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Dm Training AgenciesTRANSCRIPT
Agencies Training 21 september
2009
Brussel
X
Bij elk onderdeel van de presentatie stellen we jullie eenvraag over de inhoud.
Antwoord correct op de 7 vragen …
Quiz
En ontvang
2.000 gratis Select Post of Select Movers
adressen.
Agenda
1.
De Post en de agentschappen
2.
DM Consultancy
Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
Agenda
1.
De Post en de agentschappen
1.
«
A true
love affair
»
2.
What’s
in it
for the agencies
Together
we try
to
convince
the advertiser
Advertiser
Agency
Presription
role
Support / facilitate
experience
Inform
and support
Agenda
1.
De Post en de agentschappen
1.
«
A love affair
«
2.
What’s
in it
for the agencies
An & Ellen : your
ambassadors
Operational
support
Price
demands
Contracts
Information: facts
& figures
Trainings
& Workshops
Forget
“De collega’s”
: DM is very
sexy !!
De Post “
a partner easy to
do business with
“
We share
our
knowledge
www.denkdm.be
Initiative together
with
ACC : Direct from
Cannes
Vraag 1
Met de actie “Direct from
Cannes”
stuurden we 3 reporters van verschillende bureaus op pad.
Geef twee van de drie winnende bureaus.
Quiz
Agenda
1.
De Post en de agentschappen
2.
DM Consultancy
Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
Agenda
1.
De Post en de agentschappen
2.
DM Consultancy
Services
1.
Team & Mission
2.
Services
3.
DM Pige
DM Consultancy Team
Mission: Grow
the medium
Agenda
1.
De Post en de agentschappen
2.
DMC Services
1.
Team & Mission
2.
Services
3.
DM Pige
Services throughout
the funnel
21
Communica- tion strategy Targeting Develop &
ProduceFranking & Distribution
Respons & return
management
Post evaluation
DM campaign
coaching
-
DM Training -
DM processes
DM Briefing
DM Checker
Pre-test
DM Integrator
Loyalty
DM
Impact analysis
:-
Pilot-
Barometer-
Response/ benchmarking
-
ROI calculator
DM Targeting
15 11/03/20
09
DM barometer: measure the impact of your campaign
Survey « standard »
300 answersRandom based on postal code > telephone numberRepresentative sample: age, sex, location
Computer Assisted TelephoneInterviews
Extensive
research: >45.000 interviews
Generic media surveys
Mail moment
E loves P
How direct are women?
20 Multi-media surveys
>40 DM impact surveys
> 250 response rates - benchmark data base
Integrated in the Media Mix, DM boosts ROI at least 20%
Source:
Post –
15 DM pilot
surveys
N: > 25.000
DM COSTSDatabase
Creation
Production
Fulfilment
NET MARGINSHORT TERM
on incremental sales
LONG TERM
on « lifetime »sales
UNIQUE PERFORMANCE
+ min. 20% ROI if direct mail is integrated
into media mix
LOYALTY BUILDING> 25%
1 2 3 4
RECALL RATE2->20 x higher
BRAND PERCEPTION> 50%
SALES ACTIVATION15 up to 200%
24
Vraag 2
Hoeveel DM Impact studies hebben we momenteel reeds in onze database?
> …
Quiz
Agenda
1.
De Post en de agentschappen
2.
DMC Services
1.
Team & Mission
2.
Services
3.
DM Pige
Agencies
wanted
to
make
complete mediamix-analyses,
with
the integration
of Direct Mail.
The answer: DM Pige
DM Pige
results
2008Gross
Media investments
(in mio eur)
The partners
In collaboration with
With support of
Operational partner
30
The chosen process is comparable with the other media: Mediaxim platform
DM specimen arriving
at Mediaxim DM scan
Visual Identification
DM nomenclature(similar
as CIM-MDB)
31
The conditions for Direct Access (Mediaxim)
Annual subscriptions
Each subscriber gets several accounts for its employees
Access to the web-tool via secured logins-passwords
PricingADSTAT (Direct Mail figures):
“All sectors”: 3.500€
/ year -
“One sector”: 2.000€
/ year
ADVIEW (Direct Mail visuals):“All sectors”: 3.500€
/ year -
“One sector”: 2.000€
/ year
All information is extracted from the Mediaxim web platform
In your sector, TV and Dailies were the dominant medium
254,9
6,2
TV; 24%Radio; 12%
Dailies; 24%
Internet; 5%
Regional Press; 4%
Magazines; 9%
Cinema; 2%
Postering; 18%
Mass
Media
(Cim
MDB)Direct Mail
(Pige
DM)
Car
Gross
Media investments
2008 (in mio eur)
Est. 2,4%
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
Total Gross Media = 261,1 mio
EG Transport –
SCT Industrie automobile –
SSCT Voitures
Mass Media (Cim MDB): 254,9 mio eur
8,0%
7,7%
5,1%
9,6%
7,0%
6,2%
5,2%
6,4%
2,5%
RENAULT
VW
BMW
CITROEN
MERCEDES - BENZ
PEUGEOT
OPEL
TOYOTA
VOLVO
12,5%
6,1%
4,3%
25,5%
6,0%
5,1%
4,9%
5,9%
RENAULT
BMW
NISSAN
MERCEDES -BENZ
AUDI
CITROEN
PEUGEOT
OPEL
Direct Mail (DM pige): 6,2 mio eur
BMW Share of Voice in DM was about 12,5%Brand share
of voice
2008 (in %; Gross investments)
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
15% 17%
8% 2%0% 6%4% 5%9% 9%
38%
2,00%
10,60%
20% 24%
3,8% 2,4%
24%
0%
20%
40%
60%
80%
100%
BMW TOTAL
Direct Mail
TV
Radio
Dailies
Magazines
Internet
Regional Press
Cinema
Postering
Media mix comparison
(gross investments / media in %; 2008)
BMW share in DM was above the average of the sector
20,4 mio € 261,1 mio €
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
Vraag 3
Wat is de naam van het bedrijf dat voor ons de DM Pige cijfers registreert en bijhoudt?
> …
Quiz
Agenda
1.
De Post en de agentschappen
2.
DMC Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
Direct Marketing & E-mail marketing gain
popularity
Letterbox media remains
strong
in the current declining
media environment
Sources: Direct Mail: DM Pige-Mediaxim-Post; other media: Cim-MDB Mediaxim (24/08//2009)
595,8
362,3
189
151,9
126,4
77,3
54,3
11,2
568,2
574,6
360,1
175,6
135,4
113,5
80,9
54,4
9,3
545
TV
Dailies
Radio
Magazines
Postering
Free press
Internet
Cinema
Total mass
20082009
Gross
investments
by
media(mio
eur)
-
10.9%
+ 4.6%
+ 0.1%
-
10.2%
- 0.6%
- 7.1%
- 3.5% CIM-MDB
-
16.5%
- 4.1%1.503.91.568,2
+ 2.4%Direct Mailpige
175,9180
DirectMail
Evolution 1st semester 2009 vs 2008
Retail
represents
29% of gross
investments
in direct mail
52,3
48,3
18,0
4,7
4,0
3,8
3,8
3,3
2,8
2,7
2,3
2,0
1,6
1,5
23,7
5,3
RETAIL
MAIL ORDER
BANK-CREDIT-INSURANCE
TELECOM
AUTOMOTIVE
PUBLIC INITIATIVES - FUNDRAISING
POLITIC - MUTUALITIES
MEDIA
ENERGY
EDUCATION
PUBLISHING
TOURISM - LEISURE
FAIRS
ASSOCIATIONS - FEDERATIONS
INFORMATION SERVICES
OTHERS
29.1%
26.8%
10.0%
2.9%
2.6%
2.2%
2.1%
2.1%
1.8%
1.5%
1.5%
1.3%
1.1%
0.9%
0.8%
13.3%
Gross
investments
in Direct Mail (1st semester 2009)
In mio
eur In %
42
But DM is still a small player in most sectorsGross ATL media & DM investments in Top 10 mass-media sectors
(in mio
eur, Total 2008)
Sources: DM pige-Mediaxim
(Direct Mail); Cim-MDB, Mediaxim (other
media)
354
286273
215
172160
105
7357 53
109
8 9
36
4 9 5 5 2 2
Retailer Media Automotive Bank &Finance
Leisure,entertaining
Telecom Publishing Tourism Care-pharma Public
Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim)
97% opent
iedere
dag
zijn brievenbus
… maar ontvangt slechts
2DM/week
78% opent de DM
spendeert1’52’’
per DM
… en achter elke
brievenbus
schuilt
een uniek
persoon
43
The Mail Moment
44
This
medium can
give
me the feeling
of…
Direct Mail gives
customers the feeling
of…
Bron: Synovate
Censydiam, 2007
…rewarding me as a customer
…being connected to the brand
…acknowledgement / appreciation
…being important for that brand
…being unique
DM
73%
63%
57%
57%
51%
Ohter
Media (avg.)
19%
8%
8%
7%
7%
Reinforce
interactions
and intimacy
Each euro invested generates about2 euro extra turnover
Voorbeeld
Dezelfde dag
2 weken later…
2 weken later…
2 weken later…
Brochure
Met aangepaste visualsAn Didier
Een paar weken later …
Top of Mind
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.
Impact on brand perception: demonstrate your benefit in a persuasive way
Impact on brand perception: Demonstrate your benefit on a more persuasive way …
Up to 5% test drives
Dramatize
the benefits
Exploit the consumer insights
Vraag 4
Met hoeveel % zijn de DM cijfers gedaald of gestegen het eerste semester van 2009 t.o.v. het eerste semester 2008?
Quiz
Agenda
1.
De Post en de agentschappen
2.
DMC Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
De bestanden van De Post
Uiterst recent lifestyle
bestand opgebouwd en opgefrist op basis van een zeer gedetailleerde vragenlijst. Momenteel zijn er ongeveer 711.000 adressen beschikbaar.
Nov. Nov. Mei Okt. apr. nov
Nov072005 2006 2007 2008 2009
apr.
Nieuwe wave: 265.000 stukken te
versturen Select Post bevat:-
Recente
gegevens-
Opt-in («
ja, ik wens deze mailing »)-
Over uiterst
talrijke
onderwerpen
(hobbies, aankopen, vakantie, auto…)
04/11/09
400.000 gezinnen verhuizen per jaar (10% van de bevolking)
Circa 250.000
daarvan vragen aan De Post (tegen betaling) om hun post naar hun nieuw adres door te sturen via het formulier DoMyMove
Het bestand DoMyMove
bevat de volgende gegevens:-
Volledige gegevens van de verhuizer (vorig en nieuw adres)-
Gegevens van zijn/haar gezin (echtgenoot + kinderen)-
Geboortedatum van iedereen
De bestanden van De Post
Komende release:-
Maart 2010-
Sept
2010
De DATA diensten van de Post, bron van :
Prospectie Kostenvermindering
• OptiMovers• OptiRetour• Notifications
DoMyMove
Prospectie:
huur
van adresseninlassing van een vraag in onze brochureinsert
in de refresh
Select Post
Huur
van Select Post adressen
15% commissie
Huur
van Select Movers adressen
15% commissie
Lead
generation
in Select Post en DoMyMove
Antwoordrate
tussen 2% (NGO) en 11% (VPC)
15% commissie
Insert
in Select Post
- personalisatie mogelijk via barcode-
levering van de coördinaten van de
gebruikers na actie
15% commissie
Vraag 5
Hoeveel gezinnen doen jaarlijks beroep op DoMyMove voor het nasturen van hun briefwisseling?
Quiz
Agenda
1.
De Post en de agentschappen
2.
DMC Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
67 %
92 %
Distripost Andere operator
4
Bron: studie Market
Probe
Europe
–
mei 2008-februari 2009 –
panel van 500 mensen per week
Documenten bedeeld in alle brievenbussen, ook in appartementsgebouwen en afgelegen woningen
Professionele aanpak van de postbode
Bezorging opgenomen in het operationele postproces, dat regelmatig interne en externe controles ondergaat (Belex…)
Met 92
% effectieve bedeling is de kwaliteit van Distripost
ongeëvenaard
5
Distripost garandeert een hoge impact
In vergelijking met een bundel gaat de aandacht van de doelgroep uit naar max. 2 reclamefoldersUw zending profiteert van het ‘postmoment’:97 % maakt zijn bus leeg nadat de postbode langskwam74 % leest de post onmiddellijkHet is een moment waar-naar wordt “uitgekeken”
Huis-aan-huis
bedeling bij De Post kan ook semi
targetted
zijn
6
Selectie volgens geomarketingcriteria:o
Afzetgebiedeno
Tot op wijkniveau
Met deze selectiecriteria vermindert u verspilling.
Huis-aan-huis
bedeling bij De Post kan ook semi
targetted
zijn
6
Selectie volgens sociodemografische consumentenprofielen:
Jonge gezinnen met kinderenHoge inkomensSeniorenenz.
Met deze selectiecriteria vermindert u verspilling.
Saab
216
100
Distripost Bundel
61
% meer
rendement
voor
uw
acties
via bedeling
van De Post
9
Gemiddeld
antwoordpercentageIndex vs. BD
Bron:
testresultaten (N=29), DM Barometer (N=13).
Bereken zelf de ROI van uw Distripost-bedeling
10
Deze twee kozen voor Distripost
“bewijs”
van rendement: Aldi
en lidl
foto
Distripost eveneens beschikbaar op Mediaspecs
Vraag 6
Wat is de kwaliteit van de bedeling met Distripost, uitgedrukt in %?
Quiz
Agenda
1.
De Post en de agentschappen
2.
DMC Services
3.
Direct Mail
4.
Data (Select Post + Do My
Move)
5.
Distripost
6.
Regels van De Post
7.
Rondleiding
Brussel X
SMALL LARGE
+0.04 €
+-
0 gr.
50 gr.
2 kg.
+0.02 €
Mail Id
Low readability
+0.12 € +0.08 € +0.04 €
+0.08 € +0.04 €
+0.04 € +0.02 €
Not rectangular or with a hole
Rectangular/Square
+0.04 €
Bulk Bulk Sorted by 78
direction
Pre-Sorting level1 2 3
Bulk Sorted by sector
Sorted by sector &
distr. office
Simplified
Price
Grid
+0.00 €
+0.00 €
SPECIAL
2008
SMALL LARGE
+-
0 gr
50 gr
2 kg
Mail Id
Bulk Bulk Sorted by 78
direction
Pre-Sorting levels1 2 3
Bulkor
Bulk + PC
Sorted by sector +
PC
Sorted by sector &
distr. office
Simplified
Price
Grid
SPECIAL
+-
Pre-Sorting levels1 2 3
Bulkor
Bulk + PC
Sorted by sector +
PC
Sorted by sector &
distr. office
2009:·
3 products·
No Low
Readability
supplement any
more
·
No Special Rectangular
supplement any
more
Small
format
SMALL
≤
50 grAnd...
• Rectangular• Dim min: 90 x 140 x 0.15 mm• Dim. max: 165 x 245 x 5 mm• L/l ≥
1,20• Orientation «
landscape
»• OCR Address
or Mail ID• Simplified
lay
out to be•respected
ZonesAdvertising windows
Large
Format
LARGE
> 50 grOr...
• Rectangular
or square• Dim min: 90 x 140 x 0.15 mm• Dim max: 230 x 350 x 30 mm•Max weight: 2 kg
+ All mailings:• Square or almost
square
(L/l <1,20)• Orientation «
Portrait
»• Rigid
or with
rigid
objet• Special
paper
(shining/reflecting)• Band or sticker for closing• 1 or more detachable
stickers•
Small dimensions but not complying
with
SMALLformat
definition
(lay
out or OCR address
or Mail ID)• Under blister.
Special Format
SPECIAL
• Non rectangular
and/or with
a hole•
On which
card, envelop
etc. are partially
glued.• Form: free• Dim min: 90 x 140 X 0.15 mm• Dim max: 230 x 350 x 30 mm• Max weight: 2 kg
Creative
form
SELFMAILERS Specificities
Small
PP-
PB
Fully
closedRight
side
–
must be
fully
closed
To be
considered
as a SMALL Format*: A selfmailer of small dimensions will be ideally fully closed on its 4th sidesA selfmailer must be fully closed on the right sideThe selfmailer is not closed with staples, clips, etc.
(*) Specificities
coming
on top of the definition
of a SMALL Format
How to check if fully
closing?4 corners are closed in all casesperforations « poinçonnage »folded side = fully closed side1 line of glue on full lenght, incl.
extremities = fully closed sidepoints of glue at max 4.5 cm from each
other AND 2 points of glue at bothextremities (1 per extremity) = fully closedside …
SELFMAILERS: Flexibility SMALL Format 2009
Fully
open
Small
Small
PP-PB
PP-PB
Small
PP-PB
New !
Large
PP-PB
One
side, different from
the right
side, can
be
fully
open if
the other sides
are fully
closed.
New !
New !
Fully
closedRight
side
–
must be
fully
closed
SELFMAILERS: Flexibility SMALL Format 2009
Point
de colle
Complètement
fermé
Côté
droit
–
toujours
complètement
fermé
Test 2009
Small
PP-PB
FoldedGevouwen
Plié
FoldedGevouwen
Plié
•
Points
of glue
must be
placed
on
flap extremities
to
ensure
fully
closing
of the flap !•
Max 4.5 cm between
2 points
of glue
New !
Flap
Max 4.5 cm
Simplified
operational
rules SMALL Format
Idem zone 4 behalve -
adres (complete of partiële)-
elementen die verward kunnen worden met een adres (PC + gemeente)
Idem zone 5
L/l ≥
1.20
L
l
Ter helemaal beschikking van de afzender:-
alle kleuren-
alle grafische elementen-
alle tekst (vorm/formaten)
Frankering (leesbaar met het blote oog)
OCR adress
of Mail ID
Color or graphism in indexation zone is accepted for SMALL and/or LARGE format
without supplement
Zone 5 – Address or Address like
Solde à
notre
magasin
situé
à1000 Bruxelles
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
Solde à
notre
magasin
situé
à1000 Bruxelles
LARGE SMALL
Solde à
notre
magasin
situé
à1000 Bruxelles
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
Solde à
notre
magasin
situé
à1000 Bruxelles
Address
like= postcode + city
Window
for
address
No window
for
address4 digits
numbers
OK
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
Société
XYZRue
de la Poste 101200 Bruxelles
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
Société
XYZRue
de la Poste 101200 Bruxelles
Société
XYZRue
de la Poste 101200 Bruxelles
Société
XYZRue
de la Poste 101200 Bruxelles
Zone 5 – Sender Address
LARGE SMALLIdem if
address
on
1 line: can
not
be
on
the same
level
as address
zone either
Window
for
address
No window
for
address
ASBL NSCCh. de Boendael
551050 Ixelles
Société
XYZ Rue
de la Poste 10 1200 Bruxelles
ASBL NSCCh. de Boendael
551050 Ixelles
Rue
de la Poste 101200 Bruxelles
Zone 6 – Address & indexation zone
LARGE
Window
for
address
No window
for
address
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
ASBL NSCCh. de Boendael
551050 Ixelles
Advertising windows
LARGE SMALL
1 or
more advertising
windows
-With
or
without address
ASBL NSCCh. de Boendael
551050 Ixelles
1 advertising
window
with
address
1 or
more advertising
windows
-With
address
1 or
more advertising
windows
-without address
Window
for
address
No window
for
address Window
for
address
Window
for
address
OCR Address Overview – No changes vs 2008 !
Monsieur Dupont
C.Rue
du Chat 8
1000 Bruxelles
Monsieur Dupont C.Rue du Chat 81000 Bruxelles
Monsieur Dupont
C.Rue
du Chat 8
1000 Bruxelles
Monsieur Dupont
C.Rue
du Chat 8
1000 Bruxelles
Monsieur Dupont
C.Rue
du Chat 8
1000 Bruxelles
Monsieur Dupont C.Rue du Chat 81000 Bruxelles
Serifs
Color
inversion
Underlined
Italic
Bold
White or
Pantone
colors(quadri-equivalent)
Content of address
bloc:Address onlyPossible references & barcodeNo other text or graphism
Most of font OK for
SMALL(ex: Helvetica, Verdana, ...)
Monsieur Dupont
C.Rue
du Chat 8
1000 BruxellesLight
color
for
inkLack
of contrast
SMALLLARGE
Monsieur Dupont C.Rue du Chat 81000 Bruxelles
Not
exhaustive
list
Police
ou
caractères
manuscrits
Vraag 7
Welk formaat van zending is dit?
Quiz
1.
Proximity
BBDO, Famous, Publicis2.
> 40
3.
Mediaxim4.
+ 2,4%
5.
250.0006.
92%
7.
Large
Quiz -
Antwoorden
Questions? Don’t hesitate to contact:
An Schuurmans
T. + 32 2 276 34 19
M. +32 473 96 12 23)
Ellen Distave
T. +32 2 276 25 65
M. +32 486 41 34 91)