4. Customer Media What is it all about?
Customer Media: booming business
UK: +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
5. Customer Media What is it all about?
Customer Media: booming business
More and more advertisers discover the
power 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
6. Customer Media CUSTO
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
7. Customer Media
In Automotive Facts & figures background
first time ever, neutral, break-through
study on the effectiveness of
customer media (print) in Automotive
in UK
executed by Millward Brown on
behalf of the APA
overall and sector specific
benchmarks
8. Customer Media
In Automotive Facts & figures background
Customers
of the brand
Exposed
Not
to
exposed
magazine
Magazine Cell Control Cell
Magazine - Control = Customer Magazine Effect
9. Customer Media
In 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’ in
general)
10. Customer Media
In Automotive Facts & figures
How long spent in total Study Automotive How much did you read of the last magazine?
looking at or reading Average Average
the magazine? % % Study Automotive
Under 5 mins 14 Average Average
17 % %
5 - 10 mins 23 20 All of it 12 12
10 - 20 mins 20 20 54% 57%
Most of it 19 21
20 - 30 mins 15 16
About half 23 24
30 - 1hr 14 15
A little 30 30
1 - 2 hrs 5 8
More than 2 hrs 2 4 None of it 14 12
Average 24 mins 30 mins
(10550) (2771) (10550) (2771)
11. Customer 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
12. Customer Media
In Automotive Facts & figures
How many times do you usually pick up the How long do you usually keep an issue of the
magazine by the time you have finished with it? magazine?
Study Automotive Study Automotive
Average Average Average Average
% % % %
0 22 16 About a day 15 14
1-2 45 45 A few days 18 18
3-4 18 24 One to two weeks 26 30
5-9 6 8 A month 13 59% 16 67%
10 - 14 2 2 Over a month 20 21
15 or 2 2
more
Base: (10550) (2771) Base: (10550) (2771)
13. Customer Media
In Automotive Facts & figures
Appeal and Affinity are stronger
amongst customers who are exposed
to the magazines in the Automotive
Sector
14. h
Customer Media
In Automotive Facts & figures
Automotive sector Customer magazine
Magazine Control effect
Affinity 45% 38% 8
Appeal 58% 49% 9
Acceptance 94% 89% 4
Awareness 100% 98% 2
Base: 7 Automotive titles
15. Customer 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
16. Customer Media
In Automotive Facts & figures
The Customer Loyalty Score – the probability that the customer will choose you rather than
competitors at next purchase occasion
Sector averages
Automotive
Magazine Control
60 55
Study average
Magazine = 53 Control = 48
17. Customer Media
In Automotive Facts & figures
Posted titles are, on average,
read longer, retained longer, passed
more on to others, than picked up
titles.
18. Customer Media
In Automotive Facts & figures
Picked up titles are actually looked at on a few more
occasions
Posted Picked up Difference
% % -/+
12 +9
0 21
49 -4
1 to 2 45
3 to 4 20 24 -4
5 to 9 8 8 -4
10 to 14 1 2 2 0
2 -1
15 or more
Base: (2418) (285)
19. Customer Media
In Automotive Facts & figures
However, customers spend on average 8 minutes
longer reading posted titles
Posted Picked up Difference
% % -/+
Under 5 minutes 19 18 +1
5 - 10 minutes 22 -10
32
10 - 20 minutes 19
24 -5
20 - 30 minutes 14
+1
30 minutes - 1 hour 13 13
1 -2 hours 7 +6
7 3 +4
More than 2 hours 3 2
+1
Average time spent reading 27 minutes 19 minutes
Base: (2418) (285)
20. Customer Media
In Automotive Facts & figures
And posted titles are kept for longer
Posted Picked up Difference
% % -/+
About a day 15 18 -3
A few days 18
21 -3
One to two weeks 27
28 -1
A month 13
14 -1
Over a month 25
16 +9
Base: (2418) (285)
21. Customer Media
In Automotive Facts & figures
Around a third of readers of
automotive titles take some form of
action having read the magazine.
22. Customer Media
In Automotive Facts & figures
Level of active response
%
Study Average 37
Automotive sector average 29
Best performer
Talked about BRAND with a friend or colleague 37
Purchased or renewed BRAND’S club membership 29
Visited the BRAND’s dealer
26
Visited the website
20
Requested a brochure or test drive
18
Entered a competition
13
Phoned the call centre
4
Base: Magazine sample (2771)
23. Customer Media
In Automotive Facts & figures
But..... this is UK
What about Belgium ?
Custo launches december 2008 the
‘Custometer’ study
- neutral (Media’H)
- state of the art
- cheap
- = reader survey + effectiveness check
25. Customer Media
In Automotive
Trend 1: More than image
Customer media in automotive
have outgrown the stadium of
image building only
Customer media are loyaltytools
Customer media call to action
Customer media are effective
tools in the sales process !
26. Customer Media
In Automotive
Trend 2: More than print
CrossMedia Content Marketing is
the name of the game
There’s more than print magazine only
There’s more than print stand alone
Consequent storytelling through the
different ‘lines’
The best cases (in terms of
effectiveness) are smart combinations
27. Customer Media
In Automotive
Trend 3: More than one fits all
Customer media allow a far-
reaching segmentation
Allowing you to tell the right story
to the right target
Segmentation towards specific
target groups
Segmentation towards lokal
markets and submarkets
28. Customer Media
In 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’
29. Customer Media
In Automotive
Trend 5: More than expenses
Real customer media love the
ROI battle
Proven by research
Custo will provide specific
Belgian research and benchmarks
Also on best practices in media
mix %
31. Customer Media
In Automotive
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
32.
33. Customer Media DO YOU…?
In Automotive
Do you use all the power of your
magazine mailing moment?
Your magazine is an excellent platform
for ‘lift along’ messages (invitations,
promo actions, ...)
Think about extra cover techniques,
inserts, etc...
Not at all More or less Definitely
34. Customer Media DO YOU…?
In Automotive
Do you think reader or product?
Magazines work better when editorial
and not product brochure
Smart marketeers create strong brand
relationships by providing valuable
and relevant content
Content is the key, in print as in e !!
Product Reader
35. Customer Media DOES YOUR MAGAZINE...
In Automotive
Does your magazine fit in your
overall content marketing vision?
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 !
Not at all More or less Definitely
36. Customer Media DOES YOUR MAGAZINE...
In Automotive
Does your magazine fit in your
overall content marketing vision?
Make sure it’s behavioral and with
purpose
Make sure it’s ‘essential’
Make sure it’s linked to your overall
business strategy
Make sure it’s ‘targeted’
Not at all More or less Definitely
37. Customer Media DOES YOUR MAGAZINE...
In Automotive
Does your magazine fit into your
CRM strategy?
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
Not at all More or less Definitely
39. Customer Media CUSTO Research
In Automotive
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’
40. Customer Media CUSTO Members
In Automotive
CRM
Decom
F-Twee Communicatie
Jansen & Janssen
Headline Publishing Agency
Mediapartners
Propaganda
Roularta Custom Media
sQills
To.Be
