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Bob Phillips,
CityPOST IrelandRetail Retreat, 10 May 2017
Understanding the Private Lives
of Consumers
Understanding the Private Lives
of Consumers
• Understanding the Private Lives of
Consumers
• People place value on the things
they can touch
• Does your message to the consumer
last 5 seconds or 17 days?
• How to turn consumers ‘on’ to your
brand
• Recap: Core Points
Does anyone here have a special place in your
home where mail is kept?
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
32% of Fledglings (18-24 year
olds) are more likely to trust
information in print v digital
The open rates for mail today are exceptional
MAIL IS OPENED
OPEN RATES
Letter – about a product/service they don’t have 60%
Letter – promotion or special offer 69%
Brochure from company they have ordered from before 71%
Statement, bill or information update 83%
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
The Power of Direct Mail
Send an
offer by mail
and
recipients
will perceive
it as worth
more than
the same
offer on
screen
Mail is Kept
Mail keeps your brand and product in a recipient’s home for an average of
5s email spam
17days
addressed advertising
45days
bills and
statements
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
Mail is Shared
Mail is passed on to the ‘right’ recipient in the home
SHARERATES
Letter – promotion or special offer 21%
Brochure from a company not ordered from before 23%
Letter – about a product/service they don’t have 25%
Brochure from a company ordered from before 29%
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
Mail Stands Out
3%
3%
22%
72%
48%
18%
19%
15%
11+
7 to 10
4 to 6
1 to 3
How many items do you receive in a day?
70%Agree:
“I feel that I receive too
many emails”
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Mail makes people feel Valued
MAIL EMAIL
57%
56%
56%
55%
17%
27%
31%
25%
Feel more valued
Spend a lot of time reading it
Grabs attention
Gives a better impression
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail or of email in your opinion?
Base: all respondents (n=1,000)
Valued mail drives feelings
92%of respondents said
their valued mail
made them feel
something
92%of respondents
said their valued mail made them feel something
Base: 3000.
Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014
…Which drives actions
92%of respondents said
their valued mail
made them feel
something
92%of respondents
said their valued mail made them feel something
92%of respondents
who felt something did
something
Base: 3000.
Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014
Lots of actions
Useful and interesting mail does more than just sell today
22%
39%
39%
42%
Attended/visited
Gathered information
Advocated
Acted upon it directly
Q.And what did you do as a result of getting mail from….?
Source: Royal Mail MarketReach, This Time It’s Personal, 2015
In particular, mail drives people
online
43%Downloaded something
54%engaged
with social media
AS A DIRECT
RESPONSE TO
RECEIVING AN
ITEM OF
DIRECT MAIL
92%Driven to
online activity
87%Influenced to make online purchases
86%Connected
with business
Source: Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2013
By all ages of people
26.7%bought or ordered
from direct mail in
last 12 months*
By life stage, all groups cluster close to the average
Fledglings
Sharers
Couples
Younger Families
Older Families
Empty Nesters
Older Retirees
23.3%
21.7%
26%
29.6%
26.9%
25.8%
31.7%
*Source: TouchPoints 6, 2015
So including mail in the mix boosts
ROI
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013
CAMPAIGNS INCLUDING MAIL WERE:
27%
more likely to deliver top-ranking sales performance
40%
more likely to deliver top-ranking acquisition levels
45%
30%
57%
42%
0%
10%
20%
30%
40%
50%
60%
% C
lien
ts lis
tin
g to
p p
erf
orm
ing
imp
rove
me
nts
RROI - NO MAIL RROI - WITH MAIL
+27%
+40%
Sales Aquisitions
And creates a measurable media
multiplier effect
Total ROI increased 12% when mail was included in the mix.
4.22
4.63
5.58
4.734.93
6.31
1
2
3
4
5
6
7
Total Comms TV Print
RR
OI
RROI-NO MAIL RROI-WITH MAIL
Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.
Why? Because that’s how we’re wired
At a top level, mail has a much more powerful overall impact on
the key measures of the neuroscience project than email or TV.
Royal Mail MarketReach, Neuro-Insight 2013
168
202
172
127
165
130
105 113100
0
50
100
150
200
250
Engagement Emotional Intensity Long-term MemoryEncoding
TV
Ind
ex
ve
rsu
s r
es
tin
g b
rain
Core points
• Understanding the Private Lives of
Consumers
• People place value on the things they can
touch
• Does your message to the consumer last 5
seconds or 17 days?
• How to turn consumers ‘on’ to your brand