssens
 
Customer experience research anno 2009
Customer experience research anno 2009Customer experience research anno 2009
Customer experience research anno 2009Lander Janssens
 
Deliver the right message at the right time
Deliver the right message at the right timeDeliver the right message at the right time
Deliver the right message at the right timeLander Janssens
 

Mehr von Lander Janssens (13)

EMS & the 1:1Lab
EMS & the 1:1LabEMS & the 1:1Lab
EMS & the 1:1Lab
 
How to Triple your growth?
How to Triple your growth?How to Triple your growth?
How to Triple your growth?
 
It's all about customers... Well, is it?
It's all about customers... Well, is it?It's all about customers... Well, is it?
It's all about customers... Well, is it?
 
Planning and measuring social media strategies
Planning and measuring social media strategiesPlanning and measuring social media strategies
Planning and measuring social media strategies
 
The audience is participating
The audience is participatingThe audience is participating
The audience is participating
 
Behavioral targeting
Behavioral targetingBehavioral targeting
Behavioral targeting
 
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentationOptimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
 
Customer experience research anno 2009
Customer experience research anno 2009Customer experience research anno 2009
Customer experience research anno 2009
 
From gut feeling to CRM
From gut feeling to CRMFrom gut feeling to CRM
From gut feeling to CRM
 
Deliver the right message at the right time
Deliver the right message at the right timeDeliver the right message at the right time
Deliver the right message at the right time
 
The New Publicness
The New PublicnessThe New Publicness
The New Publicness
 
Online design, why?
Online design, why?Online design, why?
Online design, why?
 
Cannes Kan
Cannes KanCannes Kan
Cannes Kan
 

Kürzlich hochgeladen

SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsIndeedSEO
 
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Available
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service AvailableBerhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Available
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Availablepr788182
 
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR ESCORTS
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR  ESCORTSJAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR  ESCORTS
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR ESCORTSkajalroy875762
 
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan Cytotec
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan CytotecJual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan Cytotec
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan CytotecZurliaSoop
 
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...ssuserf63bd7
 
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...meghakumariji156
 
CROSS CULTURAL NEGOTIATION BY PANMISEM NS
CROSS CULTURAL NEGOTIATION BY PANMISEM NSCROSS CULTURAL NEGOTIATION BY PANMISEM NS
CROSS CULTURAL NEGOTIATION BY PANMISEM NSpanmisemningshen123
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1kcpayne
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...daisycvs
 
Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Challenges and Opportunities: A Qualitative Study on Tax Compliance in PakistanChallenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistanvineshkumarsajnani12
 
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All TimeCall 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All Timegargpaaro
 
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al MizharAl Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizharallensay1
 
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDING
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDINGBerhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDING
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDINGpr788182
 
New 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck TemplateNew 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck TemplateCannaBusinessPlans
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting
 
Falcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business GrowthFalcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business GrowthFalcon investment
 
Pre Engineered Building Manufacturers Hyderabad.pptx
Pre Engineered  Building Manufacturers Hyderabad.pptxPre Engineered  Building Manufacturers Hyderabad.pptx
Pre Engineered Building Manufacturers Hyderabad.pptxRoofing Contractor
 
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTSDurg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTSkajalroy875762
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 

Kürzlich hochgeladen (20)

SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Available
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service AvailableBerhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Available
Berhampur Call Girl Just Call 8084732287 Top Class Call Girl Service Available
 
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR ESCORTS
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR  ESCORTSJAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR  ESCORTS
JAJPUR CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN JAJPUR ESCORTS
 
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan Cytotec
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan CytotecJual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan Cytotec
Jual Obat Aborsi ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan Cytotec
 
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
 
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...
Escorts in Nungambakkam Phone 8250092165 Enjoy 24/7 Escort Service Enjoy Your...
 
CROSS CULTURAL NEGOTIATION BY PANMISEM NS
CROSS CULTURAL NEGOTIATION BY PANMISEM NSCROSS CULTURAL NEGOTIATION BY PANMISEM NS
CROSS CULTURAL NEGOTIATION BY PANMISEM NS
 
HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Challenges and Opportunities: A Qualitative Study on Tax Compliance in PakistanChallenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
 
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All TimeCall 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
Call 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
 
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al MizharAl Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
 
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDING
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDINGBerhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDING
Berhampur CALL GIRL❤7091819311❤CALL GIRLS IN ESCORT SERVICE WE ARE PROVIDING
 
New 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck TemplateNew 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck Template
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
 
Falcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business GrowthFalcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business Growth
 
Pre Engineered Building Manufacturers Hyderabad.pptx
Pre Engineered  Building Manufacturers Hyderabad.pptxPre Engineered  Building Manufacturers Hyderabad.pptx
Pre Engineered Building Manufacturers Hyderabad.pptx
 
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTSDurg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
Durg CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN durg ESCORTS
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 

The hidden side of Direct Mail

  • 1. The hidden side of Direct Mail Relationship Marketing Congress 07 05 2009
  • 3. DM has a proven direct impact But non response is even important to generate sales Effect of DM goes far beyond response 2
  • 4. DM has a proven direct impact But non response is even important to generate sales Effect of DM goes far beyond response 3
  • 5. We continuously build a “DM impact database” in order to provide benchmark measures 40 DM Barometer 200 response rate benchmarks 20 ‘pilot surveys’ 4
  • 6. “What is the average response rate ?” 5
  • 7. And the answer is 6,2 % Own database External database 8,9% 5,4% N=200 6
  • 8. Common sources of failures ( and successes) Average response rate = Source: DMA 7
  • 9. Some elements of response drivers What drives response the most ? Database Internal External Promotions Contests Gifts Discount Enveloppe Size Matter Stamps Components Letter Flyer Folder Channel Free Order Payment Free ‘advantages’ by phone conditions delivery 8
  • 10. Adding Direct Mail to media campaign will drive the response Percentage of respondents Media funnel Media Recall Purchase Media recall received content intention “Do you remember “Can you describe the “Have you already seeing and ad/ ad/mailing commercial purchased PRODUCT / receiving a mailing for for the PRODUCT/ BRAND X? / Do you PRODUCT/BRAND X BRAND X ?” intend to buy PRODUCT Media received recently?” / BRAND X ?” Media mix + DM * 100 69 69 70 48 59 29 + 61% of purchase intention for ** the media Media mix 100 54 54 65 35 51 18 mix with DM * Recall of TV, Press, POS OR DM amongst Media mix + DM group (n=500) ** Recall of TV, Press OR POS amongst Media mix only group (n=500) 9 Source: Market research on 1000 customers, September 2006
  • 11. Direct Mail is proven to boost ROI of most campaigns Source: Omnicom UK – Brand Science 2008 10
  • 12. DM has a proven direct impact But non response is even important to generate sales Effect of DM goes far beyond response 11
  • 13. What do you want ? 12
  • 14. Are the promotions the only sales arguments ? 13
  • 15. Are the promotions the only sales arguments ? Awareness Familiarity Consideration Sales Response rates for coupons, “Pre-sales”: Discounts Trial offers put your brand / product in the short list of your target 14
  • 16. DM has a proven direct impact But non response is even important to generate sales Effect of DM goes far beyond response 15
  • 17. #1. Lot of people remind Direct Mail 100% Max 93% • 78% of DM are 61% opened and read • Non response Min 18% doesn’t mean 6% no impact received recall response N = 50 Measures, B2C, direct Mail 16
  • 18. #1. Direct Mail captures their attention Part of a unique, expected & privileged Mail moment: 97% open letterbox every day DM breaks through the advertising clutter on average only 1 DM / 3 days Power of paper 17
  • 19. Example of DM with high recall Lucille 18
  • 20. #2. DM boosts brand awareness Brand X Top of mind awareness (FMCG sector) 14% 8% Media Mix Media Mix + DM Source: Market research on 1000 customers, September 2006 19
  • 21. TOM Awareness: Surprise about your brand 11% of the target group went online and placed an order. The French President received well over 100 letters asking him to declare that small patch of France to be Belgian 20
  • 22. TOM Awareness Launching a new brand with a clear promise 21
  • 23. #3. Direct Mail is proven to have an impact on brand 'To which extend do you agree with the following statements concerning brand A? Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10) FMCG case Makes my life easier Control group (1-2) (1-3) 80 DM Modern and attractive Is expert in its field (1-2) 60 packaging (1-3) 40 20 Innovative and modern Really cleans 0 brand (2-4) (1-2) (1-3) Easy to use Has complete product range giving best results for each need (1-3) Brand continuously improves products (1-3) *1: I completely disagree, 10: I completely agree Based on all respondents knowing the brand and having a dishwasher, except for people who answered ‘don’t know on each statement’ Source: Market research on 1500 customers, October 2007 22
  • 24. #3. DM improves brand perception because Possibility to give more personalized content involving the customer Possibility to explain in-depth brand values and key benefits Possibility to provide a long media exposure Possibility to add high eye catching and strong emotion if right creative approach 23
  • 25. Impact on brand perception: Demonstrate your benefit on a more persuasive way Increased brand familiarity and consideration 24
  • 26. Impact on brand perception: Demonstrate your benefit on a more persuasive way Increased brand awareness and sales 25
  • 27. #4. DM allows to better explain product or services benefits Source: Royal Mail 26
  • 28. Explain: Dramatize the benefits Up to 5% test drives, depending on the list. 27
  • 29. #5. DM makes people move across the marketing funnel 28
  • 30. Moving across funnel: Change consideration of a destination for holidays 43% of respondents visited the website and 22% entered their details to go through to specific walk pages 29
  • 31. Moving across funnel: Exploit the consumer insights 30
  • 32. #6. Custom publishing reinforces the brand appeal and affinity Source : APA advantage study 31
  • 33. Reinforces brand appeal: Make the brand part of everyday life The number of unique visitors to Persil.com in the first two weeks was 26,053, 32
  • 34. Reinforces brand appeal: Reinforce interactions and ‘intimacy’ with consumer Each euro invested generates about 2 euro extra turnover 33
  • 35. #7. DM makes your target really involved with your brand This media can give me the feeling of .. DM Avg other media. rewarding me as a customer 73% 19% being connected to the brand 63% 8% acknoweldgement / appreciation 57% 8% being important for that brand 57% 7% being unique 51% 7% Source : Synovate Censydiam 34
  • 36. Involves: Building an intimate relationship Of those who have read the mailings, more than 70% say they have taken, or plan to take, action as a result 74% of those who recall the ‘Touching Brands’ campaign say that it has made them feel more positive about Royal Mail 35
  • 37. Involves: Be relevant Traffic: 120.000 unique visitors (obj 80.000) Sales: Up to +300% (in function of segments) 36
  • 40. #8. Real response is often higher than measured “The actual return on a mailing was eight times higher: recipients to the mailing were buying the product without bothering to redeem the voucher” Rory Sutherland, Vice chairman Ogilvy Group 39
  • 41. #1. Lot of people remind Direct Mail #2. DM Boosts brand awareness #3. DM is proven to have impact on brand perception #4. DM allows to better explain product / service benefits #5. DM makes people move across the marketing funnel #6. DM – Custom publishing reinforces brand appeal and affinity #7. DM makes your target really involved with your brand #8. Real response is often higher than expected 40
  • 42. When developping a campaign plan, consider DM for its ROI driven performance, but also for branding and ‘long term’ impact Response measurement is key – non response as well (eg. DM Barometer Post: dmspecialists@post.be) 41
  • 43. Thank you 42