Impact Survey Fmcg 2

Brand X – FMCG Sector Direct Marketing pilot run with the Post CONFIDENTIAL Brussels, September, 2006 DISGUISED CLIENT EXAMPLE IS-07

PILOT SET-UP & OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DISGUISED CLIENT EXAMPLE

BRAND X PILOT SET UP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Date ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All interviewed customers have children between 6-12 years; contacts coming from Brand X database. All interviewed customers were French speaking. * spill-over effect French TV on a similar other brand DISGUISED CLIENT EXAMPLE ,[object Object],[object Object],Number of interviews Interview period

1- MEDIA RECALL: DM ONLY HAS A HIGHER RECALL RATE THAN RADIO Recall DM Percentage of respondents Recall DM Recall Radio Recall Radio Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 +171% ,[object Object],[object Object],[object Object],Recall French TV Recall French TV DISGUISED CLIENT EXAMPLE ‘ Do you remember receiving a mailing/hearing a radio commercial for Brand X recently?’ DM only Radio + DM Radio only Radio + DM Radio only Radio + DM

1- MEDIA RECALL : READING RATE OF DM COULD BE HIGHER WITH A STRONGER DIRECT MAIL (ENVELOP + CONTENT) Media received Media recall Media funnel “ Do you remember receiving a mailing/hearing a radio commercial for Brand X recently?” “ What did you do with the mailing for Brand X?” Read media Correct Recall content “ Can you describe the mailing/radio commercial for Brand X?” Media received Percentage of respondents ,[object Object],[object Object],* Radio suffers from a high confusion between TV and Radio. The second line of results excludes all answers concerning TV Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 100 7 5 7 69 +80% DISGUISED CLIENT EXAMPLE DM only 59 100 19 9 82 11 19 Radio only*

3- SALES ACTIVATION : 47% OF PEOPLE RECALLING DM HAVE INTENTION TO USE COUPONS Media received Media recall Category Media and sales activation funnel “ Do you remember receiving a mailing for Brand X recently?” “ Did you notice the reduction coupons in the mailing for Brand X?” Media recall, Brand X Coupon recall “ Do you have the intention to use at least one of the reduction coupons?” 65 100 29 10 56 19 29 Media received 9 83 Intention to use coupons “ Do you remember receiving a mailing for breakfast biscuits recently? Percentage of respondents 70 100 23 8 48 16 23 7 87 When compared with DM only, items with a red square are significantly different (significant level at 95%) * Results of DM in the group Radio + DM Source: Market research on 2000 families with children between 6 and 12 years old, April-May 2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],N = 500 N = 500 DISGUISED CLIENT EXAMPLE DM only Radio + DM*

KEY CONCLUSIONS OF BRAND X DIRECT MAIL PILOT ,[object Object],[object Object],[object Object],[object Object],DISGUISED CLIENT EXAMPLE

Impact Survey Fmcg 2

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