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1 DM DISCOVERY - 4 May 8th 2007 Claude Verstraete, Belgian Post Solutions Herman Toch, Synovate Censydiam OPTIMISING YOUR MEDIA-MIX TO YOUR BRAND RELATIONSHIP
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Dm Brand Relationship (Dm Discovery 5, 2007)

Nov 01, 2014

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Page 1: Dm Brand Relationship (Dm Discovery 5, 2007)

1

DM DISCOVERY - 4

May 8th 2007Claude Verstraete, Belgian Post SolutionsHerman Toch, Synovate Censydiam

OPTIMISING YOUR MEDIA-MIX

TO

YOUR BRAND RELATIONSHIP

Page 2: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 3: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 4: Dm Brand Relationship (Dm Discovery 5, 2007)

4Sources:Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter

E-mail

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

Page 5: Dm Brand Relationship (Dm Discovery 5, 2007)

5Sources:Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter

E-mail

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

Page 6: Dm Brand Relationship (Dm Discovery 5, 2007)

6

THE COMMUNICATION CHALLENGE: … WHICH THE CONSUMER IS INCREASINGLY CONTROLLING

Page 7: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 8: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 9: Dm Brand Relationship (Dm Discovery 5, 2007)

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 ?

Page 10: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 11: Dm Brand Relationship (Dm Discovery 5, 2007)

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…

Page 12: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 13: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 14: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 15: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 16: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 17: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 18: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 19: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 20: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 21: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 22: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 23: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 24: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 25: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 26: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 27: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 28: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 29: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 30: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 31: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 32: Dm Brand Relationship (Dm Discovery 5, 2007)

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)

Page 33: Dm Brand Relationship (Dm Discovery 5, 2007)

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)

Page 34: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 35: Dm Brand Relationship (Dm Discovery 5, 2007)

35

This media gives me the feeling, provides me …

(Feel good relation) TV

Radio

Dir

ect

mail

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

Page 36: Dm Brand Relationship (Dm Discovery 5, 2007)

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

mail

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

Page 37: Dm Brand Relationship (Dm Discovery 5, 2007)

37

This media gives me the feeling, provides me …

(Dependable relation) TV

Radio

Dir

ect

mail

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

Page 38: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 39: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 40: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 41: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 42: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 43: Dm Brand Relationship (Dm Discovery 5, 2007)

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…

Page 44: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 45: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 46: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 47: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 48: Dm Brand Relationship (Dm Discovery 5, 2007)

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

Page 49: Dm Brand Relationship (Dm Discovery 5, 2007)

49

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

Page 50: Dm Brand Relationship (Dm Discovery 5, 2007)

50

DM DISCOVERY 4 : DM BRAND RELATIONSHIP MODEL

Belgian Post Solutions

helps you reaching

the unique person behind each letterbox

Page 51: Dm Brand Relationship (Dm Discovery 5, 2007)

51

BACK-UP

Page 52: Dm Brand Relationship (Dm Discovery 5, 2007)

52

This media gives me the feeling, provides me …(score in index on total average score) T

V

Radio

Dir

ect

mail

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)

Page 53: Dm Brand Relationship (Dm Discovery 5, 2007)

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

mail

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

Page 54: Dm Brand Relationship (Dm Discovery 5, 2007)

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

mail

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

Page 55: Dm Brand Relationship (Dm Discovery 5, 2007)

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

mail

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