bpost presentation incl. DM Pige data & visuals and DM Carbon Meter

1. DM Workshop preparation
Meeting for Electrabel
December 7, 2010

2. 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
1

3. 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?
2

4. 1. DM Pige update
2009 & 1st semester 2010

5. Review of campaigns

6. In 2009, 22,5% boost in DM supported a 11,9% increase in total
media. However, Direct Mail spendings dropped down in 2010
compared to 2009.
Gross media investments in ENERGY (Mio €)
Evolution Media investments 2008-2009 Media investments Q1 to Q3 2008/2009/2010
2008 2009 2010
2008 2009
2,2
2,7 3,6
4 +22,5% 4,9 11,9%
18,8 21
33,9 34,9 22,4
ECT: ENERGY
+3,2%
SCT: ENERGY
SSCT: ENERGY
Mass Media (CIM) Direct Mail (DM pige)
Mass Media (CIM) Direct Mail (DM pige)
mio eur mio eur
5
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

7. TV decreased of more than a half from 2008 to 2009. In 2010, TV
remained stable. Dailies and DM decreased. Radio and Internet
increased.
Media mix evolution Q1 to Q3 2008/2009/2010
21,5 26 23,2 mio eur
100%
TV
27% 27%
Radio 80%
50%
Dailies
12%
60% 23%
Magazines
Internet 24%
8%
13%
Cinema 40%
4% 5%
21%
Postering 9%
17%
20% 5% 10%
Direct Mail
3% 2%
1%
3%
12,4% 13,8%
9,6%
0%
2008 2009 2010
6
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

8. In 2008 and 2009, Electrabel was by far SoV leader in Mass
Media and DM. Luminus was second, with a large increase in
Mass Media.
Top 10 investors 2008 – 2009 in Mass Media en Direct Mail
Mass Media (Cim MDB) Direct Mail (DM pige)
45,6% 63,6%
ELECTRABEL 46,0% ELECTRABEL 68,8%
10,1% 24,1%
LUMINUS 22,1% LUMINUS 21,3%
9,4% 3,9%
GDF - SUEZ 5,2% NUON 3,0%
6,0% 1,4%
NUON 7,9% EANDIS 2,0%
11,7% 1,4%
EANDIS 1,0% GDF - SUEZ 0,6%
ELIA SYSTEM 5,7% 0,7%
OPERATOR 5,4% ECOPOWER 0,9%
2,5% 1,0%
ESSENT 4,1% PBE 0,6%
1,9% 1,6%
ECO VISION 1,6% ESSENT
3,3%
SUEZ TOTAL 2008 = 33,9 mio € ORES 0,9%
TOTAL 2008 = 3,9 mio €
TOTAL 2009 = 34,9 mio € 2008 0,8% TOTAL 2009 = 4,9 mio €
SUNSWITCH SUEZ
0,9% 2009 7

9. Share of Electrabel decreased in 2010, especially in Mass Media.
More players are appearing in Mass Media. In DM, Luminus
remained the only relevant challenger of Electrabel.
Top 10 investors Q1 to Q3 2008/2009/ 2010 in Mass Media en Direct Mail
Mass Media (Cim MDB) Direct Mail (DM pige)
34,5% 60,1%
ELECTRABEL 47,0%
ELECTRABEL
75,6%
23,5% 57,60%
15,3% 29,0%
LUMINUS 26,2%
LUMINUS
16,6%
32,1% 26,90%
14,5% 3,6%
EANDIS 4,4%
NUON 2,1%
0,8% 3,90%
ELIA SYSTEM 5,0% 1,7%
4,7% 1,1%
OPERATOR 4,6% EANDIS 2,30%
14,9% 0,6%
GDF - SUEZ ECOPOWER
1,0%
0,80%
NUON 5,9%
ORES 0,7%
7,2% 1,60%
1,5% 0,9%
LAMPIRIS PBE 0,7%
8,1% 0,50%
3,1% 1,4%
ESSENT 2,5%
ESSENT
1,6%
SUEZ
6,0% TOTAL 2008 = 18,8 mio € TOTAL 2008 = 2,6 mio €
LAMPIRIS 1,30%
TOTAL 2009 = 22,4 mio € 2008 TOTAL 2009 = 3,6 mio €
1,2%
ECO VISION
2,0%
2,3% TOTAL 2010 = 21 mio € 2009 TOTAL 2010 = 2,2 mio €
SUEZ
2010 8

10. In 2010, Luminus invested more than Electrabel. However,
Electrabel had a higher DM share. The DM investments of other
players remained marginal.
Media mix comparison Q1 to Q3 2010
mio eur
7,3 6,2 1,7 1,6 0,97 0,75 0,7 0,43 0,34 0,33
100% 3%
21%
TV
35% 37%
80% 40%
43%
Radio
61%
65%
Dailies 60% 38%
85% 84%
17%
25%
Magazines 100%
6%
40% 4%
Internet 8% 3% 46%
1,80% 16%
57%
11%
Cinema 20%
20% 25% 39%
Postering 26% 7%
3,60% 21%
12% 13%
8% 5% 9%
0% 2% 2%
Direct Mail
ELIA SYSTEM
LARIG
U
INERG SUN
PIRIS
ELECTRABEL
N
INUS
ENEL
ESSENT
R
PO ER 4 YO
NUO
PERATO
LUM
Y
LAM
TILE
SO
W
O
TW
9
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

11. DM Pige – ENERGY SECTOR
VISUALS

12. 11

13. 12

14. 13

15. 14

16. 15

17. 16

18. COMPETITORS’ MAILINGS - LUMINUS
17

19. COMPETITORS’ MAILINGS - LUMINUS
18

20. COMPETITORS’ MAILINGS - LUMINUS
19

21. COMPETITORS’ MAILINGS - NUON
20

22. COMPETITORS’ MAILINGS - NUON
21

23. COMPETITORS’ MAILINGS - NUON
22

24. COMPETITORS’ MAILINGS - EANDIS
23

25. COMPETITORS’ MAILINGS - ESSENT
24

26. COMPETITORS’ MAILINGS - LAMPIRIS
25

27. COMPETITORS’ MAILINGS - ENECO
26

28. COMPETITORS’ MAILINGS - SHELL
27

29. COMPETITORS’ MAILINGS – IRS SOLAR / WT SOLAR
28

30. 2. DM Carbon Meter
What & how?

31. What about C02 emissions
in Belgium?
each Belgian
Belgium citizen
= =
30 Million 3 Atomium
Atomium spheres
spheres

32. 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

33. Life Cycle of a DM campaign

34. Input screen

35. Details of distribution

36. Details of the mailing

37. Results screen

38. The real impact of postal
distribution
13%

39. Also available for unaddressed mail

40. C02 Offsetting

41. Which impact on
consumers…

42. The enveloppe
Regular
Normal paper
170grs
Full coloured
Green
FSC paper
115grs
50% coloured

43. The letter
Regular
FSC paper
150grs
Full coloured

44. The letter
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%.
Green
50% recycled paper
100grs
50% coloured
+ PPS

45. Less colour has negative impact
Recall having Opened it Read it Recall Intent to act Intent to use
received it content coupons
“Do you “What did you “Can you “Do you have “Do you have the
remember do with the describe the the intention intention to use the
receiving a DM?” DM?” to react?” coupons?”
DM?”
Regular
Regular
100 100 100 100 100 100 100
Index = 100
Index = 100
Green
Green
103 92 98 97 93 89 89
Index = green/regular
Index = green/regular
Lost in Lost in
Response
opening Intention
rates
at the end
all respondents having children of 5-7 months

46. French speaking seems more sensitive
to colour
Recall having Opened it Read it Recall Intent to act Intent to use
received it content coupons
“Do you “What did you “Can you “Do you have “Do you have the
remember do with the describe the the intention intention to use the
receiving a DM?” DM?” to react?” coupons?”
DM?”
Regular NL
Regular NL
100 100 100 100 100 100
Index = 100
Index = 100
Green NL
Green NL
110 95 90 94 97 95
Index = Green/regular
Index = Green/regular
Regular FR
Regular FR
100 100 100 100 100 100
Index = 100
Index = 100
Green FR
Green FR
97 81 107 99 94 76
Index = Green/regular
Index = Green/regular
The higest
Negative
Influence is FR

47. The green mailing has a
better reading score
What have you done after opening the DM?
Opened DM
Read
carefully & Regular 100
with Green 200 BETTER READ
Not read /
interest
threw away
25%
25%
Skimmed Read
through it 25%
25%

48. Flemish people are more
sensitive towards green items
I’m concerned about environment
NL 65% FR 58%
It’s a positive trend that the environment
gets attention in the media
NL 65% FR 41%
Nestlé pays attention to its C02 emission
REGULAR 38% GREEN 40%

49. Even a short sentence in PS is
read by 1/3 readers
Did you notice that Nestlé Did you notice a difference
tried to reduce the CO2 impact with the previous mailings that
of the mailing to the you received from Nestlé?
maximum?
YES: 31% YES: 21%

50. Tested Material: Green version
Same paper
Same weight
Same printing
+letter
+ b&w logo

51. Green version as a real positive
impact on prospects, not on clients
Recall having Opened it Read it Recall Intent to act
received it content
“Do you “What did you “Can you “Do you have
remember do with the describe the the intention
receiving a DM?” DM?” to react?”
DM?”
100 100 100 100 100 100
Prospects Regular
89 102 116 87 338 200
Prospects Green*
100 100 100 100 100 100
Clients Regular
113 90 93 97 98 100
Clients Green*
Not same Letter
*Index = GreenRegular
effect Content !

52. Prospects see Van Helden more as
a green actor than clients
Van Helden plays a positive role in the protection of the
environment
regular 15% green 19%
Van Helden is a company preoccupied with the subject
prospects 24% clients 1 3%
Van Helden pays attention to its C02 emission
prospects 26% clients 10%

53. Green: 26% have seen the letter
21% the prospects have read it
Description of content DM
+
Did you notice that Van Helden tried to reduce the CO2 impact of the
mailing to the maximum?
YES: 19%
PROSPECTS: 21%
CLIENTS: 17%

54. FSC isn’t known at all!
Do you know what FSC means ?
Never heard about it
NESTLE – B2C: 20%
VAN HELDEN - B2B: 25%
Do not know
NESTLE – B2C: 72%
VAN HELDEN - B2B: 56%

55. 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)

56. 3. Latest DM Insights

57. 56

58. Active website users recall better a
magazine than others (fmcg case)
DM funnel
Received Recall Open Read
magazine magazine magazine magazine
“Did you receive "Did you open the "What did you do with the
the magazine'?" last issue of the last magazine you received
magazine you – Did you read it*?"
received?"
Magazine &
e-news & 100 85 85 92 78 88 69
85 92 88
visit site n=300
Magazine &
e-news n=300 70
70 86
86 91
91
100 70 61 55
Magazine &
no e-newsn=300
50
50 86
86 88
88
100 50 43 38
57
Source: Market research on 1200 customers, October 2009

59. 65% of the e active users still
prefers the paper magazine
“To what extent do you think the following statements apply to the internetsite?”
Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2)
Magazine + e-newsletter + Magazine + e-newsletter + Magazine + no e-newsletter +
active on site not active on site not active on site
n=300 n=128 n=19
I use the website as an
addition to the paper 57% 73% 60%
magazine
The website is good
substitute to the 57% 69% 69%
magazine
I prefer the paper
65% 79%
magazine 60%
I prefer the website 49% 58%
55%
*1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not
58
Source: Market research on 1200 customers, October 2009 N = respondents having visited the website

60. Sending an e-newsletter together
with the magazine reinforces the
potential for tactical purposes
“Do you remember receiving a booklet with “Did you use some coupons or do you plan to
coupons together with the latest edition of the do so?"
magazine?”
Coupon recall Intention to use coupons
Magazine & e-
newsletter & 95
78 74
visit site
(n=300)
Magazine & e-
newsletter 64 97 61
(n=300)
Magazine & no 57 50
e-newsletter 88
(n=300)
conversion
rate from
recall to
usage
59
N = respondents having received magazine
Source: Market research on 1200 customers, October 2009

61. To read you need your maximum attention
The Βeta coefficient of DM
S n = 1 − (1 − β )
n
DM comes in second after cinema (70-75%)
60

62. Hyperpersonalization
© bpost - DM Discovery 8 - 30.08.2010 61

63. 1 to 1 personalisation
increases results
1 to 1 Lab Global Conversion Funnel
Communication Recall = 74%
Want to act = 39%
POS traffic = 15-20% Traffic creation
x10
Offers = 12% POS conversion
x3
Sales = Sales profit
6% +++
Source: 1 to 1 Lab – Xerox – Stratégies - bpost
© bpost - DM Discovery 8 - 30.08.2010 62

64. Integrate your investments
Offline media drive 67% of searches
Source IAB 2010 63

65. Viral DM : the art of sequencing,
integrating social media
http://www.entrepreneur.com/magazine/entrepreneur/2010/july/207184.html
Like, push to social
media
Microsite including action
Personalized
DM including PURL
Or augmented reality
Segmentation based
Register
on profile
Response rate >200%
64

66. How can we help you
DM Workshop – tailor made
Comm. Targeting Developm. Franking Respons & Post
strategy Production Distribution Return mgt evaluation
DM Campaign coaching – DM Training – DM
Tekst
Process
DM DM DM Carbon Multimedia
Integrator Targeting meter Pilot
Recruitment DM DM
DM Pretest Barometer
Cross/ DM
DM
Upsell DM Response/
Checker
Benchmark
Loyalty
DM
DM ROI
Calculator
DM
Briefing 65