Direct marketing for Fast Moving Consumer Brands. Learn about the power of the mailbox. Ask for case studies via pascal.tack@bpost.be

1. Support the business of FMCG brands

2. HOW TO
POP UP
FROM THE MEDIA LANDSCAPE?
Increase awareness of your (new) products
3000
ADVERTISING MESSAGES
PER WEEK
2Source: MDB data, Nielsen

3. Increase awareness and reach the top of mind position
WITH MAXIMUM 2 OTHERS
VIA A DOOR TO DOOR
WITH BPOST
YOUR BRAND

4. Source: Beta Coefficient Analysis, Space, Feb. 2011 4
Increase awareness of your (new) products
Average recall rate after 1 OTS
7%
21%
22%
36%
67%
70%
Radio
Press
TV
Door to door with bpost
Direct mail
Cinema
36%
RECALL RATE

5. Increase awareness of your (new) products
REACH
4.355.000 HOUSEHOLDS
IN ONE DAY!
5

6. Source: Letterbox Consumer Survey, TNS media, Belgium, 2014
OF CONSUMERS CHECK
THEIR MAILBOX EVERY DAY
Increase awareness of your (new) products
91%
6

7. 7
Increase awareness of your (new) products
OPTIMIZE YOUR
REACH
advertise where your target group lives
with a door to door

8. Increase awareness of your (new) products
PICK YOUR TARGET GROUP
SeniorsFamiliesSingles
A brand lovers PL shoppers Highest social class
Active people
8

9. Increase awareness of your (new) products
Healthy consciousBioEnvironmental
friendly
Preferred retailer Halal Cooking lovers Ready prepared dish
Ethical, fair trade
PICK YOUR TARGET GROUP
9

10. Increase awareness of your (new) products
10Source: SelectPost analysis, 2014
YOUR TARGET GROUP IS CHOSEN? BPOST DETECTS WHERE THEY LIVE.
Healthy brand loverNow, advertise where there is a high concentration of…

11. 11
Increase awareness of your (new) products
31%
of Belgians regularly
buy products they saw in folders
75%
of Belgians use folder to prepare
their shopping list

12.  Your brand with maximum 2 others the
same day
 36% recall rate: 3rd best media after
cinema and direct mail
 99% distribution quality
 Instant reach: 91% of customers
check their mailbox every day
 Tailor made: pick your target group,
choose a catchment area, day certain
on demand
 31% of Belgians regularly buy
products they saw in folders
 75% of Belgians use folder to
prepare their shopping list
DISTRIPOST BOOSTS YOUR REACH AND AWARENESS
12
Increase awareness of your (new) products
CATCHY WIDE REACH ACTIVATING

13. Acquire new consumers
A GOOD TARGETING ENSURES RELEVANCE OF YOUR OFFER.
RELEVANCE ENSURES SALES.
13

14. 14
Acquire new consumers
SeniorsFamiliesSingles
A brand lovers PL shoppers Highest social class
Active people
Pick your target group among 840.000 households and 2500 criteria
Source: SelectPost

15. Acquire new consumers
Healthy consciousBioEnvironmental
friendly
Preferred retailer Halal Cooking lovers Ready prepared dish
Pick your target group among 840.000 households and 2500 criteria
Ethical, fair trade
15Source: SelectPost

16. Acquire new consumers
Kind of washing products
used for clothes
Kind of washing products
used for dishes
Skin typeCosmetic usage
Young parents Pet owners Sport they do
Pick your target group among 840.000 households and 2500 criteria
16Source: SelectPost

17. Acquire new consumers
Sweeties toothHot beverageDairy productsBreakfast habit
Cereal lovers Alcohol Soft drinks
Pick your target group among 840.000 households and 2500 criteria
Salty or sweet snacks
17

18. Acquire new consumers
Light, slimmingChipsFrozen foodIce cream
Soups Gluten, lactose,
cholesterol free
Pick your target group among 840.000 households and 2500 criteria
18Source: SelectPost

19. Source: Nielsen, the state of private label around the world, Nov. 2014 19
Acquire new consumers
CONSUMERS NEED TO FEEL
HOW DIFFERENT YOU ARE
to write your brand name instead of
a product category on the shopping list?

20. Source: Nielsen, the state of private label around the world, Nov. 2014 20
Acquire new consumers
Source: Nielsen, the state of private label around the world, Nov. 2014
70% of Belgian think that private labels are
usually extremely good value for money
60% of Belgian think that most private
labels quality is as good as name brands
Consumers feel smart when they get the best
price, but are ready to pay more for products
which offer a clear differentiation.
CONSUMERS NEED TO FEEL
HOW DIFFERENT YOU ARE

21. Source: Nielsen, the state of private label around the world, Nov. 2014 21
Acquire new consumers
Source: Nielsen, the state of private label around the world, Nov. 2014
CONSUMERS NEED TO FEEL
HOW DIFFERENT YOU ARE
30’ SECONDS…
is it enough to explain
your added value?

22. Source: “Direct consumer panel”, n=2384 analyzed mailings 22
Acquire new consumers
CONSUMERS NEED TO FEEL
HOW DIFFERENT YOU ARE
to CONVINCE with direct mail
1’52”

23. Source: Direct Mail Barometers, Market Probe 23
Acquire new consumers
53%
56%
61%
66%
71%
77%
B2B
Insurance
Telecom
Retail
FMCG
Automotive
Average recall of a direct mail per sector
DIRECT MAIL ENSURES RECALL

24. Acquire new consumers
Source: Media Preference Survey, Market Probe 24
7%
10%
10%
19%
20%
34%
Radio
Press
E-mail
TV
Door to Door
Direct Mail
Advertising through this medium
convinces me to try a new product
DIRECT MAIL STIMULATES TRIAL

25. DIRECT MAIL MAKES PEOPLE ACT!
“Action or intention to act after receiving a direct mail”
Acquire new consumers
Source: TNS Media, Letterbox Consumer Survey 2014 25
12%
12%
20%
22%
25%
32%
36%
43%
Finances
Automotive
Telecom
Energy
Leisure
Fashion
FMCG
Retail

26. 26
Acquire new consumers
Average vouchers redemption via direct mail
2%
6%
7%
7%
9%
11%
14%
16%
Hot beverages
Non alcoholic beverages
Confectionary
Dairy
Alcoholic beverages
Bakery & Biscuits
Frozen food
Grocery

27. 27
Acquire new consumers
Average vouchers redemption via direct mail
2%
3%
4%
9%
10%
14%
Electro DIY Garden
Health & Beauty
Housekeeping
Fabrics
Pet food/care
Paper

28. 28
Acquire new consumers
Average vouchers redemption via direct mail
2%
3%
4%
9%
10%
14%
Electro DIY Garden
Health & Beauty
Housekeeping
Fabrics
Pet food/care
Paper

29. 83%
look for vouchers
in their letterbox
Source: Market Probe, barometer “For You” , 2013 ; GFK “The consumer and his leaflets”, 2014 29
Acquire new consumers
61%
want to get vouchers to
try new products
Belgians are the world’s champion as vouchers’ users!

30.  Define your target groups among
850.000 households and 2.500
criteria
 71% recall rate in FMCG: 2nd best
media after cinema
 1’52 to convince
 Best media to convince to try a
new product
 36% of recipients intend to act
after receiving a direct mail in
the FMCG sector
DIRECT MAIL BOOSTS PURCHASE
RELEVANT AND TARGETED TOP OF MIND DRIVER VERY ACTIVATING
Acquire new consumers
30