Oikotie kuluttajan aivoihin ja tunteisiin - Postin Breakfast Club 27.8.2015

Postin Breakfast Club

27.8.2015

#postibrekkari

27.8.2015

Posti Oy, Breakfast Club

Ohjelma

8.15 – 9.00 Aamiainen

9.00 – 9.10 Markkinointisyksyn avausHanna-Leena Lindblom, johtaja, Posti

9.10 – 10.10 Keynote:The Private Life of Mail – Mail in the home, heart and headDavid Brennan, Founder, Media Native

kahvitauko

10.20 – 10.40 Monikanava-case: Pesukoneesta älykelloon – monta kauppaa, kanavaa ja asiakasyksilötMikki Inkeroinen, Head of Digital Commerce, Expert AS

10.40 – 11.00 Case Pelastakaa Lapset ry: Enemmän asiakasymmärrystä ja laadukkaampi asiakasrekisteriRiitta Sipilä, tuotepäällikkö, Posti

27.8.2015


The Private Life of Mail – Mail in the home,

heart and head

David Brennan, Founder, Media Native

27.8.2015


The Role of Printed Mail - In the mind & in the home

Presentation of combined neuroscience & ethnography insight study

5

“The problem with market research is that people don’t think how they feel, they don’t

say what they think, and they don’t do what they say”

6

Why We Did It: It’s Not Enough To Just Ask

99% MARKET

RESEARCH

SPEND AIMED AT

CONSCIOUS MIND

95% OF HUMAN

PROCESSING

OCCURS BELOW

THE SURFACE

7

Why we did it: beyond the letterbox

?

8

Why we did it: the secret life of mail

9

How We Did It…

WE MEASURED HOW THEY FELT

WE OBSERVED WHAT THEY DID

10

Objectives of the StudyTo help demonstrate the impact and value of advertising mail as a communications channel

Specifically:

• Map what happens in consumer’s minds throughout the printed mail “media moment”

• Evaluate mail’s role and the flow of printed advertising mail through the household and across time.

• Compare mail with other media channels, particularly television and online (including email), to investigate how different media experiences work together.

• Assess the potential impact of the different media – especially printed mail – on purchase decision-making

• Understand how these insights can help define the new rules of print mail advertising, from a creative, media and effectiveness perspective.

11

Overview of the Neuroscience Methodology

12

Overview of the Neuroscience Methodology• 160 people

• 4 per group – just like focus groups• Pre & post questionnaires

• Brains scanned using SST* while…• Watching TV (programme & commercials)• Going online (email and general)• Opening & reading post (own & placed)

• Order of media experiences rotated

• Partner stimulus placed in all 3 phases• Included retailer, telco, charity, insurer & clothing

(x2) – plus ‘fake’ brand

• Measured brain activity based on 5 measures…

* SST (Steady State Topography) is a more sensitive form of EEG

13

Overview of the Neuroscience Methodology

Attention is useful in

looking at short-term

response; but isn’t a

strong indicator of

subsequent actions

A sense of personal

relevance: Important

in driving what’s

encoded into memory

What’s being input into

long-term memory. A

subconscious process,

but key measure of ad

effectiveness

The strength of emotional

response – also known as

emotional arousal A strong

emotional response can

boost memory encoding

The direction of

emotional response;

broadly equating to

“approach” and

“withdrawal”

14

What Goes On In The Brain When We Consume Different Media?

15

Responses to mail are stronger than to email or TV

1,01

1,21

1,03

0,94

0,76

0,99

0,780,83

0,630,68

0,6

0,68

0

0,2

0,4

0,6

0,8

1

1,2

1,4

Engagement Emotional Intensity Memory encodingaverage

Attention average

All mail versus other media

Mail Email

Source: Neuro Insight SST Data – June 2013

N = 160

Leve

l of

bra

in a

ctiv

ity

16

Engagement response is much higher for mail

1,01

0,76

0,63

0,95

1,07

0

0,2

0,4

0,6

0,8

1

1,2

Engagement

Levels of engagement

Mail Email Television 0 Male Female

+33% +60%

Source: Brain dataSource: Neuro Insight SST Data – June 2013

N = 160

17

How Do Different Media Channels Work Together?

18

People responded more strongly to mail when they had previously seen TV/email

0,9

1,1

0,97

1,051,01

1,11

1,03

0,81

1,13

1,33

1,07 1,05

0

0,2

0,4

0,6

0,8

1

1,2

1,4

Engagement Emotional Intensity Memory encoding average Attention average

Order effect on mail viewing (all items)

Mail first Mail second Mail third


N = 160

19

The order effect for email was much less consistent

0,54

1,04

0,71

0,91

0,62

1,08

0,73

0,981,02

0,910,88

0,73

0

0,2

0,4

0,6

0,8

1

1,2

Engagement Emotional Intensity Memory encodingaverage

Attention average

Order effect on email viewing (all emails)

Email first Email second Email third

Source: Brain data


N = 160

20

How Does It Link To Real-life Purchase Decision-making?

21

Evidence for Importance of Engagement & Long-Term Memory Processing

• Previous studies have shown a strong link between Engagement/LTME and future consumer behaviour, including;

• FMCG Study (Australia) – brand switching was strongly linked to much higher levels of LTME processing at key brand moments during the TV commercials

• FMCG Study (USA) – coffee purchase pre and post TV commercial viewing linked to stronger levels of engagement and LTME

• Effectiveness Study (UK) – the most effective TV campaigns across 10 market sectors produced significantly higher engagement and LTME levels than comparable campaigns that performed much less effectively

• General study (Mars/Bass-Ehrenberg Institute) - brain memory encoding is the best predictor of subsequent purchase behaviour across 15 different pre-test methodologies (Journal of Advertising, 2011)

22

Knighton Grange:

How Quality of Execution Can Make a Brand

23

Welcome to Knighton Grange…

In the prize draw persuasion shift task, half the respondents saw a Knighton Grange mailer, and half saw an email. 17% of mail readers switched their choice to Knighton Grange, but only 2% of email readers.

Respondents were offered a choice of ‘treats’ for the prize draw at the beginning of the research but were told that their responses had been mislaid and could they please make their choices again?

24

Overall Neuroscience Results for Knighton Grange

The mail piece from Knighton Grange did much better across almost all measures, except for approach which was stronger for the email.

The mail piece Knighton Grange generated higher emotional intensity and visual attention compared to all placed items.

• Results for the Knighton Grange fictional brand are also in line with general mail conclusions, indicating the stronger performance of mail over email

• The Knighton Grange mail piece was associated with higher emotional intensity and visual attention than the average placed item


N = 160

25

Knighton Grange “switchers” showed higher responses as browsing time went on

Respondents who switched their prize choice to Knighton Grange showed higher levels of engagement and memory encoding towards the end of the time they spent looking at the mailer.

The later time period is associated with browsing the brochure rather than looking at the exterior or reading the letter – this is what impacted switching behaviour.

The differences in response in the last 30 seconds are robust –associated with a 99% confidence level.

Pre-event

baseline

First 30

seconds

Next 30

seconds

Knighton Grange switchers vs. Non-switchers


N = 160

26

Some Additional Insights• Young adults respond well to printed mail and demonstrate higher emotional

intensity than older adults

• Young adults – like older adults – show higher engagement, emotion and long-term memory encoding levels for printed mail than for either TV or online/email

• Women show higher processing all round – possibly linked to their role as the likely gatekeeper of mail

• In-brand and in-market consumers show higher levels of processing than ‘outsiders’

• Rejectors of printed mail are no such thing – they don’t know what they’re saying!

27

Overview of the Ethnography Methodology

28

Overview of the Ethnography Methodology

12 homes recruited – North & South

4 visits over 2 weeks +…

•CCTV

• Self-completion questionnaire

• App media diary

• Observation

• Interview

29

Leeds x4

York Boston Spa

Burley

Hampton

TeddingtonWallington

C London

Croydon

• 12 households across UK• Fieldwork took place between 3rd June and

14th August 2013• Each household had four visits over two

weeks

Ethnography Fieldwork

30

Twelve household groups

Pre family

Young family

Older family

Post family

31

“I tend to ignore advertising mail sent in the post”

Pre family

Young family

Older family

Post family

32

People are poor witnesses to their own behaviour

People tend to say they ignore advertising mail • Actual behaviour shows this is

not the case• They are not consciously being

untruthful• Mail interactions are often

habitual • “Advertising mail” is anything

that is not useful or interesting

“What do you tend to do with advertising mail?”“Recycling, it just goes straight outside...”

33

What Happens Once Mail Goes Through The Letterbox?

34

Mail has a life; it arrives, moves, rests &reappears

The holding zone

The pile

The display

Three main mail ‘places’

35

Mail is often sorted then collected in a routine ‘holding zone’

The holding zone

• A place to sort and shuffle• Quick glance and return

later• Usually a place for

unopened mail or for actioning mail

Places

• Hallway windowsill• Table in front room• Sideboard• Radiator• Drawer in dresser / kitchen

table

36

Mail is then placed in various household piles

The pile

• A familiar place for family members to collect and further sort

• A personal zone ‘”Jimmy’s pile”

• For open and unopened mail• Commonly contains multiple

items of mail

Places• Coffee table• Bottom on the stairs• Next to computer• Prominent sideboard • On top of the TV

37

To attract the greatest attention, single items of mail are ‘displayed’

The display

• Vertical storage gains the greatest attention to single items

• Often occasion or usage based – invitations or coupons

• Some displayed to make a house feel “human”

Places

• Fridge door• Mantelpiece• Shelf• Pin board• Computer keyboard

38

Millie’s ‘mail places’ – mail lives in her home for up to 8 weeks on display

Katie and Mike

40

Multiple mail interactions on a single day

Mail interactions aren’t restricted to a moment on the doorstep each morning

• People lead busy lives• Mail fits around their life priorities

– often snatched moments whilst multitasking

• Mail was an afternoon or evening medium for most

• Individuals may have multiple mail interactions daily

41

Arrives home, carrying mail with bags

Tidies mail in bag once used

Opens mail whilst holding baby

Searching for mail in footrest

Uses laptop with mail

Uses laptop again with mail from bag

Arrives in lounge with catalogue

Mail interactions: young family weekday (Katie)

42

16 mins 16 secs 49 mins 0 mins 17 mins

Mail Brochures /

catalogues

TV Phone /

smartphone

Tablet

34 mins 0 mins 0 mins 0 mins

PC / laptop Newspapers /

magazines

Games

console

Radio

Example weekday media consumption for Katie (young family)

Tom and Anna

44

Arrives home, opens mail by coffee table: own & partner’s personal mail kept, remainder

to kitchen bin

Reads magazine received and takes

bank statement upstairs

Puts magazine back on coffee table and tidies

mail

Mail interactions: pre-family weekday (Anna)

45

Media consumption: pre-family wkday (Anna)

2 mins 50

secs


Mail Brochures /

catalogues

TV Phone /

smartphone

Tablet


PC / laptop Newspapers /

magazines

Games console Radio

46

Media Consumption: All Households

4 mins 30 secs


Mail Brochures / catalogues

TV Phone / smartphone

Tablet


PC / laptop Newspapers / magazines

Games console Radio

47

Strategies for dealing with mail are common

Case study – Louise, older family• 3 approaches for a single mail

delivery - July 3rd,, 9.17am

• 11 items, 7 ½ mins

• Routine: work mail, unwanted DM

• Relax: swimwear catalogue, birthday card

• Protect: unwanted work catalogue

48

Mail is part of established household activity

49

How Does Mail Communicate?

50

Relevance is the key to engagement

51

Personal

Relevant to my lifestage

Relevant to my interests

Relevant to forthcoming life

events

Clarity

Utility e.g. Voucher

Being local

New information

What is relevance?

52

What Does Mail Say About A Brand?

53

People associate physical production with brand values

“I know which page to flick to...nice quality paper... matte finish”

“If they take pride in their marketing then they’re probably going to take pride in

cleaning my carpet”

54

Tangibility can override relevance - feeding a human desire for the physical experience

“I didn’t want to throw it away.. It had an ornate ribbon...I had a wish looking at it”

“It sucked me in.. It had me opening it up and just flicking through it”

55

56

It is increasingly mail plus online

Katherine and Simon, older family

• Katherine is the gatekeeper, filtering and selecting or discarding mail items

• 5 kids in the family – she buys a lot of clothes & appreciates a bargain

• She welcomes sales catalogues from brands she has bought from before –brings sale to her attention & can order online

• Catalogue is doing some of the work for her - fits into her busy life

“There’s a really nice hoodie for you Simon that’s 20 quid that’s been £70”

57

Mail inspires digital interaction

58

Conclusions

59

Top-line Conclusions

• Printed mail produces a strong brain response - higher levels of engagement, memory encoding, emotion and attention compared to online and TV

• This differs by demographic, attitude and purchase behaviour, but not necessarily in ways we would have predicted

• Even rejectors of printed mail respond positively – sometimes better than acceptors

• Printed mail is more influenced by ‘priming’ than other media channels

• Printed mail can have a long ‘shelf life’ with multiple uses and users

• Printed mail covers a variety of needs and mindsets

• Printed mail can not only generate response, it is a highly effective branding tool

• When it all comes together, printed mail can contribute a great deal to campaign effectiveness

60

How Does Printed Mail Become Part of the Media Landscape?

61

A Media Currency for Mail?

62


MEDIAINVESTMENT

BUSINESSCOST

63


A continuous, people-based currency is important on 3 levels;

PLANNING TOOL

TRADING TOOL

EVALUATION TOOL

Targeting; Integration; Optimisation

Pricing; Value; Efficiency

Contribution to (long-term) ROI

64


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• People-based – mail as a media investment

• Link to agency planning systems

• More accurate measurement of;

• Adult reach

• Frequency

• Audience profiles

• Readership over time

• Potential engagement measures;

• Dwell times

• Display times

• Pass-on rates

• Online behaviour

The Role of Printed Mail - In the mind & in the home

Presentation of combined neurosience & ethnography insight study

67

The ‘New Rules’ for Mail?• Mail communicates like no other media channel

• It’s all about relevance

• Mail’s effectiveness doesn’t stop at the doorstep

• Mail’s response is not always attributed to mail

• Mail can be a significant branding tool

• Perceived quality of execution says a great deal about a brand

• Creative has to work across the whole process: sorting – browsing – reading – display

• Mail works for a variety of mindsets

• Mail works well with other media – especially television

• The mail experience works across the day and on multiple occasions

• Targeting is key – but doesn't always work as we expect

• ‘Rejecters’ of printed mail are anything but – they don't know what they’re saying!


27.8.2015

@RiittaSipila #postibrekkari


27.8.2015


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Kiitos!

27.8.2015


[email protected]

[email protected]

@RiittaSipila

[email protected]

@HLLindblom

#postibrekkari

27.8.2015


Oikotie kuluttajan aivoihin ja tunteisiin - Postin Breakfast Club 27.8.2015

Marketing