Gerard O’Neill Gerard O’Neill Amárach Research Amárach Research Gerard O’Neill Gerard O’Neill Amárach Research Amárach Research 1 Amárach Research Amárach Research 1 st st October 2009 October 2009 Amárach Research Amárach Research 1 st st October 2009 October 2009
A presentation of research on consumer and marketer attitudes towards direct mail in Ireland. Prepared for An Post - the Irish post office service.
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Gerard O’NeillGerard O’Neill
Amárach ResearchAmárach Research
Gerard O’NeillGerard O’Neill
Amárach ResearchAmárach Research
1
Amárach ResearchAmárach Research
11stst October 2009October 2009
Amárach ResearchAmárach Research
11stst October 2009October 2009
NAMANAMArecessionrecession
Lisbon IILisbon IILisbon IILisbon II
Budget 2010Budget 2010
unemploymentunemployment
emigrationemigration
2
Budget 2010Budget 2010
3
rrecovery ahead ...ecovery ahead ...
Economic Recovery Index
4
5
25%25%
30%30%
The “How’s Business” IndexThe “How’s Business” IndexScale of 1 to 10 where 1 is Terrible, 10 is FantasticScale of 1 to 10 where 1 is Terrible, 10 is Fantastic
5%5%
10%10%
15%15%
20%20%
7%7%
19%19%16%16%
26%26%
0%0%
11 22 33 44 55 66 77 88 99 1010
1%1%
7%7%6%6% 11%11%
9%9%
2%2% 4%4%
6
Terrible and
getting worse
Fantastic and
getting better
7
The The MarcomsMarcoms PiePie
8
71% 71% of businesses have of businesses have
used direct mail.used direct mail.
6666% % of direct marketers of direct marketers 6666% % of direct marketers of direct marketers
use addressed direct use addressed direct
mail basedmail based on on
customer database.customer database.
25% 25% intend to intend to increaseincrease
spend on Direct Mail spend on Direct Mail
9
spend on Direct Mail spend on Direct Mail
in the next 12 months in the next 12 months
((4444% of ‘Innovators’).% of ‘Innovators’).
5353% % of businesses of businesses
considerconsider themselves to be themselves to be