Letterbox Consumer Survey presentation
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First large scale survey on consumer impact of letterbox communication (addressed, non addressed, electronic) in Belgium. Also check out: http://letterboxconsumersurvey.be/
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Letterbox Consumer Survey presentation
- 3. 3 WHY SUCH A SURVEY ? DIDN’T YOU HAVE ENOUGH WITH DM RESPONSE RATES ?
- 4. 4 Source: Direct Advertiser Tracking 2012 WRONG PERCEPTION Do you think 80% of Direct Mail is read ? DM USERS NON USERS 25% 15% RESPONSE RATE NOT SHARED IMPACT > RESPONSE RATE REFERENCE TOOL? OBJECTIVE ? BELGIAN ?
- 5. 5 HOW TO BE SURE RESULTS ARE SOLID ?
- 6. A solid reference to better understand how consumers experience the Letterbox Media 6 LEVEL 1: FACE TO FACE INTERVIEWS LEVEL 2: PAPER DIARIES THROUGH PANEL
- 7. A solid reference to better understand how consumers experience the Letterbox Media 7 LEVEL 1: FACE TO FACE INTERVIEWS LEVEL 2: PAPER DIARIES THROUGH PANEL Usage & attitude towards Letterbox media N= 1.245; Representative Belgian Population 18+ May-June 2013 Weighted results CIM Golden standard Recruitment Panel
- 8. A solid reference to better understand how consumers experience the Letterbox Media 8 Measure of impact (readership & action) on each mail pieces Tracking 1 week of mail reception; 2 weeks of behaviour 3.000 diaries collected, covering > 12K DM pieces 5 waves from June 2013 to March 2014 LEVEL 1: FACE TO FACE INTERVIEWS LEVEL 2: PAPER DIARIES THROUGH PANEL
- 9. 9 TODAY EVERYONE IS ONLINE. IN THE AGE OF TABLETS AND DIGITAL, DO YOU STILL THINK THERE IS MAIL MOMENT ?
- 10. Letterbox offers a daily contact to 91% of population 10 Source: Letterbox Consumer Survey, TNS Media, 2014 26.3% 22.3% 42.9% 8.5% < 5 TIMES/WEEK EVERYDAY 6 TIMES/WEEK5 TIMES/WEEK 91% check the letterbox at least 5 times a week
- 11. Mail Moment offers an intense and expected contact, even to digital consumers 11 Source: Letterbox Consumer Survey, TNS Media, 2014 39% 48% 33% 31% 13% 23% I'm always curious to discover what is my letterbox Reading mail is a pleasant moment When I get home, I hurry to empty the letterbox Rather agree Fully agree 70% HEAVY SOCIAL MEDIA 70% HEAVY E-BUYER 73% HEAVY WEB USER 74%
- 12. 12 FINE. AT LEAST YOU FINALLY DEMONSTRATE THAT WE ARE BOMBARDED WITH DIRECT ADVERTISING, DON’T YOU ?
- 13. With only 4 pieces/ week, Direct Mail is confirmed to catch attention of targets Number of commercial pieces/ week 13 3.4 4.1 3.9 4.1 28.7 32.6 47.9 26ALL HEAVY E-SHOPPER HOME INTERNET 18-34 Source: Letterbox Consumer Survey, TNS Media, 2014
- 14. 14 330 226 203 146 33 4 Estimates 18+. 2013. Based on MDB Nielsen data. With only 4 pieces/ week, DM offers a minimal advertising clutter Weekly contacts media
- 15. 15 ANYWAY, MOST OF DM ENDS UP AS GARBAGE, DON’T YOU THINK ?
- 16. 87% of Direct Mail are read 16 Not read 13% Full 45% Partial 20% Glanced 22% Source: Letterbox Consumer Survey, TNS Media, 2014
- 17. 87% of Direct Mail are read 17 NO IMPACT OF VOLUME 87 86 88 Heavy Medium Light RECEIVED MAIL / WEEK % DM READ FOR CUSTOMERS, BUT ALSO FOR PROSPECTION 91 80 Client member Known, no client RELATION % DM READ AS OF CONSUMER IS SETTLING DOWN, READING RATE INCREASES 73 85 86 89 90 91 AGE % DM READ Source: Letterbox Consumer Survey, TNS Media, 2014
- 18. 23% of DM generated an action, with direct or indirect sales impact Did or have the intention to: 18 10% 13% 23% SEARCH ONLINE SEARCH OFFLINE VISIT SHOP PURCHASE ‘PRE-SALES’ SALES Source: Letterbox Consumer Survey, TNS Media, 2014
- 19. 19 DM, MAIL, PAPER: IS IT NOT ONLY A THING FOR RETIRED PEOPLE AND UNCONNECTED LAGGARDS ?
- 20. 50% already gone on Internet web site after receiving a direct Mail 20 Source: Letterbox Consumer Survey, TNS Media, 2014
- 21. E-SHOPPER > 1 / MONTH SECTOR CLOTHES Digital consumer is also reached by this channel 21 Source: Letterbox Consumer Survey, TNS Media
- 22. E-SHOPPER > 1 / MONTH SECTOR CLOTHES Digital consumer is also reached by this channel 22 Source: Letterbox Consumer Survey, TNS Media 89% OF DM READ Not read 11% Full 41% Partial 11% Glanced 37%
- 23. Digital consumer is also reached by this channel 23 Source: Letterbox Consumer Survey, TNS Media 44.4 16.7 14.2 18.9 REACT PURCHASE VISIT SHOP SEARCH Did or have the intention to (%): E-SHOPPER > 1 / MONTH SECTOR CLOTHES
- 24. P.R.P. - E-SHOPPER > 1/MONTH SECTOR SUPERMARKETS Digital consumer is also reached by this channel 24 Source: Letterbox Consumer Survey, TNS Media 85% OF DM READ Full 29% Partial 27% Glanced 29%
- 25. Digital consumer is also reached by this channel 25 Source: Letterbox Consumer Survey, TNS Media 42.1 33.4 10.3 1.8 REACT PURCHASE VISIT SHOP SEARCH Did or have the intention to (%): P.R.P. - E-SHOPPER > 1/MONTH SECTOR SUPERMARKETS
- 26. 26 YOU KNOW, IS IT NOT ANOTHER ISOLATED SURVEY THAT DOES NOT CONNECT WITH ANY STRATEGY ?
- 27. CIM & Direct Mail: the momentum 27 TGM (Target Group Monitor) • on media habits vs product consumption • basis for media strategic thinking NOW INCLUDES DIRECT MAIL • paper - email • addressed vs unaddressed
- 28. 28 28% 23% 24% 25% 29% 23% 24% 24% Internet usage Non users Light users Medium users Heavy users DM READERS TOTAL POPULATION Also for CIM, DM readers are no digital laggards
- 29. But it gives also ground for strategic argumentation for Direct Mail 29 A practical example…
- 30. 30 Decision-makers beauty products, active (1.931.500 p)
- 31. Who are they? 31 Decision-makers beauty products, active (1.931.500 p) 81% WOMEN DOUBLE INCOME (IDX 161) 3+ HOUSEHOLD (IDX 122) WELL OFF (IDX 164) SOCIAL GROUPS 1-2 2 LAPTOPS (IDX 129) 1+ TABLET (INDEX 127)
- 32. Their media habits 32 Decision-makers beauty products, active (1.931.500 p) 99 111 119 91 110 104 104 126 121 HEAVY + MEDIUM USAGE
- 33. Building a bridge in the communication recommendation flow 33 STRATEGY GLOBAL STRUCTURE PLAN IMPLEMENTATION
- 34. 34 AND I GUESS ONLY SOME HAPPY FEWS WILL GET ACCESS TO THOSE RESULTS ?
- 35. A web tool helps to browse through the DM reading and impact figures 35  Focus on Direct Mail readership & reaction measures  Selection based on key criteria:  Sector  Socio-demo  Relation with sender (client – non client)  Accessible to all: www.LetterboxConsumerSurvey.be
- 36. 36
- 37. 37 CHECK LETTERBOX DAILY ONLY DM PER WEEK OF DM ARE READ OF FOLLOW-UP WWW.LETTERBOXCONSUMERSURVEY.BE