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From letterbox to inbox: building consumer relationshipsTuesday 15 October 2013, Queens Hotel#dmaprint
Sponsored by
4.00pm Registration and networking
4.30pm Welcome from the ChairKelly Farrington, Managing Director, MediaWow
4.40pm Research findingsMark Mina, Senior Account Manager, fast.MAP
05.05pm The role of print increasing customer engagement and loyalty
Lyle Rainey, Business Development Manager, Hewlett-Packard
Julia Cole, UK & I Marketing Manager, Hewlett-Packard
05.30pm People love print
Phil Dean, Managing Director, Ingenious Rapport
05.55pm Q&A Panel
06:20pm Drinks & Networking
07:30pm End
Agenda
Sponsored by
Welcome from the Chair
Kelly Farrington, Managing Director, Media Wow
Research findings
Mark Mina, Senior Account Manager, fast.MAP
The results
Mark Mina, Senior Account Manager
#DMAPrint
Who are fast.MAP?
Online market research agency
Work across all marketing communication sectors
Marketers working in research – considerable client-side experience
Have our own research panel
Regularly featured in the UK marketing press
Insight Partner to the DMA, IDM, IPM
Research Champion to the Institute of Fundraising
fast.MAP/DMA Tracking Series
#DMAPrint
A new tracker from the DMA and fast.MAP
Sponsored by HP
How research was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
The implication
Case studies
Buried treasure …..?
Tweeters…
#DMAPrint
#DMAPrint
How research was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
The implication
Case studies
Buried treasure …..?
Tweeters…
#DMAPrint
5 TWEETABLE FACTS …..
How it was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
Buried treasure – win free research!
#DMAPrint
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
Background and methodology
First wave of the DMA Print Personalisation Tracker.
Sample randomly selected from fast.MAP’s Consumer Voice panel
Nationally representative of UK population
Online self completion questionnaire
28 questions were asked in total
Survey despatched 25th February ..open for 7 days.
Results are re-weighted by age and gender
#DMAPrint
1,232interviews
250
hours of interviews
High Quality Control
Image and answer option randomisation avoiding top-box bias/creative
skew
Acceptable survey completion time, removing any completed to fast
Intelligent Routing to ensure a quality survey experience as questions are
relevant
Constant re-qualification of panel ensuring background variables are
updated.
Closed panel Members of the public cannot voluntarily join. Members
recruited via number of sources and demographically reflect UK. Invitation only.
fast.MAP Marketing GAP
1,000 consumers –
nationally representative of UK
panel 300 marketers
9th year of publication
Launched 26th September – extensivecoverage in Marketing Week
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
Two-thirds remember reading advertising on a screen, rather than on paper
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
Most of the advertising I remember reading yesterday was:
On a screen, 65%
On paper, 35%
#DMAPrint
Preferred method of communication with
a company you have a relationship with.
Direct Mail has risen in popularity since 2008
Source: fast.MAP Marketing GAP 2012 #DMAPrint
Preferred method of communication with
a company you have a relationship with.
Direct Mail has risen in popularity since 2008
Source: fast.MAP Marketing GAP 2012 #DMAPrint
Preferred method of communication with
a company you have a relationship with.
Direct Mail has risen in popularity since 2008
Source: fast.MAP Marketing GAP 2012 #DMAPrint
Preferred method of communication with
a company you have a relationship with.
0%
10%
20%
30%
40%
50%
60%
Twitter NoPreference
MobilePhone Call
SMSmessaging
Social Media Telephone Would prefernot to be
contacted atall
Direct Mail Email
Marketers - Companies whichyou have an existingrelationship with - 2013
Consumer -Companies whichyou have an existingrelationship with -2013Cons%
Marketers are out of step with consumers on this
Source: fast.MAP Marketing GAP 2013 #DMAPrint
Marketers
perception - 2013
Consumer
attitudes – 2013
Source: fast.MAP February 2013 N = 1,232
How excited are you to receive post addressed to you?
#DMAPrint
A third of people look forward to receiving their daily post
Source: fast.MAP February 2013 N = 1,232
How excited are you to receive post addressed to you?
4%
14%
19%
30%
33%
0% 5% 10% 15% 20% 25% 30% 35%
I will leave my post for a few daysbefore opening it
I tend to throw away or recycle most ofmy post
I only look forward to receiving postwhen I am expecting a particular
delivery
I don’t look out for the post, but will open what I get the same day
I look forward to seeing what the postman has got for me, and I’m very
disappointed if I don’t receive anything
#DMAPrint
…and 30% open on the same day
Source: fast.MAP February 2013 N = 1,232
How excited are you to receive post addressed to you?
4%
14%
19%
30%
33%
0% 5% 10% 15% 20% 25% 30% 35%
I will leave my post for a few daysbefore opening it
I tend to throw away or recycle most ofmy post
I only look forward to receiving postwhen I am expecting a particular
delivery
I don’t look out for the post, but will open what I get the same day
I look forward to seeing what the postman has got for me, and I’m very
disappointed if I don’t receive anything
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
#DMAPrint
People particularly look forward to receiving vouchers, coupons, discounts in the post
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to product…
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
#DMAPrint
People particularly look forward to receiving vouchers, coupons, discounts in the post
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to product…
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
#DMAPrint
People particularly look forward to receiving vouchers, coupons, discounts in the post
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to product…
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
#DMAPrint
People particularly look forward to receiving vouchers, coupons, discounts in the post
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to product…
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What is most likely to make you open post?
#DMAPrint
Number one motivation for opening post is if it is personally addressed
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What is most likely to make you open post?
5%
6%
8%
15%
17%
48%
0% 10% 20% 30% 40% 50% 60%
It is from a brand/company that Iknow
I am interested in the product/service
It might contain a coupon or voucher
I see it contains a sample, coupon orvoucher
It looks like an interesting package
It is personally addressed to me
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
From a company you currently deal with or buy from,
what would make you think less of them?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
From a company you currently deal with or buy from,
what would make you think less of them?
7%
14%
14%
36%
38%
40%
59%
0% 20% 40% 60% 80%
If it didn’t have a social media presence I could like or follow
If it didn’t use the most up-to-date communication methods to advertise its services
If its website wasn’t optimised for my tablet/smartphone
If it refused to send information(invoices/statements/brochures) in offline, printed form
If it closed all its physical outlets and announced it wouldonly have an online presence
If I could only get updates about its new products and offersby signing up to its social media presence
If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
From a company you currently deal with or buy from,
what would make you think less of them?
7%
14%
14%
36%
38%
40%
59%
0% 20% 40% 60% 80%
If it didn’t have a social media presence I could like or follow
If it didn’t use the most up-to-date communication methods to advertise its services
If its website wasn’t optimised for my tablet/smartphone
If it refused to send information(invoices/statements/brochures) in offline, printed form
If it closed all its physical outlets and announced it wouldonly have an online presence
If I could only get updates about its new products and offersby signing up to its social media presence
If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
From a company you currently deal with or buy from,
what would make you think less of them?
7%
14%
14%
36%
38%
40%
59%
0% 20% 40% 60% 80%
If it didn’t have a social media presence I could like or follow
If it didn’t use the most up-to-date communication methods to advertise its services
If its website wasn’t optimised for my tablet/smartphone
If it refused to send information(invoices/statements/brochures) in offline, printed form
If it closed all its physical outlets and announced it wouldonly have an online presence
If I could only get updates about its new products and offersby signing up to its social media presence
If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form
#DMAPrint
Source: fast.MAP Marketing GAP 2012
…..advertising you would miss if it disappeared
tomorrow?
#DMAPrint
A third would miss the advertising FROM THE WEB
33%
34%
29%
36%
39%
48%
34%
36%
44%
48%
0% 10% 20% 30% 40% 50% 60%
Vouchers/special offers
Requests for charity donations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards, loans)
From the web - marketers
From the web - consumers
Source: fast.MAP Marketing GAP 2012
…….advertising you would miss if it disappeared
tomorrow?
#DMAPrint
A third would miss the advertising FROM THE WEB
33%
34%
29%
36%
39%
48%
34%
36%
44%
48%
0% 10% 20% 30% 40% 50% 60%
Vouchers/special offers
Requests for charity donations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards, loans)
From the web - marketers
From the web - consumers
Source: fast.MAP Marketing GAP 2012
…….advertising you would miss if it disappeared
tomorrow?
#DMAPrint
People would miss PRINT advertising more than marketers would expect
59%
49%
59%
51%
46%
39%
38%
48%
41%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Vouchers/special offers
Requests for charitydonations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards,
loans)
In print form - marketers
In print form - consumers
Source: fast.MAP Marketing GAP 2012
…..advertising you would miss if it disappeared
tomorrow?
#DMAPrint
People would miss PRINT advertising more than marketers would expect
59%
49%
59%
51%
46%
39%
38%
48%
41%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Vouchers/special offers
Requests for charitydonations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards,
loans)
In print form - marketers
In print form - consumers
Source: fast.MAP Marketing GAP 2012
…..advertising you would miss if it disappeared
tomorrow?
#DMAPrint
Source: fast.MAP Marketing GAP 2012
Marketers are out of step with Consumers...overestimating
the impact of the web and underestimating print.
Which medium would you miss if it disappeared
tomorrow?
#DMAPrint
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
#DMAPrint
How important are different attributes to you when receiving marketing?
Authority
Trust
Attention
ggrabbing
Appearance
Memory
Personalisation
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Authoritative and ability to share with others least important
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Personalisation important for half of people (along with appearance and memorability)
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Most important : trustworthy, relevance, content, easy to respond
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
Trust
Personalisation
Trust
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
Personalisation
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
Trust
Personalisation
Trust
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these attributes?
#DMAPrint
Trustworthiness THE most important attribute a comm channel can
have, with Direct Mail the favourite by 56% of consumers #DMAPrint
#DMAPrint
How it was done
Consumer’s enthusiasm for print
Qualities of Print
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
How quickly do you open post ….?
#DMAPrint
54% of people open post straight away – high levels of engagement
Source: fast.MAP February 2013 N = 1,232
How quickly do you open post ….?
3%
3%
4%
9%
12%
13%
54%
0% 10% 20% 30% 40% 50% 60%
Wait until I have a few pieces of post and thenread them together
Leave it a few days for when I have time toopen it
I throw post away that I don’t recognise
I throw away post that appears to bemarketing something
Open it straight away if it is from a brand Irecognise
Open it straight away if I am expecting aparticular response/package from the company
Open it straight away, does not matter whosent it
#DMAPrint
Source: fast.MAP February 2013 N = 1,232m
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
#DMAPrint
7% never keep their post…
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
#DMAPrint
A further 28% rarely keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
#DMAPrint
17% regularly
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
#DMAPrint
Almost two-thirds tend to keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
#DMAPrint
The mantle piece effect – MY BOSS’S mantle piece !
#DMAPrint
The mantle piece effect – MY BOSS’S mantle piece !
The mantle piece effect – MY BOSS’S mantle piece !
Source: fast.MAP February 2013 N = 1,232
What will make you keep addressed post?
#DMAPrint
Interest means people will keep post – over a third use it as a prompt to do further research
Source: fast.MAP February 2013 N = 1,232
What will make you keep addressed post?
12%
12%
14%
20%
25%
36%
36%
56%
0% 10% 20% 30% 40% 50% 60%
It makes me feel I am being rewarded by the brand
I like the way it looks
I want to show it to my friends and/or family
It feels tailored to my needs and interests
I think it will be useful to my friends and/or family
It will remind me to further research theproduct/buy the product at another time
I am interested in the brand
I am interested in the product/service
#DMAPrint
Almost two thirds keep interesting post: the mantle-
piece effect. 36% will keep post to remind them to do
further research. #DMAPrint
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
When you request information in the post, when do
you expect to
receive this?
#DMAPrint
People expect fast response: 85% want something within a week
Source: fast.MAP February 2013 N = 1,232
When you request information in the post, when do you
expect to receive
this?
4%
41%
44%
7%
1%
1%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Within a day
Within 2-4 days
Within a week
Within twoweeks
Within threeweeks
Within a month
Over a month
#DMAPrint
85% expect response within a week when requesting
information by post #DMAPrint
#DMAPrint
The next slides contains the
most significant findings of
the study
The next slides contains the
most significant findings of
the study
The next slides contains the
most significant findings of
the study
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more…
I would look to respond directly by post (e.g. fill in…
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out …
#DMAPrint
One in ten would respond by post, phone or in-store
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tear…
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
#DMAPrint
Post is good at driving people online and to the brand’s website; a quarter keep post for reference
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tear…
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
#DMAPrint
44% of those that respond to post would go online to a brand’s
website and 35% would use a search engine #DMAPrint
#DMAPrint
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
#DMAPrint
Source: fast.MAP Marketing GAP June 2012
If I had to get RID OF one communication channel
completely, it would be..?
#DMAPrint
Marketers think over 25% would get rid of their letterbox
Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2013
Consumers 2012
Marketers 2012
If I had to get RID OF one communication channel
completely, it would be..?
#DMAPrint
Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox
Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2013
Consumers 2012
If I had to get RID OF one communication channel
completely, it would be..?
#DMAPrint
Marketers are wrong!
Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2013
Consumers 2012
Marketers 2012
If I had to get RID OF one communication channel
completely, it would be..?
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
When will all communication you get from businesses
have gone online – (brochures, special offers, bills etc.)
#DMAPrint
People are anticipating a shift away from offline communications
Source: fast.MAP February 2013 N = 1,232
When will all communication you get from businesses
have gone online – (brochures, special offers, bills etc.)
28%
33%
9%
17%
13%
0% 5% 10% 15% 20% 25% 30% 35%
In about 5 years’ time
In about 10 years’ time
In about 25 years’ time
Not in my lifetime
Never
#DMAPrint
Source: fast.MAP February 2013 N = 1,232
How would you feel about a world where there is no
physical communications from businesses in the UK?
#DMAPrint
However, almost half of people think things will be worse – and only 16% think it would be better
Source: fast.MAP February 2013 N = 1,232
How would you feel about a world where there is no
physical communications from businesses in the UK?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I have no feelings either way I think it would be worse I think it would be better
I have no feelings either way
I think it would be worse
I think it would be better
#DMAPrint
Most consumers anticipate all communications going online within 10
years, 45% think world would be “worse” because of it #DMAPrint
#DMAPrint
fast.MAP’s
5
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (61%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (61%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (61%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
3. 70% look forward to receivingWhat are the implications?
#DMAPrint
The problem is …….
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
it’s complicated
#DMAPrint
The problem is …….
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week when ordering by post
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
it’s complicated
consumers needs are
always changing
#DMAPrint
The Importance of Testing – Richard Benson
There are only two rules in direct marketing.
Rule 1: test everything. Rule 2: Refer to Rule 1
Secrets of Successful Direct Mail, 1989
#DMAPrint
Decisions marketers have to make
Variable How many Possible combinations
Audience 5 5
Offer 4 20
Incentive 4 80
Endorsement 3 240
Outer envelope 3 720
PS 4 2880
Ask level / duration 4 11520#DMAPrint
There are two routes you can go down…
Traditional Campaign Testing
Control
GO LIVE ; INVOLVE CONSUMERS
#DMAPrint
100 days
GO LIVE ; INVOLVE CONSUMERS
Control
Control
Traditional Campaign Testing
#DMAPrint
The problems with traditional testing…
One pack fits all
Not cost effective to segment
Control pack is very difficult to beat
Few tests a year ( 2 or 3 )
Many new initiatives fail
You might know what works but not why – so what do you learn as a
marketer from this for your other campaigns?
Therefore off line DM as a channel is not as effective as it might be.
#DMAPrint
Speed is key
It’s about being able to react to changing markets and audiences fast –
rapid learning, gaining an understanding in just days, not months and
months...
#DMAPrint
Chris Combemale
Executive Director DMA
”The lengthy time it takes to learn and the cost
of live testing has a negative impact on the
effectiveness of offline Direct Marketing.
The advent of the internet (and specifically panel based
research) means it is no longer necessary to wait months to
discover which creative approach, envelope or incentive will
work best...”
Chris Combemale May 2011#DMAPrint
Marketers are becoming more insight focused
Which Incentive Should I use?
IncentiveTesting#DMAPrint
Incentive testing
#DMAPrint
Incentive testing
#DMAPrint
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1. Everybodys Grandparents
2. Comfortable People
3. Deal Seekers
4. Nice People
5. Stretched People
6. Unknown
Organic Hotel Green/Organic Vouchers £15 M&S Vouchers Green Box None
30%
25%
£15 M & S Vouchers
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1. Everybodys Grandparents
2. Comfortable People
3. Deal Seekers
4. Nice People
5. Stretched People
6. Unknown
Organic Hotel Green/Organic Vouchers £30 M&S Vouchers Green Box None
28%
42%
30%
25%
£30 M & S Vouchers
#DMAPrint
How can Creative Be Improved?
Creative Testing
Testing Outer Envelope Headlines
#DMAPrint
Attitudes and Experiences
Question 1 Volume Percent
I consider myself a property entrepreneur and actively invest
in different properties for financial gain145 5%
Whilst I have not invested in property before (other than the
property I live in) I could be interested in learning more1,170 37%
I never have or wish to invest in property for financial gain 1,882 59%
Overall 3,197 100%
#DMAPrint
Mail Pack Creative
Current Outer Envelope Headline –NOT the favourite.
Please indicate which of the following headlines would motivate you to open the envelope
Learn the secrets of successful property investment
Get the inside story on becoming a successfully property investor
Ever thought the people making money out of property know something you
don’t? We’ll tell you what it is
Take the first step in becoming a property millionaire
Become a property millionaire 10%
Become an expert property investor
Make a mint in property
#DMAPrint
Current Outer Envelope Headline –NOT the favourite.
Please indicate which of the following headlines would motivate you to open the envelope
Learn the secrets of successful property investment 24%
Get the inside story on becoming a successfully property investor 19%
Ever thought the people making money out of property know something you
don’t? We’ll tell you what it is18%
Take the first step in becoming a property millionaire 13%
Become a property millionaire 10%
Become an expert property investor 9%
Make a mint in property 6%
#DMAPrint
Learn the secrets of successful
property investment
52% increase in response
Result
#DMAPrint
Buried treasure
D
Buried insight for DMA Attendees
• 2 x ‘D’s’
• Qualifies the FIRST finder to £1,000 off research for projects
booked by end October
• Starting from 9am to midday Wednesday 16th October
• Web address is www.fastmap.com
• Email EXACT PAGE AND LOCATION
mark.mina@fastmap.com
• By tomorrow midday
#DMAPrint
D
#DMAPrint
#DMAPrint
Thank you: take your free infographic!
#DMAPrint
Full printed report available at the end
Sponsored by HP
The role of print increasing customer engagement and loyaltyLyle Rainey, Business Development Manager, Hewlett-PackardJulia Cole, UK & I Marketing Manager, Hewlett-Packard
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Role of Print in IncreasingCustomer Engagementand Loyalty
Lyle Rainey
EMEA Business Development Mngr
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP’s commitment to educate the market
Changing Landscape for Brands and Consumers
How digital print is becoming part of the strategy
Case studies of integrated digital printing
Brands need consumers!
Do consumers need brands ?
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.128
HP GSB portfolio delivers digital to all segments
Direct Mail &
Info PrintsPhotos
Sign &
Display
Marketing
Collateral
Labels &
Packaging PublishingDesign Decoration
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.129
Print Service
Providers,
Mailers
Convertors
HP in a new role to evangelize digital printing
at large content generators and their creative
designers
Marketing /CRM
agencies
Brand-owners
Retailers
Enterprises
As supplier of
digital press
solutions
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.130
Evolution Roadmap in printed communication
Mass Production
Customer
Orientation
Variable Contents
Interactive print
Personalized print
Customized print
Communication Focus
Relevant
Communications
Conversation
Focus
Cross-Media Conversational
Marketing Campaigns (fully digital)
Customized DM / TransPromo (mix
of analog & fully digital)
Simple Personalized DM / Transaction mail (analog
pre-print + digitally personalized)
Addressed DM (analog print
with digital addressing)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.131
“From letterbox to inbox
Building customer relationships”
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.132
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.133
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.134
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.135
Variable data
Print less, but only relevant
info
-> Better ROMI
-> Lower print+mail costs
-> Lower CO2
Person-alize
•Name, address, account data
•Ex: transactional / direct mail
Custom-ize
•Transpromo & customized promo mail
•Selected content in relation to customer’s profile
Dialogue
•Offers & promotions
•All content in alliance with customer’s activities in-store & online.
Fully exploit the key values of digital printing
Short-run printing
Break long runs into
many frequent short-
runs
• Less obsolescence
• Always up-to-date
• More versioning
• Minimal stock
• Faster time to market
-> less obsolescence
-> less waste
-> less opex
Print-on-demand
Web-to-print
• Less admin overhead
• No warehousing cost
• Always up-to-date
• Only print when needed
what is needed
-> less obsolescence
-> less waste
-> less opex
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.1
3
6
The Challenge Increase effectiveness of consumer
communications
Decrease environmental footprint of
consumer marketing program
Be more relevant to consumers
Drive loyalty card membership
Results Increased number of households using
coupons, increased coupons used per
household and average shopping basket
value
Drove loyalty card memberships from
50k to over 1M
Reduced annual paper usage by 665M
pages
Produced €360M in revenue growth
The Strategy Create personalized weekly flyers
Use customer purchase data to promote
relevant products
Reduce size of flyer through precise
selection of offers
Allow loyalty car holders to use
redemption card to get discounts
Belgian discount retailer uses customer data to create targeted promotions and drive customer loyalty
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.1
3
7
The Challenge Increase response rate to DM catalogs
Take advantage of extensive customer
history database
Results 30% increase in response rate
3000+ competition entries, 250+
Facebook postings & 1000+ comments
Won marketing Week Engage award
The Strategy Develop cross media campaign
personalized to reflect customers
purchase history
Use love letter from “Johnnie (Boden)”
theme
Major clothing marketer switches to personalized catalogs and drives 30% response gain
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.1
3
8
The Challenge Drive long offset runs to profitable and
cost effective digital medium runs, for
Car Manuals of top manufacturers and
top car models (Porsche, Mercedes,
BMW, Audi), targeting on-demand
fulfillment, reduced inventories and low
TCO
Results Elanders Sommer became digital
market leader for the German car
industry, and one of Indigo’s top digital
printers worldwide
In addition, Elanders Sommer become
the digital hub and knowledge center for
Elanders group
The Strategy Conversion of offset printed car manuals
to digital, using HP Indigo printing
solutions:
Digital print quality, similar to offset, with
advantages over other digital printing
technologies in quality, special brand
colors, heat durability of printed manuals
(manuals on car dashboard)
Very short runs, variety of languages,
On-demand
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.1
3
9
The Challenge Make the cover of its handmade-themed
issue complement the custom-made
products featured in it
Engage subscribers in a two way
creative process
Results 22,000 custom versions of Wallpaper*
created
“It was a huge undertaking, and the
results were miraculous,” says
publishing director Gord Ray
The Strategy Create a collection of images, patterns,
colors and words available through their
web site and let subscribers design their
own cover art with them
Design magazine gets personal with “handmade” custom edition and HP digital print
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.1
4
0
The Challenge Increase effectiveness of annual
freshman recruitment drive
Decrease average cost per applicant
Results 79% lift in response rate
64% reduction in marketing cost per
applicant
Full freshman class
The Strategy Create personalized direct mail
campaign from college entrance exam
data
Highlight scholarship opportunities
based on test scores
Use PURLs to guide students to major-
specific information and open house
invitations
Chicago university boosts enrollment with personalized cross media recruitment campaign
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
From an idea
to bottles on the shelves
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.142
Coca-Cola’s biggest-ever personalized
brand campaign across Europe
•Request from 32 countries,
• 2 bottles sizes as 0.5 and 0.375 liters,
• 3 types of Coke: Regular, Zero and Diet.
•30 different languages 5 different alphabets.
• 10000 different artworks
•800 million labels!
•Randomised for shelf stacking
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.143
In the first 12hrs > 10000 sharing on the web
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.144
Marketing becoming more relevant
Digital printing is part of the journey
HP Makes it happen
Thank you !
People love print
Phil Dean, Managing Director, Ingenious Rapport
Follow the link to view Phil’s presentation
http://www.slideshare.net/SarahWright/phil-dean-presentation
Q&A session
Sponsored by
Closing comments from
Chair
Sponsored by
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