dm in car sector
DESCRIPTION
TRANSCRIPT
WDM Belgium - De Post
21 October 2008
1
Agenda
� The challenges of the car industry
� The Direct Marketing opportunities :
� Some figures
� The role of Direct Marketing throughout the car purchase cycle
� The distinctive values of Direct Marketing
� The Real Cases
2
Car industry context : some facts ...
� Market :� Evolution : satisfactory growth so far but …
� Market segmentations : increased segmentations in response to more diversified life stages
� Competition : More (Asian) players � Share of voice!
� Increased quality leading to longer maintenance cycles
� More frequent model / re-styling (re-)launches � faster time to market� Dealer concentration and multi-brand dealers � who’s talking to who
� Branding : increasing sub and model-branding
� Communication : focus mainly on promotions & new model launches through mass communication
� Privacy context : the interpretation of legislation is changing
Source : Post DM Consultancy team analysis
3
Car industry context : some facts ...
� 20% of the market is B-to-B (some brands up to 80%) � identification of the driver
Source : Post DM Consultancy team analysis
4
Car industry context : some facts ...
� New concerns : � Environment
� Purchasing power
Source : Post DM Consultancy team analysis
5
Agenda
� The challenges of the car industry
� The Direct Marketing opportunities :
� Some figures
� The role of Direct Marketing throughout the car purchase cycle
� The distinctive values of Direct Marketing
� The Real Cases
6
Gross media investments
by Media Type Jan - June 2008
Direct Mail; 10,3%
Television; 34,2%Postering; 7,2%
Magazines; 8,7%
Internet; 2,8%
Regional Weeklies; 4,4%
Radio; 10,9% Dailies; 20,8%
Cinema; 0,6%
The direct marketing opportunities:some figures
Mass Media (Cim MDB-Mediaxim ): 1.560,5 Mio eur
Direct Mail (La Poste-Mediaxim ): 179.4 Mio eur
Direct Mail: 10,3%
Internet: 2,8%
7
Channel mix 2007
Content Integration; 6,8%
E-mail; 5,0%
Keyword*; 17,8%
Other; 2,7%
Display; 62,2%
Newsletter; 0,6%
E-mail represents 3,9 million €of the gross on-line investments
*Keyword = Based on declaration of Sales Houses and Agencies onlySource: IAB AdEx 2007; Sales Houses (+ Agencies for “Keyword”)
E-mail: 5,0%
8
Gross media investments
by Media Type Jan - June 2008
Direct Mail; 3,2%
Cinema; 1,0%
Dailies; 24,0%Radio; 12,7%
Regional Weeklies: 4,6%Internet; 4,5%
Magazines; 8,6%
Postering; 18,9%
Television; 22,5%
What is the typical media-mix for the car industry?
Internet: 4,5%
Mass Media (Cim MDB-Mediaxim ): 166,2 Mio eur
Direct Mail (La Poste-Mediaxim ): 5 Mio eur
Direct Mail: 3,2%
9
Agenda
� The challenges of the car industry
� The Direct Marketing opportunities :
� Some figures
� The role of Direct Marketing throughout the car purchase cycle
� The distinctive values of Direct Marketing
� The Real Cases
10
The role of Direct Marketing in the Consumer life Cycle: overall
VALUE
TIME
INVESTMENT
CONVERSION
GET KEEPGROWUNDERSTAND
11
Consumer Life Cycle
TIMECONVERSION
VALUE
INVESTMENT
first purchase
prospect
suspect
within dealer network
frequent dealer visits
second purchase
loyal customer
“I tell to others”
ex-klant
UNDERSTAND GET KEEPGROW
12
DM readership intensity varies according to client affinity with a car brand
52 46
17 11 134
3437
5152 49
25
106
104 7
5
47 21
2831
59
5 1 5 7
0
20
40
60
80
100
DM (n=158) E-mail (127) DM (n=158) E-mail (n=127) DM (n=158) E-mail (n=127)
%
carefully read it quickly read it keep it to read later throw it out immediately do not know
When you receive advertising mail from this sector, personally addressed to you by …, what do you do?
Source: ‘P loves E’ study by the Post ( TNS Media, 2007)
a company you arenot client from
Figures for ‘Automotive sector’
a company you areclient from
With nocompany name
13
Channels consulted for car information
Source: Three generations and their (dream)cars, WDM Belgium/Beck& X, September 2005
57 564337 333227 1613
595038271828281217
585638342230261111
565849444935282213
DealersAuto fair InternetFriends / relativesFamilyBrochures car makesSpecialised pressAutozoekertjesTest Aankoop
Totaal %Again2(51-65)%
Again(36-50)%
Be4(18-35)%
Where do people look for information?
14
Direct Marketing is a highly accepted medium
With regards to advertising in the following media, would you say there is …?
5%
4%
74%
68%
70%
71%
62%
61%
59%
44%
44%
22%
18%
20%
25%
26%
36%
37%
39%
41%
54%
77%
11%
12,10%
8,40%
0% 20% 40% 60% 80% 100%
Dm (Averages)
E-Mails (Averages)
cinema (n=678)
dailies (n=981)
magazines (n=1046)
free press (n=991)
radio (n=1058)
door-to-door (n=1149)
internet (n=747)
tv (n=1122)
not enough enough too much sticker
3%
3%
3%
2%
1%
3%
Source: ‘P loves E’ study by the Post ( TNS Media, 2007)Base:Users of each medium and give an answer
15
Are you present in the media that the consumers want?
32
22
20
19
18
14
10
5
Concessionsanimations
TV
Personalisedletter
Ads in press
E-mail ornewsletter
Unaddressedfolder
Radio
Telephone
*1=I don’t like this option at all, 10=This is the best solution
Source : Post Market research on 1.200 households, 2007
‘How do you prefer to receive information about cars?’
Rating on a scale 1 to 10*; % prefer this option (% of 8, 9 or 10)
CAR SECTOR
16
And a letter can be very useful to generate traffic
‘How do you prefer to receive invitations to dealer events?’ CAR SECTOR
71
10
8
5
2
2
2
Personalisedletter
E-mail ornewsletter
Unaddressedfolder
Ads in press
TV
Radio
Phone
Source : Post Market research on 1.200 households, 2007
17
Use of Direct Marketing in the ‘consideration process’?
CONVERSION
INVESTMENTTime for a change
First interest
Creation of ‘shopping list’
Look and inform
What do my friends think about it?
What are the test drive possibilities?
Dealer visit
Car Configurator
Test drive
What do my friends think about it?
Budget
Selling value previous car?
Negotiations with dealer
Purchase
UNDERSTAND
18
19
20
21
22
Smell
Taste
HearTouch
See
23
Use of the Direct Marketing in the ‘sales process’?
PurchaseWaiting for delivery
Take away new car
‘Thrill’ of the new car
Show the new car to friends
Get used to the new car
Discover the new car
Justify purchase
First long ride
First maintenance
Second maintenance
GET
24
Use of Direct Marketing in the ‘loyalty process’?
Second maintenance
First anniversary of the car
Maintenance
Purchase after sales articles
Second anniversary of the car
Maintenance
Third anniversary
Maintenance
Car is comfortable but no longer new
GROW
25
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXX
26
27
28
Avoiding churn with Direct Marketing?
Car is comfortable but no longer new
Look around for other car brands and models
End of the (leasing) contract
Time for a change
New cycle starts
KEEP
29
XXXXX
XXXXXX
30
Agenda
� The challenges of the car industry
� The Direct Marketing opportunities :
� Some figures
� The role of Direct Marketing throughout the car purchase cycle
� The distinctive values of Direct Marketing
� The Real Cases
31
The distinctive values of Direct Mail: selectivity
High
Low
Low High
Selectivity
Involvement
Source: Post DM Consultancy team
Addressed
Distripost
BD
32
33
34
XXXXXXXXX
35
200 TV ads
150 radio ads1000’s of ambient ads ...
Weekly number of advertising messages per capita
20 e-mail ads
3 cinema ads
400 press ads/inserts
350+ outdoor ads
2+ DM pieces
Opportunity for Direct !
Source: Mindshare - Henley Centre (and TNS Media & Post survey)
Consumers are “bombed” by a few 1000 mass messages every week
The distinctive values of Direct Mail: impact
36
97% opens
mailbox every day
… but receives only 2
DM/ week
78% is opened
Consumersspend
1’52’’ per mail
… and behind every letterbox
is a unique person
you can target
The strength of direct mail, the MAIL MOMENT…
37
Brand perception
Sales activation
Boosting of ROI
Loyalty building
DM is a strong sales activator
Integrated with other media DM increases the ROI of your
campaigns with at least 20%
DM builds strong long term relations with your customer
DM improves brand perception
High recallrate
DM gets high recall rates even of complex messages
1 2 3 4
5
The distinctive values of Direct Mail: measurability
15% to 200% extra sales >25% more
loyal customers
Source: Post – 15 DM pilot surveys N: > 25.000
2 to 20 times better recall
>50% of brand attributes
improved
38
Agenda
� The challenges of the car industry
� The Direct Marketing opportunities :
� Some figures
� The role of Direct Marketing throughout the car purchase cycle
� The distinctive values of Direct Marketing
� The Real Cases
39
Cases
� Toelichting bij ‘involve’, het relatieprogramma van Volvo� Ward Van Rijckeghem (Volvo )
� Comment le Fusion Marketing, par l’intégration des médias online et offline, réduit la distance entre marque et consommateur� Emmanuel Scheenaerts (Peugeot ) & Laurent Van Duyse (Wanabe )
� Comment le DM peut augmenter la tentabilité lors du lancement d’un nouveau modèle� Claire Normand-Loya (La Poste Française )
� (On-line) magazines: efficiënte loyalty tools in de automobielsector� Michel Libens (Propaganda, voorzitter Custo ) & Anne Thys (Headline )
� Questions légales propres au secteur automobile� Dominique Pissoort (WDM Belgium )
40
E-mail Physical mail
■ Easy to react, to get information
■ Cost
■ Can be set up quickly ■ Personalisation
■ Measurability
■ Short messages
■ Can be surprising and original
Advantages
■ Appreciated – not intrusive
■ Targeting
■ Sales Activation■ Acquisition
■ Complex information
■ High opening and reading rate
When touse ?
■ Own list
■ Newsletters ( top of mind )■ Punctual Information & more
frequent use
■ Generate traffic on website■ Lead generation
■ To promote image & brand value
■ Involving, captures attention■ Giving useful, detailed trustworthy
information
■ Call to action (vouchers)■ Magazines
Conclusion: the key assets of 121 communication
41
More information?
Cécile [email protected]
02/276.30.42
www.denkdm.be / www.pensezdm.be
Natalie Versluys
[email protected]/555.96.88
www.wdmbelgium.be