Dm In Car Sector

Click here to load reader

  • date post

    12-Jan-2015
  • Category

    Business

  • view

    536
  • download

    0

Embed Size (px)

description

 

Transcript of Dm In Car Sector

  • 1. WDM Belgium - De Post 21 October 2008

2. Agenda The challenges of the car industry The Direct Marketing opportunities :Some figuresThe role of Direct Marketingthroughout the car purchase cycleThe distinctive values of DirectMarketing The Real Cases 1 3. Car industry context : some facts ... Market :Evolution : satisfactory growth so far but Market segmentations : increased segmentations in response to morediversified life stages Competition : More (Asian) players Share of voice! Increased quality leading to longer maintenance cycles More frequent model / re-styling (re-)launchesfaster time to market Dealer concentration and multi-brand dealers whos talking to who Branding : increasing sub and model-branding Communication : focus mainly on promotions & new model launches through mass communication Privacy context : the interpretation of legislation is changingSource : Post DM Consultancy team analysis 2 4. Car industry context : some facts ... 20% of the market is B-to-B (some brands up to 80%)identification of the driver Source : Post DM Consultancy team analysis 3 5. Car industry context : some facts ... New concerns : EnvironmentPurchasing power Source : Post DM Consultancy team analysis 4 6. Agenda The challenges of the car industry The Direct Marketing opportunities :Some figuresThe role of Direct Marketingthroughout the car purchase cycleThe distinctive values of DirectMarketing The Real Cases 5 7. The direct marketing opportunities: some figuresInternet: 2,8% Internet; 2,8%Gross media Regional Weeklies; Cinema; 0,6%investments 4,4% by Media TypeJan - June 2008Postering; 7,2% Television; 34,2%Magazines; 8,7%Direct Mail: 10,3%Direct Mail; 10,3%Radio; 10,9% Dailies; 20,8% Mass Media (Cim MDB-Mediaxim): 1.560,5 Mio eur Direct Mail (La Poste-Mediaxim): 179.4 Mio eur 6 8. E-mail represents 3,9 million of the gross on-line investments Channel mix 2007 Keyword*;Other; 2,7% 17,8%Newsletter; 0,6%E-mail: 5,0% E-mail; 5,0% Content Integration; 6,8% Display; 62,2% *Keyword = Based on declaration of Sales Houses and Agencies only Source: IAB AdEx 2007; Sales Houses (+ Agencies for Keyword)7 9. What is the typical media-mix for the car industry? Gross mediaInternet: 4,5%Internet; 4,5%Regional Weeklies: 4,6%investmentsCinema; 1,0% by Media Type Postering; 18,9%Jan - June 2008 Television; 22,5%Magazines; 8,6%Direct Mail: 3,2%Direct Mail; 3,2%Radio; 12,7% Dailies; 24,0%Mass Media (Cim MDB-Mediaxim): 166,2 Mio eurDirect Mail (La Poste-Mediaxim): 5 Mio eur 8 10. Agenda The challenges of the car industry The Direct Marketing opportunities :Some figuresThe role of Direct Marketingthroughout the car purchase cycleThe distinctive values of DirectMarketing The Real Cases 9 11. The role of Direct Marketing in the Consumer life Cycle: overall VALUE UNDERSTAND GETGROW KEEP TIME CONVERSIONINVESTMENT 10 12. Consumer Life CycleVALUEI tell to others loyal customer second purchase ex-klant frequent dealer visits within dealer networkCONVERSIONTIMEfirst purchaseprospect suspect UNDERSTANDGET GROWKEEPINVESTMENT 11 13. DM readership intensity varies according to client affinity with a car brandWhen you receive advertising mail from this sector, personally addressed to you by, what do you do?a company you are a company you are With no client fromnot client from company name % 1001 4 55710 721 6 31 80281034374759 60 40 51 5249 552 20 462517 13 11 0 4 DM (n=158) E-mail (127)DM (n=158)E-mail (n=127) DM (n=158)E-mail (n=127)carefully read itquickly read it keep it to read later throw it out immediately do not knowFigures for Automotive sector Source: P loves E study by the Post ( TNS Media, 2007)12 14. Channels consulted for car informationWhere do people lookBe4 Again Again2Totaal %for information?(18-35)%(36-50)% (51-65)%Dealers56 58 59 57Auto fair58 56 50 56Internet 49 38 38 43Friends / relatives44 34 27 37Family 49 22 18 33Brochures car makes35 30 28 32Specialised press28 26 28 27Autozoekertjes 22 11 12 16Test Aankoop 13 11 17 13 Source: Three generations and their (dream)cars, WDM Belgium/Beck& X, September 2005 13 15. Direct Marketing is a highly accepted mediumWith regards to advertising in the following media, would you say there is ?Dm (Averages)8,40% 74%18%E-Mails (Averages) 12,10%68% 20% cinema (n=678)5% 70% 25%dailies (n=981) 3%71% 26%magazines (n=1046)3%62% 36% free press (n=991) 3% 61%37%radio (n=1058)2% 59% 39%door-to-door (n=1149) 4% 44% 41%11% internet (n=747) 3% 44% 54% tv (n=1122)1%22%77%0% 20% 40%60%80%100% Source: P loves E study by the Post ( TNS Media, 2007)not enough enough too much sticker Base:Users of each medium and give an answer14 16. Are you present in the media that the consumers want?How do you prefer to receive information about cars?CAR SECTOR Rating on a scale 1 to 10*; % prefer this option (% of 8, 9 or 10) Concessions32 animationsTV22 Personalised20 letter Ads in press19E-mail or18newsletterUnaddressed14 folder Radio10Telephone5 *1=I dont like this option at all, 10=This is the best solution Source : Post Market research on 1.200 households, 200715 17. And a letter can be very useful to generate traffic How do you prefer to receive invitations to dealer events?CAR SECTOR Personalised 71letterE-mail or10 newsletter Unaddressed8folderAds in press 5 TV2Radio2 Phone2Source : Post Market research on 1.200 households, 2007 16 18. Use of Direct Marketing in the consideration process?PurchaseCONVERSION Negotiations with dealerSelling value previous car? BudgetWhat do my friends think about it?Test driveCar Configurator Dealer visit What are the test drive possibilities? What do my friends think about it? Look and inform Creation of shopping list First interestTime for a change UNDERSTANDINVESTMENT17 19. 18 20. 19 21. 20 22. 21 23. SmellTaste Hear TouchSee22 24. Use of the Direct Marketing in the sales process?Second maintenance First maintenanceFirst long ride Justify purchase GET Discover the new carGet used to the new carShow the new car to friends Thrill of the new car Take away new car Waiting for deliveryPurchase23 25. Use of Direct Marketing in the loyalty process?Car is comfortable but no longer newMaintenanceThird anniversaryMaintenance Second anniversary of the car Purchase after sales articlesMaintenance First anniversary of the carSecond maintenanceGROW 24 26. XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXX 25 27. 26 28. 27 29. Avoiding churn with Direct Marketing?Car is comfortable but no longer newLook around for other car brands and models End of the (leasing) contract Time for a changeNew cycle starts KEEP28 30. XXXXX XXXXXX29 31. Agenda The challenges of the car industry The Direct Marketing opportunities :Some figuresThe role of Direct Marketingthroughout the car purchase cycleThe distinctive values of DirectMarketing The Real Cases 30 32. The distinctive values of Direct Mail: selectivity SelectivityHigh AddressedE-mail Distripost BD Low InvolvementLowHigh Source: Post DM Consultancy team31 33. 32 34. 33 35. XXXXXXXXX 34 36. The distinctive values of Direct Mail: impactConsumers are bombed by a few 1000 mass messages every week350+ outdoor ads400 press ads/inserts 2+ DM pieces 3 cinema adsOpportunity for Direct ! 200 TV ads 20 e-mail ads150 radio ads 1000s of ambient ads ... Source: Mindshare - Henley Centre (and TNS Media & Post survey) Weekly number of advertising messages per capita 35 37. The strength of direct mail, the MAIL MOMENT 97%opens Consumersmailbox spend every day 152 permail but receives and behindonly 2every letterbox DM/ week is a unique personyou can target 78% is opened 36 38. The distinctive values of Direct Mail: measurability1 2 34 High recallBrandSales Loyalty rateperception activationbuildingDM gets high DM improvesDM is a strongDM builds strong recall rates evenbrand perception sales activator long term of complexrelations with messagesyour customer >50% ofbrand attributes 15% to 200%extra sales>25% more 2 to 20 times improvedloyal better recall customers 5Boosting Integrated with other media DMof ROIincreases the ROI of your campaigns with at least 20% Source: Post 15 DM pilot surveys N: > 25.00037 39. Agenda The challenges of the car industry The Direct Marketing opportunities :Some figuresThe role of Direct Marketingthroughout the car purchase cycleThe distinctive values of DirectMarketing The Real Cases 38 40. Cases Toelichting bij involve, het relatieprogramma van VolvoWard Van Rijckeghem (Volvo) Comment le Fusion Marketing, par lintgration des mdias online et offline, rduit ladistance entre marque et consommateur Emmanuel Scheenaerts (Peugeot) & Laurent Van Duyse (Wanabe) Comment le DM peut augmenter la tentabilit lors du lancement dun nouveau modleClaire Normand-Loya (La Poste Franaise) (On-line) magazines: efficinte loyalty tools in de automobielsectorMichel Libens (Propaganda, voorzitter Custo) & Anne Thys (Headline) Questions lgales propres au secteur automobile Dominique Pissoort (WDM Belgium) 39 41. Conclusion: the key assets of 121 communication E-mailPhysical mail Easy to react, to get information Appreciated not intrusive Cost Targeting Can be set up quickly Sales Activation Advantages Personalisation Acquisition Measurability Complex information Short messages High opening and reading rate Can be surprising and original Own list To promote image & brand value Newsletters ( top of mind ) Involving, captures attentionWhen to Punctual Information & more Giving useful, detailed trustworthy use ?frequent useinformation Generate traffic on website Call to action (vouchers) Lead generation Magazines 40 42. More information? Ccile Jacquescecile.jacques@post.be02/276.30.42www.denkdm.be / www.pensezdm.be Natalie Versluysnvs@wdmbelgium.beO2/555.96.88www.wdmbelgium.be41