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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
Posti Oy, Breakfast Club
The Private Life of Mail – Mail in the home,
heart and head
David Brennan, Founder, Media Native
27.8.2015
Posti Oy, Breakfast Club
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
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.
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”
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
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
Source: Neuro Insight SST Data – June 2013
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
Source: Neuro Insight SST Data – June 2013
N = 160
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)
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
Source: Neuro Insight SST Data – June 2013
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
Source: Neuro Insight SST Data – June 2013
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!
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
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...”
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
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)
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 interactions: pre-family weekday (Anna)
45
Media consumption: pre-family wkday (Anna)
2 mins 50
secs
0 mins 19 mins 18 mins 0 mins
Mail Brochures /
catalogues
TV Phone /
smartphone
Tablet
0 mins 14 mins 0 mins 0 mins
PC / laptop Newspapers /
magazines
Games console Radio
46
Media Consumption: All Households
4 mins 30 secs
1 mins 37 mins 21 mins 14 mins
Mail Brochures / catalogues
TV Phone / smartphone
Tablet
27 mins 4 mins 0 mins 9 mins
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
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?
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”
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”
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
63
A Media Currency for Mail?
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
65
A Media Currency for Mail?
• 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!
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27.8.2015
@RiittaSipila #postibrekkari
Kiitos!
27.8.2015
Posti Oy, Breakfast Club
@RiittaSipila
@HLLindblom
#postibrekkari