Custom Publishing In Car Sector

Michel Libens, managing partner Propaganda / president CustoChris Van Gils, business unit manager sQills- sanoma magazines

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Customer Media & Custo...

Facts & figures

Trends

Pit stop

5 How can Custo help you?

CUSTOMER MEDIA&

CUSTO

Customer Media What is it all about?

Customer Media: booming businessUK: +54% by 2011(*)Germany: +18% in 2007 (**)Belgium: +12% in 2006, 2007, 2008

Likability of Customer Media for the consumer:

- Clutter- Customers attitude towards classic advertising- Desire for authenticity, for real stories- The reader is the central point- Result: 25’ on the reader’s lap

(*) Research Bureau Mintel(**) CPF survey

Customer Media What is it all about?

Customer Media: booming businessMore and more advertisers discover thepower of magazines:

- budget shift: growth due to more budget to CM (raise of frequency, larger distribution, more pages, better quality, ...)- optimize the use of content in their mediamix- Customer Media have a proven efficiency in an environment where the existing mediamix is under growing pressure

Growing niche, new players, new rules, who’s who?, ...

Strong need for a quality label

Knowledge sharing

Growing need for neutral figures, benchmarks and ROI proof

CUSTOCustomer Media

Customer MediaIn Automotive Facts & figures background

first time ever, neutral, break-through study on the effectiveness of customer media (print) in Automotive in UKexecuted by Millward Brown on behalf of the APA

overall and sector specific benchmarks

Customer MediaIn Automotive

Exposedto

magazine

Notexposed

Magazine Cell Control Cell

Customersof the brand

Magazine - Control = Customer Magazine Effect

Facts & figures background

Customer MediaIn Automotive Facts & figures

Magazines in Automotive tend to hold readers attention longer than other sectors with an average reading length of 30 minutes (vs. 25’ ingeneral)

12

19

23

30

14

17

23

20

15

14

5

2

How long spent in total looking at or reading the magazine?

Under 5 mins

5 - 10 mins

10 - 20 mins

20 - 30 mins

30 - 1hr

1 - 2 hrs

More than 2 hrs

24 mins(10550)

Study Average

%

How much did you read of the last magazine?

All of it

Most of it

About half

A little

None of it

57%

AutomotiveAverage

%14

20

20

16

15

8

4

Average 30 mins(2771) (10550) (2771)

Study Average

%

AutomotiveAverage

%

12

21

24

30

12

54%

Facts & figuresCustomer Media

In Automotive

Facts & figures

The majority of automotive respondents keep hold of a magazine for a week or more and most access it 1-2 times, picking up the magazine, in general, more than the study average


15

18

26

13

20

22

45

18

6

2

2

How many times do you usually pick up the magazine by the time you have finished with it?

0

1 - 2

3 - 4

5 - 9

10 - 14

15 or more

Base: (10550)

StudyAverage

%

How long do you usually keep an issue of the magazine?

16

45

24

8

2

2

(2771)

AutomotiveAverage

%

About a day

A few days

One to two weeks

A month

Over a month

Base: (10550)

14

18

30

16

21

59%

StudyAverage

%

AutomotiveAverage

%

(2771)

67%


In Automotive

Facts & figures

Appeal and Affinity are stronger amongst customers who are exposed to the magazines in the Automotive Sector


8

9

4

2100%

94%

58%

45%

Magazine

98%

89%

49%

38%Affinity

Appeal

Acceptance

Awareness

Base: 7 Automotive titles

ControlCustomer magazine

effect

h

Automotive sector


In Automotive

Facts & figures

Customers who receive customer magazines (automotive and in general) are more likely to stay loyal to the brands, choosing them at the next purchase occasion


Facts & figures

The Customer Loyalty Score – the probability that the customer will choose you rather than competitors at next purchase occasion

Sector averages

AutomotiveMagazine Control

60 55

Study average Magazine = 53 Control = 48


Facts & figures

Posted titles are, on average, read longer, retained longer, passed more on to others, than picked up titles.



In Automotive

8 820 24

4549

2112

21 22

Picked up titles are actually looked at on a few more occasions

Posted%

(2418)Base:

Picked up%

(285)

Difference-/+

0

1 to 2

3 to 45 to 9

+9

-4

-4010 to 14

-4

15 or more -1


In Automotive

13 7

1413

1924

22 32

19 18

23 37

However, customers spend on average 8 minutes longer reading posted titles

Posted%

(2418)Base:

Picked up%

(285)

Difference-/+

Under 5 minutes

5 - 10 minutes

10 - 20 minutes

20 - 30 minutes

+1

-10

+1+6

30 minutes - 1 hour

-5

1 -2 hours+4More than 2 hours+1

27 minutesAverage time spent reading 19 minutes


In Automotive

And posted titles are kept for longer

Posted%

(2418)Base:

Picked up%

(285)

Difference-/+

About a day

A few days

One to two weeks

A month

-3

-3

-1

+9Over a month

-1

25 16

1314

2728

1821

15 18

Facts & figures

Around a third of readers of automotive titles take some form of action having read the magazine.


37

29

37

29

26

20

18

13

4

Study Average

Automotive sector average

Talked about BRAND with a friend or colleague

Purchased or renewed BRAND’S club membership

Visited the BRAND’s dealer

Visited the website

Requested a brochure or test drive

Entered a competition

Phoned the call centre

Level of active response%

Base: Magazine sample

Best performer

(2771)


In Automotive


In Automotive

But..... this is UKWhat about Belgium ?

Custo launches december 2008 the ‘Custometer’ study

- neutral (Media’H)- state of the art- cheap- = reader survey + effectiveness check

Customer Media in Automotive

TRENDS

Trend 1: More than image

Customer media in automotive have outgrown the stadium of image building only

Customer media are effective tools in the sales process !

Customer media call to actionCustomer media are loyaltytools


Trend 2: More than print

CrossMedia Content Marketing is the name of the game

There’s more than print magazine onlyThere’s more than print stand aloneConsequent storytelling through the different ‘lines’


The best cases (in terms of effectiveness) are smart combinations

Trend 3: More than one fits all

Customer media allow a far-reaching segmentation

Segmentation towards specific target groups

Segmentation towards lokal markets and submarkets

Allowing you to tell the right story to the right target


Trend 4: More than one way communication

Customer media allow a far-reaching personalization and a dialogue with the customer

Beyond classic personalization

Customer generated content ‘avant la lettre’


Trend 5: More than expenses

Real customer media love the ROI battle

Proven by research

Custo will provide specific Belgian research and benchmarksAlso on best practices in media mix %



EFFICIENCY CHECKPit stop

DO YOU…?

... use all the power of your magazine mailing moment?

... think reader or product?

... manage the fit in your overall content marketing vision?... manage the fit into your CRM strategy?

Not at all More or less Definitely


Do you use all the power of your magazine mailing moment?

Think about extra cover techniques, inserts, etc...

DO YOU…?

Your magazine is an excellent platform for ‘lift along’ messages (invitations, promo actions, ...)



Do you think reader or product?

Magazines work better when editorial and not product brochure

Content is the key, in print as in e !!

DO YOU…?

Product Reader

Smart marketeers create strong brand relationships by providing valuable and relevant content


Does your magazine fit in your overall content marketing vision?

DOES YOUR MAGAZINE...


Smart marketeers create strong brand relationships by providing valuable and relevant content

Since more and more marketeers (in all businesses) begin to understand these mechanics... you have to do better !


Does your magazine fit in your overall content marketing vision?



Make sure it’s behavioral and with purposeMake sure it’s ‘essential’Make sure it’s linked to your overall business strategy Make sure it’s ‘targeted’


Does your magazine fit into your CRM strategy?




Data, data, data !

Don’t forget the essentials !- do something with retours - work with your d-base, - use your project to gather info on individual needs,- use ‘moments of thruth’ to deliver specific content, - smart use of opt-in and opt-out

Customer MediaIn

Automotive

WHAT CAN CUSTODO FOR YOU?

Opening up existing research results

Dec. 2008: Launch of a Belgian standard for reader’s survey and basic effectiveness study : Custometer

Realization of relevant Belgian benchmarks

Share ‘best practice’

CUSTO ResearchCustomer MediaIn Automotive

CRMDecomF-Twee CommunicatieJansen & JanssenHeadline Publishing AgencyMediapartnersPropagandaRoularta Custom MediasQillsTo.Be

CUSTO MembersCustomer MediaIn Automotive

Business

Custom Publishing In Car Sector