Direct Media Reports 2012/2013 It´s really true : Dialog Marketing works

1. Direct Media Reports 2012/2013 It´sreallytrue: Dialog Marketing works Anton Jenzer, President Dialog Marketing Association Austria Founder and owner Anton Jenzer Consulting GmbH Prague, 31th March 2014, DMVÖ – Anton Jenzer

2. directmediareport : consumerandexpertsinsights Anton Jenzer, President Dialog Marketing Association Austria Founder and owner Anton Jenzer Consulting GmbH Prague, 31th March 2014, DMVÖ – Anton Jenzer

3. The unaddressedadvertisingfolder/ leaflet – popular, but with 22 units per weekformany „toomuch“ already. n=883 Average: 22,4 pieces Median: 20,0 pieces n=883 Average: 1,88 14-19 y.o.: 35,4% 20-29 y.o.: 35,6% 30-39 y.o.: 34,3% Toomany Many Adequate, just right Few Not enough (Base: Respondentsarebetween 14 and 69 yearsoldandreceiveunaddressedadvertising) And how do you feel about the amount of unaddressed advertising mail you receive each week? [...]

4. The leaflet II: The reading rate isfarhigherthanoftenassumed. Advertising waiver sticker: 18,1% n=883 Male: 16,0% Female: 9,8% I normally throw it in the trash without looking I read the leaflet / flyers on the fly I look at the brochures / leaflets usually in more detail (Base: Respondentsarebetween 14 and 69 y.o. andreceiveanaddressedadvertising) Howmuch do youreadbrochures/ leaflets …

5. Direct Mailings I: A pleasantextentofDirectMailings. n=1.006 Average: 6,0 pieces Median: 2,0 pieces n=719 n=856 Average: 2,51 A fewseconds. Half upto1 minute 2 to 4minutes 5 to 10minutes Longerthan10 minutes Toomany. Many. Adequate, just right. Few. Not enough. (Base: Respondentsarebetween 14 and 69 y.o. andreceivedirectmailings.) And how do you feel about the amount of direct mail / personally addressed advertising mail you receive each week? [...]

6. Direct Mailings II: Incentives increasetheinterest. n=856 Average: 2,19 Yes, definitily. Yes, more so. No, not usually. No, definitily not. (Base: Respondentsarebetween 14 and 69 y.o. andreceivedirectmailings) Increases the prospect of a gift like a free sample or a comparable addition [...] the chance that you open a direct mailing / a personally addressed direct and see it through?

7. E-Mail I: Newsletter frequency– for 40% toomuchalready! n=1.006 Average: 24,9 pieces Median: 10,0 pieces n=927 Average: 1,92 Toomany Many Adequate, just right Few Not enough (Base: Respondentsarebetween 14 and 69 y.o. andreceive E-Mail Newsletter And how do you feel about the extent of the e-mail newsletter that you receive each week?[…]

8. E-Mail II: Positive, trendy, but annoyingas well. Trendy Annoying Useful Efficiient Interesting Competent Sympathic Entertaining Credible High-quality Serious Shows appreciation n=1.006 (Base: Respondentsarebetween 14 and 69 y.o.) To what extend do the following statements and features apply to the advertising channel E-Mail Newsletter in your opinion?[…]

9. Mixtureofthesamples:

10. Direct Media Channels in comparison:Consumers vs. Expertsinsights

11. Advertising channelswheretheweeklyadvertisingisperceivedat a mostpleasantdegree: Consumers Experts n=333

12. Personal approach, goodies & customizationarecrucialforthehighacceptance. n=333

13. Media withthelowestrash-rate: Experts Consumers 87,2% 84,0% 68,7% n=333 Facebookadvertising 64,3%

14. The comparativelylowtrash-rate surprisestheexpertsespeciallyregardingleaflet. n=333

15. Average time thatconsumerspendreadingorreviewingadvertising. Consumers Experts Leaflet (n=770) n=333

16. ReasonsfortheshorterperiodofdealingwithE-Mail newsletters: n=333

17. Share of E-Mail Newsletters receivedthataredeletedunread: Consumers (n=927) Experts (n=333)

18. Reasons, why Newsletters aredeletedand not cancelled: n=333

19. Most credibleadvertisingchannels: Consumers Experten n=333

20. Thatfutureadvertising via digital channelsovertakesanalogueadvertising in termsofcredibility, onlybelievealmost 12 percent. n=333 Advertising on analog channels will be attributed greater credibility than digital channels also in the future Advertising on analog and digital channels will be felt about the same credible in the future In the future advertising via digital will be attributed higher credibility than via analog media

21. Most annoyingadvertisingchannels: Consumers Experts Mobile Marketing (n=1.005) n=333

22. Advertising channel, whichtheconsumers will miss most: Consumers Experts Leaflet n=333 n=2.011

23. Channels, thatregardingtheirimportancefortheconsumers will gainstrongly in significancewithinthenext 5 years: Direct Mailing n=333

24. Results:- In mostcases, Austrian expertsestimatecorrectlytheacceptanceoftheseveralmediabythe Austrian consumers- But, experts are surprised about the high acceptance of printed mediaby the consumers- The medium (is part of) the message (“via which channel I communicate, is part of my offer”)- Printed direct mail is still alive- Hybrid Marketing, that means the intelligent combination of Offline, Online and Mobile is the passport to successIt´s really true: Dialog Marketing works …

25. THANK YOU FORYOUR ATTENTION Anton Jenzer DMVÖ Presidentanton.jenzer@dmvoe.at