1. DM DISCOVERY - 4 May 8th 2007 Claude Verstraete, Belgian Post Solutions Herman Toch, Synovate Censydiam OPTIMISING YOUR MEDIA-MIX TO YOUR BRAND RELATIONSHIP

3. THE COMMUNICATION CHALLENGE: RE-BUILDING BRANDS… Love Respect Discount /Commodity brands Fancy brands Lovemarks (mystery,intimacy,sensuality) Premium brands Source: “Loyalty beyond reason” - Kevin Roberts , CEO Saatchi & Saatchi

4. THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter E-mail 1920 1930 1940 1950 1960 1970 1980 1990 2000 Radio Television Cable PC GSM CD Internet VCR Satellite TV (DBS) Broadband Internet DVD PDAs DVR Entertainment robots (Sony Aibo) Electronic ‘e-ink' books Tablet PCs Emerging Digital cable Home wireless networks HDTV MP3 VOD 2010 Magazines Newspapers

5. THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter E-mail 1920 1930 1940 1950 1960 1970 1980 1990 2000 Radio Television Cable PC GSM CD Internet VCR Satellite TV (DBS) Broadband Internet DVD PDAs DVR Entertainment robots (Sony Aibo) Electronic ‘e-ink' books Tablet PCs Emerging Digital cable Home wireless networks HDTV MP3 VOD 2010 Magazines Newspapers

6. THE COMMUNICATION CHALLENGE: … WHICH THE CONSUMER IS INCREASINGLY CONTROLLING

7. THE COMMUNICATION CHALLENGE: … BY BEING INVITED BY CUSTOMER RATHER THAN INVADING HIM Traditional communication approach: “ Invading” a rather passive customer with a maximum GRP’s & OTS Maximising GRP ‘s - OTS New communication approach : Being invited by the customer- in-control through a relevant media mix , message & tone of voice Optimising quality touchpoints

8. THE COMMUNICATION CHALLENGE: … AND RE-BALANCING MEDIA MIX AND TONE OF VOICE Massive one-to-all Communication Differentiated one-to-one Communication Traditional communication approach: Breaking through the advertising clutter with a higher share of voice to reach a rather passive customer via massive “carpet bombing” New communication approach : Being invited by the customer-in-control through a relevant media mix , message & tone of voice by understanding my brand relationship

9. THE COMMUNICATION CHALLENGE : HOW BUILDING A CUSTOMER RELEVANT RELATION ? Consumers are actively looking for ways to control, enrich and optimize their lives It is crucial for a brand to prove it’s relevancy by becoming part of the solutions of this active consumer But this consumer is in control. So your brand needs to be invited in his/her life When invited, your brand gets a psychological meaning and develops a unique relationship with this consumer

12. DM BRAND RELATIONSHIP MODEL So that they enjoy a better brand experience and become more loyal Understanding the brand relationship and communication expectations of your consumers in order to build a meaningful relation (via the right media-mix, message & tone of voice)

13. DM BRAND RELATIONSHIP MODEL : A NEW COMPLEMENTARY COMMUNICATION APPROACH BRAND Traditional communication approach : How can I communicate my brand to my target customers ? Complementary communication approach : How can I adjust my communication ( message , media-mix, tone-of-voice) starting from my brand relationship with my customers ? MESSAGE TONE-OF -VOICE MEDIA-MIX TARGET CUSTOMERS BRAND RELATIONSHIP

14. DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT Add DM It installs personal contact 1 The brand knows I exist Choose your mix based on unique role of DM and media It meets the relation specific communication expectations Design your DM relevant with your relation(s) It increases involvement by using the right emotional meaning Emotional Proximity of DM 3 4 Understand the brand relation you want to build 2 CORE SCOPE RELATIONSHIP SURVEY The brand understands people like me The brand resonates with people like me Mass Media MEDIA RELEVANCY & MEDIA IMPACT brand Impact Your I see a lot of cluttered information Segmented DM lDB Marketing CRM It gives the right emotional meaning to the right type of people Qualify each individual into a Brand relationship Each individual is addressed with the right emotional meaning 1 person = 1 tailor made message It creates a mutual understanding through dialogue Segment your DM according to each type of brand relation 5 6 7 My brand reaches out to me My brand is my guest My brand understandsme

15. DM BRAND RELATIONSHIP MODEL: THE ANALYTICAL STEPS Improved brand experience & loyalty A B C D E Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations 1 3 4 5 6 7 2

18. DM BRAND RELATIONSHIP MODEL : QUALITATIVE MULTI-CATEGORY ANALYSIS Status : Brand offers recognition and the possibility to differentiate oneself Reliability - Trust : Brand is re-insuring and offers possibility to belong to the group Inspiration : Brand offers pleasure , is a source of inspiration and makes my life funnier ! Functionality : Brand offers practical help and makes my life easier ! Starting point : Each consumer seeks and experiences a specific relation with brands Source : Synovate Censydiam Individual axis Social axis

22. DM BRAND RELATIONSHIP MODEL: THE ANALYTICAL STEPS Improved brand experience & loyalty A B C D E Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations 1 3 4 5 6 7 2

23. QUANTITATIVE ANALYSIS ON FASHION RETAIL SECTOR REVEALED 8 BRAND RELATIONSHIPS FUNCTIONALITY STATUS RELIABILITY Creative Original Innovative Special Luxurious Superior Refined Choosy Unique Practical Straightforward Rational Solid Loyal Honest Mature Reliable Traditional Sociable Welcoming Open minded Young Hedonistic Humouristic A store that follows fashion and ensures that it is accessible for everybody A store that looks at clothes in a functional, no nonsense way A store that allows you to be out of the ordinary, to be just a little bit different than the others Buying clothes in this store makes it clear that you feel it is important what other people think of you A store where you do not just buy something, it is also about showing that you choose for quality A store that is all about traditional soundness and reliability A store that delivers clothes with its own, familiar and recognizable style, you know what you can expect A store where it is about more than just clothes, it is a way of life A store that is passionate about fashion and clothing and that is always looking for innovation A store where clothes are mainly about feeling good about yourself A store that makes life more fun and creates an uninhibited atmosphere A store that allows you to express your own personality A store that is not just for anybody; that gives you the feeling of being unique A store that makes life and shopping more simple A store that always helps you in making the right choices because of its interesting offer and by keeping you informed INSPIRATION Expressive Relationship Status Relationship Ego Relationship Functional Relationship Dependable Relationship Unconditional Relationship Feel good Relationship Inspiring Relationship Source : Synovate Censydiam

24. DM BRAND RELATIONSHIP MODEL : Fashion sector FUNCTIONALITY STATUS RELIABILITY Creative Original Innovative Special Luxurious Superior Refined Choosy Unique Practical Straightforward Rational Solid Loyal Honest Mature Reliable Traditional Sociable Welcoming Open minded Young Hedonistic Humouristic A store that follows fashion and ensures that it is accessible for everybody A store that looks at clothes in a functional, no nonsense way A store that allows you to be out of the ordinary, to be just a little bit different than the others clear that you feel it is important what other people think of you A store where you do not just buy something, it is also about showing that you choose for quality A store that is all about traditional soundness and reliability A store that delivers clothes with its own, familiar and recognizable style, you know what you can expect A store where it is about more than just clothes, it is a way of life A store that is passionate about fashion and clothing and that is always looking for innovation A store where clothes are mainly about feeling good about yourself A store that makes life more fun and creates an uninhibited atmosphere A store that allows you to express your own personality A store that is not just for anybody; that gives you the feeling of being unique A store that makes life and shopping more simple A store that always helps you in making the right choices because of its interesting offer and by keeping you informed INSPIRATION Feel good Relationship Inspiring Relationship Consumers perceive player A in 3 relations Dependable Relationship PLAYER A Source : Synovate Censydiam

25. DM BRAND RELATIONSHIP MODEL : Fashion sector FUNCTIONALITY STATUS RELIABILITY Creative Original Innovative Special Luxurious Superior Refined Choosy Unique Practical Straightforward Rational Solid Loyal Honest Mature Reliable Traditional Sociable Welcoming Open minded Young Hedonistic Humouristic A store that follows fashion and ensures that it is accessible for everybody A store that looks at clothes in a functional, no nonsense way A store that allows you to be out of the ordinary, to be just a little bit different than the others clear that you feel it is important what other people think of you A store where you do not just buy something, it is also about showing that you choose for quality A store that is all about traditional soundness and reliability A store that delivers clothes with its own, familiar and recognizable style, you know what you can expect A store where it is about more than just clothes, it is a way of life A store that is passionate about fashion and clothing and that is always looking for innovation A store where clothes are mainly about feeling good about yourself A store that makes life more fun and creates an uninhibited atmosphere A store that allows you to express your own personality A store that is not just for anybody; that gives you the feeling of being unique A store that makes life and shopping more simple A store that always helps you in making the right choices because of its interesting offer and by keeping you informed INSPIRATION Status Relationship Whereas consumers perceive player B in only 1 relation (Status) PLAYER B Source : Synovate Censydiam

26. DM BRAND RELATIONSHIP MODEL : Fashion sector Player A fits with “Feel good” relationship index Index > 120: This relationship is relatively more linked to this store Consumers perceive player A in 3 distinctive relations Source : Synovate Censydiam Status Relationship Functional Relationship Ego Relationship Unconditional Relationship Expressive Relationship Dependable Relationship Inspiring Relationship Feel Good Relationship

30. DM BRAND RELATIONSHIP MODEL Improved brand experience & loyalty A B C D E Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations 1 3 4 5 6 7 2

31. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN FEEL GOOD RELATION (FASHION) Index > 115: feature is more relevant Index < 115: feature is less relevant Communication expectations of Feel Good Relationship (index) Source : Synovate Censydiam

32. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN INSPIRING RELATION (FASHION) Index > 115: feature is more relevant Index < 115: feature is less relevant Source : Synovate Censydiam Communication expectations of Inspiring Relationship (index)

33. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN DEPENDABLE RELATION (FASHION) Index > 115: feature is more relevant Index < 115: feature is less relevant Source : Synovate Censydiam Communication expectations of Dependable Relationship (index)

34. DM BRAND RELATIONSHIP MODEL Improved brand experience & loyalty A B C D E Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations 1 3 4 5 6 7 2

35. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA IN YOUR MIX “ Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score Match right media with the key expectations: Feel good Source : Synovate Censydiam

36. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA IN YOUR MIX Match right media with the key expectations: Inspiring relation “ Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score

37. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA IN YOUR MIX “ Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score Match right media with the key expectations: Dependable Source : Synovate Censydiam

38. DM BRAND RELATIONSHIP MODEL Improved brand experience & loyalty A B C D E Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations 1 3 4 5 6 7 2

39. DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING The Ideal Direct Mail for all relationships for all target groups FUNCTIONALITY STATUS RELIABILITY INSPIRATION

42. CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS The Ideal Direct Mail for selected target groups FUNCTIONALITY STATUS RELIABILITY INSPIRATION

44. DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT 1 Choose your mix based on unique role of DM and media It meets the relation specific communication expectations Design your DM relevant with your relation(s) It increases involvement by using the right emotional meaning Emotional Proximity of DM 3 4 Understand the brand relation you want to build 2 CORE SCOPE RELATIONSHIP SURVEY Mass Media MEDIA RELEVANCY & MEDIA IMPACT brand Impact Your Segmented DM lDB Marketing CRM It gives the right emotional meaning to the right type of people Qualify each individual into a Brand relationship Each individual is addressed with the right emotional meaning 1 person = 1 tailor made message It creates a mutual understanding through dialogue Segment your DM according to each type of brand relation 5 6 7 Add DM It installs personal contact

45. CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA NAL - data Socio-Demo data Transaction data Lifestyle data Category / Brand relationship data Cost-complexity Relevancy

46. CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA Level of relevancy Cost & Complexity Finding those people in database Segmentation based on own data (NAL, socio-demo, lifestyle etc ) 5 6 Ad-hoc survey on your brand integrating lifestyle or purchase behaviour attributes Questionnaire to your customers / prospects to qualify them within a specific relation 5

51. BACK-UP

53. Feel good : matching the right media with the key expectations Understand unique role of DM and other media in your mix

54. Inspiring relation : Match the right media with the key expectations Understand unique role of DM and other media in your mix

55. Dependable relation : Match the right media with the key expectations Understand unique role of DM and other media in your mix