Ipc Survey Belgium 2009

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  • 1. International Post Corporation Media survey Belgium - 2007May 200918 May, 2009

2. Agenda Background & Objectives Assessing the communication investments & usageAdvertisers perception of Direct MarketingCross-media campaignsConclusions Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM2 3. Who is International Post Corporation ?The International Post Corporation is an association of 24 postal operators in Europe, North America and the Asia-Pacific region. IPC provides its members with systems and programmes that ensure that international mail is delivered efficiently and competitively. IPC represents the majority of the worlds mail, with its members delivering eighty percent of global mail volumes more than 330 billion letters each year. Together, providing nearly 2.4 million jobs.Based in Brussels, with an international staff from 16 countries, IPC is an organisation governed by a Board composed of CEOs from eleven member posts plus the Chief Executive of IPC. Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 4. IntroductionIPC Direct Marketing Intelligence is a research tool developed to estimate marketing & communication expenditure, media usage and perceptions of direct mail (both addressed and unaddressed) within advertisers marketing mixThe survey covers 6 countries ( US , France , the Netherlands , Belgium , UK and Sweden) . Its methodology, adapted from existing projects conducted by Deutsche Post, includes interviews with advertisers as well as a desk research component. IPC worked in 2008 with IPSOS market research group to conduct telephone interviews, personal interviews and analysis.Insights gained from the benchmarking opportunities arising from conducting comparable studies in multiple countries, will support the development of direct marketing as a whole, growing its share of marketing & communication budgets. Understanding the dynamics within direct marketing media across a range of markets at different level of online development, will provide a clear picture of how advertisers can best leverage the unique strengths of direct mail as a communication medium.The following report focuses on the Belgian media market . Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM4 5. Key questions addressed by IPC study What is the actual total media spending in Belgium and the media usage rate ? How is direct mail perceived by advertisers versus other media ? How many cross-media campaigns do advertisers run ? In what ways can direct mail become a more highly valued media? Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM5 6. IPC Direct Marketing Intelligence MethodologyStep Aim Classification of media channels and structuring1of sectors and industry codes 2QuantitativeDesk Qualitativeresearch researchresearch Weighting and fusion of3information Consolidation &validationResults and information reflecting the entire market Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM6 7. Survey Description Primary research amongst senior executives with Marketing &Communication expenditure responsibility, managing directors or businessowners 1,027 interviews with additional 8 in-depth interviews amongst nationalTop100 advertisers Robust sampling structure, developed in cooperation with market research Results weighted and extrapolated to represent total universe of companiesin Belgium (with an annual advertising budget of more than 0.25m peryear) Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 7 8. Methodology Universe structureThe results are valid for all companies with an advertising budget of at least 0.25 m/ year Industry SectorsCountryTrade ServicesManufacturing Industry Total US 634,000 1,222,000428,0002,284,000 DE 383,000530,000 346,0001,259,000UK172,000280,000 136,000587,000 FR 230,000282,000 141,000653,000 NL93,000153,00083,000328,000 BE48,000 51,00029,000128,000 SE41,000 74,00038,000153,000TOTAL1,601,0002,592,0001,201,0005,392,000 Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 8 9. Universe structure : classification of SectorsThe universe of companies is divided by sectors and constructed with 3 levels of detail:First Level Trade Services ManufacturingSecond Level Manufacturing Trade Finance Public ServicesOther ServicesIndustries Trade (Wholesale, Banks Non-profit Media Construction Sector Retail) Insurances Utilities (Energy, Travel/ Tourism Agriculture FMCG (food, Other financial Telecom) Leisure/ MiningThird Level householdservices Government Entertainment Production products, etc.) Health services Automotive repairs Mail order Education Other services Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM9 10. Media Channels covered Direct MarketingClassicOtherTraditionalMedia Media Online MarketingClassic Media with Direct MarketingResponse Addressed E-Mail Marketing Print with Print Events Mailings Internet Site response Insert Promotional Unaddressed mail Banner Advertising Insert with Outdoor Campaigns Outbound response Loyalty Paid Search TVTelemarketing Outdoor with Magazines Radio Inboundresponse Fax CinemaTelemarketing TV with response Advertising Mobile Marketing Radio with response Cinema with response Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 10 11. Topics Background & Objectives Assessing the communication investments & usageAdvertisers perception of Direct MarketingCross-media campaignsConclusions Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM11 12. IPC Direct Marketing Intelligence Total Marketing & Communication Expenditure Development of concept/ design External agency fees Printing/ preparation of material & mailings Set-up of software / hardware maintenance Address/ lists/ telephone charges Postage Delivery/ technical implementation Costs of processing of responses Call centres/ Hotlines Other costs from external suppliers Directly attributable salaries &expenditures excluding overheads Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM12 13. Marketing & Communication Expenditure Belgium 2007Direct Marketing accounts for 39% of all advertising expenditure ( full costing basis) Total Marketing & Communication Expenditure 2007 (full costing) 7.40 billion Direct Marketing Other 2.86 bn. .1.35 bn.Unaddressed MailDirect Mail6%12% 18% Online Classic Media8% 3.18 bn.6% Telemarketing 7% 43%Classicmedia withresponsemechanism Data: All values in bn - those costs include both external and internal costsBase: All companies with a turnover of at least 0.25m /year: Universe: 128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 13 14. Direct Marketing cost structures Belgium Very different cost structures from one direct marketing type to another .Total Expenditure External Costs (in bn)(in bn) External costsInternal costsTV + radiow. response87 130.11 0.09 Print advertising w.r.77 23 0.33 0.25Online 7228 0.42 0.30Direct Mail7129 0.89 0.63 Unaddressedmail63370.40 0.25Outdoor w. response54 460.07 0.04E-mail48520.13 0.06Telemarketing2773 0.47 0.13Data:All values in %Base:All companies with a turnover of at least 0.25 m /year; N=128,376 companies (n=1,027)Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM 14 15. Very different Direct Marketing external cost structures by media type BelgiumDirect MailOnlinePrint w.r. Unaddr. Telemar- TV + Radio E-Mail OutdoorMailketing w.r. w.r. in bn 0.63 0.30 0.250.250.13 0.090.060.049% 19% 16%Creation 24%24%11%29%35% 49%Production 18% 31%19% 50%60% 36%Delivery27%36%Response 52% 35% 44%6%Management23% 27%2% 10%0%Others3%24% 7%3%18%1%2%12% 3%9% 11%4%4% 7% Data:All values in %Base:All companies with a turnover of at least 0.25 m /year; N=128,376 companies (n=1,027)Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM15 16. Marketing & Communication investments by Sector Belgium 2007Highest proportion for direct marketing is for trade. This is driven by high directmail investment (18%) .TradeFinanceServices17%31%12% 4%4% 33% Tot .Dir Marketing :Tot .Dir Marketing :Tot.Dir Marketing : 48,201 companies43 % 46 %36 % TOTAL bn 2.24TOTAL bn 0.81 TOTAL bn4.01 Telemark /Unadd.Mail 0.34 Telemark /Unadd. Mail0.13 Telemark /Unadd.Mail0.51 Direct Mail0.40 Direct Mail0.10 Direct Mail 0.35 Online 0.16 Online 0.03 Online0.34 Response mechanism 0.14 Response mechanism 0.03 Response mechanism0.26 Classic advertising1.03 Classic advertising0.27 Classic advertising 1.93Other advertising 0.18 Other advertising 0.25 Other advertising 0.62 Data: All values in bnBase: All companies with a turnover of at least 0.25m /year: Universe: 128,376 companies (n=1,207)Source : IPC Direct Marketing Intelligence 2008 Report BELGIUM16 17. Marketing & Communication investmentsby Sector Belgium 2007 Other Services Public Services ManufacturingTot. Dir Marketing : Tot. Dir Marketing : Tot.Dir Marketing :38 % 33 % 14,640 companies 31 %TOTAL bn2.30TOTAL bn 0.90TOTAL bn 1.14 Telemark /Unadd. Mail 0.31 Telemark /Unadd. Mail0.07 Telemark /Unadd.Mail 0.06 Direct Mail 0.18 Direct Mail0.07 Direct Mail0.12 Online0.24 Online 0.07 Online 0.08 Response mechanism0.15 Response mechanism 0.08 Response mechanism 0.10 Classic advertising 1.33 Classic advertising0.33 Classic advertising0.23 Other advertising 0.09 Other advertising0.28 Other advertising0.55 Data: All values in bnBase: All companies with a turnover of at least 0.25m /year: Universe: 50,883 companiesSource : IPC Direct Marketing Intelligence 2008 Report BELGIUM 17 18. Communication channel usage (%) Belgium Internet has the highest usage rate (70%) , followed by print advertising (49%) , trade fairs (37%) & Direct mail (34%) Direct Marketing : Classic Advertising (with/without response mechanisms) :Internet Site70 Print advertising 34Inserts D