Mark mina

The results

Mark Mina, Senior Account Manager

#DMAPrint

Who are fast.MAP?

Online market research agency

Work across all marketing communication sectors

Marketers working in research – considerable client-side experience

Have our own research panel

Regularly featured in the UK marketing press

Insight Partner to the DMA, IDM, IPM

Research Champion to the Institute of Fundraising

fast.MAP/DMA Tracking Series

#DMAPrint

A new tracker from the DMA and fast.MAP

Sponsored by HP

How research was done

Consumer’s enthusiasm for Print

Qualities of Direct Mail

Consumer’s Expectation and Reaction to Print

The future – changing nature of marketing

The implication

Case studies

Buried treasure …..?

Tweeters…

#DMAPrint

#DMAPrint

How research was done





The implication

Case studies

Buried treasure …..?

Tweeters…

#DMAPrint

5 TWEETABLE FACTS …..

How it was done





Buried treasure – win free research!

#DMAPrint

How it was done

Consumer’s enthusiasm for print




#DMAPrint

Background and methodology

First wave of the DMA Print Personalisation Tracker.

Sample randomly selected from fast.MAP’s Consumer Voice panel

Nationally representative of UK population

Online self completion questionnaire

28 questions were asked in total

Survey despatched 25th February ..open for 7 days.

Results are re-weighted by age and gender

#DMAPrint

1,232interviews

250

hours of interviews

High Quality Control

Image and answer option randomisation avoiding top-box bias/creative

skew

Acceptable survey completion time, removing any completed to fast

Intelligent Routing to ensure a quality survey experience as questions are

relevant

Constant re-qualification of panel ensuring background variables are

updated.

Closed panel Members of the public cannot voluntarily join. Members

recruited via number of sources and demographically reflect UK. Invitation only.

fast.MAP Marketing GAP

1,000 consumers –

nationally representative of UK

panel 300 marketers

9th year of publication

Launched 26th September – extensivecoverage in Marketing Week

How it was done





#DMAPrint

Two-thirds remember reading advertising on a screen, rather than on paper

Source: fast.MAP February 2013 N = 1,232

www.fastmap.com

Most of the advertising I remember reading yesterday was:

On a screen, 65%

On paper, 35%

#DMAPrint

Preferred method of communication with

a company you have a relationship with.

Direct Mail has risen in popularity since 2008

Source: fast.MAP Marketing GAP 2012 #DMAPrint

Preferred method of communication with

a company you have a relationship with.

0%

10%

20%

30%

40%

50%

60%

Twitter NoPreference

MobilePhone Call

SMSmessaging

Social Media Telephone Would prefernot to be

contacted atall

Direct Mail Email

Marketers - Companies whichyou have an existingrelationship with - 2013

Consumer -Companies whichyou have an existingrelationship with -2013Cons%

Marketers are out of step with consumers on this

Source: fast.MAP Marketing GAP 2013 #DMAPrint

Marketers

perception - 2013

Consumer

attitudes – 2013


How excited are you to receive post addressed to you?

#DMAPrint

A third of people look forward to receiving their daily post



4%

14%

19%

30%

33%

0% 5% 10% 15% 20% 25% 30% 35%

I will leave my post for a few daysbefore opening it

I tend to throw away or recycle most ofmy post

I only look forward to receiving postwhen 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

#DMAPrint

…and 30% open on the same day



4%

14%

19%

30%

33%

0% 5% 10% 15% 20% 25% 30% 35%

I will leave my post for a few daysbefore opening it

I tend to throw away or recycle most ofmy post

I only look forward to receiving postwhen 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

#DMAPrint


www.fastmap.com

What type of addressed post do you enjoy receiving?

#DMAPrint

People particularly look forward to receiving vouchers, coupons, discounts in the post


www.fastmap.com

What type of addressed post do you enjoy receiving?

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…

Catalogues

Postcards

Packages from retailers

Letters

Vouchers/coupons/discounts

#DMAPrint


www.fastmap.com

What is most likely to make you open post?

#DMAPrint

Number one motivation for opening post is if it is personally addressed


www.fastmap.com

What is most likely to make you open post?

5%

6%

8%

15%

17%

48%

0% 10% 20% 30% 40% 50% 60%

It is from a brand/company that Iknow

I am interested in the product/service

It might contain a coupon or voucher

I see it contains a sample, coupon orvoucher

It looks like an interesting package

It is personally addressed to me

#DMAPrint


www.fastmap.com

From a company you currently deal with or buy from,

what would make you think less of them?

#DMAPrint


www.fastmap.com

From a company you currently deal with or buy from,

what would make you think less of them?

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 wouldonly have an online presence

If I could only get updates about its new products and offersby signing up to its social media presence

If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form

#DMAPrint

Source: fast.MAP Marketing GAP 2012

…..advertising you would miss if it disappeared

tomorrow?

#DMAPrint

A third would miss the advertising FROM THE WEB

33%

34%

29%

36%

39%

48%

34%

36%

44%

48%

0% 10% 20% 30% 40% 50% 60%

Vouchers/special offers

Requests for charity donations

Adverts for local services

Utilities advertising (gas,electricity, water, telecoms)

Financial advertising(insurance, credit cards, loans)

From the web - marketers

From the web - consumers


…….advertising you would miss if it disappeared

tomorrow?

#DMAPrint

People would miss PRINT advertising more than marketers would expect

59%

49%

59%

51%

46%

39%

38%

48%

41%

37%

0% 10% 20% 30% 40% 50% 60% 70%

Vouchers/special offers

Requests for charitydonations

Adverts for local services

Utilities advertising (gas,electricity, water, telecoms)

Financial advertising(insurance, credit cards,

loans)

In print form - marketers

In print form - consumers


…..advertising you would miss if it disappeared

tomorrow?

#DMAPrint


Marketers are out of step with Consumers...overestimating

the impact of the web and underestimating print.

Which medium would you miss if it disappeared

tomorrow?

#DMAPrint

How it was done





#DMAPrint

How important are different attributes to you when receiving marketing?

Authority

Trust

Attention

ggrabbing

Appearance

Memory

Personalisation


.how important are the following attributes when

receiving marketing information?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Authoritative and ability to share with others least important

#DMAPrint




0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Personalisation important for half of people (along with appearance and memorability)

#DMAPrint




0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Most important : trustworthy, relevance, content, easy to respond

#DMAPrint


Which marketing channel do you feel best reflects these attributes?

Trust

Personalisation

Trust

#DMAPrint



#DMAPrint



Personalisation



Trust

Personalisation

Trust



#DMAPrint

Trustworthiness THE most important attribute a comm channel can

have, with Direct Mail the favourite by 56% of consumers #DMAPrint

#DMAPrint

How it was done


Qualities of Print

Consumer’s Expectations and Reaction to Print


#DMAPrint


How quickly do you open post ….?

#DMAPrint

54% of people open post straight away – high levels of engagement


How quickly do you open post ….?

3%

3%

4%

9%

12%

13%

54%

0% 10% 20% 30% 40% 50% 60%

Wait until I have a few pieces of post and thenread them together

Leave it a few days for when I have time toopen it

I throw post away that I don’t recognise

I throw away post that appears to bemarketing something

Open it straight away if it is from a brand Irecognise

Open it straight away if I am expecting aparticular response/package from the company

Open it straight away, does not matter whosent it

#DMAPrint

Source: fast.MAP February 2013 N = 1,232m

How often do you keep interesting addressed post

excluding statements you receive from your bank and

so on?

#DMAPrint

7% never keep their post…


Regularly, 17%

Occasionally, 48%

Rarely, 28%

Never, 7%



so on?

#DMAPrint

A further 28% rarely keep their post


Regularly, 17%

Occasionally, 48%

Rarely, 28%

Never, 7%



so on?

#DMAPrint

17% regularly


Regularly, 17%

Occasionally, 48%

Rarely, 28%

Never, 7%



so on?

#DMAPrint

Almost two-thirds tend to keep their post


Regularly, 17%

Occasionally, 48%

Rarely, 28%

Never, 7%



so on?

#DMAPrint

The mantle piece effect – MY BOSS’S mantle piece !

#DMAPrint

The mantle piece effect – MY BOSS’S mantle piece !


What will make you keep addressed post?

#DMAPrint

Interest means people will keep post – over a third use it as a prompt to do further research


What will make you keep addressed post?

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 theproduct/buy the product at another time

I am interested in the brand

I am interested in the product/service

#DMAPrint

Almost two thirds keep interesting post: the mantle-

piece effect. 36% will keep post to remind them to do

further research. #DMAPrint

#DMAPrint


When you request information in the post, when do

you expect to

receive this?

#DMAPrint

People expect fast response: 85% want something within a week


When you request information in the post, when do you

expect to receive

this?

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 twoweeks

Within threeweeks

Within a month

Over a month

#DMAPrint

85% expect response within a week when requesting

information by post #DMAPrint

#DMAPrint

The next slides contains the

most significant findings of

the study



the study



the study


www.fastmap.com

How might you respond to interesting addressed

post from a brand you like?

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 …

#DMAPrint

One in ten would respond by post, phone or in-store


www.fastmap.com



0% 10% 20% 30% 40% 50%


I would go to their store/showroom for more information

I would look to respond directly by post (e.g. fill in the tear…







I would go online to the brand’s website to find out more

#DMAPrint

Post is good at driving people online and to the brand’s website; a quarter keep post for reference


www.fastmap.com



5%

12%

15%

26%

34%

44%

0% 10% 20% 30% 40% 50%


I would go to their store/showroom for more information

I would look to respond directly by post (e.g. fill in the tear…







I would go online to the brand’s website to find out more

#DMAPrint

44% of those that respond to post would go online to a brand’s

website and 35% would use a search engine #DMAPrint

#DMAPrint

How it was done



Consumer’s Expectations and Reaction to Print


#DMAPrint

Source: fast.MAP Marketing GAP June 2012

If I had to get RID OF one communication channel

completely, it would be..?

#DMAPrint

Marketers think over 25% would get rid of their letterbox

Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

The internet at home My letterbox My mobile phone The internet on mymobile device

My home phone

Consumers 2013

Consumers 2012

Marketers 2012



#DMAPrint

Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


My home phone

Consumers 2013

Consumers 2012



#DMAPrint

Marketers are wrong!


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


My home phone

Consumers 2013

Consumers 2012

Marketers 2012



#DMAPrint


When will all communication you get from businesses

have gone online – (brochures, special offers, bills etc.)

#DMAPrint

People are anticipating a shift away from offline communications


When will all communication you get from businesses

have gone online – (brochures, special offers, bills etc.)

28%

33%

9%

17%

13%

0% 5% 10% 15% 20% 25% 30% 35%

In about 5 years’ time



Not in my lifetime

Never

#DMAPrint


How would you feel about a world where there is no

physical communications from businesses in the UK?

#DMAPrint

However, almost half of people think things will be worse – and only 16% think it would be better


How would you feel about a world where there is no

physical communications from businesses in the UK?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I have no feelings either way I think it would be worse I think it would be better

I have no feelings either way

I think it would be worse

I think it would be better

#DMAPrint

Most consumers anticipate all communications going online within 10

years, 45% think world would be “worse” because of it #DMAPrint

#DMAPrint

fast.MAP’s

5

Highlights – top 5

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 by 56% of

consumers

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 when ordering by post

5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep

post to remind them to do further research

3. 70% look forward to receiving

Highlights – top 5





consumers



“better” place.





3. 70% look forward to receivingWhat are the implications?

#DMAPrint

The problem is …….





consumers



“better” place.





it’s complicated

#DMAPrint

The problem is …….





consumers



“better” place.





it’s complicated

consumers needs are

always changing

#DMAPrint

The Importance of Testing – Richard Benson

There are only two rules in direct marketing.

Rule 1: test everything. Rule 2: Refer to Rule 1

Secrets of Successful Direct Mail, 1989

#DMAPrint

Decisions marketers have to make

Variable How many Possible combinations

Audience 5 5

Offer 4 20

Incentive 4 80

Endorsement 3 240

Outer envelope 3 720

PS 4 2880

Ask level / duration 4 11520#DMAPrint

There are two routes you can go down…

Traditional Campaign Testing

Control

GO LIVE ; INVOLVE CONSUMERS

#DMAPrint

100 days

GO LIVE ; INVOLVE CONSUMERS

Control

Control

Traditional Campaign Testing

#DMAPrint

The problems with traditional testing…

One pack fits all

Not cost effective to segment

Control pack is very difficult to beat

Few tests a year ( 2 or 3 )

Many new initiatives fail

You might know what works but not why – so what do you learn as a

marketer from this for your other campaigns?

Therefore off line DM as a channel is not as effective as it might be.

#DMAPrint

Speed is key

It’s about being able to react to changing markets and audiences fast –

rapid learning, gaining an understanding in just days, not months and

months...

#DMAPrint

Chris Combemale

Executive Director DMA

”The lengthy time it takes to learn and the cost

of live testing has a negative impact on the

effectiveness of offline Direct Marketing.

The advent of the internet (and specifically panel based

research) means it is no longer necessary to wait months to

discover which creative approach, envelope or incentive will

work best...”

Chris Combemale May 2011#DMAPrint

Marketers are becoming more insight focused

Which Incentive Should I use?

IncentiveTesting#DMAPrint

Incentive testing

#DMAPrint

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1. Everybodys Grandparents

2. Comfortable People

3. Deal Seekers

4. Nice People

5. Stretched People

6. Unknown

Organic Hotel Green/Organic Vouchers £15 M&S Vouchers Green Box None

30%

25%

£15 M & S Vouchers

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1. Everybodys Grandparents

2. Comfortable People

3. Deal Seekers

4. Nice People

5. Stretched People

6. Unknown

Organic Hotel Green/Organic Vouchers £30 M&S Vouchers Green Box None

28%

42%

30%

25%

£30 M & S Vouchers

#DMAPrint

How can Creative Be Improved?

Creative Testing

Testing Outer Envelope Headlines

#DMAPrint

Attitudes and Experiences

Question 1 Volume Percent

I consider myself a property entrepreneur and actively invest

in different properties for financial gain145 5%

Whilst I have not invested in property before (other than the

property I live in) I could be interested in learning more1,170 37%

I never have or wish to invest in property for financial gain 1,882 59%

Overall 3,197 100%

#DMAPrint

Mail Pack Creative

Current Outer Envelope Headline –NOT the favourite.

Please indicate which of the following headlines would motivate you to open the envelope

Learn the secrets of successful property investment

Get the inside story on becoming a successfully property investor

Ever thought the people making money out of property know something you

don’t? We’ll tell you what it is

Take the first step in becoming a property millionaire

Become a property millionaire 10%

Become an expert property investor

Make a mint in property

#DMAPrint

Current Outer Envelope Headline –NOT the favourite.

Please indicate which of the following headlines would motivate you to open the envelope

Learn the secrets of successful property investment 24%

Get the inside story on becoming a successfully property investor 19%

Ever thought the people making money out of property know something you

don’t? We’ll tell you what it is18%

Take the first step in becoming a property millionaire 13%

Become a property millionaire 10%

Become an expert property investor 9%

Make a mint in property 6%

#DMAPrint

Learn the secrets of successful

property investment

52% increase in response

Result

#DMAPrint

Buried treasure

D

Buried insight for DMA Attendees

• 2 x ‘D’s’

• Qualifies the FIRST finder to £1,000 off research for projects

booked by end October

• Starting from 9am to midday Wednesday 16th October

• Web address is www.fastmap.com

• Email EXACT PAGE AND LOCATION

[email protected]

• By tomorrow midday

#DMAPrint

http://www.fastmap.com/

D

#DMAPrint

#DMAPrint

Thank you: take your free infographic!

#DMAPrint

Full printed report available at the end

Sponsored by HP

Mark mina

Business

Transcript of Mark mina