direct marketing for fast moving consumer brands
TRANSCRIPT
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Support the business of FMCG brands
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HOW TO
POP UP FROM THE MEDIA LANDSCAPE?
Increase awareness of your (new) products
3000 ADVERTISING MESSAGES
PER WEEK
2Source: MDB data, Nielsen
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Increase awareness and reach the top of mind position
WITH MAXIMUM 2 OTHERS VIA A DOOR TO DOOR
WITH BPOST
CATCHY
YOUR BRAND
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Source: Beta Coefficient Analysis, Space, Feb. 2011 4
Increase awareness of your (new) products
Average recall rate after 1 OTS
Radio
Press
TV
Door to door with bpost
Direct mail
Cinema
7%
21%
22%
36%
67%
70%
36%RECALL RATE
CATCHY
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Increase awareness of your (new) products
REACH
4.355.000 HOUSEHOLDS IN ONE DAY!
NATIONAL REACH
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Source: Letterbox Consumer Survey, TNS media, Belgium, 2014
OF CONSUMERS CHECK THEIR MAILBOX EVERY DAY
INSTANT REACH
Increase awareness of your (new) products
91%
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Increase awareness of your (new) products
OPTIMIZE YOUR
REACH
advertise where your target group liveswith a door to door
TAILOR MADE COVERAGE
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Increase awareness of your (new) products
PICK YOUR TARGET GROUP
SeniorsFamiliesSingles
A brand lovers PL shoppers Highest social class
Active people
TAILOR MADE COVERAGE
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Increase awareness of your (new) products
Healthy consciousBioEnvironmental friendly
Preferred retailer Halal Cooking lovers Ready prepared dish
Ethical, fair trade
PICK YOUR TARGET GROUP
TAILOR MADE COVERAGE
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Increase awareness of your (new) products
10Source: SelectPost analysis, 2014
YOUR TARGET GROUP IS CHOSEN? BPOST DETECTS WHERE THEY LIVE.
Healthy brand loverNow, advertise where there is a high concentration of…
example
TAILOR MADE COVERAGE
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Increase awareness of your (new) products
31% of Belgians regularly buy products they saw in folders
75% of Belgians use folder to prepare their shopping list
ACTIVATING
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Your brand with maximum 2 others the same day
36% recall rate: 3rd best media after cinema and direct mail
99% distribution quality Instant reach: 91% of customers check
their mailbox every day Tailor made: pick your target group,
choose a catchment area, day certain on demand
31% of Belgians regularly buy products they saw in folders
75% of Belgians use folder to prepare their shopping list
DISTRIPOST BOOSTS YOUR REACH AND AWARENESS
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Increase awareness of your (new) products
CATCHY WIDE REACH ACTIVATING
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Acquire new consumers
A GOOD TARGETING ENSURES RELEVANCE OF YOUR OFFER.RELEVANCE ENSURES SALES.
RELEVANCE LEADS TO SALES
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Acquire new consumers
SeniorsFamiliesSingles
A brand lovers PL shoppers Highest social class
Active people
Pick your target group among 840.000 households and 2500 criteria
RELEVANCE LEADS TO SALES
Source: SelectPost
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Acquire new consumers
Healthy consciousBioEnvironmental friendly
Preferred retailer Halal Cooking lovers Ready prepared dish
Pick your target group among 840.000 households and 2500 criteria
Ethical, fair trade
RELEVANCE LEADS TO SALES
15Source: SelectPost
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Acquire new consumers
Kind of washing products used for
clothes
Kind of washing products used for dishes
Skin typeCosmetic usage
Young parents Pet owners Sport they do
Pick your target group among 840.000 households and 2500 criteria
RELEVANCE LEADS TO SALES
16Source: SelectPost
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Acquire new consumers
Sweeties toothHot beverageDairy productsBreakfast habit
Cereal lovers Alcohol Soft drinks
Pick your target group among 840.000 households and 2500 criteria
Salty or sweet snacks
RELEVANCE LEADS TO SALES
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Acquire new consumers
Light, slimmingChipsFrozen foodIce cream
Soups Gluten, lactose, cholesterol free
Pick your target group among 840.000 households and 2500 criteria
RELEVANCE LEADS TO SALES
18Source: SelectPost
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Source: Nielsen, the state of private label around the world, Nov. 2014
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Acquire new consumers
Your brand
CONSUMERS NEED TO FEEL HOW DIFFERENT YOU AREto write your brand name instead of a product category on the shopping list?
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Source: Nielsen, the state of private label around the world, Nov. 2014
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Acquire new consumers
Source: Nielsen, the state of private label around the world, Nov. 2014
70% of Belgian think that private labels are usually extremely good value for money
60% of Belgian think that most private labels quality is as good as name brands
Consumers feel smart when they get the best price, but are ready to pay more for products which offer a clear differentiation.
CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE
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Source: Nielsen, the state of private label around the world, Nov. 2014
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Acquire new consumers
Source: Nielsen, the state of private label around the world, Nov. 2014
CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE
30’ SECONDS…is it enough to explain
your added value?
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Source: “Direct consumer panel”, n=2384 analyzed mailings 22
Acquire new consumers
CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE
TOP OF MIND
to CONVINCE with direct mail1’52”
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Source: Direct Mail Barometers, Market Probe
Acquire new consumers
B2B
Insurance
Telecom
Retail
FMCG
Automotive
53%
56%
61%
66%
71%
77%
Average recall of a direct mail per sector
TOP OF MIND
DIRECT MAIL ENSURES RECALL
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Source: Media Preference Survey, Market Probe
Acquire new consumers
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Radio
Press
TV
Door to Door
Direct Mail
7%
10%
10%
19%
20%
34%
Advertising through this mediumconvinces me to try a new product
VERY ACTIVATING
DIRECT MAIL STIMULATES TRIAL
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DIRECT MAIL MAKES PEOPLE ACT!
“Action or intention to act after receiving a direct mail”
Acquire new consumers
Source: TNS Media, Letterbox Consumer Survey 2014
Finances
Automotive
Telecom
Energy
Leisure
Fashion
FMCG
Retail
12%
12%
20%
22%
25%
32%
36%
43%
VERY ACTIVATING
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Acquire new consumers
Average vouchers redemption via direct mail
Hot beverages
Non alcoholic beverages
Confectionary
Dairy
Alcoholic beverages
Bakery & Biscuits
Frozen food
Grocery
2%6%
7%7%
9%11%
14%16%
VERY ACTIVATING
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Acquire new consumers
Average vouchers redemption via direct mail
Electro DIY Garden
Health & Beauty
Housekeeping
Fabrics
Pet food/care
Paper
2%
3%
4%
9%
10%
14%
VERY ACTIVATING
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Acquire new consumers
Average vouchers redemption via direct mail
Electro DIY Garden
Health & Beauty
Housekeeping
Fabrics
Pet food/care
Paper
2%
3%
4%
9%
10%
14%
VERY ACTIVATING
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83%look for vouchers in their letterbox
Source: Market Probe, barometer “For You” , 2013 ; GFK “The consumer and his leaflets”, 2014 29
Acquire new consumers
61%want to get vouchers
to try new products
Belgians are the world’s champion as vouchers’ users!
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Define your target groups among 850.000 households and 2.500 criteria
71% recall rate in FMCG: 2nd best media after cinema
1’52 to convince
Best media to convince to try a new product
36% of recipients intend to act after receiving a direct mail in the FMCG sector
DIRECT MAIL BOOSTS PURCHASE
RELEVANT AND TARGETED TOP OF MIND DRIVER VERY ACTIVATING
Acquire new consumers
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