Direct marketing for Fast Moving Consumer Brands

Support the business of FMCG brands

HOW TO

POP UP FROM THE MEDIA LANDSCAPE?

Increase awareness of your (new) products

3000 ADVERTISING MESSAGES

PER WEEK

2Source: MDB data, Nielsen

Increase awareness and reach the top of mind position

WITH MAXIMUM 2 OTHERS VIA A DOOR TO DOOR

WITH BPOST

CATCHY

YOUR BRAND

Source: Beta Coefficient Analysis, Space, Feb. 2011 4

Increase awareness of your (new) products

Average recall rate after 1 OTS

Radio

Press

TV

Door to door with bpost

Direct mail

Cinema

7%

21%

22%

36%

67%

70%

36%RECALL RATE

CATCHY

Increase awareness of your (new) products

REACH

4.355.000 HOUSEHOLDS IN ONE DAY!

NATIONAL REACH

5

Source: Letterbox Consumer Survey, TNS media, Belgium, 2014

OF CONSUMERS CHECK THEIR MAILBOX EVERY DAY

INSTANT REACH

Increase awareness of your (new) products

91%

6

7

Increase awareness of your (new) products

OPTIMIZE YOUR

REACH

advertise where your target group liveswith a door to door

TAILOR MADE COVERAGE

Increase awareness of your (new) products

PICK YOUR TARGET GROUP

SeniorsFamiliesSingles

A brand lovers PL shoppers Highest social class

Active people

TAILOR MADE COVERAGE

8

Increase awareness of your (new) products

Healthy consciousBioEnvironmental friendly

Preferred retailer Halal Cooking lovers Ready prepared dish

Ethical, fair trade

PICK YOUR TARGET GROUP

TAILOR MADE COVERAGE

9

Increase awareness of your (new) products

10Source: SelectPost analysis, 2014

YOUR TARGET GROUP IS CHOSEN? BPOST DETECTS WHERE THEY LIVE.

Healthy brand loverNow, advertise where there is a high concentration of…

example

TAILOR MADE COVERAGE

11

Increase awareness of your (new) products

31% of Belgians regularly buy products they saw in folders

75% of Belgians use folder to prepare their shopping list

ACTIVATING

Your brand with maximum 2 others the same day

36% recall rate: 3rd best media after cinema and direct mail

99% distribution quality Instant reach: 91% of customers check

their mailbox every day Tailor made: pick your target group,

choose a catchment area, day certain on demand

31% of Belgians regularly buy products they saw in folders

75% of Belgians use folder to prepare their shopping list

DISTRIPOST BOOSTS YOUR REACH AND AWARENESS

12

Increase awareness of your (new) products

CATCHY WIDE REACH ACTIVATING

Acquire new consumers

A GOOD TARGETING ENSURES RELEVANCE OF YOUR OFFER.RELEVANCE ENSURES SALES.

RELEVANCE LEADS TO SALES

13

14

Acquire new consumers

SeniorsFamiliesSingles

A brand lovers PL shoppers Highest social class

Active people

Pick your target group among 840.000 households and 2500 criteria

RELEVANCE LEADS TO SALES

Source: SelectPost

Acquire new consumers

Healthy consciousBioEnvironmental friendly

Preferred retailer Halal Cooking lovers Ready prepared dish

Pick your target group among 840.000 households and 2500 criteria

Ethical, fair trade

RELEVANCE LEADS TO SALES

15Source: SelectPost

Acquire new consumers

Kind of washing products used for

clothes

Kind of washing products used for dishes

Skin typeCosmetic usage

Young parents Pet owners Sport they do

Pick your target group among 840.000 households and 2500 criteria

RELEVANCE LEADS TO SALES

16Source: SelectPost

Acquire new consumers

Sweeties toothHot beverageDairy productsBreakfast habit

Cereal lovers Alcohol Soft drinks

Pick your target group among 840.000 households and 2500 criteria

Salty or sweet snacks

RELEVANCE LEADS TO SALES

17

Acquire new consumers

Light, slimmingChipsFrozen foodIce cream

Soups Gluten, lactose, cholesterol free

Pick your target group among 840.000 households and 2500 criteria

RELEVANCE LEADS TO SALES

18Source: SelectPost

Source: Nielsen, the state of private label around the world, Nov. 2014

19

Acquire new consumers

Your brand

CONSUMERS NEED TO FEEL HOW DIFFERENT YOU AREto write your brand name instead of a product category on the shopping list?

Source: Nielsen, the state of private label around the world, Nov. 2014

20

Acquire new consumers

Source: Nielsen, the state of private label around the world, Nov. 2014

70% of Belgian think that private labels are usually extremely good value for money

60% of Belgian think that most private labels quality is as good as name brands

Consumers feel smart when they get the best price, but are ready to pay more for products which offer a clear differentiation.

CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE

Source: Nielsen, the state of private label around the world, Nov. 2014

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Acquire new consumers

Source: Nielsen, the state of private label around the world, Nov. 2014

CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE

30’ SECONDS…is it enough to explain

your added value?

Source: “Direct consumer panel”, n=2384 analyzed mailings 22

Acquire new consumers

CONSUMERS NEED TO FEEL HOW DIFFERENT YOU ARE

TOP OF MIND

to CONVINCE with direct mail1’52”

23

Source: Direct Mail Barometers, Market Probe

Acquire new consumers

B2B

Insurance

Telecom

Retail

FMCG

Automotive

53%

56%

61%

66%

71%

77%

Average recall of a direct mail per sector

TOP OF MIND

DIRECT MAIL ENSURES RECALL

Source: Media Preference Survey, Market Probe

Acquire new consumers

24

Radio

Press

E-mail

TV

Door to Door

Direct Mail

7%

10%

10%

19%

20%

34%

Advertising through this mediumconvinces me to try a new product

VERY ACTIVATING

DIRECT MAIL STIMULATES TRIAL

25

DIRECT MAIL MAKES PEOPLE ACT!

“Action or intention to act after receiving a direct mail”

Acquire new consumers

Source: TNS Media, Letterbox Consumer Survey 2014

Finances

Automotive

Telecom

Energy

Leisure

Fashion

FMCG

Retail

12%

12%

20%

22%

25%

32%

36%

43%

VERY ACTIVATING

26

Acquire new consumers

Average vouchers redemption via direct mail

Hot beverages

Non alcoholic beverages

Confectionary

Dairy

Alcoholic beverages

Bakery & Biscuits

Frozen food

Grocery

2%6%

7%7%

9%11%

14%16%

VERY ACTIVATING

27

Acquire new consumers

Average vouchers redemption via direct mail

Electro DIY Garden

Health & Beauty

Housekeeping

Fabrics

Pet food/care

Paper

2%

3%

4%

9%

10%

14%

VERY ACTIVATING

28

Acquire new consumers

Average vouchers redemption via direct mail

Electro DIY Garden

Health & Beauty

Housekeeping

Fabrics

Pet food/care

Paper

2%

3%

4%

9%

10%

14%

VERY ACTIVATING

83%look for vouchers in their letterbox

Source: Market Probe, barometer “For You” , 2013 ; GFK “The consumer and his leaflets”, 2014 29

Acquire new consumers

61%want to get vouchers

to try new products

Belgians are the world’s champion as vouchers’ users!

Define your target groups among 850.000 households and 2.500 criteria

71% recall rate in FMCG: 2nd best media after cinema

1’52 to convince

Best media to convince to try a new product

36% of recipients intend to act after receiving a direct mail in the FMCG sector

DIRECT MAIL BOOSTS PURCHASE

RELEVANT AND TARGETED TOP OF MIND DRIVER VERY ACTIVATING

Acquire new consumers

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