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May 8th 2007

OPTIMISING YOUR MEDIA-MIX TO YOUR BRAND RELATIONSHIP. Claude Verstraete, Belgian Post Solutions Herman Toch, Synovate Censydiam. May 8th 2007. TOPICS. Introduction : the communication challenge The DM Brand Relationship model - Synovate Censydiam Brand relationships across categories

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May 8th 2007

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  1. OPTIMISING YOUR MEDIA-MIX TO YOUR BRAND RELATIONSHIP Claude Verstraete, Belgian Post Solutions Herman Toch, Synovate Censydiam May 8th 2007

  2. TOPICS • Introduction : the communication challenge • The DM Brand Relationship model - Synovate Censydiam • Brand relationships across categories • Application to the Fashion sector • Improving your brand relationship with DM

  3. THE COMMUNICATION CHALLENGE: RE-BUILDING BRANDS… Respect Premium brands Lovemarks (mystery,intimacy,sensuality) Love Discount /Commodity brands Fancy brands Source: “Loyalty beyond reason” - Kevin Roberts , CEO Saatchi & Saatchi

  4. THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 Magazines Newspapers Radio Television Cable PC GSM CD Internet E-mail VCR PDAs Satellite TV (DBS) Broadband Internet Digital cable DVD Home wireless networks HDTV MP3 DVR VOD Electronic ‘e-ink' books Tablet PCs Emerging Entertainment robots (Sony Aibo) Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter

  5. THE COMMUNICATION CHALLENGE: … IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 Magazines Newspapers Radio Television Cable PC GSM CD Internet E-mail VCR PDAs Satellite TV (DBS) Broadband Internet Digital cable DVD Home wireless networks HDTV MP3 DVR VOD Electronic ‘e-ink' books Tablet PCs Emerging Entertainment robots (Sony Aibo) Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter

  6. THE COMMUNICATION CHALLENGE: … WHICH THE CONSUMER IS INCREASINGLY CONTROLLING

  7. Traditional communication approach: “Invading” a rather passive customer with a maximum GRP’s & OTS New communication approach : Being invited by the customer- in-control through a relevant media mix , message & tone of voice MaximisingGRP ‘s - OTS Optimisingquality touchpoints THE COMMUNICATION CHALLENGE: … BY BEING INVITED BY CUSTOMER RATHER THAN INVADING HIM

  8. THE COMMUNICATION CHALLENGE: … AND RE-BALANCING MEDIA MIX AND TONE OF VOICE New communication approach : Being invited by the customer-in-control through a relevant media mix , message & tone of voice by understanding my brand relationship Traditional communication approach: Breaking through the advertising clutter with a higher share of voice to reach a rather passive customer via massive “carpet bombing” Differentiated one-to-one Communication Massive one-to-all Communication

  9. THE COMMUNICATION CHALLENGE :HOW BUILDING A CUSTOMER RELEVANT RELATION ? Consumers are actively looking for ways to control, enrich and optimize their lives It is crucial for a brand to prove it’s relevancy by becoming part of the solutions of this active consumer But this consumer is in control. So your brand needs to be invited in his/her life When invited, your brand gets a psychological meaning and develops a unique relationship with this consumer

  10. TOPICS • Introduction : the communication challenge • The DM Brand Relationship model - Synovate Censydiam • Brand relationships across categories • Application to the Fashion sector • Improving your brand relationship with DM

  11. DM BRAND RELATIONSHIP MODEL • Model initiated by Belgian Post Solutions and developed with Synovate Censydiam • A sound qualitative and quantitative analysis of consumer brand relationships and media expectations • Allowing to adjust media-mix (ao Direct Mail ) and tone of voicein order to improve contact quality rather than contact quantity • So that brand experience and loyalty is increased…

  12. DM BRAND RELATIONSHIP MODEL Understanding the brand relationship and communication expectations of your consumers in order to build a meaningful relation (via the right media-mix, message & tone of voice) So that they enjoy a better brand experience and become more loyal

  13. MESSAGE TONE-OF -VOICE MEDIA-MIX TARGET CUSTOMERS BRANDRELATIONSHIP DM BRAND RELATIONSHIP MODEL : A NEW COMPLEMENTARY COMMUNICATION APPROACH Traditional communication approach :How can I communicate my brand to my target customers ? BRAND Complementary communication approach :How can I adjust my communication ( message , media-mix, tone-of-voice) starting from my brand relationship with my customers ?

  14. Understand the brand relation you want to build 1 2 3 4 5 6 7 CRM lDB Marketing Segmented DM 1 person = 1 tailor made message Qualify each individual into a Brand relationship Emotional Proximity of DM Segment your DM according to each type of brand relation Design your DM relevant with your relation(s) Your Choose your mix based on unique role of DM and media AddDM MEDIA RELEVANCY & MEDIA IMPACT brand MassMedia It installs personal contact It meets the relation specific communication expectations It increases involvement by using the right emotional meaning Impact It gives the right emotional meaning to the right type of people Each individual isaddressedwiththe right emotional meaning It creates a mutual understanding through dialogue CORE SCOPERELATIONSHIP SURVEY The brand resonates with people like me I see a lot of cluttered information The brand knows I exist The brand understands people like me My brand reaches out to me My brand understandsme My brand is my guest DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT

  15. 1 2 3 4 5 6 7 DM BRAND RELATIONSHIP MODEL: THE ANALYTICAL STEPS D A B C Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations E Improved brand experience & loyalty

  16. TOPICS • Introduction : the communication challenge • The DM Brand Relationship model - Synovate Censydiam • Brand relationships across categories • Application to the Fashion sector • Improving your brand relationship with DM

  17. DM BRAND RELATIONSHIP MODEL • Multi-category qualitative survey (Synovate-Censydiam): • 16 focus group discussions (4 hours each) for : • mapping brand relationships • understanding media-mix perception • Quota groups • 8 groups of 4 individuals of which: • Youngsters aged 15 -18 : 2 with women / 2 with men (FR+Nl) • Young Adults aged 18 -24 : 2 with women / 2 with men (FR+Nl) • Of which all are not yet settled • 8 groups of 6 individuals of which: • Mature Consumers aged 30 -45 : 2 with women / 2 with men (FR+Nl) • Of which half of respondents are professionally active and half are not active • Empty Nesters aged 50 –60 : 2 with women / 2 with men (FR+Nl) • Of which all are socially very active

  18. DM BRAND RELATIONSHIP MODEL :QUALITATIVE MULTI-CATEGORY ANALYSIS Starting point :Each consumer seeks and experiences a specific relation with brands Inspiration : Brand offers pleasure , is a source of inspiration and makes my life funnier ! Social axis Reliability - Trust : Brand is re-insuring and offers possibility to belong to the group Status : Brand offers recognition and the possibility to differentiate oneself Individual axis Functionality : Brand offers practical help and makes my life easier ! Source : Synovate Censydiam

  19. The expressive relation • Emotion • Unique • Strong The status relation The unconditional relation • Visible • Value • Aspirational • Routine • Loyal • Trust • A-brands 6 BRAND RELATIONSHIPS WERE IDENTIFIED THROUGH QUALITATIVE SURVEY Inspiration: Brands as source ofpleasure and inspiration The feel good relation • Mainstream • Open-minded • lifestyle Trust : Brand as reliable label (being part of a large group) Status : Brand as differentiator Social axis Individual axis The Ego relation The dependable relation • No-nonsense • Price/quality • Honest • Sophisticated • Trendy • Exclusivity Functionality: Brand as enabler(usefull – control) Source : Synovate Censydiam

  20. TOPICS • Introduction : the communication challenge • The DM Brand Relationship model - Synovate Censydiam • Brand relationships across categories • Application to the Fashion sector • Improving your brand relationship with DM

  21. APPLYING MODEL ON FASHION SURVEY:THE METHODOLOGY • Quantitative study( Synovate-Censydiam) in the fashion sector (45’ face to face interviews): • Mapping brand relationship types • Understanding media perception and expectations of different media (with focus on DM) • N= 308 people, nationally representative for age, gender, social class , region and language • 9 banners were researched : C&A, E5-mode, H&M, JBC, Mexx, Zara, 3 Suisses, La Redoute and Neckermann. The “local boutique” was also added

  22. 1 2 3 4 5 6 7 DM BRAND RELATIONSHIP MODEL:THE ANALYTICAL STEPS D A B C Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations E Improved brand experience & loyalty

  23. QUANTITATIVE ANALYSIS ON FASHION RETAIL SECTOR REVEALED 8 BRAND RELATIONSHIPS INSPIRATION A store that follows fashion and Young ensures that it is accessible for Inspiring Relationship Creative Open minded everybody A store that is passionate about fashion and clothing and that is always looking Original Humouristic for innovation A store that allows you to be out of the A store that makes life more fun and Expressive Relationship Innovative Feel good Relationship ordinary, to be just a little bit different creates an uninhibited atmosphere than the others Hedonistic A store where it is about more than just STATUS clothes, it is a way of life Sociable A store that allows you to express your Welcoming own personality A store where clothes are mainly about feeling good about yourself Superior A store that always helps you in making RELIABILITY Status Relationship Unconditional Relationship the right choices because of its interesting offer and by keeping you Refined informed Loyal Luxurious A store where you do not just buy Honest something, it is also about showing that Reliable you choose for quality Straightforward A store that is all about traditional soundness and reliability Special Solid Choosy Rational Dependable Relationship Unique Ego Relationship Buying clothes in this store makes it A store that delivers clothes with its clear that you feel it is important what FUNCTIONALITY own, familiar and recognizable style, other people think of you you know what you can expect Traditional Functional Relationship A store that looks at clothes in a functional, no nonsense way A store that is not just for anybody; that Mature A store that makes life and shopping gives you the feeling of being unique Practical more simple Source : Synovate Censydiam

  24. DM BRAND RELATIONSHIP MODEL : Fashion sector Consumers perceive player A in 3 relations INSPIRATION PLAYER A A store that follows fashion and Young ensures that it is accessible for Creative Open minded everybody A store that is passionate about fashion and clothing and that is always looking Original Humouristic for innovation A store that allows you to be out of the A store that makes life more fun and Innovative ordinary, to be just a little bit different creates an uninhibited atmosphere than the others Inspiring Relationship Hedonistic A store where it is about more than just STATUS clothes, it is a way of life Sociable A store that allows you to express your Welcoming Feel good Relationship own personality A store where clothes are mainly about feeling good about yourself Superior A store that always helps you in making RELIABILITY the right choices because of its interesting offer and by keeping you Refined informed Loyal Luxurious A store where you do not just buy Honest Dependable Relationship something, it is also about showing that Reliable you choose for quality Straightforward A store that is all about traditional soundness and reliability Special Solid Choosy Rational Unique A store that delivers clothes with its clear that you feel it is important what FUNCTIONALITY own, familiar and recognizable style, other people think of you you know what you can expect Traditional A store that looks at clothes in a functional, no nonsense way A store that is not just for anybody; that Mature A store that makes life and shopping gives you the feeling of being unique Practical more simple Source : Synovate Censydiam

  25. DM BRAND RELATIONSHIP MODEL : Fashion sector Whereas consumers perceive player B in only 1 relation (Status) INSPIRATION PLAYER B A store that follows fashion and Young ensures that it is accessible for Creative Open minded everybody A store that is passionate about fashion and clothing and that is always looking Original Humouristic for innovation A store that allows you to be out of the A store that makes life more fun and Innovative ordinary, to be just a little bit different creates an uninhibited atmosphere than the others Hedonistic A store where it is about more than just STATUS clothes, it is a way of life Sociable A store that allows you to express your Welcoming own personality A store where clothes are mainly about feeling good about yourself Superior A store that always helps you in making RELIABILITY Status Relationship the right choices because of its interesting offer and by keeping you Refined informed Loyal Luxurious A store where you do not just buy Honest something, it is also about showing that Reliable you choose for quality Straightforward A store that is all about traditional soundness and reliability Special Solid Choosy Rational Unique A store that delivers clothes with its clear that you feel it is important what FUNCTIONALITY own, familiar and recognizable style, other people think of you you know what you can expect Traditional A store that looks at clothes in a functional, no nonsense way A store that is not just for anybody; that Mature A store that makes life and shopping gives you the feeling of being unique Practical more simple Source : Synovate Censydiam

  26. DM BRAND RELATIONSHIP MODEL : Fashion sector Consumers perceive player A in 3 distinctive relations Player A fits with “Feel good” relationship index Index > 120: This relationship is relatively more linked to this store Source : Synovate Censydiam

  27. INSPIRATION STATUS RELIABILITY FUNCTIONALITY DM BRAND RELATIONSHIP MODEL : Fashion sector Description of ‘feel good’ relation: Player A is about having fun in a welcoming atmosphere • This relationship is rooted in the consumer need to add fun to his life. Shopping is about amusement and entertainment. • The relationship that the consumer has with these stores is non-committal. Loyalty is more of a coincidence and lasts as long as the consumer is stimulated by this relationship. • The atmosphere that these stores have is often more important than the quality of the product. These stores have a sociable, welcoming and young image. They stand for a hedonistic and humoristic view on shopping. Source : Synovate Censydiam

  28. INSPIRATION STATUS RELIABILITY FUNCTIONALITY DM BRAND RELATIONSHIP MODEL : Fashion sector Description of ‘inspiring’ relation: Player A allows people to be up to date with the latest trends • Player A needs to give inspiration to its clients by providing them with a very wide range of ideas, clothes, accessories, etc. • Fashion needs to be democratized: bring fashion of the catwalk and make it available for everybody (at a reasonable price). • To constantly be this source of inspiration for its clients, Player A needs to stay innovative, creative and original at all times. • This relationship is not a stable one. Stores need to keep attracting attention by offering original and new things. Source : Synovate Censydiam

  29. INSPIRATION STATUS RELIABILITY FUNCTIONALITY DM BRAND RELATIONSHIP MODEL : Fashion sector Description of ‘dependable’ relation: Player A has its own recognizable style: you know what to expect • This relationship is about having the certainty that one can rely on the store. • No surprises have to be offered. Clients expect a stable offer, not giving in to the smallest fashion whims. • Clients expect traditional soundness and reliability with a good value for money. • The clothing store within this relationship is straightforward, mature, solid, honest and reliable. • Storeloyalty is high within this relationship but only if one has the feeling that the store delivers stability. Source : Synovate Censydiam

  30. 1 2 3 4 5 6 7 DM BRAND RELATIONSHIP MODEL D A B C Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations E Improved brand experience & loyalty

  31. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN FEEL GOOD RELATION (FASHION) Communication expectations of Feel Good Relationship (index) Index > 115: feature is more relevant Index < 115: feature is less relevant Source : Synovate Censydiam

  32. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN INSPIRING RELATION (FASHION) Communication expectations of Inspiring Relationship (index) Index > 115: feature is more relevant Index < 115: feature is less relevant Source : Synovate Censydiam

  33. UNDERSTAND THE COMMUNICATION EXPECTATIONS IN DEPENDABLE RELATION (FASHION) Communication expectations of Dependable Relationship (index) Index > 115: feature is more relevant Index < 115: feature is less relevant Source : Synovate Censydiam

  34. 1 2 3 4 5 6 7 DM BRAND RELATIONSHIP MODEL D A B C Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations E Improved brand experience & loyalty

  35. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX Match right media with the key expectations: Feel good “Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score Source : Synovate Censydiam

  36. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX Match right media with the key expectations: Inspiring relation “Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score

  37. UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIAIN YOUR MIX Match right media with the key expectations: Dependable “Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple choice allowed)” Index based on total average score Source : Synovate Censydiam

  38. 1 2 3 4 5 6 7 DM BRAND RELATIONSHIP MODEL D A B C Understanding brand relationship Understanding information needs and expectations Matching media with key information needs & expectations Aligning DM with communication expectations E Improved brand experience & loyalty

  39. INSPIRATION STATUS RELIABILITY FUNCTIONALITY DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING The IdealDirect Mailfor all relationshipsfor all target groups

  40. DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING • DM is able to increase brand loyalty because of its rewarding qualities. It is able to make the customer feel acknowledged, unique. • DM can be a source of inspiration where information on latest trends can help to make the right choices. • DM needs to be visual attractive and should be about more than clothes only. It should also be about lifestyle. • DM must ensure the feeling that I am really connected to the store. Self-assured • Tone of voice : • Be self-assured but friendly and inviting • Can be a personal way of addressing the consumer • Use a language so that one feels close to the store • Not too much text. Visual elements are important • Be stimulating and catching • Less technical details, more emotional values • Talk about the latesttrends in an informative but playful way • Include an element of trust or consistency Humor Active Intelligent Happy Source : Synovate Censydiam

  41. DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING • Layout • Use optimistic, natural, happy colors • Use a lot of pictures. • Be a guide and inspiration for latest trends. • Logo or signature of the brand should be visible Content • Focus on togetherness. • Enhance the feeling of a lifestyle • Use other non-clothing brands • Allow for dialogue with the brand. • Format • Be original and different • A folder or a catalogue portray a way of life. • A catalogue can serve as a source of inspiration, a referenceguide. • A catalogue as permanent way to enter the home Latest trends, more than only clothing Expressing a lifestyle Source : Synovate Censydiam

  42. INSPIRATION STATUS RELIABILITY FUNCTIONALITY CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS The IdealDirect Mailfor selectedtarget groups

  43. INSPIRATION STATUS RELIABILITY FUNCTIONALITY IDEAL DIRECT MAIL FOR PLAYER A FOR YOUNG WOMEN… Inspiring • Friendly, inviting tone of voice • Be familiar, team up with the consumer. Be a friend. • Be informal and convivial • Pictures of fashion “experts” can be a form of inspiration. • Look for experts that relate to the world of 35 plus, that are aspirational • Be sunny and cheerful: play with colors and use of photos • Do not only focus on clothing. Go more broad on content (culture, leisure…) • The life style should reflect their possible life stages • Logo or signature of the brand should be visible • A folder or catalogue can be used to give as much as possible (visual) information on latest trends. At can serve as a manual • of inspiration or a reference book. Feel Good Young Women • Create a welcoming atmosphere Lifestyle Welcoming, convivial Happy, feeling good

  44. AddDM It installs personal contact DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT Understand the brand relation you want to build 5 6 7 1 2 3 4 CRM lDB Marketing Segmented DM 1 person = 1 tailor made message Qualify each individual into a Brand relationship Emotional Proximity of DM Segment your DM according to each type of brand relation Design your DM relevant with your relation(s) Your Choose your mix based on unique role of DM and media MEDIA RELEVANCY & MEDIA IMPACT brand MassMedia It meets the relation specific communication expectations It increases involvement by using the right emotional meaning Impact It gives the right emotional meaning to the right type of people Each individual isaddressedwiththe right emotional meaning It creates a mutual understanding through dialogue CORE SCOPERELATIONSHIP SURVEY

  45. CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA Category /Brand relationshipdata Lifestyle data Transaction data Socio-Demo data NAL - data Relevancy Cost-complexity

  46. CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED TARGET GROUPS : NEED TO ENRICH YOUR DATA Finding those people in database Cost &Complexity 6 Questionnaire to your customers / prospects to qualify them within a specific relation 5 Ad-hoc survey on your brand integrating lifestyle or purchase behaviour attributes 5 Segmentation based on own data (NAL, socio-demo, lifestyle etc ) Level of relevancy

  47. TOPICS • Introduction : the communication challenge • The DM Brand Relationship model - Synovate Censydiam • Brand relationships across categories • Application to the Fashion sector • Improving your brand relationship with DM

  48. DM BRAND RELATIONSHIP MODEL • In the ever growing advertising clutter , the communication challenge is no longer a GRP or share of voice battle but a customer relevancy battle . • It is therefore key for the brands to understand their meaning to their customers , to become relevant and to engage a unique personalised relationship with them . • Direct Marketing is a 360° communication tool improving most brand relationships

  49. THE KEY TERRITORY OF DM • Direct Marketing is an efficient way to increase this brand relevancy because it addresses consumers as an individualand INVOLVES them as no other media This media can give me the feeling of ….. DM Avg other media. • … rewarding me as a customer 73% 19% • … being connected to the brand 63% 8% • … acknoweldgement / appreciation 57% 8% • … being important for that brand 57% 7% • … being unique 51% 7% Source : Synovate Censydiam

  50. DM DISCOVERY 4 : DM BRAND RELATIONSHIP MODEL Belgian Post Solutions helps you reaching the unique person behind each letterbox

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