Post on 18-Jan-2015
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Michel Libens, managing partner Propaganda / president CustoChris Van Gils, business unit manager sQills- sanoma magazines
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Customer Media & Custo...
Facts & figures
Trends
Pit stop
5 How can Custo help you?
CUSTOMER MEDIA&
CUSTO
Customer Media What is it all about?
Customer Media: booming businessUK: +54% by 2011(*)Germany: +18% in 2007 (**)Belgium: +12% in 2006, 2007, 2008
Likability of Customer Media for the consumer:
- Clutter- Customers attitude towards classic advertising- Desire for authenticity, for real stories- The reader is the central point- Result: 25’ on the reader’s lap
(*) Research Bureau Mintel(**) CPF survey
Customer Media What is it all about?
Customer Media: booming businessMore and more advertisers discover thepower of magazines:
- budget shift: growth due to more budget to CM (raise of frequency, larger distribution, more pages, better quality, ...)- optimize the use of content in their mediamix- Customer Media have a proven efficiency in an environment where the existing mediamix is under growing pressure
Growing niche, new players, new rules, who’s who?, ...
Strong need for a quality label
Knowledge sharing
Growing need for neutral figures, benchmarks and ROI proof
CUSTOCustomer Media
Customer MediaIn Automotive Facts & figures background
first time ever, neutral, break-through study on the effectiveness of customer media (print) in Automotive in UKexecuted by Millward Brown on behalf of the APA
overall and sector specific benchmarks
Customer MediaIn Automotive
Exposedto
magazine
Notexposed
Magazine Cell Control Cell
Customersof the brand
Magazine - Control = Customer Magazine Effect
Facts & figures background
Customer MediaIn Automotive Facts & figures
Magazines in Automotive tend to hold readers attention longer than other sectors with an average reading length of 30 minutes (vs. 25’ ingeneral)
12
19
23
30
14
17
23
20
15
14
5
2
How long spent in total looking at or reading the magazine?
Under 5 mins
5 - 10 mins
10 - 20 mins
20 - 30 mins
30 - 1hr
1 - 2 hrs
More than 2 hrs
24 mins(10550)
Study Average
%
How much did you read of the last magazine?
All of it
Most of it
About half
A little
None of it
57%
AutomotiveAverage
%14
20
20
16
15
8
4
Average 30 mins(2771) (10550) (2771)
Study Average
%
AutomotiveAverage
%
12
21
24
30
12
54%
Facts & figuresCustomer Media
In Automotive
Facts & figures
The majority of automotive respondents keep hold of a magazine for a week or more and most access it 1-2 times, picking up the magazine, in general, more than the study average
Customer MediaIn Automotive
15
18
26
13
20
22
45
18
6
2
2
How many times do you usually pick up the magazine by the time you have finished with it?
0
1 - 2
3 - 4
5 - 9
10 - 14
15 or more
Base: (10550)
StudyAverage
%
How long do you usually keep an issue of the magazine?
16
45
24
8
2
2
(2771)
AutomotiveAverage
%
About a day
A few days
One to two weeks
A month
Over a month
Base: (10550)
14
18
30
16
21
59%
StudyAverage
%
AutomotiveAverage
%
(2771)
67%
Facts & figuresCustomer Media
In Automotive
Facts & figures
Appeal and Affinity are stronger amongst customers who are exposed to the magazines in the Automotive Sector
Customer MediaIn Automotive
8
9
4
2100%
94%
58%
45%
Magazine
98%
89%
49%
38%Affinity
Appeal
Acceptance
Awareness
Base: 7 Automotive titles
ControlCustomer magazine
effect
h
Automotive sector
Facts & figuresCustomer Media
In Automotive
Facts & figures
Customers who receive customer magazines (automotive and in general) are more likely to stay loyal to the brands, choosing them at the next purchase occasion
Customer MediaIn Automotive
Facts & figures
The Customer Loyalty Score – the probability that the customer will choose you rather than competitors at next purchase occasion
Sector averages
AutomotiveMagazine Control
60 55
Study average Magazine = 53 Control = 48
Customer MediaIn Automotive
Facts & figures
Posted titles are, on average, read longer, retained longer, passed more on to others, than picked up titles.
Customer MediaIn Automotive
Facts & figuresCustomer Media
In Automotive
8 820 24
4549
2112
21 22
Picked up titles are actually looked at on a few more occasions
Posted%
(2418)Base:
Picked up%
(285)
Difference-/+
0
1 to 2
3 to 45 to 9
+9
-4
-4010 to 14
-4
15 or more -1
Facts & figuresCustomer Media
In Automotive
13 7
1413
1924
22 32
19 18
23 37
However, customers spend on average 8 minutes longer reading posted titles
Posted%
(2418)Base:
Picked up%
(285)
Difference-/+
Under 5 minutes
5 - 10 minutes
10 - 20 minutes
20 - 30 minutes
+1
-10
+1+6
30 minutes - 1 hour
-5
1 -2 hours+4More than 2 hours+1
27 minutesAverage time spent reading 19 minutes
Facts & figuresCustomer Media
In Automotive
And posted titles are kept for longer
Posted%
(2418)Base:
Picked up%
(285)
Difference-/+
About a day
A few days
One to two weeks
A month
-3
-3
-1
+9Over a month
-1
25 16
1314
2728
1821
15 18
Facts & figures
Around a third of readers of automotive titles take some form of action having read the magazine.
Customer MediaIn Automotive
37
29
37
29
26
20
18
13
4
Study Average
Automotive sector average
Talked about BRAND with a friend or colleague
Purchased or renewed BRAND’S club membership
Visited the BRAND’s dealer
Visited the website
Requested a brochure or test drive
Entered a competition
Phoned the call centre
Level of active response%
Base: Magazine sample
Best performer
(2771)
Facts & figuresCustomer Media
In Automotive
Facts & figuresCustomer Media
In Automotive
But..... this is UKWhat about Belgium ?
Custo launches december 2008 the ‘Custometer’ study
- neutral (Media’H)- state of the art- cheap- = reader survey + effectiveness check
Customer Media in Automotive
TRENDS
Trend 1: More than image
Customer media in automotive have outgrown the stadium of image building only
Customer media are effective tools in the sales process !
Customer media call to actionCustomer media are loyaltytools
Customer MediaIn Automotive
Trend 2: More than print
CrossMedia Content Marketing is the name of the game
There’s more than print magazine onlyThere’s more than print stand aloneConsequent storytelling through the different ‘lines’
Customer MediaIn Automotive
The best cases (in terms of effectiveness) are smart combinations
Trend 3: More than one fits all
Customer media allow a far-reaching segmentation
Segmentation towards specific target groups
Segmentation towards lokal markets and submarkets
Allowing you to tell the right story to the right target
Customer MediaIn Automotive
Trend 4: More than one way communication
Customer media allow a far-reaching personalization and a dialogue with the customer
Beyond classic personalization
Customer generated content ‘avant la lettre’
Customer MediaIn Automotive
Trend 5: More than expenses
Real customer media love the ROI battle
Proven by research
Custo will provide specific Belgian research and benchmarksAlso on best practices in media mix %
Customer MediaIn Automotive
Customer MediaIn Automotive
EFFICIENCY CHECKPit stop
DO YOU…?
... use all the power of your magazine mailing moment?
... think reader or product?
... manage the fit in your overall content marketing vision?... manage the fit into your CRM strategy?
Not at all More or less Definitely
Customer MediaIn Automotive
Do you use all the power of your magazine mailing moment?
Think about extra cover techniques, inserts, etc...
DO YOU…?
Your magazine is an excellent platform for ‘lift along’ messages (invitations, promo actions, ...)
Not at all More or less Definitely
Customer MediaIn Automotive
Do you think reader or product?
Magazines work better when editorial and not product brochure
Content is the key, in print as in e !!
DO YOU…?
Product Reader
Smart marketeers create strong brand relationships by providing valuable and relevant content
Customer MediaIn Automotive
Does your magazine fit in your overall content marketing vision?
DOES YOUR MAGAZINE...
Not at all More or less Definitely
Smart marketeers create strong brand relationships by providing valuable and relevant content
Since more and more marketeers (in all businesses) begin to understand these mechanics... you have to do better !
Customer MediaIn Automotive
Does your magazine fit in your overall content marketing vision?
DOES YOUR MAGAZINE...
Not at all More or less Definitely
Make sure it’s behavioral and with purposeMake sure it’s ‘essential’Make sure it’s linked to your overall business strategy Make sure it’s ‘targeted’
Customer MediaIn Automotive
Does your magazine fit into your CRM strategy?
DOES YOUR MAGAZINE...
Not at all More or less Definitely
Customer MediaIn Automotive
Data, data, data !
Don’t forget the essentials !- do something with retours - work with your d-base, - use your project to gather info on individual needs,- use ‘moments of thruth’ to deliver specific content, - smart use of opt-in and opt-out
Customer MediaIn
Automotive
WHAT CAN CUSTODO FOR YOU?
Opening up existing research results
Dec. 2008: Launch of a Belgian standard for reader’s survey and basic effectiveness study : Custometer
Realization of relevant Belgian benchmarks
Share ‘best practice’
CUSTO ResearchCustomer MediaIn Automotive
CRMDecomF-Twee CommunicatieJansen & JanssenHeadline Publishing AgencyMediapartnersPropagandaRoularta Custom MediasQillsTo.Be
CUSTO MembersCustomer MediaIn Automotive