Embed Size (px)
Citation preview
On a screen, 65%
On paper, 35%
4%
14%
19%
30%
33%
0% 5% 10% 15% 20% 25% 30% 35%
I will leave my post for a few daysbefore opening it
I tend to throw away or recycle most ofmy post
I only look forward to receiving postwhen I am expecting a particular
delivery
I don’t look out for the post, but will open what I get the same day
I look forward to seeing what the postman has got for me, and I’m very
disappointed if I don’t receive anything
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to productlaunches/events
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
5%
6%
8%
15%
17%
48%
0% 10% 20% 30% 40% 50% 60%
It is from a brand/company that Iknow
I am interested in the product/service
It might contain a coupon or voucher
I see it contains a sample, coupon orvoucher
It looks like an interesting package
It is personally addressed to me
Source: fast.MAP Marketing GAP 2012
Marketers are out of step with Consumers...overestimating
the impact of the web and underestimating print.
7%
14%
14%
36%
38%
40%
59%
0% 20% 40% 60% 80%
If it didn’t have a social media presence I could like or follow
If it didn’t use the most up-to-date communication methods to advertise its services
If its website wasn’t optimised for my tablet/smartphone
If it refused to send information(invoices/statements/brochures) in offline, printed form
If it closed all its physical outlets and announced it wouldonly have an online presence
If I could only get updates about its new products and offersby signing up to its social media presence
If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form
3%
3%
4%
9%
12%
13%
54%
0% 10% 20% 30% 40% 50% 60%
Wait until I have a few pieces of post and thenread them together
Leave it a few days for when I have time toopen it
I throw post away that I don’t recognise
I throw away post that appears to bemarketing something
Open it straight away if it is from a brand Irecognise
Open it straight away if I am expecting aparticular response/package from the company
Open it straight away, does not matter whosent it
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
12%
12%
14%
20%
25%
36%
36%
56%
0% 10% 20% 30% 40% 50% 60%
It makes me feel I am being rewarded by the brand
I like the way it looks
I want to show it to my friends and/or family
It feels tailored to my needs and interests
I think it will be useful to my friends and/or family
It will remind me to further research theproduct/buy the product at another time
I am interested in the brand
I am interested in the product/service
4%
41%
44%
7%
1%
1%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Within a day
Within 2-4 days
Within a week
Within twoweeks
Within threeweeks
Within a month
Over a month
The next slides contains the
most significant findings of
the study
The next slides contains the
most significant findings of
the study………………..
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more…
I would look to respond directly by post (e.g. fill in…
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out …
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tearoff slip)
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tearoff slip)
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
28%
33%
9%
17%
13%
0% 5% 10% 15% 20% 25% 30% 35%
In about 5 years’ time
In about 10 years’ time
In about 25 years’ time
Not in my lifetime
Never
fast.MAP’s
5
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3.
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3.
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3.
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3.
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3.
3. What next…
D
