electrabel 07dec2010
DESCRIPTION
bpost presentation incl. DM Pige data & visuals and DM Carbon MeterTRANSCRIPT
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DM Workshop preparation
Meeting for Electrabel
December 7, 2010
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1
Recap from last meeting (May 2010)
• Communication challenges within utilities sector
• Simplify
• Trust
• Involvement
• Not released yet: CARE programme
• Proposals
• 121 Lab (example: Lampiris)
• Green DM Barometer
• Discussion: Energiek
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2
On the Menu today
• Update DM Pige
• Results impact study DM Carbon Meter
• Latest DM insights
• Very soon: DM beta coefficient
• DM Workshop?
• Mass Post Centre – Brussel X
• Together with agencies?
• Around Specific theme
• Care?
• Building communication consistency in DM
• DM Green in practice?
• New cross-media pilots?
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1. DM Pige update
2009 & 1st semester 2010
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Review of campaigns
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5
33,9
4,9
34,9
4
Mass Media (CIM) Direct Mail (DM pige)
Gross media investments in ENERGY (Mio €)
Important note: Figures are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM compliant
mio eur
20092008
+22,5%
+3,2%
11,9%
In 2009, 22,5% boost in DM supported a 11,9% increa se in total media. However, Direct Mail spendings dropped down i n 2010 compared to 2009.
18,8 21
3,6 2,2
22,4
2,7
Mass Media (CIM) Direct Mail (DM pige)mio eur
20092008 2010
Media investments Q1 to Q3 2008/2009/2010Evolution Media investments 2008-2009
ECT: ENERGYSCT: ENERGY
SSCT: ENERGY
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12,4% 13,8%9,6%
1%
10%
3%2%3%
9%
17%
5%
4% 5%21%
13%8%
12%
23%
50%
27% 27%
24%
0%
20%
40%
60%
80%
100%
2008 2009 2010
TV
Radio
Dailies
Magazines
Internet
Cinema
Postering
Direct Mail
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
2621,5 23,2 mio eur
Media mix evolution Q1 to Q3 2008/2009/2010
TV decreased of more than a half from 2008 to 2009. In 2010, TV remained stable. Dailies and DM decreased. Radio an d Internet increased.
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7
45,6%
10,1%
9,4%
6,0%
11,7%
5,7%
2,5%
1,9%
3,3%
46,0%
22,1%
5,2%
7,9%
5,4%
4,1%
1,6%
0,9%
1,0%
ELECTRABEL
LUMINUS
GDF - SUEZ
NUON
EANDIS
ELIA SYSTEMOPERATOR
ESSENT
ECO VISION
SUEZ
SUNSWITCH2008
2009
63,6%
24,1%
3,9%
0,7%
1,6%
68,8%
3,0%
2,0%
0,6%
1,4%
0,8%
1,4%
1,0%
21,3%
0,9%
0,9%
0,6%
ELECTRABEL
LUMINUS
NUON
EANDIS
GDF - SUEZ
ECOPOWER
PBE
ESSENT
ORES
SUEZ
Mass Media (Cim MDB) Direct Mail (DM pige)
Top 10 investors 2008 – 2009 in Mass Media en Direct Mail
In 2008 and 2009, Electrabel was by far SoV leader in Mass Media and DM. Luminus was second, with a large incre ase in Mass Media.
TOTAL 2008 = 33,9 mio €TOTAL 2009 = 34,9 mio €
TOTAL 2008 = 3,9 mio €TOTAL 2009 = 4,9 mio €
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8
60,1%
29,0%
3,6%
1,4%
75,6%
2,1%
1,1%
0,7%
57,60%
26,90%
3,90%
2,30%
0,80%
1,60%
0,50%
1,30%
0,6%
1,2%
1,7%
0,9%
16,6%
0,7%
1,0%
ELECTRABEL
LUMINUS
NUON
EANDIS
ECOPOWER
ORES
PBE
ESSENT
LAMPIRIS
SUEZ
34,5%
15,3%
14,5%
5,0%
14,9%
1,5%
3,1%
6,0%
2,0%
47,0%
26,2%
4,4%
4,7%
5,9%
2,5%
2,3%
23,5%
32,1%
0,8%
4,6%
7,2%
8,1%
1,6%
ELECTRABEL
LUMINUS
EANDIS
ELIA SYSTEMOPERATOR
GDF - SUEZ
NUON
LAMPIRIS
ESSENT
SUEZ
ECO VISION
2008
2009
2010
Mass Media (Cim MDB) Direct Mail (DM pige)
Top 10 investors Q1 to Q3 2008/2009/ 2010 in Mass Me dia en Direct Mail
Share of Electrabel decreased in 2010, especially in Mass Media. More players are appearing in Mass Media. In DM, Lu minusremained the only relevant challenger of Electrabel .
TOTAL 2008 = 18,8 mio €TOTAL 2009 = 22,4 mio €TOTAL 2010 = 21 mio €
TOTAL 2008 = 2,6 mio €TOTAL 2009 = 3,6 mio €TOTAL 2010 = 2,2 mio €
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9
8%
21%
2%5%
2%
11%
3,60%
1,80%
20%
3%
12%
25%
26%
57%
100%
39%
13%
8%4%
16%46%
38%
61%
9%
25%17%
65%
21%
43%
85%
7%
35% 37% 40%
3%
84%
6%
0%
20%
40%
60%
80%
100%
LUM
INU
S
ELE
CTR
ABEL
LAM
PIR
IS
NU
ON
ELI
A S
YS
TE
M
OPE
RATO
R
SO
LAR
IG
PO
WE
R 4
YO
U
EN
EL
ES
SEN
T
TW
INE
RG
Y S
UN
TIL
E
TV
Radio
Dailies
Magazines
Internet
Cinema
Postering
Direct Mail
Important note: % are calculated through combination of 2 sources: Cim-MDB (Mass Media) and DM pige (DM). DM pige is relatively comparable but is not CIM Compliant
0,977,3 0,7
mio eur
Media mix comparison Q1 to Q3 2010
In 2010, Luminus invested more than Electrabel. Howe ver, Electrabel had a higher DM share. The DM investment s of other players remained marginal.
6,2 1,7 1,6 0,75 0,43 0,34 0,33
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DM Pige – ENERGY SECTOR
VISUALS
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COMPETITORS’ MAILINGS - LUMINUS
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COMPETITORS’ MAILINGS - LUMINUS
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COMPETITORS’ MAILINGS - LUMINUS
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COMPETITORS’ MAILINGS - NUON
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COMPETITORS’ MAILINGS - NUON
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COMPETITORS’ MAILINGS - NUON
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COMPETITORS’ MAILINGS - EANDIS
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COMPETITORS’ MAILINGS - ESSENT
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COMPETITORS’ MAILINGS - LAMPIRIS
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COMPETITORS’ MAILINGS - ENECO
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COMPETITORS’ MAILINGS - SHELL
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COMPETITORS’ MAILINGS – IRS SOLAR / WT SOLAR
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2. DM Carbon Meter
What & how?
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What about C02 emissionsin Belgium?
each Belgian citizen
=3 Atomiumspheres
Belgium=
30 MillionAtomiumspheres
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Why a DM Carbon Meter ?
Purpose
• Calculate carbon (CO2-equivalent) emissions of a standard mailing
• Propose low-carbon alternatives
• Collect easy comparative benchmarks
• Enable continuous improvement
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Life Cycle of a DM campaign
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Input screen
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Details of distribution
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Details of the mailing
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Results screen
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The real impact of postal distribution
13%
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Also available for unaddressed mail
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C02 Offsetting
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Which impact onconsumers…
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The enveloppe
Regular
Green
Normal paper
170grs
Full coloured
FSC paper
115grs
50% coloured
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The letter
FSC paper
150grs
Full coloured
Regular
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The letter
Green
50% recycled paper
100grs
50% coloured
+ PPS
La réalisation de ce courrier bénéficie d’un impact C02 réduit.
Emission unitaire de C02: 135g, soit moins de 40%
Par rapport aux courriers précédents.
Imprimé à l’encre végétale sur du papier recyclé à 50%
et d’un poids réduit de 32%.
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Less colour has negative impact
all respondents having children of 5-7 months
Recall having
received it
Opened it Recall
content
Intent to act Intent to use
coupons
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
“Do you have the intention to use the coupons?”
Read it
GreenIndex = green/regular
GreenIndex = green/regular
92 97 93103 98 89
RegularIndex = 100
RegularIndex = 100
100 100 100100 100 100
Lost in
opening
Lost in
Intention
at the end
100
89
Response
rates
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French speaking seems more sensitive to colour
Regular FRIndex = 100
Regular FRIndex = 100
100 100 100100 100 100
Regular NLIndex = 100
Regular NLIndex = 100
100 100 100100 100 100
Green FRIndex = Green/regular
Green FRIndex = Green/regular
81 99 9497 107 76
Green NLIndex = Green/regular
Green NLIndex = Green/regular
95 94 97110 90 95
The higest
Negative
Influence is FR
Recall having
received it
Opened it Recall
content
Intent to act Intent to use
coupons
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
“Do you have the intention to use the coupons?”
Read it
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Read
carefully &
with
interest
25%
Read
25%
Not read /
threw away
25%
Skimmed
through it
25%
The green mailing has a better reading score
What have you done after opening the DM?
Opened DM
Regular 100
Green 200 BETTER READ
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Flemish people are more sensitive towards green items
NL 65% FR 58%
NL 65% FR 41%
REGULAR 38% GREEN 40%
I’m concerned about environment
It’s a positive trend that the environment
gets attention in the media
Nestlé pays attention to its C02 emission
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Even a short sentence in PS is read by 1/3 readers
Did you notice that Nestlétried to reduce the CO2 impact
of the mailing to the
maximum?
Did you notice a difference
with the previous mailings that
you received from Nestlé?
YES: 31% YES: 21%
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Tested Material: Green version
+ b&w logo
+letter
Same paper
Same weight
Same printing
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Green version as a real positiveimpact on prospects, not on clients
Prospects Green*102 87 33889 200116
Prospects Regular 100 100 100100 100100
Clients Green*90 97 98113 10093
Clients Regular 100 100 100100 100100
Recall having
received it
Opened it Recall
content
Intent to act
“Do you remember receiving a DM?”
“What did you do with the DM?”
“Can you describe the DM?”
“Do you have the intention to react?”
Read it
*Index = GreenRegular
Not same
effect
Letter
Content !
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Prospects see Van Helden more as a green actor than clients
regular 15% green 19%
Van Helden plays a positive role in the protection of the
environment
prospects 24% clients 1 3%
Van Helden is a company preoccupied with the subject
prospects 26% clients 10%
Van Helden pays attention to its C02 emission
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Green: 26% have seen the letter 21% the prospects have read it
YES: 19%
PROSPECTS: 21%
CLIENTS: 17%
Description of content DM
+
Did you notice that Van Helden tried to reduce the CO2 impact of the
mailing to the maximum?
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FSC isn’t known at all!
Do you know what FSC means ?
NESTLE – B2C: 20%
VAN HELDEN - B2B: 25%
NESTLE – B2C: 72%
VAN HELDEN - B2B: 56%
Never heard about it
Do not know
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Some Conclusions…
• The power of DM : the envelop, the colour and the letter, especially in FR
• ‘Green’ text gives a better and higher reading rate
• NL more eco-sensitive than FR
• Weak understanding of the FSC concept
• This doesn’t help positive perception towards paper (one shot)
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3. Latest DM Insights
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Active website users recall better a magazine than others (fmcg case)
DM funnel
Received magazine
Recall magazine
Open magazine
Read magazine
“Did you receive the magazine'?"
"What did you do with the last magazine you received
– Did you read it*?"
"Did you open the last issue of the magazine you received?"
Magazine & e-news
100 61708686
557070 9191
Magazine & no e-news
100 38435086865050 8888
n=300
n=300
Magazine & e-news & visit site
100 7885 9292 698585 8888n=300
Source: Market research on 1200 customers, October 2009
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65% of the e active users still prefers the paper magazine
73%
69%
79%
58%
60%
69%
60%
55%
“To what extent do you think the following statements apply to the internetsite?”
Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2)
57%
57%
65%
49%
I use the website as anaddition to the paper
magazine
The website is goodsubstitute to the
magazine
I prefer the papermagazine
I prefer the website
Magazine + e-newsletter +
active on site
n=300
Magazine + e-newsletter +
not active on site
n=128
Magazine + no e-newsletter +
not active on site
n=19
*1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not
Source: Market research on 1200 customers, October 2009N = respondents having visited the website
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Sending an e-newsletter together with the magazine reinforces the potential for tactical purposes
57
64
78
50
61
74
“Do you remember receiving a booklet with
coupons together with the latest edition of the
magazine?”
“Did you use some coupons or do you plan to
do so?"
Coupon recall Intention to use coupons
N = respondents having received magazineSource: Market research on 1200 customers, October 2009
Magazine & e-newsletter & visit site (n=300)
Magazine & e-newsletter (n=300)
Magazine & no e-newsletter (n=300)
conversion rate from recall to usage
95
97
88
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DM comes in second after cinema (70-75%)
To read you need your maximum attention
The of DMΒeta coefficient( )n
nS β−−= 11
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61© bpost - DM Discovery 8 - 30.08.2010
Hyperpersonalization
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62© bpost - DM Discovery 8 - 30.08.2010
1 to 1 personalisationincreases results
1 to 1 Lab � Global Conversion Funnel
Traffic creationx10
Communication Recall = 74%
Want to act = 39%
POS traffic = 15-20%
POS conversionx3
Offers = 12%
Source: 1 to 1 Lab – Xerox – Stratégies - bpost
Sales profit+++
Sales = 6%
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Integrate your investmentsOffline media drive 67% of searches
Source IAB 2010
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Viral DM : the art of sequencing, integrating social media
Segmentation basedon profile
PersonalizedDM including PURL
Or augmented reality
Microsite including action
Like, push to socialmedia
Register
Response rate >200%
http://www.entrepreneur.com/magazine/entrepreneur/2010/july/207184.html
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How can we help youDM Workshop – tailor made
TekstDM Campaign coaching – DM Training – DM
Process
Comm.strategy
Targeting Developm.Production
FrankingDistribution
Respons &Return mgt
Post evaluation
Recruitment
DM
Cross/
Upsell DM
Loyalty
DM
DM
Briefing
DM
Targeting
DM
Checker
DM
Pretest
Multimedia
Pilot
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Barometer
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Response/
Benchmark
DM ROI
Calculator
DM
IntegratorDM Carbon
meter