FMCG direct mail pilot drives sales and brand perception
1. Capturing the Full Potential of Direct Mail – Pilot results in FMCG sector La Poste / De Post CONFIDENTIAL IS-04
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8. BRAND ASSOCIATIONS PER MEDIA GROUP FMCG sector – Brand 1 Series of DM (>5 over 2 years) Control group (no DM) 'To which extend do you agree with the following statements concerning this brand? Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10) * 1: I completely disagree, 10: I completely agree, intermediate scores are used to qualify score Source: Market research, 2005; Team analysis Makes my life easier Has modern and attractive packaging Is an innovative and modern brand Is convenient to use Is dedicated to continuously improve its products Offers a complete range of products to deliver the best results for each need Is an expert in its field Really cleans DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Series of Direct mails significantly improve perception on brand attributes
9. BRAND ASSOCIATIONS PER MEDIA GROUP FMCG sector – Brand 2 (Personal care) Has attractive packaging Is an authentic brand Is available for acceptable price Is a pleasure to use Really improves the condition and feel of hair and skin Is soft Has been dermatologicaly tested – PH neutral Keeps promises 'To which extend do you agree with the following statements concerning this brand? Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10) * 1: I completely disagree, 10: I completely agree, intermediate scores are used to qualify score Source: Market research, 2005; Team analysis Series of Direct mails improve perception on brand attributes DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Series of DM (>5 over 2 years) Control group (no DM)
10. COUPONS RECALL AND USAGE WITH AND WITHOUT DIRECT MAIL Percentage of respondents Coupons recall Received last Direct mail with coupons Received addressed coupons only Intention to use coupons +50% +48% DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Direct mail drives coupon recall rate (+48%) and intention to use coupon (+50%) Source: Market research, 2005; Team analysis
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Notes de l'éditeur
BRU_LPK054_20051026_Pilot results Click to edit Master text styles