scope & scoop on belgian managers beursschouwburg – brussels – 27/09/2012
TRANSCRIPT
Scope & Scoopon Belgian Managers
Beursschouwburg – Brussels – 27/09/2012
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KaderledenstudieCadres & Dirigeants 2012
• Targeted at executive and top managers of Belgian companies, employing at least 10 employees
• Based on RSZ-ONSS statistics (Q2-2011)• Conducted by TNS Media• Supported by 15 publishers and media groups
(including Corelio, Persgroep, Roularta, Rossel, Sanoma, VMMa, etc.)
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Survey Keyfacts• Since 2000, the Survey is based on two
complementary surveys: – A "universe"-survey allowing the construction of the
executives’ reference universe (among HR managers)– A media and products survey (among executives)
• Sample = 1269 interviews – 1085 CAPI face to face – 185 CAWI (Web)
• Fieldwork = 9 months in 2011-2012
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A real tactical planning survey for the business press
• “Kaderledenstudie / Cadres & Dirigeants 2012” is available through all media planning software that are used in Belgium.
• All usual media planning in depth analysis are possible : cross, rankings, media plan evaluation.
• You can build your specific target group : – decision makers for your business field, – products used by the managers in their private life, etc.
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Also a strategic planning survey for plurimedia choice
• “Kaderledenstudie / Cadres & Dirigeants 2012” provides a lot of plurimedia information about radio, TV and Internet.
• It covers a lots of “hype” items, such as : social networks, smartphones, digital typology, etc.
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Chambers of Commerce13 magazines covering every regions
• Voka Ondernemers (8 NL editions covering Flanders)
• CCI Mag + Entreprendre Aujourd’hui (3 FR editions covering Wallonia)
• BECI Entreprendre / Dynamiek (2 FR+NL editions covering Brussels)
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Antwerpen11.300 copies
Reach 36%
Vlaams Brabant7.000 copiesReach 45%
West-Vlaanderen10.000 copies
Reach 45%
Oost-Vlaanderen8.000 copiesReach 43%
Limburg5.000 copiesReach 56%
HainautReach 40%
LiègeReach 47%
Luxembourg3.500 copiesReach 55%
Brabant Wallon 27%
NamurReach 26%
Hainaut + BW4300 copies
Liège + Namur3900 copies
Brussels 1913.130 copies
Reach 37%
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Chambers of Commerce13 magazines covering every regions
• Local Business News Magazines• Networking Magazines• Proximity Magazines
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Scoop N°1 – Who is the n°1 media to reach Belgian managers ?
• Ranking on Reach Last Period (RLP) (LLP-LDP = audience for 1 insertion)– NL Managers– FR Managers– Walloon Managers
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% Reach of all Print titles (RLP)Chambers Nat
41%
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Top 5 most read Titles National (RLP)
Chambers Nat
Knack+Le Vif
Weekend Kn+V
Trends + Tt
Humo + Moust.
41%
34%
27%
27%
25%
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Top 5 most read North (RLP)– Private Language Dutch (62%)
Chambers North
Knack
Humo
Weekend Kn
DS Magazine
44%
34%
29%
28%
28%
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Top 5 most read South (RLP)– Private Language French (35%)
Chambers South
Le Vif
Trends + Tt
Weekend Vif
Le Soir
33%
31%
29%
25%
23%
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Top 5 most read Wallonia (RLP)Private Language French and Company in NIV+V (16%)
Chambers South
Le Vif
Weekend Vif
Trends + Tt
Sud Presse
42%
32%
25%
24%
23%
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Reach after 3 insertions
Nat
Dutch
French
Wallonia
1 ins 2 ins 3 ins
47%
41%
50%
48%
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Scoop N°2 – Value for Money
• Ranking on Cost per Thousand Contacts(LLP-LDP = contacts for 1 insertion)
• Rates 2012 for 4 colors format– 1/1 P4C for magazine– Article 250 or 1/4 P4C for dailies
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Ranking Cost/000 Managers
0 5 10 15 20 25 30 35 40 450
100
200
300
400
500
600
700
800
900
1000
Coverage versus Cost/000
Net Coverage Top Managers % (RLP)
Cost
/000
CHEAP, LARGE COV
Chambers Nat
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Top 5 Cost/Contact
L'Us/Bedr Chamb Nat Trends + Tt Kmo-Pme Ondernemen … Tijd
€ 0.13€ 0.16 € 0.17 € 0.18 € 0.19
€ 0.31
+119%
+8%
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Scoop N°3 – Top Top managers% of the Readers
54% Man Level A
45% Internat. Company
38% Owner/Partner/Board
56% Export
Company
28% part Manag. Assoc.
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Real Decision makers: they take part in all company decisions
Decision makers Univ Top Managers Chambers Nat Selectivity Position Position% % RLP Idx Reach Cost/000
Vans/Trucks 49 56 115 1 3Cars 59 66 113 1 3Research And Development 42 48 113 1 2Financial Consultancy 44 49 112 1 3Catering 46 52 111 1 2Company Travel Services 59 65 111 1 2It Consultancy 45 50 111 1 2Management Consultancy 57 63 111 1 2Software 68 75 111 1 2Courier Services 47 51 109 1 2Environment 54 59 109 1 2Energy 49 53 107 1 2Hardware 60 64 107 1 2
…
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Real Decision makers: they take part in all company decisions
Decision makers Univ Top Managers Chambers Nat Selectivity Position Position% % RLP Idx Reach Cost/000
Legal Consultancy 49 52 107 1 3Renting/Leasing 44 47 107 1 3Internet 72 76 106 1 2Legal 58 61 106 1 2Telecommunication 63 66 106 1 2Education/Training 83 86 104 1 2Investments 51 53 104 1 4Logistics 54 56 104 1 2Human Resources 77 79 103 1 2Office Equipment 70 72 103 1 2Business Premises 56 58 102 1 2Finances 59 61 102 1 2Marketing 68 69 102 1 2Security 64 65 102 1 2Raw Materials 43 44 101 1 3Accountancy 48 48 100 1 6
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Real Decision makers: Example of Ranking
Decision maker HR-77%
Net Coverage % '000 Cost/000 €
1 Chambers Nat 42,4 63,2 1 Usine+Bedrijf 163,17
2 Knack+Le Vif 33 49,1 2 Chambers North 192,36
3 Chambers North 31,6 47,1 3 Chambers Nat 205,11
4 Weekend-Knack+Weekend-Vif 27,8 41,3 4 Ondernemen 218,62
5 Humo+Moustique 26,5 39,5 5 Trends+Tt 228,69
6 Trends+Tt 26,2 39,1 6 Chambers South 236,74
7 Knack 23,5 34,9 7 Kmo-Pme Nl+Fr 237,48
8 Humo 21 31,2 8 Voka Tribune 276,77
9 Weekend Knack 20,1 29,9 9 Zo Magazine 291,30
10 Ds Magazine 19,2 28,7 10 Ds Magazine 293,04
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Middle and Large Companies% of the Readers
<2
2-5
5-10
10-20
20-100
100-300
300-500
>500
14
17
14
9
18
8
4
9
8
14
15
10
23
9
3
11
Company Turnover Million€
Chambers Nat Univ
10-19
20-49
50-99
100-199
200-499
500-999
1000+
16
18
12
13
16
5
21
12
16
12
15
16
6
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Company Number of Employees
Chambers Nat Univ
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Big Spenders
<2000
2000-2500
2500-3000
3000-3500
3500-4000
4000-4500
4500-5000
5000+
9
19
19
13
12
7
5
10
6
17
18
14
13
8
6
12
Net Income/Month > 3000€
Chambers Nat Univ
Private Banking
Domotica
Jewels
Luxury Watches
Tablet Pc
Design Products
Company Credit Card
Smartphone
Choice Company Car
Business Trip Abroad
Company Car
Life Insurance
12
12
16
17
22
27
43
57
67
68
76
81
14
14
19
19
25
30
48
60
74
76
84
84
Products
Chambers Nat Univ
25
Scoop N°4 – Attached readersTop 5 % Loyal Readers (Always+Reguraly)
Chambers Nat
Deuzio
Z.O.
Voka Tribune
Sabato NF
65%
63%
60%
60%
55%
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Scoop N°4 – Attached readersBusiness readers
,Only Private2,5%
Professional97,5%
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Your contactsFor Chambers of Commerce – North:
Chris Lens(Centrale Voka Regie)
0475 85 62 [email protected]
For Chambers of Commerce – South:
Simon Micha(CCI Mag) 0497 52 88 [email protected]
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Thank you for your attention