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Similaire à fast.MAP/DMA Print Tracker 4th July 2013
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fast.MAP/DMA Print Tracker 4th July 2013
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- 8. On a screen, 65% On paper, 35%
- 10. 4% 14% 19% 30% 33% 0% 5% 10% 15% 20% 25% 30% 35% I will leave my post for a few days before opening it I tend to throw away or recycle most of my post I only look forward to receiving post when I am expecting a particular delivery I don’t look out for the post, but will open what I get the same day I look forward to seeing what the postman has got for me, and I’m very disappointed if I don’t receive anything
- 11. 11% 19% 21% 23% 25% 34% 52% 58% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Leaflets/pamphlets Customer magazines Magazines from brands Invitations to product launches/events Catalogues Postcards Packages from retailers Letters Vouchers/coupons/discounts
- 12. 5% 6% 8% 15% 17% 48% 0% 10% 20% 30% 40% 50% 60% It is from a brand/company that I know I am interested in the product/service It might contain a coupon or voucher I see it contains a sample, coupon or voucher It looks like an interesting package It is personally addressed to me
- 15. Source: fast.MAP Marketing GAP 2012
- 16. Marketers are out of step with Consumers...overestimating the impact of the web and underestimating print.
- 17. 7% 14% 14% 36% 38% 40% 59% 0% 20% 40% 60% 80% If it didn’t have a social media presence I could like or follow If it didn’t use the most up-to-date communication methods to advertise its services If its website wasn’t optimised for my tablet/smartphone If it refused to send information (invoices/statements/brochures) in offline, printed form If it closed all its physical outlets and announced it would only have an online presence If I could only get updates about its new products and offers by signing up to its social media presence If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form
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- 34. 3% 3% 4% 9% 12% 13% 54% 0% 10% 20% 30% 40% 50% 60% Wait until I have a few pieces of post and then read them together Leave it a few days for when I have time to open it I throw post away that I don’t recognise I throw away post that appears to be marketing something Open it straight away if it is from a brand I recognise Open it straight away if I am expecting a particular response/package from the company Open it straight away, does not matter who sent it
- 36. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
- 37. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
- 38. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
- 39. Regularly, 17% Occasionally, 48% Rarely, 28% Never, 7%
- 44. 12% 12% 14% 20% 25% 36% 36% 56% 0% 10% 20% 30% 40% 50% 60% It makes me feel I am being rewarded by the brand I like the way it looks I want to show it to my friends and/or family It feels tailored to my needs and interests I think it will be useful to my friends and/or family It will remind me to further research the product/buy the product at another time I am interested in the brand I am interested in the product/service
- 46. 4% 41% 44% 7% 1% 1% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Within a day Within 2-4 days Within a week Within two weeks Within three weeks Within a month Over a month
- 47. The next slides contains the most significant findings of the study
- 48. The next slides contains the most significant findings of the study………………..
- 49. 5% 12% 15% 26% 34% 44% 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more… I would look to respond directly by post (e.g. fill in… I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out…
- 50. 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more information I would look to respond directly by post (e.g. fill in the tear off slip) I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out more
- 51. 5% 12% 15% 26% 34% 44% 0% 10% 20% 30% 40% 50% I would phone for more information I would go to their store/showroom for more information I would look to respond directly by post (e.g. fill in the tear off slip) I would look to buy the product/service in-store I would show the post to the rest of my family I would look to buy the product/service online I would not respond immediately I would keep/file the post for reference I would go online to a search engine to find out more I would go online to the brand’s website to find out more
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- 56. 28% 33% 9% 17% 13% 0% 5% 10% 15% 20% 25% 30% 35% In about 5 years’ time In about 10 years’ time In about 25 years’ time Not in my lifetime Never
- 58. fast.MAP’s 5
- 59. 1. 44% of those that respond to post would do online to a brands website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness. 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
- 60. 1. 44% of those that respond to post would do online to a brands website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness. 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
- 61. 1. 44% of those that respond to post would do online to a brands website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness. 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
- 62. 1. 44% of those that respond to post would do online to a brands website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness. 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
- 63. 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness. 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research 3.
- 64. 3.What next…
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- 71. D
Notes de l'éditeur
- This important print report is the latest in a series of tracking reports that fast.MAP produce with the DMA supported by sponsors such as HP
- Over the next 20 minutes I will be taking you through the following;
- I will also be referencing another report called the fast.MAP Marketing GAP. This is unique because it compares and contrast the views of 350 Marketers with those of 1,000 consumers.
- Ok. First let us consider CONSUMER’s Enthusiasm for Print.
- Interestingly TWO THIRDS of consumers mainly remember advertising on a screen rather than on paper from YESTERDAY. Clearly there has been an explosion of online media and this is having an impact. BUT this is NOT the whole story as we will see as the story UNFOLDS
- This chart shows the results for the last 5 years….What is interesting is that DIRECT MAIL AND email CONTINUE to increase in popularity for an existing relationship. Unlike telephone which has had a STEADY DECLINE since 2010. Whilst there is an increase with Social Media and Twitter, this is from a VERY LOW BASE.And SMS, which has been AROUND AS LONG AS EMAIL remains at below 5%.
- A third of people are EXCITED to receive postWould people ever say that about email?
- People particularly look forward to receiving vouchers, coupons and discounts in the post – trained by years of Clubcard vouchers?Letters score well – higher than packages from retailers – which is promising for direct mail as a mediumPostcards are interesting – an under utilised marketing medium?fast.MAP have just recently started to use REGULAR PERSONALISED POSTCARDS to many of our key clients and its working.
- Being personally addressed is THE key feature to getting people to engage with a mailingAn interesting package is at 17% (this certainly works for charities)The promise of, or seeing it contains some form of discount, gets 15% of people
- We now show you the results when we askconsumers AND MARKETERSwhat advertising they would “MISS” if it dissappeared tomorrow.You will recall that 2/3rds of consumers “REMEMBER” more online based ads rather than print ads from yesterday
- This first slide looks at PRINT and contrasts Consumers versus Marketers views across 5 key sectors. Interestingly Marketers CONSITENTLY UNDERESTIMATE how much consumes would miss PRINT ACROSS ALL CHANNELS The biggest difference being vouchers ad special offers
- This slide shows the results for adverts from the WEB.the situation is REVERSE here…..Marketers OVERESTIMATE the number of people who would miss forms of WEB ADVERTISING
- In this slide we have summarised the results for PRINT AND WEB.TWOInsights to take from this. FIRSTLY PRINT is MISSED more across the 5 major sectors and SECONDLY, marketers are UNDERESTIMATING how appealing print is to consumers whilst OVERESTIMATING the appeal of the web.
- This slide looks at how to avoid BRAND DAMAGE and considers some potentially annoying options…moves that FORCEpeople online, or make paper-based material a paid-for feature, would be unpopular with consumersAnd the traditionally GADGETTY cutting edge stuff marketers LOVE – optimisation for tablets, using up-to-date channels, social media – come BOTTOM of priorities
- Now we review the QUALITIES OF DIRECT MAIL
- We have considered a wide range of attributes:AuthorityTrustAttention grabbing MemorableAppearance
- And allocated a simple traffic light system to them..Red for stop
- Amber for Ok/get ready
- And green for GO or MOST IMPORTANT
- Ability to share with othersand authority are viewed as not critical attributes
- Being ..TangibleMemorableAttention grabbing And PERSONALISED Are all important
- But the MOST important of all attributes such as :Easy to respond Content Relevant to my personal likes and dislikes And NUMBER ONE IS Trustworthiness
- We now asked consumers to ask which marketing channel reflects the differing attributes. We looked at the TOP FIVE most important attributes
- Direct mail performs very well for personalisation
- But in terms of ease of response DIRECT MAIL does relatively badly compared with Email.
- Content is seen as being very important and Direct Mail again does well here.
- Relevance to my needs is the second most important attribute and whilst Direct Mail does better than OTHER channels it is not seen as quite as good as email.
- BUT finally easily the MOST important attribute voted by consumers of TRUST is OVERWHELMINGLY best served by Direct Mail.This single fact is perhaps the most important reason why direct mail continues to perform.
- And here is the summary …..
- Now we look at what CONSUMERS EXPECT FROM PRINT
- 54% open post straight away,RISING to over two thirds if including those who open post from a recognisable brandOnly 13% throw away post they don’t recognise and only 6% leave their post for a few days.It isa very immediate medium from the CONSUMERS PERSPECTIVE
- NOW we asked consumers if the KEPT Interesting post….
- Only one third said NEVER
- 28% RARELY
- 17% REGULARLY
- TWO THIRDS KEEP THEIR POST which can then have an impact well beyond the DELIVERY DATE
- WHILST Preparing this presentation I only had to GLANCE AT my own rather untidy Mantelpiece and see WHAT ITS FULL OF.
- IMPORTANT POST
- We suspected there was a MANTLEPIECE EFFECT but wanted to know WHAT WAS THE CAUSE?
- There are some OBVIOUS FACTS SUCH AS Interested in the product or service OR THE brand What I find important is that ONE THIRD OF CONSUMERS HOLD ONLT POST as a….PROMPT FOR FURTHER RESEARCH at ANOTHER TIMEMore evidence that Direct Mail is having a longer term and more complicated effect.
- We wanted to know how QUICKLY consumers expected companies to react to a request for post
- THE ANSWER IS VERY QUICKLY>85% within a week. An important WARNING when considering whether to offer the ‘please wait up to 28 days as a response’
- If we could have a drum roll, this would be when it should appear …
- The predicatable response routes of STOREPOST And PHONE --about 10% for each
- What is HIGHLY SIGNIFICANT is that 44% say they would go to a website to find out more And 34% would go to a search engine to find more And finally 15% would buy the product online. The evidence suggests that OFF LINE Print is both excellent at generating an online response but also…..That its QUANTIFIABLE value is COMPLEX across and through different channels such as search engines.
- This research was taken from the 2012 fast.MAP Marketing GAP reportWhen asked ..WHICH CHANNEL THEY WOULD GET RID OF.Only 15% of consumers said their letter box.The home phone appears to be the most disposable channel
- This slide compares CONSUMERS ANSWERS in 2013 as part of the most recent study and we can see that their commitment to post has increased.
- This final chart shows what marketers THINK CONSUMERS THINK.They are well out of step here – particularly with regards to the letter box.
- This slides asks consumers WHEN everything will be online. Over half think within ten years.
- BUT they are UNHAPPY about the change with 45% saying they would be worse of rather than only 16% saying they would be better.Marketers- tread carefully…
- Finally…. Here are 6 fast.MAP highlights that I’ve summarised from the report..
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently
- People like their letterbox – only 10% would want to get rid of itHome phone is most disposable channel Internet on mobile device second, but could become less dispensable in future as people use more frequently