1
DM DISCOVERY - 4
May 8th 2007Claude Verstraete, Belgian Post SolutionsHerman Toch, Synovate Censydiam
OPTIMISING YOUR MEDIA-MIX
TO
YOUR BRAND RELATIONSHIP
2
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model - Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
3
THE COMMUNICATION CHALLENGE: RE-BUILDING BRANDS…
Love
Respect
Discount /Commoditybrands
Fancy brands
Lovemarks(mystery,intimacy,sensuality)
Premium brands
Source: “Loyalty beyond reason” - Kevin Roberts , CEO Saatchi & Saatchi
4Sources:Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter
1920 1930 1940 1950 1960 1970 1980 1990 2000
Radio
Television
Cable
PC
GSM
CD
Internet
VCR
Satellite TV (DBS)Broadband Internet
DVD
PDAs
DVR
Entertainment robots (Sony Aibo)
Electronic ‘e-ink' books
Tablet PCsEmerging
Digital cable
Home wireless networks
HDTV
MP3
VOD
2010
MagazinesNewspapers
THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT
5Sources:Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter
1920 1930 1940 1950 1960 1970 1980 1990 2000
Radio
Television
Cable
PC
GSM
CD
Internet
VCR
Satellite TV (DBS)Broadband Internet
DVD
PDAs
DVR
Entertainment robots (Sony Aibo)
Electronic ‘e-ink' books
Tablet PCsEmerging
Digital cable
Home wireless networks
HDTV
MP3
VOD
2010
MagazinesNewspapers
THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT
6
THE COMMUNICATION CHALLENGE: … WHICH THE CONSUMER IS INCREASINGLY CONTROLLING
7
THE COMMUNICATION CHALLENGE: … BY BEING INVITED BY CUSTOMER RATHER THAN INVADING HIM
Traditional
communication
approach:
“Invading” a rather
passive customer with
a maximum GRP’s &
OTS
MaximisingGRP ‘s - OTS
New communication
approach :
Being invited by the
customer- in-control
through a relevant media
mix , message & tone of
voice
Optimisingquality touchpoints
8
THE COMMUNICATION CHALLENGE: … AND RE-BALANCING MEDIA MIX AND TONE OF VOICE
Massive one-to-all
Communication
Differentiated one-to-one
Communication
Traditional communication
approach:
Breaking through the
advertising clutter with a
higher share of voice to reach
a rather passive customer via
massive “carpet bombing”
New communication
approach :
Being invited by the
customer-in-control
through a relevant media
mix , message & tone of
voice by understanding
my brand relationship
9
Consumers are
actively looking
for ways to
control, enrich
and optimize
their lives
It is crucial for
a brand
to prove
it’s relevancy by
becoming part
of the solutions
of this active
consumer
But this consumer
is in control.
So your brand
needs
to be
invited in his/her
life
When invited,
your brand gets a
psychological
meaning
and develops
a unique
relationship
with this
consumer
THE COMMUNICATION CHALLENGE :HOW BUILDING A CUSTOMER RELEVANT RELATION ?
10
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model - Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
11
DM BRAND RELATIONSHIP MODEL
Model initiated by Belgian Post Solutions and developed with Synovate Censydiam
A sound qualitative and quantitative analysis of consumer brand relationships and media expectations
Allowing to adjust media-mix (ao Direct Mail ) and tone of voicein order to improve contact quality rather than contact quantity
So that brand experience and loyalty is increased…
12
So that they enjoy a better brand experience
and become more loyal
Understanding the brand relationship
and communication expectations
of your consumers in order to build
a meaningful relation
(via the right media-mix, message & tone of voice)
DM BRAND RELATIONSHIP MODEL
13
DM BRAND RELATIONSHIP MODEL : A NEW COMPLEMENTARY COMMUNICATION APPROACH
BRAND MESSAGE TONE-OF -VOICE MEDIA-MIXTARGET CUSTOMERS
Traditional communication approach :How can I communicate my brand to my target customers ?
Complementary communication approach :How can I adjust my communication ( message , media-mix, tone-of-voice) starting from my brand relationship with my customers ?
BRANDRELATIONSHIP
14
Add DM
It installs personal contact
1
The brand knows I exist
Choose your mix based on unique role of DM and media
It meets the relation specific
communication expectations
Design your DM relevant
with your relation(s)
It increases involvement by using the right
emotional meaning
Emotional Proximity of DM
3 4
Un
ders
tan
d t
he b
ran
d r
ela
tion
you
wan
t to
bu
ild
2
CORE SCOPERELATIONSHIP SURVEY
The brand understands people like
me
The brand resonates
with people like me
MassMedia
MEDIA RELEVANCY
& MEDIA IMPACT
brand
Impact
Your
I see a lot of cluttered
information
Segmented DMlDB Marketing
CRM
It gives the right emotional
meaning to the right type of
people
Qualify each individual into
a Brand relationship
Each individual is
addressedwith the right
emotional meaning
1 person = 1 tailor made
message
It creates a mutual
understanding through
dialogue
Segment your DM
according to each type of
brand relation
5 6 7
My brand reaches out
to me
My brand is my guest
My brand understands
me
DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT
15
1 3 4 5 6 72
Improved brand experience &
loyalty
AA BB CC DD
EE
Understanding brand
relationship
Understanding information needs and
expectations
Matching media with key
information needs &
expectations
Aligning DM with
communication expectations
DM BRAND RELATIONSHIP MODEL: THE ANALYTICAL STEPS
16
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model - Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
17
DM BRAND RELATIONSHIP MODEL
Multi-category qualitative survey (Synovate-Censydiam):
16 focus group discussions (4 hours each) for :
mapping brand relationships
understanding media-mix perception
Quota groups
8 groups of 4 individuals of which:
Youngsters aged 15 -18 : 2 with women / 2 with men (FR+Nl)
Young Adults aged 18 -24 : 2 with women / 2 with men (FR+Nl)
Of which all are not yet settled
8 groups of 6 individuals of which:
Mature Consumers aged 30 -45 : 2 with women / 2 with men (FR+Nl)
Of which half of respondents are professionally active and half are not active
Empty Nesters aged 50 –60 : 2 with women / 2 with men (FR+Nl)
Of which all are socially very active
18
Status :
Brand offers recognition and the possibility to differentiate oneself
Reliability - Trust :
Brand is re-insuring and offers possibility to belong to the group
Inspiration :
Brand offers pleasure , is a source of inspiration and makes my life funnier !
Functionality :
Brand offers practical help and makes my life easier !
Starting point :Each consumer seeks and experiences a specific relation with brands
DM BRAND RELATIONSHIP MODEL :QUALITATIVE MULTI-CATEGORY ANALYSIS
Source : Synovate Censydiam
Individual axis
Social axis
19
The Ego relation
Status :
Brand as differentiator
Trust :
Brand as reliable label
(being part of a large group)
Inspiration:
Brands as source ofpleasure and inspiration
Functionality:
Brand as enabler(usefull – control)
The unconditional relation
• Routine• Loyal• Trust• A-brands
The feel good relation
• Mainstream• Open-minded• lifestyle
The expressive relation
• Emotion• Unique• Strong
The dependable relation
• No-nonsense• Price/quality• Honest
• Sophisticated• Trendy• Exclusivity
The status relation
• Visible• Value• Aspirational
Individual axis
Social axis
6 BRAND RELATIONSHIPS WERE IDENTIFIED THROUGH QUALITATIVE SURVEY
Source : Synovate Censydiam
20
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model - Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
21
APPLYING MODEL ON FASHION SURVEY:THE METHODOLOGY
Quantitative study( Synovate-Censydiam) in the fashion sector (45’ face to face interviews):
Mapping brand relationship types
Understanding media perception and expectations of different media (with focus on DM)
N= 308 people, nationally representative for age, gender, social class , region and language
9 banners were researched : C&A, E5-mode, H&M, JBC, Mexx, Zara, 3 Suisses, La Redoute and Neckermann. The “local boutique” was also added
22
1 3 4 5 6 72
Improved brand experience &
loyalty
AA BB CC DD
EE
Understanding brand
relationship
Understanding information needs and
expectations
Matching media with key
information needs &
expectations
Aligning DM with
communication expectations
DM BRAND RELATIONSHIP MODEL:THE ANALYTICAL STEPS
23FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
Creative
Original
Innovative
Special
Luxurious
Superior
Refined
ChoosyUnique
Practical
Straightforward
Rational
Solid
Loyal
Honest
Mature
Reliable
Traditional
SociableWelcoming
Open mindedYoung
Hedonistic
Humouristic
A store that follows fashion and ensures that it is accessible for
everybody
A store that looks at clothes in a functional, no nonsense way
A store that allows you to be out of the ordinary, to be just a little bit different
than the others
Buying clothes in this store makes it clear that you feel it is important what
other people think of you
A store where you do not just buy something, it is also about showing that
you choose for qualityA store that is all about traditional
soundness and reliability
A store that delivers clothes with its own, familiar and recognizable style,
you know what you can expect
A store where it is about more than just clothes, it is a way of life
A store that is passionate about fashion and clothing and that is always looking
for innovation
A store where clothes are mainly about feeling good about yourself
A store that makes life more fun and creates an uninhibited atmosphere
A store that allows you to express your own personality
A store that is not just for anybody; that gives you the feeling of being unique
A store that makes life and shopping more simple
A store that always helps you in making the right choices because of its
interesting offer and by keeping you informed
INSPIRATION
Expressive Relationship
Status Relationship
Ego Relationship
Functional Relationship
Dependable Relationship
Unconditional Relationship
Feel good Relationship
Inspiring Relationship
QUANTITATIVE ANALYSIS ON FASHION RETAIL SECTOR REVEALED 8 BRAND RELATIONSHIPS
Source : Synovate Censydiam
24FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
Creative
Original
Innovative
Special
Luxurious
Superior
Refined
ChoosyUnique
Practical
Straightforward
Rational
Solid
Loyal
Honest
Mature
Reliable
Traditional
SociableWelcoming
Open mindedYoung
Hedonistic
Humouristic
A store that follows fashion and ensures that it is accessible for
everybody
A store that looks at clothes in a functional, no nonsense way
A store that allows you to be out of the ordinary, to be just a little bit different
than the others
clear that you feel it is important what other people think of you
A store where you do not just buy something, it is also about showing that
you choose for qualityA store that is all about traditional
soundness and reliability
A store that delivers clothes with its own, familiar and recognizable style,
you know what you can expect
A store where it is about more than just clothes, it is a way of life
A store that is passionate about fashion and clothing and that is always looking
for innovation
A store where clothes are mainly about feeling good about yourself
A store that makes life more fun and creates an uninhibited atmosphere
A store that allows you to express your own personality
A store that is not just for anybody; that gives you the feeling of being unique
A store that makes life and shopping more simple
A store that always helps you in making the right choices because of its
interesting offer and by keeping you informed
INSPIRATION
Feel good Relationship
Inspiring Relationship
Consumers perceive player A in 3 relations
Dependable Relationship
PLAYER A
DM BRAND RELATIONSHIP MODEL : Fashion sector
Source : Synovate Censydiam
25FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
Creative
Original
Innovative
Special
Luxurious
Superior
Refined
ChoosyUnique
Practical
Straightforward
Rational
Solid
Loyal
Honest
Mature
Reliable
Traditional
SociableWelcoming
Open mindedYoung
Hedonistic
Humouristic
A store that follows fashion and ensures that it is accessible for
everybody
A store that looks at clothes in a functional, no nonsense way
A store that allows you to be out of the ordinary, to be just a little bit different
than the others
clear that you feel it is important what other people think of you
A store where you do not just buy something, it is also about showing that
you choose for qualityA store that is all about traditional
soundness and reliability
A store that delivers clothes with its own, familiar and recognizable style,
you know what you can expect
A store where it is about more than just clothes, it is a way of life
A store that is passionate about fashion and clothing and that is always looking
for innovation
A store where clothes are mainly about feeling good about yourself
A store that makes life more fun and creates an uninhibited atmosphere
A store that allows you to express your own personality
A store that is not just for anybody; that gives you the feeling of being unique
A store that makes life and shopping more simple
A store that always helps you in making the right choices because of its
interesting offer and by keeping you informed
INSPIRATION
Status Relationship
Whereas consumers perceive player B in only 1 relation (Status)
PLAYER B
DM BRAND RELATIONSHIP MODEL : Fashion sector
Source : Synovate Censydiam
26
DM BRAND RELATIONSHIP MODEL : Fashion sector
281
182
128
96
81
39
33
31
20 40 60 80 100 120 140 160 180 200 220 240 260 280 300
Player A fits with “Feel good” relationship
Feel Good Relationship
Inspiring Relationship
Dependable Relationship
Expressive Relationship
Unconditional Relationship
Ego Relationship
Functional Relationship
Status Relationship index
Index > 120: This relationship is relatively more
linked to this store
Consumers perceive player A in 3 distinctive relations
Source : Synovate Censydiam
27
• This relationship is rooted in the consumer need to add fun to his life. Shopping is about amusement and entertainment.
• The relationship that the consumer has with these stores is non-committal. Loyalty is more of a coincidence and lasts as long as the consumer is stimulated by this relationship.
• The atmosphere that these stores have is often more important than the quality of the product. These stores have a sociable, welcoming and young image. They stand for a hedonistic and humoristic view on shopping.
FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
INSPIRATION
Description of ‘feel good’ relation: Player A is about having fun in a welcoming atmosphere
DM BRAND RELATIONSHIP MODEL : Fashion sector
Source : Synovate Censydiam
28
• Player A needs to give inspiration to its clients by providing them with a very wide range of ideas, clothes, accessories, etc.
• Fashion needs to be democratized: bring fashion of the catwalk and make it available for everybody (at a reasonable price).
• To constantly be this source of inspiration for its clients, Player A needs to stay innovative, creative and original at all times.
• This relationship is not a stable one. Stores need to keep attracting attention by offering original and new things.
FUNCTIONALITY
STA
TU
S
RE
LIA
BIL
ITY
INSPIRATION
Description of ‘inspiring’ relation: Player A allows people to be up to date with the latest trends
DM BRAND RELATIONSHIP MODEL : Fashion sector
Source : Synovate Censydiam
29
• This relationship is about having the certainty that one can rely on the store.
• No surprises have to be offered. Clients expect a stable offer, not giving in to the smallest fashion whims.
• Clients expect traditional soundness and reliability with a good value for money.
• The clothing store within this relationship is straightforward, mature, solid, honest and reliable.
• Store loyalty is high within this relationship but only if one has the feeling that the store delivers stability.
FUNCTIONALITY
ST
AT
US
R
ELI
AB
ILIT
YINSPIRATION
Description of ‘dependable’ relation: Player A has its own recognizable style: you know what to expect
DM BRAND RELATIONSHIP MODEL : Fashion sector
Source : Synovate Censydiam
30
1 3 4 5 6 72DM BRAND RELATIONSHIP MODEL
Improved brand experience &
loyalty
AA BB CC DD
EE
Understanding brand
relationship
Understanding information needs and
expectations
Matching media with key
information needs &
expectations
Aligning DM with
communication expectations
31
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN FEEL GOOD RELATION (FASHION)
75
78
87
91
92
96
97
98
102
105
105
107
109
110
120
122
125
129
Can assist me in making the best choice
Can only provide me with specific infomation I am looking for
I am addressed personnally
Reward ma as a customer
Reduction coupons, information on action that are relevant forme
I am important
Original, stimulating and innovative messages
Feeling of acknowledgement and appreciation
Very detailed information about the collection
Allow me to discover new things, before others
Reliable, no - nonsense information
This store is not just for anybody
When I want it
I am connected to the store
I am unique
Nice and trendy message
Can surpise me and be original
More than information on clothing only
Index > 115: feature is more relevant
Index < 115: feature is less relevant
Communication expectations of Feel Good Relationship (index)
Source : Synovate Censydiam
32
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN INSPIRING RELATION (FASHION)
39
50
55
60
79
83
84
95
99
101
108
108
112
115
117
118
122
128
This store is not just for anybody
I am unique
More than information on clothing only
I am important
I am addressed personnally
Very detailed information about the collection
I am connected to the store
When I want it
Relaible, no - nonsense information
Allow me to discover new things, before others
Reward ma as a customer
Can surpise me and be original
Original, stimulating and innovative messages
Reduction coupons, information on action that are relevant forme
Feeling of acknowledgement and appreciation
Nice and trendy message
Can assist me in making the best choice
Can only provide me with specific infomation I am looking for
Index > 115: feature is more relevant
Index < 115: feature is less relevantSource : Synovate Censydiam
Communication expectations of Inspiring Relationship (index)
33
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN DEPENDABLE RELATION (FASHION)
76
87
88
97
97
97
99
99
99
100
100
101
102
102
104
107
119
122
This store is not just for anybody
Can surpise me and be original
More than information on clothing only
When I want it
Reduction coupons, information on action that are relevant forme
Reward me as a customer
Feeling of acknowledgement and appreciation
Can only provide me with specific infomation I am looking for
Nice and trendy message
Original, stimulating and innovative messages
I am unique
Very detailed information about the collection
Reliable, no - nonsense information
Allow me to discover new things, before others
I am important
I am addressed personnally
I am connected to the store
Can assist me in making the best choice
Index > 115: feature is more relevant
Index < 115: feature is less relevantSource : Synovate Censydiam
Communication expectations of Dependable Relationship (index)
34
1 3 4 5 6 72
Improved brand experience &
loyalty
AA BB CC DD
EE
Understanding brand
relationship
Understanding information needs and
expectations
Matching media with key
information needs &
expectations
Aligning DM with
communication expectations
DM BRAND RELATIONSHIP MODEL
35
This media gives me the feeling, provides me …
(Feel good relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Poste
rs
New
spapers
, m
agazin
es
- More than information on clothing only, I expect to be informed about the things in life that might interest me
137 77 159 92 139 34 163
216 118 190 93 95 134 109
168 69 196 82 90 106 80
28 15 257 108 34 5 16
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
- Nice and trendy message, standing out from the others
- Gives me the feeling I 'm unique
- More than information on clothing only, I expect to be informed about the things in life that might interest me - Can surprise me and be original
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)”
Index based on total average score
Match right media with the key expectations: Feel good
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX
Source : Synovate Censydiam
36
Match right media with the key expectations: Inspiring relation
This media gives me the feeling, provides me …
(I nspiring relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Poste
rs
New
spapers
, m
agazin
es
- The specific information I am looking for 54 29 257 124 85 23 90
72 42 239 108 160 16 136
168 69 196 82 90 106 80
42 15 286 101 44 7 23
47 34 379 150 170 25 137
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)Fulfills this need (85<Index<115)
- Nice and trendy message, standing out from the others
- Acknowledgement and appreciation
- Reduction coupons or information on actions
- The specific information I am looking for
- Assists me in making the best choice by giving me a lot of information
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)”
Index based on total average score
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX
37
This media gives me the feeling, provides me …
(Dependable relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Poste
rs
New
spapers
, m
agazin
es
- Assists me in making the best choice by giving me a lot of information
72 42 239 108 160 16 136
28 10 317 139 36 5 21
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)Fulfills this need (85<Index<115)
- Assists me in making the best choice by giving me a lot of information
- Being connected to the store
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)”
Index based on total average score
Match right media with the key expectations: Dependable
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX
Source : Synovate Censydiam
38
1 3 4 5 6 72 DM BRAND RELATIONSHIP MODEL
Improved brand experience &
loyalty
AA BB CC DD
EE
Understanding brand
relationship
Understanding information needs and
expectations
Matching media with key
information needs &
expectations
Aligning DM with
communication expectations
39
FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
INSPIRATION
The IdealDirect Mail
for all relationshipsfor all target groups
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
40
• DM is able to increase brand loyalty because of its rewarding qualities. It is able to make the customer feel acknowledged, unique.
• DM can be a source of inspiration where information on latest trends can help to make the right choices.
• DM needs to be visual attractive and should be about more than clothes only. It should also be about lifestyle.
• DM must ensure the feeling that I am really connected to the store.
Tone of voice :
Be self-assured but friendly and inviting Can be a personal way of addressing the consumer Use a language so that one feels close to the store Not too much text. Visual elements are important Be stimulating and catching Less technical details, more emotional values Talk about the latest trends in an informative but playful way Include an element of trust or consistency
HumorIntelligent Active
Self-assured
HappySource : Synovate Censydiam
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
41
Lay out Use optimistic, natural, happy colors Use a lot of pictures. Be a guide and inspiration for latest trends. Logo or signature of the brand should be visible
Content Focus on togetherness. Enhance the feeling of a lifestyle Use other non-clothing brands Allow for dialogue with the brand.
Format Be original and different A folder or a catalogue portray a way of life. A catalogue can serve as a source of inspiration, a
reference guide. A catalogue as permanent way to enter the home
Latest trends,
more than only clothing
Expressing a lifestyle
Source : Synovate Censydiam
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
42
The IdealDirect Mail
for selectedtarget groups
FUNCTIONALITY
STA
TU
S
RE
LIA
BIL
ITY
INSPIRATION
CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS
43
Friendly, inviting tone of voice
Be familiar, team up with the consumer. Be a friend.
Be informal and convivial
Pictures of fashion “experts” can be a form of inspiration.
Look for experts that relate to the world of 35 plus, that are aspirational
Be sunny and cheerful: play with colors and use of photos
Do not only focus on clothing. Go more broad on content (culture, leisure…)
The life style should reflect their possible life stages
Logo or signature of the brand should be visible
A folder or catalogue can be used to give as much as possible (visual) information on latest trends. At can serve as a manual
of inspiration or a reference book.
FUNCTIONALITY
ST
AT
US
RE
LIA
BIL
ITY
INSPIRATION
Inspiring
Feel Good
Young Women
Happy, feeling good
Lifestyle
Welcoming, convivial
Create a welcoming atmosphere
IDEAL DIRECT MAIL FOR PLAYER A FOR YOUNG WOMEN…
44
Add DM
It installs personal contact
1
Choose your mix based on unique role of DM and media
It meets the relation specific
communication expectations
Design your DM relevant
with your relation(s)
It increases involvement by using the right
emotional meaning
Emotional Proximity of DM
3 4
Un
ders
tan
d t
he b
ran
d r
ela
tion
you
wan
t to
bu
ild
2
CORE SCOPERELATIONSHIP SURVEY
MassMedia
MEDIA RELEVANCY
& MEDIA IMPACT
brand
Impact
Your
Segmented DMlDB Marketing
CRM
It gives the right emotional
meaning to the right type of
people
Qualify each individual into
a Brand relationship
Each individual is
addressedwith the right
emotional meaning
1 person = 1 tailor made
message
It creates a mutual
understanding through
dialogue
Segment your DM
according to each type of
brand relation
5 6 7
DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT
45
NAL - data
Socio-Demo data
Transaction data
Lifestyle data
Category /Brand
relationshipdata
Cost-complexity Relevancy
CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA
46Level of relevancy
Cost &Complexity
Finding those people in database
Segmentation based on own data (NAL,
socio-demo, lifestyle etc )
5
6
Ad-hoc survey on your brand integrating
lifestyle or purchase behaviour attributes
Questionnaire to your customers / prospects to qualify them within a
specific relation 5
CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA
47
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model - Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
48
DM BRAND RELATIONSHIP MODEL
In the ever growing advertising clutter , the communication challenge is no longer a GRP or share of voice battle but a customer relevancy battle .
It is therefore key for the brands to understand their meaning to their customers , to become relevant and to engage a unique personalised relationship with them .
Direct Marketing is a 360° communication tool improving most brand relationships
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THE KEY TERRITORY OF DM
Direct Marketing is an efficient way to increase this brand relevancy because it addresses consumers as an individualand INVOLVES them as no other media
DM Avg othermedia.
… rewarding me as a customer 73% 19%
… being connected to the brand 63% 8%
… acknoweldgement / appreciation 57% 8%
… being important for that brand 57% 7%
… being unique 51% 7%
This media can give me the feeling of …..
Source : Synovate Censydiam
50
DM DISCOVERY 4 : DM BRAND RELATIONSHIP MODEL
Belgian Post Solutions
helps you reaching
the unique person behind each letterbox
51
BACK-UP
52
This media gives me the feeling, provides me …(score in index on total average score) T
V
Radio
Dir
ect
E-M
ail
Unadre
ssed m
ail
Post
ers
New
spapers
, m
agazi
nes
- This store is not just for anybody, but only for connoisseurs of this brand 62 26 257 114 41 25 41
- Acknowledgement and appreciation 42 15 286 101 44 7 23
- Being important for this store 25 15 286 109 44 8 13
- Gives me the feeling I 'm unique 28 15 257 108 34 5 16
- Rewards me as a customer 36 26 366 152 74 11 51
- Being addressed personally 38 23 351 163 41 8 15
- Being connected to the store 28 10 317 139 36 5 21
- The specific information I am looking for 54 29 257 124 85 23 90
- Reduction coupons or information on actions 47 34 379 150 170 25 137
- Very detailed information about the collection 44 20 283 108 178 15 150
- When I want it, not when it is unsolicited 74 41 186 134 78 29 77
- Discover new things, before others 87 42 247 149 82 38 78
- Reliable, no-nonsense information 62 38 222 87 96 47 72- Assists me in making the best choice by giving me a lot of information 72 42 239 108 160 16 136
- Nice and trendy message, standing out from the others 168 69 196 82 90 106 80- More than information on clothing only, I expect to be informed about the things in life that might interest me 137 77 159 92 139 34 163
- Original, stimulating and innovative messages 216 111 180 105 105 129 113
- Can surprise me and be original 216 118 190 93 95 134 109
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)Fulfills this need (85<Index<115)
53
Feel good: matching the right media with the key expectations
Understand unique role of DM and other media in your mix
This media gives me the feeling, provides me …
(Feel good relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Poste
rs
New
spapers
, m
agazin
es
- More than information on clothing only, I expect to be informed about the things in life that might interest me
137 77 159 92 139 34 163
216 118 190 93 95 134 109
168 69 196 82 90 106 80
28 15 257 108 34 5 16
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
- Nice and trendy message, standing out from the others
- Gives me the feeling I 'm unique
- More than information on clothing only, I expect to be informed about the things in life that might interest me - Can surprise me and be original
54
Inspiring relation:Match the right media with the key expectations
Understand unique role of DM and other media in your mix
This media gives me the feeling, provides me …
(I nspiring relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Poste
rs
New
spapers
, m
agazin
es
- The specific information I am looking for 54 29 257 124 85 23 90
72 42 239 108 160 16 136
168 69 196 82 90 106 80
42 15 286 101 44 7 23
47 34 379 150 170 25 137
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)Fulfills this need (85<Index<115)
- Nice and trendy message, standing out from the others
- Acknowledgement and appreciation
- Reduction coupons or information on actions
- The specific information I am looking for
- Assists me in making the best choice by giving me a lot of information
55
Dependable relation:Match the right media with the key expectations
Understand unique role of DM and other media in your mix
This media gives me the feeling, provides me …
(Dependable relation) TV
Radio
Dir
ect
E-M
ail
Door
to d
oor
leafl
ets
Post
ers
New
spapers
, m
agazin
es
- Assists me in making the best choice by giving me a lot of information
72 42 239 108 160 16 136
28 10 317 139 36 5 21
Considerably fulfills this need (Index > 250)Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
- Assists me in making the best choice by giving me a lot of information
- Being connected to the store
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