1

2

Brand X % awareness attributed to DM

3

“if it is accepted that all behavior in an

interactional situation has message value,

i. e., is communication, it follows that no

matter how one may try,

one cannot not

communicate."

4

5

6

7

Branding=

The marketing practice of creating a name, symbol or

design that identifies and differentiates a product from

other products (www.entrepreneur.com)

A seller’s promise to deliver a specific set of features,

benefits and services consistent to the buyers (Ph. Kotler ?)

8

9

6,2%

Own DB = 8,9% External DB = 5,4%

10

23% turnover + 248 % 12%

11

Source: Royal Mail / Brand Science

12

Beware: traditional media also

emphasize their short term sales

response

13

Plurimedia

Short term effect if 50K more investment

n: 300 brands measured during 80 periods

14

Short term effect if 50K more investment

n: 300 brands measured during 80 periods

15

16

17

Source: Mediapost (F)

18

+25% +37% +9% +44% +62%Source: Royal Mail / Brand Science

19

DM EFFECTIVENESS DM EFFECTIVENESS INTERACTS INTERACTS WITH OTHER CHANNELSWITH OTHER CHANNELS

20

6% response

… means 94% waste ???

21

Source: Mediapost (F)

22

“Overall, which advertising media do you like the most ?”

31%

23%

13%

7%

5%

4%

3%

Addressed DM

Unaddressed DM

TV

Press

Email

Internet

Radio

Source : Market Probe 2010

In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?

23

47%

33%

12%

9%

11%

8%

2%

Digital ImmigrantsDigital Natives Late Adopters

Addressed DM

Unaddressed DM

TV

Press

E-mail

Social Networks

Radio

45%

21%

25%

20%

11%

12%

9%

41%

24%

16%

18%

12%

10%

4%

Source : Market Probe

“I like receiving advertising through this medium”

24

Source: Synovate Censydiam 2007

25

DM as a medium, the story of the

« Beta » coefficient

26

Developped in the 70’s

by A. Morgensztern

Beta = probability

of recalling a given ad

after 1 contact,

generally reconstructed,

based on post-tests

Beta coefficient

Recall after 1 contact

determines recall

after « n » contacts

« Beta » may be used

as a model parameter

for recall building

and decay

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Recall DM - spontAided Recall DM:

product category

Aided Recall DM: DM

description

Opening (Y/N)?

Recall content (describe)

Yes

No

Evaluation (score on 7 points scale)

Liking, convincing, inciting, relevant for me, original,

interesting, informative, give a positive image of the

brand, increases knowledge on brand

Aided Recall DM: Brand

prompted

Action taken

(will go to the shop, call, use coupon,…)

Intention to buy

(score 5 points scale)

Reading type:

open not read, partially, normally, completely

Use DM after reading

- thrown away, kept, given to someone else

- Information discussed or seen by others: Y/N

Action after reception

Thrown away, kept for reading later, given to

someone else

Demographics:

Age, social class, language

Brand awareness

category (spont.)

29

Recall DM

- spont

Aided

Recall DM:

product

category

Aided

Recall DM:

DM

description

Aided

Recall DM:

Brand

prompted

Brand

awareness

category

(spont.)

Yes

No

Base for

beta coefficient

calculation

Similar approach than for other media

30

Average beta

coefficient

DM

Based on recall

as given by the

post campaign

measurements *

Frequency

considered

equal to 1 *

No decay factored

since

the first exposure *

Averaged across

target groups

31

Average DM

beta value = 67,4%

out of 89 cases

After one DMcampaign

2 out of 3exposed individuals

are likely torecall the advertised

brand

32

Avg=

67,4%

Campaign recall % per category

33

Campaign recall % per type database

Avg=

67,4%

34

35

The story The story goesgoes onon……

36

As a conclusion…

o Everyone now cares about [sales] response…

o No channel/medium owns a monopoly in branding power

o « Mail medium » maybe better as name than« direct mail »

o Mail medium = 2nd best in recall building

o Our rules should fit those of the consumer: « siloing » is about techniques.

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Thank you !