the marketing gap

CCB Fastmap Ltd3rd Floor, Colonial Building59-61 Hatton GardenLondon EC1N 8LS0207 242 0702www.ccbfastmap.com

7th Annual Marketing – GAP Tracker

David Cole, Managing Director

david.cole@fastmap.com

www.fastmap.com

Marketing GAP

What shoppers do, and what marketers think that they do. Misunderstanding the ever changing  attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to go one way, rather than another

Marketing GAP

What shoppers do, and what marketers think that they do. Misunderstanding the ever changing  attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap survey updates you annually on the key issues you need to bear in mind the very next time you decide to go one way, rather than another

Why do we Marketers get it wrong?

•Skilled in marketing technique •Understand the brand

•Different demographics/outlook•Ever changing environment

The Marketing GAP

Industry's most high profile tracking study.

Annually by fast.MAP since 2005

Monitors consumers direct marketing and promotional activity and records their changing attitudes

Unique - tracking Consumer opinion and Marketers

2011Partnership with the IPM

Sponsored by MMC / Royal Mail

fast.MAP/Marketing GAP; Widely quoted in media and major trade bodies

Agenda

1 Preferred Contact Route

2. Direct Mail

3. Telephone / Mobile

4. Coupons

5. Promotions

6. Summary & Conclusion

Methodology

Online questionnaire to:

• over 1,000 consumers on the fast.MAP panel (which echoes the UK's demographic profile)

• and a panel 350 marketers including IPM members and Royal Mail

Whilst consumers simply respond to the questions, marketers are asked to judge what the consumers' responses will be.

The GAP is the gulf between what consumers are actually doing and thinking and what marketers believe consumers are doing and thinking.

Every year surprising insights have been revealed. This year is no different.

Who are fast.MAP?

fast.MAP are specialists in using online research for the Direct and Promotional Marketing sectors.

We help marketers dramatically improve the performance of their marketing through effective insight.

We partner with the IPM across different industry studies

The Marketing GAP Results

Through which routes do consumers like to be communicated?

We have been asking how Consumers prefer to be contacted since 2005.

Preferred Contact Routes

Percentage

Preferred Contact Routes

Percentage

• Over-estimation for marketing communication by marketers

• Significant overestimation of Marketers of enthusiasm particularly in none-DM/Email by factor of 4

Preferred Contact Routes

Percentage

• Mail and email equal

• BUT preference also depends upon subject/sector

• Low demand for none email or mail contact

• Less than 2% in most cases

• landline• mobile• SMS• Twitter • or social media

Preferred Contact Routes

Which subject would you be happy to receive communication about and how?

Contact method; Which subject would you be happy to receive communication about and how?

What do Consumers think of Direct Mail ?

Nine out of ten people open direct mail

What motivates Consumers to open direct mail?

What motivates Consumers to open direct mail?

The GAP- aesthetics overvalued

What motivates Consumers to open direct mail?

• Highest marketing-mail opening ever (2005)

• Increases in opening BOTH warm and cold mail

• Consistently high numbers for known company/brand

• Personalisation has increased in importance as a motivator and moved into second place

• Interested in product or service is almost as important

• Over 1/3rd because voucher

Why do nine out of ten people open direct mail

What type of mail are consumers most likely to open?

What type of mail are consumers most likely to open?

What type of mail are consumers most likely to open?

What type of mail are consumers most likely to open?

Why some mail is thrown away

Why some mail is thrown away

Why some mail is thrown away

Why some mail is thrown away

General attitudes towards Advertising Mail

Attitudes to advertising mail

Attitudes to advertising mail

What do consumers think about the phone and SMS marketing?

Landline crawls back into favour

Are there any things that you don’t mind receiving marketing calls about?

The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.

Why do people enrol on the TPS (Telephone Preference Service )

The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.

Why do people enrol on the TPS (Telephone Preference Service )

Demand for Text Preference Service

Demand for Text Preference Service

Demand for Text Preference Service

Demand for Text Preference Service

The Power of Coupons

A Consumer Favourite

Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)

Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)

Do you redeem coupons or vouchers ? (i.e. money-off vouchers that you might get through the post or via email or through newspapers etc?)

What value would consumers redeem coupons at?

This has been tracked for 5 years……….

What value would consumers redeem coupons?

2007

What value would consumers redeem coupons?

2008

What value would consumers redeem coupons?

2009

What value would consumers redeem coupons?

2010

What value would consumers redeem coupons?

2011

What value would consumers redeem coupons?

Mis-redemption of coupons

What about coupon mis-redemption?

Do you ever attempt to redeem coupons when you have not bought the products specified on them?

Mis-redemption of coupons

Mis-redemption of coupons

Mis-redemption of coupons

Why do consumers misuse coupons

What was the reason for the attempted mis-use of the coupons?

Why do consumers misuse coupons

What types of Promotions do consumers use?

What types of Promotions do consumers use?

What types of Promotions do consumers use?

Offers that change shopping habits

Offers that change shopping habits

In the past 12 months have you bought more products than you planned because of extra longer term rewards?

Offers that change shopping habits

Offers that change shopping habits

Sampling the goods

Sampling the goods

In the past 12 months have you bought a product for the first time because you had trialled it first?

Sampling the goods

Sampling the goods

Thoughts ?

Conclusion for 7th Year of Tracking

Specifically……

•Opening rates of Direct Mail at all time high

•Email is an increasingly popular medium

•A tiny minority want to be contacted by phone/mobile, SMS or Social Media although it has started to grow

•Almost everyone redeems coupons and each year people are less likely to mis-redeem

•Big differences can be found dependent upon subject matter

Conclusion for 7th Year of Tracking

Generally……

•We marketers consistently get things wrong

•The changing world is more and more difficult to keep up with

•Build more insight into your marketing to keep in touch 

Thank you