3

WHY SUCH A SURVEY ? DIDN’T YOU HAVE ENOUGH WITH DM RESPONSE RATES ?

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

HOW TO BE SURE RESULTS ARE SOLID ?

6

A solid reference to better understand how consumers experience the Letterbox Media

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

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

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

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

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

11

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%

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

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

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

15

ANYWAY, MOST OF DM ENDS UP AS GARBAGE, DON’T YOU THINK ?

16

87% of Direct Mail are read

Not read13%

Full45%

Partial20%

Glanced22%

Source: Letterbox Consumer Survey, TNS Media, 2014

17

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

18

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

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

Source: Letterbox Consumer Survey, TNS Media, 2014

21

E-SHOPPER > 1 / MONTH

SECTOR CLOTHES

Digital consumer is also reached by this channel

Source: Letterbox Consumer Survey, TNS Media

22

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%

23

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

24

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%

25

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

26

YOU KNOW, IS IT NOT ANOTHER ISOLATED SURVEY THAT DOES NOT CONNECT WITH ANY STRATEGY ?

27

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

28

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

29

But it gives also ground for strategic argumentation for Direct Mail

A practical example…

30

Decision-makers beauty products, active (1.931.500 p)

31

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)

32

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

33

STRATEGYGLOBAL

STRUCTURE PLANIMPLEMENTATION

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

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

37

UNIQUE CONTACT 91% CHECK LETTERBOX DAILY

NO CLUTTERONLY 4 DM PER WEEK

CATCHING87% OF DM ARE READ

ACTIVATING23% OF FOLLOW-UP

WWW.LETTERBOXCONSUMERSURVEY.BE