letterbox consumer survey presentation
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WHY SUCH A SURVEY ? DIDN’T YOU HAVE ENOUGH WITH DM RESPONSE RATES ?
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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 ?
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HOW TO BE SURE RESULTS ARE SOLID ?
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A solid reference to better understand how consumers experience the Letterbox Media
LEVEL 1: FACE TO FACE INTERVIEWS LEVEL 2: PAPER DIARIES THROUGH PANEL
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A solid reference to better understand how consumers experience the Letterbox Media
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
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A solid reference to better understand how consumers experience the Letterbox Media
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
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TODAY EVERYONE IS ONLINE. IN THE AGE OF TABLETS AND DIGITAL, DO YOU STILL THINK THERE IS MAIL MOMENT ?
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Letterbox offers a daily contact to 91% of population
Source: Letterbox Consumer Survey, TNS Media, 2014
26.3%
22.3%
42.9%
8.5%
2010: 90%
< 5 TIMES/WEEK
EVERYDAY
6 TIMES/WEEK5 TIMES/WEEK
91% check the letterbox at least 5 times a week
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Mail Moment offers an intense and expected contact, even to digital consumers
Source: Letterbox Consumer Survey, TNS Media, 2014
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
39%
48%
33%
31%
13%
23%
Rather agree Fully agree
70%
HEAVY SOCIAL MEDIA 70%
HEAVY E-BUYER 73%
HEAVY WEB USER 74%
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FINE. AT LEAST YOU FINALLY DEMONSTRATE THAT WE ARE BOMBARDED WITH DIRECT ADVERTISING, DON’T YOU ?
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With only 4 pieces/ week, Direct Mail is confirmed to catch attention of targets
Number of commercial pieces/ week
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
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330
226203
146
334
Estimates 18+. 2013. Based on MDB Nielsen data.
With only 4 pieces/ week, DM offers a minimal advertising clutterWeekly contacts media
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ANYWAY, MOST OF DM ENDS UP AS GARBAGE, DON’T YOU THINK ?
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87% of Direct Mail are read
Not read13%
Full45%
Partial20%
Glanced22%
Source: Letterbox Consumer Survey, TNS Media, 2014
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87% of Direct Mail are read
NO IMPACT OF VOLUME
Heavy Medium Light
87 86 88
RECEIVED MAIL / WEEK
% DM READ
FOR CUSTOMERS, BUT ALSO FOR PROSPECTION
Client \ member
Known, no client
9180
RELATION
% DM READ
AS OF CONSUMER IS SETTLING DOWN, READING
RATE INCREASES
15 - 24
25 - 3435 - 44
45 - 5455 - 64
65 +
73
85 86 89 90 91
AGE
% DM READ
Source: Letterbox Consumer Survey, TNS Media, 2014
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23% of DM generated an action, with direct or indirect sales impact
Did or have the intention to:
10% 13%
23%
SEARCH ONLINE
SEARCH OFFLINE
VISITSHOP
PURCHASE
‘PRE-SALES’ SALES
Source: Letterbox Consumer Survey, TNS Media, 2014
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DM, MAIL, PAPER: IS IT NOT ONLY A THING FOR RETIRED PEOPLE AND UNCONNECTED LAGGARDS ?
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50% already gone on Internet web site after receiving a direct Mail
Source: Letterbox Consumer Survey, TNS Media, 2014
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E-SHOPPER > 1 / MONTH
SECTOR CLOTHES
Digital consumer is also reached by this channel
Source: Letterbox Consumer Survey, TNS Media
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E-SHOPPER > 1 / MONTH
SECTOR CLOTHES
Digital consumer is also reached by this channel
Source: Letterbox Consumer Survey, TNS Media
89%OF DMREAD
Not read11%
Full41%
Partial11%
Glanced37%
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Digital consumer is also reached by this channel
Source: Letterbox Consumer Survey, TNS Media
REACT
Purchase
Visit shop
Search
44.4
16.7
14.2
18.9
Did or have the intention to (%):
E-SHOPPER > 1 / MONTH
SECTOR CLOTHES
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P.R.P. - E-SHOPPER > 1/MONTH
SECTOR SUPERMARKETS
Digital consumer is also reached by this channel
Source: Letterbox Consumer Survey, TNS Media
85%OF DMREAD
Full30%
Partial27%
Glanced29%
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Digital consumer is also reached by this channel
Source: Letterbox Consumer Survey, TNS Media
REACT
Purchase
Visit shop
Search
42.1
33.4
10.3
1.8
Did or have the intention to (%):
P.R.P. - E-SHOPPER > 1/MONTH
SECTOR SUPERMARKETS
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YOU KNOW, IS IT NOT ANOTHER ISOLATED SURVEY THAT DOES NOT CONNECT WITH ANY STRATEGY ?
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CIM & Direct Mail: the momentum
TGM (Target Group Monitor)
• on media habits vs product consumption
• basis for media strategic thinking
NOW INCLUDES DIRECT MAIL
• paper - email• addressed vs unaddressed
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28%
23%24%
25%
29%
24%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
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But it gives also ground for strategic argumentation for Direct Mail
A practical example…
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Decision-makers beauty products, active (1.931.500 p)
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Who are they?
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)
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Their media habits
Decision-makers beauty products, active (1.931.500 p)
99
111
119
91
110
104 104
126
121
HEAVY + MEDIUM USAGE
TV
RADIOOOH
NEWSPA
PERS
MAGAZIN
ES
FREE
LOCAL
PR
CINEM
AW
EB
READ D
M
Building a bridge in the communication recommendation flow
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STRATEGYGLOBAL
STRUCTURE PLANIMPLEMENTATION
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AND I GUESS ONLY SOME HAPPY FEWS WILL GET ACCESS TO THOSE RESULTS ?
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A web tool helps to browse through the DM reading and impact figures
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
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UNIQUE CONTACT 91% CHECK LETTERBOX DAILY
NO CLUTTERONLY 4 DM PER WEEK
CATCHING87% OF DM ARE READ
ACTIVATING23% OF FOLLOW-UP
WWW.LETTERBOXCONSUMERSURVEY.BE
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