Impact Survey Dsl Provider

DSL Provider Direct Mail Pilot Results Sanitized version June, 2006

CAVEAT ,[object Object],[object Object]

AGENDA ,[object Object],[object Object],[object Object],[object Object]

MARKET RESEARCH SETUP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign objective Target customers Accompanying media Market research

KEY MESSAGES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DIRECT MAIL HAS A STRONG IMPACT ON SPONTANEOUS AWARENESS ‘ Which DSL Provider do you know? (spontaneous) Percentage of respondents N=3500 ,[object Object],X 2,2 Direct Mail Door to Door Control Group Invoice total Customer Magazine total

THE MAIN RESTRAINT TO SUBSCRIPTION IS THE LACK OF INFORMATION

DIRECT MAIL SIGNIFICANTLY REDUCES THIS RESTRAINT ,[object Object]

DIRECT MAIL DEMONSTRATES A HIGH RECALL RATE, TOGETHER WITH THE LETTER ADDED TO INVOICE Percentage of respondents* ,[object Object],Direct Mail Invoice + Letter Door to Door Invoice + Banner Cust. Magazine + Letter Cust. Magazine X 4

… AND THE BEST ‘RECALL CONTENT’ Percentage of respondents Received Recall DSL message Media funnel “ Do you remember a … from DSL Provider ?” “ What did you do with the … from DSL Provider?” Read Recall content “ Can you describe the … from DSL Provider ?” ,[object Object],[object Object],DM 72 100 21 12 76 15 21 INVOICE + BANNER 36 100 5 1 56 2 5 INVOICE + LETTER 48 100 18 6 66 9 18 MAGAZINE 79 100 5* 2 54 4 5 DOOR TO DOOR 67 100 8 4 79 6 8 N= 500 N= 500 N=500 N= 500 N= 500 N= 500 MAGAZINE - LETTER 79 100 5* 2 54 4 5

… . LEADING MOST INBOUND CALLS Received Inbounds calls Media funnel* Proposal Sent * INDEXED Source: DSL Provider & Post Teams analysis ,[object Object],18 1 000 10,7 1,92 1,07 23 5,5 1,26 0,55 1 000 0 0,1 0 0,01 1 000 23 0,07 0,016 0,07 1 000 13 1,2 0,16 0,12 1 000 DIRECT MAIL INVOICE + LETTER INVOICE + BANNER TOTAL MAGAZINE DOOR TO DOOR

NEW SUBSCRIBERS FIGURES Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total* Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tele Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DSL Provider Centers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],63% 55% ,[object Object],[object Object]

COMPARISON OF UNITARY COSTS OF MEDIA Source: DSL Provider & Post Teams analysis * Ewtrapolation : 75.000 DM / 2.000.000 Door to Door COST / RECEIVER (€) ,[object Object],* * Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter Extrapolation Basis Aided

COMPARISON OF MEDIA EFFICIENCY IN SALES ACTIVATION Source: DSL Provider & Post Teams analysis EFFICIENCY (% conversion subscribers / receivers) ,[object Object],[object Object],Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter

ROI / MEDIA Source: DSL Provider & Post Teams analysis RETURN ON INVESTMENT (%) ,[object Object],Direct Mail Door to Door Cust. Magazine + Letter Invoice + Letter

CONCLUSIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Impact Survey Dsl Provider

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Editor's Notes