Upload
amarach-research
View
419
Download
1
Embed Size (px)
DESCRIPTION
A presentation of research on consumer and marketer attitudes towards direct mail in Ireland. Prepared for An Post - the Irish post office service.
Citation preview
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
innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’;
43% ‘somewhat’).43% ‘somewhat’).
More likely to be More likely to be largerlargercompanies (79%); companies (79%);
operating in operating in B2CB2C sectors sectors operating in operating in B2CB2C sectors sectors
(59%) ... and currently (59%) ... and currently
using using direct mail direct mail (65%)!(65%)!
11
12
Types of Direct MailTypes of Direct Mail
Addressed Direct MailAddressed Direct Mail
1.5 per week1.5 per week
Transactional MailTransactional Mail
13
Transactional MailTransactional Mail
1.2 per week1.2 per week
Door DropsDoor Drops
6.7 per week6.7 per week
Reading HabitsReading Habits
14
15
16
1818--
17
1818--
29s29s
18
19
[email protected]@amarach.com
www.amarach.comwww.amarach.com
www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com
20
www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com