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Agencies Training
21 september 2009
         Brussel X
Quiz




Bij elk onderdeel van de presentatie stellen we jullie een
vraag over de inhoud.

Antwoord correct op de 7 vragen …



En ontvang   2.000
gratis Select Post of Select Movers adressen.
Agenda

  1.   De Post en de agentschappen

  2.   DM Consultancy Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
Agenda

  1.   De Post en de agentschappen

        1.   « A true love affair »

        2.   What’s in it for the agencies
Dm Training Agencies
Together we try to convince the advertiser

                       Advertiser



Inform and support                         Presription role




                                                 Agency
              Support / facilitate experience
Dm Training Agencies
Dm Training Agencies
Agenda

  1.   De Post en de agentschappen

        1.   « A love affair «

        2.   What’s in it for the agencies
An & Ellen : your ambassadors




                            Operational support

                            Price demands

                            Contracts

                            Information: facts & figures

                            Trainings & Workshops
Forget “De collega’s” : DM is very sexy !!
De Post “ a partner easy to do business with “
We share our knowledge www.denkdm.be
Initiative together with ACC : Direct from Cannes
Partners
Quiz




 Vraag 1
 Met de actie “Direct from Cannes” stuurden we 3 reporters
 van verschillende bureaus op pad.

 Geef twee van de drie winnende bureaus.
Agenda

  1.   De Post en de agentschappen

  2.   DM Consultancy Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
Agenda

  1.   De Post en de agentschappen

  2.   DM Consultancy Services

        1.   Team & Mission

        2.   Services

        3.   DM Pige
DM Consultancy Team
Mission: Grow the medium
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

        1.   Team & Mission

        2.   Services

        3.   DM Pige
Services throughout the funnel


 Communica-                     Develop &                    Respons &
                                             Franking &                      Post
                  Targeting                                    return
 tion strategy                   Produce     Distribution
                                                            management    evaluation



                  DM campaign coaching - DM Training - DM processes



DM Integrator    DM Targeting   DM Checker                               Impact analysis :
                                                                          - Pilot
Loyalty DM                      Pre-test                                 - Barometer
                                                                         - Response/
DM Briefing                                                                benchmarking
                                                                         - ROI calculator
DM barometer: measure the impact of your
campaign




                                    Survey « standard »

                                    300 answers
                                      Random based on postal code
                                      > telephone number
                                      Representative sample: age,
                                      sex, location

                                    Computer Assisted Telephone
                                    Interviews




15                                                                11/03/20
Extensive research: >45.000 interviews



                            Generic media surveys
                               Mail moment
                               E loves P
                               How direct are women?


                            20 Multi-media surveys


                            >40 DM impact surveys


                            > 250 response rates - benchmark data
                            base
Integrated in the Media Mix, DM boosts ROI at least 20%

              1                                  2                        3               4

                                       BRAND
 RECALL RATE                                                    SALES ACTIVATION   LOYALTY BUILDING
                                       PERCEPTION
 2->20 x higher                                                 15 up to 200%      > 25%
                                       > 50%




NET MARGIN                                              UNIQUE
 SHORT TERM                                          PERFORMANCE
 on incremental                                       + min. 20% ROI
 sales                                                   if direct mail
                                                        is integrated
 LONG TERM                                             into media mix                     DM COSTS
 on « lifetime »                                                                              Database
 sales
                                                                                              Creation
                                                                                              Production
                                                                                              Fulfilment




Source: Post – 15 DM pilot surveys N: > 25.000
                                                                                                           24
Quiz




 Vraag 2
 Hoeveel DM Impact studies hebben we momenteel reeds
 in onze database?

 >…
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

        1.   Team & Mission

        2.   Services

        3.   DM Pige
Agencies wanted to make

 complete mediamix-analyses,

with the integration of Direct Mail.



 The answer: DM Pige
DM Pige results 2008
Gross Media investments (in mio eur)
The partners




          In collaboration with



          With support of



          Operational partner
The chosen process is comparable with the other
media: Mediaxim platform




    DM specimen arriving at Mediaxim      DM scan




            DM nomenclature
          (similar as CIM-MDB)         Visual Identification
                                                               30
The conditions for Direct Access (Mediaxim)


 Annual subscriptions

 Each subscriber gets several accounts for its employees

 Access to the web-tool via secured logins-passwords

 Pricing
           ADSTAT (Direct Mail figures):
                   “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year

           ADVIEW (Direct Mail visuals):
                   “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year




                                                                                31
All information is extracted from the
Mediaxim web platform
Dm Training Agencies
In your sector, TV and Dailies were the
dominant medium

 Car Gross Media investments 2008 (in mio eur)

  Total Gross Media = 261,1 mio                                                                6,2               Est. 2,4%




                   TV; 24%
                                                   Radio; 12%



     Cinema; 2%                                                             254,9

     Magazines;
        9%
                                                         Dailies; 24%
       Regional
      Press; 4%
       Internet; 5%
                                             Postering;
                                               18%




                                                                        Mass Media          Direct Mail
      EG Transport – SCT Industrie automobile – SSCT Voitures           (Cim MDB)           (Pige DM)
          Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
                                                                                                    comparable but is not CIM Compliant
BMW Share of Voice in DM was about 12,5%
Brand share of voice 2008 (in %; Gross investments)


  Mass Media (Cim MDB):                        254,9 mio eur             Direct Mail (DM pige):                            6,2 mio eur

               RENAULT                              9,6%                       RENAULT                                           25,5%

                     VW                        8,0%
                                                                                    BMW                       12,5%
                   BMW                         7,7%
                                                                                 NISSAN             6,1%
               CITROEN                       7,0%
                                                                            MERCEDES -
       MERCEDES - BENZ                     6,4%                                                     6,0%
                                                                              BENZ

               PEUGEOT                     6,2%                                     AUDI            5,9%

                   OPEL                 5,2%
                                                                                CITROEN            5,1%
                TOYOTA                  5,1%
                                                                               PEUGEOT             4,9%
                 VOLVO           2,5%

                                                                                   OPEL           4,3%




         Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
                                                                                                   comparable but is not CIM Compliant
BMW share in DM was above the average of the sector
Media mix comparison (gross investments / media in %; 2008)

                                                   20,4 mio €                                        261,1 mio €
   Direct Mail          100%
                                                     3,8%                                              2,4%
   TV
                                                        20%                                                24%
                         80%
   Radio
                                                      2,00%
                                                                                                        10,60%
   Dailies
                         60%
   Magazines                                           38%
                                                                                                          24%

   Internet
                         40%
                                                                                                           9%
   Regional Press                                       9%
                                                        4%                                                 5%
                                                        0%                                                 6%
   Cinema                20%                            8%                                                 2%

   Postering                                           15%                                                17%

                           0%
                                                        BMW                                               TOTAL




         Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively
                                                                                                   comparable but is not CIM Compliant
Quiz




 Vraag 3
 Wat is de naam van het bedrijf dat voor ons de DM Pige
 cijfers registreert en bijhoudt?

 >…
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
Direct Marketing & E-mail marketing
gain popularity
Letterbox media remains strong in the current
declining media environment
Evolution 1st semester 2009 vs 2008



                                     Direct                          175,9                                 Direct Mail
                                                                     180
                                                                                         + 2.4%
                                      Mail                                                                 pige




Gross investments by                    TV                                       595,8
                                                                                                           CIM-MDB
                                                                                574,6    - 3.5%
media
                                                                      362,3
(mio eur)                           Dailies                           360,1              - 0.6%

                                     Radio
                                                              189
                                                                                         - 7.1%     2008
                                                             175,6
                                                            151,9                                   2009
                                Magazines               135,4                            - 10.9%
                                                        126,4
                                 Postering             113,5                             - 10.2%
                                                     77,3
                                Free press           80,9                                + 4.6%
                                                54,3
                                   Internet     54,4                                     + 0.1%
                                              11,2
                                   Cinema     9,3                                        - 16.5%


                                                                               1.568,2
                                                                                568,2
                                Total mass                                    545        - 4.1%
                                                                              1.503.9




         Sources: Direct Mail: DM Pige-Mediaxim-Post; other media: Cim-MDB Mediaxim (24/08//2009)
Retail represents 29% of gross investments in direct
mail
Gross investments in Direct Mail (1st semester 2009)

                                                     In mio eur                 In %

                               RETAIL                                    52,3   29.1%

                          MAIL ORDER                                  48,3      26.8%

             BANK-CREDIT-INSURANCE                      18,0                    10.0%

                             TELECOM           5,3                              2.9%

                         AUTOMOTIVE        4,7                                  2.6%

      PUBLIC INITIATIVES - FUNDRAISING     4,0                                  2.2%

                 POLITIC - MUTUALITIES     3,8                                  2.1%

                                MEDIA      3,8                                  2.1%

                              ENERGY      3,3                                   1.8%

                           EDUCATION      2,8                                   1.5%

                          PUBLISHING      2,7                                   1.5%

                    TOURISM - LEISURE    2,3                                    1.3%

                                FAIRS    2,0                                    1.1%

         ASSOCIATIONS - FEDERATIONS      1,6                                    0.9%

               INFORMATION SERVICES      1,5                                    0.8%

                              OTHERS                           23,7             13.3%
But DM is still a small player in most sectors
Gross ATL media & DM investments in Top 10 mass-media sectors
(in mio eur, Total 2008)

  354



                286
                             273



                                           215


                                                         172
                                                                       160


        109                                                                      105

                                                                                                73
                                                                                                               57         53
                                                 36
                      8             9                          4             9         5              5              2         2

   Retailer      Media       Automotive     Bank &        Leisure,     Telecom   Publishing     Tourism     Care-pharma   Public
                                            Finance     entertaining



               Mass Media (source: Cim-MDB, Mediaxim)                            Direct Mail (source: DM pige-Mediaxim)



 Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)
                                                                                                                                   42
The Mail Moment


          97%
     opent iedere
       dag zijn            spendeert
      brievenbus         1’52’’ per DM

    … maar
    ontvangt
     slechts
   2DM/week
                       … en achter
                     elke brievenbus
                        schuilt een
         78% opent
                      uniek persoon
           de DM


                                         43
Direct Mail gives customers
the feeling of…




                                                                   Ohter
                 This medium can give me the feeling of…   DM    Media (avg.)

                      …rewarding me as a customer          73%      19%


                      …being connected to the brand        63%        8%


                      …acknowledgement / appreciation      57%        8%


                      …being important for that brand      57%        7%


                      …being unique                        51%        7%

               Bron: Synovate Censydiam, 2007



                                                                                44
Reinforce interactions and intimacy




                     Each euro invested generates about
                            2 euro extra turnover
Voorbeeld
Dezelfde dag
2 weken later…
2 weken later…
2 weken later…
Brochure
Met aangepaste visuals
            An           Didier
Een paar weken later …
Top of Mind




         11% of the target group went online and
   placed an order. The French President received well
   over 100 letters asking him to declare that small
   patch of France to be Belgian.
Impact on brand perception: demonstrate your
benefit in a persuasive way
Impact on brand perception:
Demonstrate your benefit on a more persuasive way …
Dramatize the benefits




         Up to 5% test drives
Exploit the consumer insights
Quiz




 Vraag 4
 Met hoeveel % zijn de DM cijfers gedaald of gestegen het
 eerste semester van 2009 t.o.v. het eerste semester
 2008?
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
De bestanden van De Post


Uiterst recent lifestyle bestand opgebouwd en opgefrist op basis van een zeer gedetailleerde vragenlijst. Momenteel zijn er ongeveer 711.000 adressen
beschikbaar.




        2005                 2006                      2007     Nov07
                                                                                   2008                           2009

              Nov.                   Nov.       Mei           Okt.          apr.          nov          apr.



                                                                                                                         04/11/09

                                                                                                                    Nieuwe wave:
                                                                                                                  265.000 stukken te
Select Post bevat:                                                                                                    versturen
-   Recente gegevens
-   Opt-in (« ja, ik wens deze mailing »)
-   Over uiterst talrijke onderwerpen (hobbies, aankopen, vakantie, auto…)
De bestanden van De Post


                             400.000 gezinnen verhuizen per jaar (10% van de
                                bevolking)

                             Circa 250.000 daarvan vragen aan De Post (tegen
                                betaling) om hun post naar hun nieuw adres door te
                                sturen via het formulier DoMyMove




  Het bestand DoMyMove bevat de volgende gegevens:
  -   Volledige gegevens van de verhuizer (vorig en nieuw adres)
  -   Gegevens van zijn/haar gezin (echtgenoot + kinderen)
  -   Geboortedatum van iedereen

  Komende release:
  -   Maart 2010
  -   Sept 2010
De DATA diensten van de Post,
bron van :



     Prospectie           Kostenvermindering




                                • OptiMovers
                                • OptiRetour
                                • Notifications DoMyMove
Prospectie:




huur van adressen
inlassing van een vraag in onze brochure
insert in de refresh Select Post
Huur van Select Post adressen




                      15% commissie
Huur van Select Movers adressen




                     15% commissie
Lead generation in Select Post
en DoMyMove




                        15% commissie




  Antwoordrate tussen
  2% (NGO) en
  11% (VPC)
Insert in Select Post




                        15% commissie




                          - personalisatie mogelijk via barcode
                          - levering van de coördinaten van de
                          gebruikers na actie
Quiz




 Vraag 5
 Hoeveel gezinnen doen jaarlijks beroep op DoMyMove
 voor het nasturen van hun briefwisseling?
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
Met 92 % effectieve bedeling is de kwaliteit van
Distripost ongeëvenaard




                                                                                            Documenten bedeeld in alle
                                                                                            brievenbussen, ook in
                                                                                            appartementsgebouwen en
                                                                                            afgelegen woningen
                     92 %                                                                   Professionele aanpak van de
                                                                                            postbode
                                                        67 %
                                                                                            Bezorging opgenomen in het
                                                                                            operationele postproces, dat
                                                                                            regelmatig interne en externe
                                                                                            controles ondergaat (Belex…)


                  Distripost                   Andere operator



Bron: studie Market Probe Europe – mei 2008-februari 2009 – panel van 500 mensen per week
                                                                                                                            4
Distripost garandeert een hoge impact




                                  In vergelijking met een
                                  bundel gaat de aandacht
                                  van de doelgroep uit naar
                                  max. 2 reclamefolders
                                  Uw zending profiteert van
                                  het ‘postmoment’:
                                  97 % maakt zijn bus leeg
                                  nadat de postbode
                                  langskwam
                                  74 % leest de post
                                  onmiddellijk
                                  Het is een moment waar-
                                  naar wordt “uitgekeken”


                                                              5
Huis-aan-huis bedeling bij De Post kan ook
semi targetted zijn




 Selectie volgens geomarketingcriteria:
 o Afzetgebieden
 o Tot op wijkniveau



      Met deze selectiecriteria
      vermindert u verspilling.




                                             6
Huis-aan-huis bedeling bij De Post kan ook
semi targetted zijn




 Selectie volgens sociodemografische
   consumentenprofielen:
   Jonge gezinnen met kinderen
   Hoge inkomens
   Senioren
   enz.

       Met deze selectiecriteria
       vermindert u verspilling.



                                             6
Saab
61 % meer rendement voor uw acties via
bedeling van De Post

                          Gemiddeld antwoordpercentage
                                             Index vs. BD




                            216


                                                             100



                        Distripost                          Bundel




Bron:   testresultaten (N=29), DM Barometer (N=13).

                                                                     9
Bereken zelf de ROI van uw Distripost-bedeling




                                                 10
Deze twee kozen voor Distripost

 “bewijs” van rendement: Aldi en lidl foto
Distripost eveneens beschikbaar op Mediaspecs
Quiz




 Vraag 6
 Wat is de kwaliteit van de bedeling met Distripost,
 uitgedrukt in %?
Agenda

  1.   De Post en de agentschappen

  2.   DMC Services

  3.   Direct Mail

  4.   Data (Select Post + Do My Move)

  5.   Distripost

  6.   Regels van De Post

  7.   Rondleiding Brussel X
Validation:
 service.centre@post.be



Today: live at your service!
Simplified Price Grid
                                   SMALL                              LARGE
                0 gr.
                                                                                     Sorted by
                           Bulk       Bulk      Sorted         Bulk     Sorted by
                                                                                      sector &
                                                 by 78                   sector
                                                                                       distr.
                                               direction                               office

               50 gr.
                                                                   Pre-Sorting level
                                         Mail Id
                                                                  1       2         3

  2008                                                     -                                 +


               2 kg.


       Low readability   +0.04 €    +0.04 €   +0.02 €      +0.04 €     +0.02 €      +0.00 €




                                   Rectangular/Square      +0.08 €     +0.04 €      +0.00 €
       SPECIAL
                         Not rectangular or with a hole    +0.12 €     +0.08 €      +0.04 €
Simplified Price Grid


        SMALL                           LARGE                                   SPECIAL
0 gr
                                          Bulk                     Sorted by     Bulk                        Sorted by
         Bulk   Bulk         Sorted                   Sorted by                                 Sorted by
                                                                    sector &                                  sector &
                              by 78         or        sector +                     or           sector +
                                                                     distr.                                    distr.
                            direction   Bulk + PC        PC                    Bulk + PC           PC
                                                                     office                                    office

50 gr
                       Mail Id
                                                 Pre-Sorting levels                         Pre-Sorting levels
                                                1        2         3                       1        2         3


                                        -                                +     -                                    +
2 kg




        2009:
         3 products
         No Low Readability supplement any more
         No Special Rectangular supplement any more
Small format


                                 SMALL
                                  ≤ 50 gr
                                  And...

               • Rectangular
               • Dim min: 90 x 140 x 0.15 mm
               • Dim. max: 165 x 245 x 5 mm
               • L/l ≥ 1,20
               • Orientation « landscape »
               • OCR Address or Mail ID
               • Simplified lay out to be
               •respected
                         Zones
                         Advertising windows
Large Format
                 LARGE

                  > 50 gr
                   Or...

               • Rectangular or square
               • Dim min: 90 x 140 x 0.15 mm
               • Dim max: 230 x 350 x 30 mm
               •Max weight: 2 kg

               + All mailings:
               • Square or almost square (L/l <1,20)
               • Orientation « Portrait »
               • Rigid or with rigid objet
               • Special paper (shining/reflecting)
               • Band or sticker for closing
               • 1 or more detachable stickers
               • Small dimensions but not
               complying with SMALLformat
               definition (lay out or OCR address or
               Mail ID)
               • Under blister.
Special Format



                  SPECIAL
                    Creative
                     form

                 • Non rectangular and/or with a hole
                 • On which card, envelop etc. are
                 partially glued.
                 • Form: free
                 • Dim min: 90 x 140 X 0.15 mm
                 • Dim max: 230 x 350 x 30 mm
                 • Max weight: 2 kg
SELFMAILERS
Specificities

 To be considered as a SMALL Format*:
   A selfmailer of small dimensions will be ideally fully closed on its 4th sides
   A selfmailer must be fully closed on the right side
   The selfmailer is not closed with staples, clips, etc.


                                      PP- PB     How to check if fully closing?
                                                   4 corners are closed in all cases
                                                   perforations
                                                   « poinçonnage »
                       Small                        folded side = fully closed side
                                                    1 line of glue on full lenght, incl.
                                                 extremities = fully closed side
                                                   points of glue at max 4.5 cm from each
                                                 other AND 2 points of glue at both
                                                 extremities (1 per extremity) = fully closed
                                                 side …




  Right side – must be fully closed
                                                  (*) Specificities coming on top of the definition of a SMALL Format
  Fully closed
SELFMAILERS: Flexibility SMALL Format 2009
         One side, different from the right side, can be fully open if the other
                                sides are fully closed.

                                      PP-PB                                PP-PB
                                                 New !

                        Large                                   Small




                                      PP-PB                                 PP-PB

 New !                                            New !

                       Small                                     Small




  Right side – must be fully closed
  Fully closed
  Fully open
SELFMAILERS: Flexibility SMALL Format 2009
Test 2009
                                                     Folded
                                                    Gevouwen
                                                       Plié
                                                                       New !


                                                               PP-PB
  • Points of glue must be placed on
  flap extremities to ensure fully
  closing of the flap !
                                                     Small
  • Max 4.5 cm between 2 points of
  glue
             Max 4.5 cm


                                                     Folded
                                                    Gevouwen
                                             Flap
                                                       Plié




  Point de colle
  Côté droit – toujours complètement fermé
  Complètement fermé
Simplified operational rules
SMALL Format

                                      L

       Ter helemaal beschikking
       van de afzender:
       - alle kleuren                                       Frankering (leesbaar
                                                            met het blote oog)
       - alle grafische elementen
       - alle tekst (vorm/formaten)



                                                                                   l
      Idem zone 4 behalve
      - adres (complete of
      partiële)                             OCR adress of
      - elementen die verward               Mail ID
      kunnen worden met een
      adres (PC + gemeente)

                                              Idem zone 5




                                      L/l ≥ 1.20
Color or graphism in indexation zone is accepted for
           SMALL and/or LARGE format
               without supplement
Zone 5 – Address or Address like
      Address like                                                                  4 digits numbers
    = postcode + city                     No window for address                             OK



    Solde à notre magasin   ASBL NSC                                                    ASBL NSC
           situé à          Ch. de Boendael 55                                          Ch. de Boendael 55
                                                            Solde à notre magasin
       1000 Bruxelles       1050 Ixelles                                                1050 Ixelles
                                                                   situé à
                                                               1000 Bruxelles



                                             Window for address




    Solde à notre magasin   ASBL NSC                                                    ASBL NSC
           situé à          Ch. de Boendael 55                                          Ch. de Boendael 55
                                                            Solde à notre magasin
       1000 Bruxelles       1050 Ixelles                                                1050 Ixelles
                                                                   situé à
                                                               1000 Bruxelles




                      LARGE                                                   SMALL
Zone 5 – Sender Address

                                                  No window for address
                                                                    Société XYZ
                                                                  Rue de la Poste 10
                                                                   1200 Bruxelles
              Société XYZ
            Rue de la Poste 10      ASBL NSC                                               ASBL NSC
             1200 Bruxelles         Ch. de Boendael 55                                     Ch. de Boendael 55
                                    1050 Ixelles                                           1050 Ixelles




                                                     Window for address




                                    ASBL NSC                                               ASBL NSC
             Société XYZ            Ch. de Boendael 55                                     Ch. de Boendael 55
           Rue de la Poste 10       1050 Ixelles                   Société XYZ             1050 Ixelles
            1200 Bruxelles                                       Rue de la Poste 10
                                                                  1200 Bruxelles



Idem if address on 1 line: can
 not be on the same level as     LARGE                                                 SMALL
     address zone either
Zone 6 – Address & indexation zone

  No window for address




                              ASBL NSC
                              Ch. de Boendael 55
                              1050 Ixelles

               Société XYZ Rue de la Poste 10 1200 Bruxelles



  Window for address




                              ASBL NSC
                              Ch. de Boendael 55
                              1050 Ixelles
                                       Rue de la Poste 10
                                        1200 Bruxelles




                   LARGE
Advertising windows
  No window for address                        Window for address
                                                1 advertising
        1 or more                                  window
        advertising
                                                with address
         windows
             -            ASBL NSC                                  ASBL NSC
         With or          Ch. de Boendael 55                        Ch. de Boendael 55
         without          1050 Ixelles                              1050 Ixelles
         address



  Window for address                           Window for address


                                                  1 or more
       1 or more
                                                  advertising
       advertising
                                                   windows
        windows
                          ASBL NSC                     -            ASBL NSC
            -             Ch. de Boendael 55                        Ch. de Boendael 55
                                                   without
      With address        1050 Ixelles                              1050 Ixelles
                                                   address




                      LARGE                                     SMALL
Not exhaustive list

OCR Address
Overview – No changes vs 2008 !
          SMALL                   Monsieur Dupont C.
                                  Rue du Chat 8                          LARGE
   Monsieur Dupont C.
   Rue du Chat 8                  1000 Bruxelles
   1000 Bruxelles                         Underlined                Monsieur Dupont C.
  Most of font OK for SMALL       Monsieur Dupont C.                Rue du Chat 8
  (ex: Helvetica, Verdana, ...)   Rue du Chat 8                     1000 Bruxelles
                                  1000 Bruxelles                              Bold
Content of address bloc:
  Address only                          Color inversion
  Possible references & barcode
                                                                    Monsieur Dupont C.
  No other text or graphism       Monsieur Dupont C.                Rue du Chat 8
                                  Rue du Chat 8                     1000 Bruxelles
                                  1000 Bruxelles                              Italic
                                             Serifs
                                                                    Monsieur Dupont C.
                                  Monsieur Dupont C.                Rue du Chat 8
                                  Rue du Chat 8
                                                                    1000 Bruxelles
                                  1000 Bruxelles
    White or Pantone colors                                             Light color for ink
    (quadri-equivalent)                                                 Lack of contrast
                                  Police ou caractères manuscrits
Validation:
service.centre@post.be
Quiz




 Vraag 7
 Welk formaat van zending is dit?
Quiz - Antwoorden




 1. Proximity BBDO, Famous, Publicis
 2. > 40
 3. Mediaxim
 4. + 2,4%
 5. 250.000
 6. 92%
 7. Large
Questions? Don’t hesitate to contact:
   An Schuurmans
      T. + 32 2 276 34 19
      M. +32 473 96 12 23)
   Ellen Distave
      T. +32 2 276 25 65
      M. +32 486 41 34 91)

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Dm Training Agencies

  • 2. Quiz Bij elk onderdeel van de presentatie stellen we jullie een vraag over de inhoud. Antwoord correct op de 7 vragen … En ontvang 2.000 gratis Select Post of Select Movers adressen.
  • 3. Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 4. Agenda 1. De Post en de agentschappen 1. « A true love affair » 2. What’s in it for the agencies
  • 6. Together we try to convince the advertiser Advertiser Inform and support Presription role Agency Support / facilitate experience
  • 9. Agenda 1. De Post en de agentschappen 1. « A love affair « 2. What’s in it for the agencies
  • 10. An & Ellen : your ambassadors Operational support Price demands Contracts Information: facts & figures Trainings & Workshops
  • 11. Forget “De collega’s” : DM is very sexy !!
  • 12. De Post “ a partner easy to do business with “
  • 13. We share our knowledge www.denkdm.be
  • 14. Initiative together with ACC : Direct from Cannes
  • 16. Quiz Vraag 1 Met de actie “Direct from Cannes” stuurden we 3 reporters van verschillende bureaus op pad. Geef twee van de drie winnende bureaus.
  • 17. Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 18. Agenda 1. De Post en de agentschappen 2. DM Consultancy Services 1. Team & Mission 2. Services 3. DM Pige
  • 21. Agenda 1. De Post en de agentschappen 2. DMC Services 1. Team & Mission 2. Services 3. DM Pige
  • 22. Services throughout the funnel Communica- Develop & Respons & Franking & Post Targeting return tion strategy Produce Distribution management evaluation DM campaign coaching - DM Training - DM processes DM Integrator DM Targeting DM Checker Impact analysis : - Pilot Loyalty DM Pre-test - Barometer - Response/ DM Briefing benchmarking - ROI calculator
  • 23. DM barometer: measure the impact of your campaign Survey « standard » 300 answers Random based on postal code > telephone number Representative sample: age, sex, location Computer Assisted Telephone Interviews 15 11/03/20
  • 24. Extensive research: >45.000 interviews Generic media surveys Mail moment E loves P How direct are women? 20 Multi-media surveys >40 DM impact surveys > 250 response rates - benchmark data base
  • 25. Integrated in the Media Mix, DM boosts ROI at least 20% 1 2 3 4 BRAND RECALL RATE SALES ACTIVATION LOYALTY BUILDING PERCEPTION 2->20 x higher 15 up to 200% > 25% > 50% NET MARGIN UNIQUE SHORT TERM PERFORMANCE on incremental + min. 20% ROI sales if direct mail is integrated LONG TERM into media mix DM COSTS on « lifetime » Database sales Creation Production Fulfilment Source: Post – 15 DM pilot surveys N: > 25.000 24
  • 26. Quiz Vraag 2 Hoeveel DM Impact studies hebben we momenteel reeds in onze database? >…
  • 27. Agenda 1. De Post en de agentschappen 2. DMC Services 1. Team & Mission 2. Services 3. DM Pige
  • 28. Agencies wanted to make complete mediamix-analyses, with the integration of Direct Mail. The answer: DM Pige
  • 29. DM Pige results 2008 Gross Media investments (in mio eur)
  • 30. The partners In collaboration with With support of Operational partner
  • 31. The chosen process is comparable with the other media: Mediaxim platform DM specimen arriving at Mediaxim DM scan DM nomenclature (similar as CIM-MDB) Visual Identification 30
  • 32. The conditions for Direct Access (Mediaxim) Annual subscriptions Each subscriber gets several accounts for its employees Access to the web-tool via secured logins-passwords Pricing ADSTAT (Direct Mail figures): “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year ADVIEW (Direct Mail visuals): “All sectors”: 3.500€ / year - “One sector”: 2.000€ / year 31
  • 33. All information is extracted from the Mediaxim web platform
  • 35. In your sector, TV and Dailies were the dominant medium Car Gross Media investments 2008 (in mio eur) Total Gross Media = 261,1 mio 6,2 Est. 2,4% TV; 24% Radio; 12% Cinema; 2% 254,9 Magazines; 9% Dailies; 24% Regional Press; 4% Internet; 5% Postering; 18% Mass Media Direct Mail EG Transport – SCT Industrie automobile – SSCT Voitures (Cim MDB) (Pige DM) Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • 36. BMW Share of Voice in DM was about 12,5% Brand share of voice 2008 (in %; Gross investments) Mass Media (Cim MDB): 254,9 mio eur Direct Mail (DM pige): 6,2 mio eur RENAULT 9,6% RENAULT 25,5% VW 8,0% BMW 12,5% BMW 7,7% NISSAN 6,1% CITROEN 7,0% MERCEDES - MERCEDES - BENZ 6,4% 6,0% BENZ PEUGEOT 6,2% AUDI 5,9% OPEL 5,2% CITROEN 5,1% TOYOTA 5,1% PEUGEOT 4,9% VOLVO 2,5% OPEL 4,3% Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • 37. BMW share in DM was above the average of the sector Media mix comparison (gross investments / media in %; 2008) 20,4 mio € 261,1 mio € Direct Mail 100% 3,8% 2,4% TV 20% 24% 80% Radio 2,00% 10,60% Dailies 60% Magazines 38% 24% Internet 40% 9% Regional Press 9% 4% 5% 0% 6% Cinema 20% 8% 2% Postering 15% 17% 0% BMW TOTAL Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
  • 38. Quiz Vraag 3 Wat is de naam van het bedrijf dat voor ons de DM Pige cijfers registreert en bijhoudt? >…
  • 39. Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 40. Direct Marketing & E-mail marketing gain popularity
  • 41. Letterbox media remains strong in the current declining media environment Evolution 1st semester 2009 vs 2008 Direct 175,9 Direct Mail 180 + 2.4% Mail pige Gross investments by TV 595,8 CIM-MDB 574,6 - 3.5% media 362,3 (mio eur) Dailies 360,1 - 0.6% Radio 189 - 7.1% 2008 175,6 151,9 2009 Magazines 135,4 - 10.9% 126,4 Postering 113,5 - 10.2% 77,3 Free press 80,9 + 4.6% 54,3 Internet 54,4 + 0.1% 11,2 Cinema 9,3 - 16.5% 1.568,2 568,2 Total mass 545 - 4.1% 1.503.9 Sources: Direct Mail: DM Pige-Mediaxim-Post; other media: Cim-MDB Mediaxim (24/08//2009)
  • 42. Retail represents 29% of gross investments in direct mail Gross investments in Direct Mail (1st semester 2009) In mio eur In % RETAIL 52,3 29.1% MAIL ORDER 48,3 26.8% BANK-CREDIT-INSURANCE 18,0 10.0% TELECOM 5,3 2.9% AUTOMOTIVE 4,7 2.6% PUBLIC INITIATIVES - FUNDRAISING 4,0 2.2% POLITIC - MUTUALITIES 3,8 2.1% MEDIA 3,8 2.1% ENERGY 3,3 1.8% EDUCATION 2,8 1.5% PUBLISHING 2,7 1.5% TOURISM - LEISURE 2,3 1.3% FAIRS 2,0 1.1% ASSOCIATIONS - FEDERATIONS 1,6 0.9% INFORMATION SERVICES 1,5 0.8% OTHERS 23,7 13.3%
  • 43. But DM is still a small player in most sectors Gross ATL media & DM investments in Top 10 mass-media sectors (in mio eur, Total 2008) 354 286 273 215 172 160 109 105 73 57 53 36 8 9 4 9 5 5 2 2 Retailer Media Automotive Bank & Leisure, Telecom Publishing Tourism Care-pharma Public Finance entertaining Mass Media (source: Cim-MDB, Mediaxim) Direct Mail (source: DM pige-Mediaxim) Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) 42
  • 44. The Mail Moment 97% opent iedere dag zijn spendeert brievenbus 1’52’’ per DM … maar ontvangt slechts 2DM/week … en achter elke brievenbus schuilt een 78% opent uniek persoon de DM 43
  • 45. Direct Mail gives customers the feeling of… Ohter This medium can give me the feeling of… DM Media (avg.) …rewarding me as a customer 73% 19% …being connected to the brand 63% 8% …acknowledgement / appreciation 57% 8% …being important for that brand 57% 7% …being unique 51% 7% Bron: Synovate Censydiam, 2007 44
  • 46. Reinforce interactions and intimacy Each euro invested generates about 2 euro extra turnover
  • 54. Een paar weken later …
  • 55. Top of Mind 11% of the target group went online and placed an order. The French President received well over 100 letters asking him to declare that small patch of France to be Belgian.
  • 56. Impact on brand perception: demonstrate your benefit in a persuasive way
  • 57. Impact on brand perception: Demonstrate your benefit on a more persuasive way …
  • 58. Dramatize the benefits Up to 5% test drives
  • 60. Quiz Vraag 4 Met hoeveel % zijn de DM cijfers gedaald of gestegen het eerste semester van 2009 t.o.v. het eerste semester 2008?
  • 61. Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 62. De bestanden van De Post Uiterst recent lifestyle bestand opgebouwd en opgefrist op basis van een zeer gedetailleerde vragenlijst. Momenteel zijn er ongeveer 711.000 adressen beschikbaar. 2005 2006 2007 Nov07 2008 2009 Nov. Nov. Mei Okt. apr. nov apr. 04/11/09 Nieuwe wave: 265.000 stukken te Select Post bevat: versturen - Recente gegevens - Opt-in (« ja, ik wens deze mailing ») - Over uiterst talrijke onderwerpen (hobbies, aankopen, vakantie, auto…)
  • 63. De bestanden van De Post 400.000 gezinnen verhuizen per jaar (10% van de bevolking) Circa 250.000 daarvan vragen aan De Post (tegen betaling) om hun post naar hun nieuw adres door te sturen via het formulier DoMyMove Het bestand DoMyMove bevat de volgende gegevens: - Volledige gegevens van de verhuizer (vorig en nieuw adres) - Gegevens van zijn/haar gezin (echtgenoot + kinderen) - Geboortedatum van iedereen Komende release: - Maart 2010 - Sept 2010
  • 64. De DATA diensten van de Post, bron van : Prospectie Kostenvermindering • OptiMovers • OptiRetour • Notifications DoMyMove
  • 65. Prospectie: huur van adressen inlassing van een vraag in onze brochure insert in de refresh Select Post
  • 66. Huur van Select Post adressen 15% commissie
  • 67. Huur van Select Movers adressen 15% commissie
  • 68. Lead generation in Select Post en DoMyMove 15% commissie Antwoordrate tussen 2% (NGO) en 11% (VPC)
  • 69. Insert in Select Post 15% commissie - personalisatie mogelijk via barcode - levering van de coördinaten van de gebruikers na actie
  • 70. Quiz Vraag 5 Hoeveel gezinnen doen jaarlijks beroep op DoMyMove voor het nasturen van hun briefwisseling?
  • 71. Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 72. Met 92 % effectieve bedeling is de kwaliteit van Distripost ongeëvenaard Documenten bedeeld in alle brievenbussen, ook in appartementsgebouwen en afgelegen woningen 92 % Professionele aanpak van de postbode 67 % Bezorging opgenomen in het operationele postproces, dat regelmatig interne en externe controles ondergaat (Belex…) Distripost Andere operator Bron: studie Market Probe Europe – mei 2008-februari 2009 – panel van 500 mensen per week 4
  • 73. Distripost garandeert een hoge impact In vergelijking met een bundel gaat de aandacht van de doelgroep uit naar max. 2 reclamefolders Uw zending profiteert van het ‘postmoment’: 97 % maakt zijn bus leeg nadat de postbode langskwam 74 % leest de post onmiddellijk Het is een moment waar- naar wordt “uitgekeken” 5
  • 74. Huis-aan-huis bedeling bij De Post kan ook semi targetted zijn Selectie volgens geomarketingcriteria: o Afzetgebieden o Tot op wijkniveau Met deze selectiecriteria vermindert u verspilling. 6
  • 75. Huis-aan-huis bedeling bij De Post kan ook semi targetted zijn Selectie volgens sociodemografische consumentenprofielen: Jonge gezinnen met kinderen Hoge inkomens Senioren enz. Met deze selectiecriteria vermindert u verspilling. 6
  • 76. Saab
  • 77. 61 % meer rendement voor uw acties via bedeling van De Post Gemiddeld antwoordpercentage Index vs. BD 216 100 Distripost Bundel Bron: testresultaten (N=29), DM Barometer (N=13). 9
  • 78. Bereken zelf de ROI van uw Distripost-bedeling 10
  • 79. Deze twee kozen voor Distripost “bewijs” van rendement: Aldi en lidl foto
  • 81. Quiz Vraag 6 Wat is de kwaliteit van de bedeling met Distripost, uitgedrukt in %?
  • 82. Agenda 1. De Post en de agentschappen 2. DMC Services 3. Direct Mail 4. Data (Select Post + Do My Move) 5. Distripost 6. Regels van De Post 7. Rondleiding Brussel X
  • 84. Simplified Price Grid SMALL LARGE 0 gr. Sorted by Bulk Bulk Sorted Bulk Sorted by sector & by 78 sector distr. direction office 50 gr. Pre-Sorting level Mail Id 1 2 3 2008 - + 2 kg. Low readability +0.04 € +0.04 € +0.02 € +0.04 € +0.02 € +0.00 € Rectangular/Square +0.08 € +0.04 € +0.00 € SPECIAL Not rectangular or with a hole +0.12 € +0.08 € +0.04 €
  • 85. Simplified Price Grid SMALL LARGE SPECIAL 0 gr Bulk Sorted by Bulk Sorted by Bulk Bulk Sorted Sorted by Sorted by sector & sector & by 78 or sector + or sector + distr. distr. direction Bulk + PC PC Bulk + PC PC office office 50 gr Mail Id Pre-Sorting levels Pre-Sorting levels 1 2 3 1 2 3 - + - + 2 kg 2009: 3 products No Low Readability supplement any more No Special Rectangular supplement any more
  • 86. Small format SMALL ≤ 50 gr And... • Rectangular • Dim min: 90 x 140 x 0.15 mm • Dim. max: 165 x 245 x 5 mm • L/l ≥ 1,20 • Orientation « landscape » • OCR Address or Mail ID • Simplified lay out to be •respected Zones Advertising windows
  • 87. Large Format LARGE > 50 gr Or... • Rectangular or square • Dim min: 90 x 140 x 0.15 mm • Dim max: 230 x 350 x 30 mm •Max weight: 2 kg + All mailings: • Square or almost square (L/l <1,20) • Orientation « Portrait » • Rigid or with rigid objet • Special paper (shining/reflecting) • Band or sticker for closing • 1 or more detachable stickers • Small dimensions but not complying with SMALLformat definition (lay out or OCR address or Mail ID) • Under blister.
  • 88. Special Format SPECIAL Creative form • Non rectangular and/or with a hole • On which card, envelop etc. are partially glued. • Form: free • Dim min: 90 x 140 X 0.15 mm • Dim max: 230 x 350 x 30 mm • Max weight: 2 kg
  • 89. SELFMAILERS Specificities To be considered as a SMALL Format*: A selfmailer of small dimensions will be ideally fully closed on its 4th sides A selfmailer must be fully closed on the right side The selfmailer is not closed with staples, clips, etc. PP- PB How to check if fully closing? 4 corners are closed in all cases perforations « poinçonnage » Small folded side = fully closed side 1 line of glue on full lenght, incl. extremities = fully closed side points of glue at max 4.5 cm from each other AND 2 points of glue at both extremities (1 per extremity) = fully closed side … Right side – must be fully closed (*) Specificities coming on top of the definition of a SMALL Format Fully closed
  • 90. SELFMAILERS: Flexibility SMALL Format 2009 One side, different from the right side, can be fully open if the other sides are fully closed. PP-PB PP-PB New ! Large Small PP-PB PP-PB New ! New ! Small Small Right side – must be fully closed Fully closed Fully open
  • 91. SELFMAILERS: Flexibility SMALL Format 2009 Test 2009 Folded Gevouwen Plié New ! PP-PB • Points of glue must be placed on flap extremities to ensure fully closing of the flap ! Small • Max 4.5 cm between 2 points of glue Max 4.5 cm Folded Gevouwen Flap Plié Point de colle Côté droit – toujours complètement fermé Complètement fermé
  • 92. Simplified operational rules SMALL Format L Ter helemaal beschikking van de afzender: - alle kleuren Frankering (leesbaar met het blote oog) - alle grafische elementen - alle tekst (vorm/formaten) l Idem zone 4 behalve - adres (complete of partiële) OCR adress of - elementen die verward Mail ID kunnen worden met een adres (PC + gemeente) Idem zone 5 L/l ≥ 1.20
  • 93. Color or graphism in indexation zone is accepted for SMALL and/or LARGE format without supplement
  • 94. Zone 5 – Address or Address like Address like 4 digits numbers = postcode + city No window for address OK Solde à notre magasin ASBL NSC ASBL NSC situé à Ch. de Boendael 55 Ch. de Boendael 55 Solde à notre magasin 1000 Bruxelles 1050 Ixelles 1050 Ixelles situé à 1000 Bruxelles Window for address Solde à notre magasin ASBL NSC ASBL NSC situé à Ch. de Boendael 55 Ch. de Boendael 55 Solde à notre magasin 1000 Bruxelles 1050 Ixelles 1050 Ixelles situé à 1000 Bruxelles LARGE SMALL
  • 95. Zone 5 – Sender Address No window for address Société XYZ Rue de la Poste 10 1200 Bruxelles Société XYZ Rue de la Poste 10 ASBL NSC ASBL NSC 1200 Bruxelles Ch. de Boendael 55 Ch. de Boendael 55 1050 Ixelles 1050 Ixelles Window for address ASBL NSC ASBL NSC Société XYZ Ch. de Boendael 55 Ch. de Boendael 55 Rue de la Poste 10 1050 Ixelles Société XYZ 1050 Ixelles 1200 Bruxelles Rue de la Poste 10 1200 Bruxelles Idem if address on 1 line: can not be on the same level as LARGE SMALL address zone either
  • 96. Zone 6 – Address & indexation zone No window for address ASBL NSC Ch. de Boendael 55 1050 Ixelles Société XYZ Rue de la Poste 10 1200 Bruxelles Window for address ASBL NSC Ch. de Boendael 55 1050 Ixelles Rue de la Poste 10 1200 Bruxelles LARGE
  • 97. Advertising windows No window for address Window for address 1 advertising 1 or more window advertising with address windows - ASBL NSC ASBL NSC With or Ch. de Boendael 55 Ch. de Boendael 55 without 1050 Ixelles 1050 Ixelles address Window for address Window for address 1 or more 1 or more advertising advertising windows windows ASBL NSC - ASBL NSC - Ch. de Boendael 55 Ch. de Boendael 55 without With address 1050 Ixelles 1050 Ixelles address LARGE SMALL
  • 98. Not exhaustive list OCR Address Overview – No changes vs 2008 ! SMALL Monsieur Dupont C. Rue du Chat 8 LARGE Monsieur Dupont C. Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Underlined Monsieur Dupont C. Most of font OK for SMALL Monsieur Dupont C. Rue du Chat 8 (ex: Helvetica, Verdana, ...) Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Bold Content of address bloc: Address only Color inversion Possible references & barcode Monsieur Dupont C. No other text or graphism Monsieur Dupont C. Rue du Chat 8 Rue du Chat 8 1000 Bruxelles 1000 Bruxelles Italic Serifs Monsieur Dupont C. Monsieur Dupont C. Rue du Chat 8 Rue du Chat 8 1000 Bruxelles 1000 Bruxelles White or Pantone colors Light color for ink (quadri-equivalent) Lack of contrast Police ou caractères manuscrits
  • 100. Quiz Vraag 7 Welk formaat van zending is dit?
  • 101. Quiz - Antwoorden 1. Proximity BBDO, Famous, Publicis 2. > 40 3. Mediaxim 4. + 2,4% 5. 250.000 6. 92% 7. Large
  • 102. Questions? Don’t hesitate to contact: An Schuurmans T. + 32 2 276 34 19 M. +32 473 96 12 23) Ellen Distave T. +32 2 276 25 65 M. +32 486 41 34 91)