"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".

1. Media Evolution or Media
Revolution?
Paper [r]evolution in a world
full of friends, fans & followers
2012/11/15 – Christophe Mottint

2. Agenda
• The world is changing… or the place of the customer
within this media (r)evolution
• Media dynamic and conversation: 2 cases brought by
bpost
• Paper evolution in this world full of friends, fans &
followers … or the letterbox media as a key actor to
bring relevancy to consumers
• Paper revolution or how to build a new technology-
driven communication tool
• Conclusions
2

3. The world is
changing…
… or the place of the
customer within this media
(r)evolution

4. Sources: Dreams&Fears Herman Toch 4

5. More and more, consumer is
looking for a conversation…
Consumer is looking for a
partner who can help him
Customer needs to
establish a “dialogue”
with a brand, to discover
how they can help each
other
Sources: Culture of future (US), Meerwaarde-marketing – choco (B) 5

6. ... that creates a new media
„dynamic‟
« You are exposed to a brand through the following » :
Paid Media Owned Media Earned Media
What the Brand Says What the Brand Does What is being said about
the Brand
Advertising in media Web Site, facebook page of Opinions of friends and family,
(TV, Internet, Radio, the brand word of mouth
outdoor, print) Point of sale Opinions of surfers
(e-)mailings (blogs, forums, community
Catalogue or magazine
Promotional gifts, trade fairs of the brand networks, etc ...)
Sponsored events Press coverage
Brand attention impact Brand engagement Conversations
platform
6

7. Media dynamic &
conversation
2 cases brought by
bpost

8. Our recent TV spot has generated
some conversation…
COMM.
VALUE
• Attention & The ad can be described as ideal advertising. The ad had a lot of
bonding grid attention and succeeded in creating a bond with the viewer.
Case 1 2
ONLY IDEAL
ENTERTAINING ADVERTISING
Ask visual Benchmark
Attention
Min Attention = 16
Nele
Max Attention = 22
Min Bonding = 21
Max Bonding = 35
FAILED MISSED
ADVERTISING OPPORTUNITY
Bonding
8

9. ... quite “clasical”, from our social
media…
Case 1 2
Positive (63.3%) Negative (21.3%)
Neutral: 15.4%
Quantitative Post test results: The ad has a high likeability, 85% of the 9
Belgians like the ad, of which almost 60% really like the ad.

10. … but also in a more unexpected
way with a parody…
Case 1 2
10

11. … and with letters straight from
the heart!
Case 1 2
11

12. Social media: a clear strategy
and ambition…
Case 1 2
Become trend-setter in Belgium as conversation company by:
• Implementing a strategy based on 5 pillars
• Defining and respecting SLA
MONITORING
100%
PUBLISHING
CUSTOMER CARE
“Light”
UPSTREAM eREPUTATION
INFORMATION MANAGEMENT
12

13. … to become best in class
Case 1 2
• 15 Belgian companies tested with 3
types of interactions :
• Mention of the brand
• Direct question on official channel
• Complaint on official channel
• We monitored: reaction speed, type
and quality of answer
• bpost is « best in class » with 100%
of questions answered and is often
the fastest
• Next step will be to implement
personalised support
13

14. One example
Case 1 2
• Process:
• Mention is made by consumer
• In a few minutes bpost
publishes a structured answer
with a next step
• Reaction from consumer is often
very positive and results in a
tweet – seen by all contacts
• Learnings:
• Mentions – implicit support
demands – are the best
opportunities for long-term
ambassadorship
• Public answers create positive
visibility for our reactiveness
• Such a process is only possible
with 100% real-time
monitoring

15. Paper evolution in this
world full of friends,
fans & followers…
… or the letterbox media
as a key actor to bring
relevancy to consumers

17. While most media are overloaded,
DM still gets a lot of attention
Weekly number of advertising messages per capita
350+ out-
door ads
400 press
ads/inserts
3+ DM pieces
3 cinema ads
3,000 20 e-mail ads
messages/week
52 get your 1000‟s
of ambient
attention ads ...
4 kept in mind 150 radio ads
positively 200 TV ads
17
SOURCE: Mindshare - Henley Centre (and TNS Media & Post survey)

18. Two thirds of Belgian consumers
look forward to the mail moment
69%
61% 61%
Enjoy Always Hurry to
looking curious empty
through what‟s in the letter
their mail their mail box
Sources: Market Probe, 2011 18

19. Addressed DM remains the
preferred advertising medium
“Overall, which media do you like the most for advertising messages?”
Addressed DM 31%
Unaddressed DM 23%
TV 13%
Press 7%
Email 5%
Internet 4%
Radio 3%
In het algemeen, via welk medium ontvangt u het liefst reclame?
De manière générale, sur quel média préférez-vous la publicité ?
Sources: Market Probe, 2011 19

20. Even young people prefer DM as
instrument of interaction
Percentage of digital natives
(<25 year old) who prefer to get
advertisement through …
Addressed DM 29
TV 21
Internet 10
Email 7
Radio 7
“People don‟t click through on advertising on social
networks. A good analogy is to imagine sitting at a
Press 4 table with friends when a stranger pulls up a chair,
sits down and tries to sell you something when you
are talking to your friends. You won‟t get far with a
strategy like this.”
Understanding Users of Social Networks,
Sean Silverstone
Sources: Market Probe, 2011 Harvard Business School
20
20

21. Consumers like direct mail because
they find the information more useful
and trustworthy than other channels
Advertising
through this
medium provides
me with
information
which is … Credible Useful Trustworthy
Addressed DM 35 40 34
Unaddressed
DM 21 27 20
TV 16 17 12
Email
11 18 11
Press
12 13 10
Radio
Social
Networks
Sources: Market Probe, 2011 21

22. Recherch
Submit
Recherch
Submit
E loves p in the media revolution landscape 
Fondée en 2009 à New York par deux anciens d’Harvard, Paperless Post a bâti
sa success story sur le digital. En décidant de revenir au papier pour compléter
ses services de cartes d’invitation ultra personnalisées, la startup répond à une
demande " palpable " du consommateur. Intéressant non ?
« Depuis que nous avons lancé le site, 60% de nos utilisateurs nous ont demandé
s’il était possible d’imprimer leurs cartes et si oui, comment le faire. Ils nous ont
clairement fait comprendre qu’ils aimeraient disposer des deux possibilités. Cette
requête de complémentarité, nous ne pouvions pas ne pas la prendre en
22
compte »

23. 3 illustrations brought by bpost
Travel Credit company An FMCG brand
(Club Med) improves (BuyWay) improves closes the gap between
loyalty by combining digital
technology with paper mail the way its consumer research insights and
moment can manage their credits media targeting
23

24. Improving customer loyalty by
sharing Club Med experience…
Case 1 2 3
24

25. … with an innovative tool allying
technology and paper
Case 1 2 3
• Granting Customers
• Surprise customer or prospects
• Create reward through a
„valuable‟ incentive
• Recruiting addresses
• Build prospection database
based on recipients addresses
(likely to be similar profile as
senders)
• Creating conversations
• Share this moment on an viral
and unexpected way
• Will generate „likes‟ among
friends and relatives …
25

26. Improving customer
experience…
Case 1 2 3
26

27. … with transaction
based triggers
Case 1 2 3
From
product
centric to
customer
relevant
27

28. Connecting with FMCG
consumers…
Case 1 2 3
28

29. …but who are FMCG consumers?…
Case 1 2 3
Bob McDonald, CEO P&G Paul Polman, CEO Unilever Kasper Rorsted, CEO, Henkel
FMCG Retail Consumer
?
Critical challenge for FMCG brands:
Who are my consumers ?
How to reach them ?
29

30. … and how to reach them in a
relevant way
Case 1 2 3
Consumer panel
(N=5.000)
registrating their
purchases daily Lifestyle database
with attitudes,
behaviour &
preferences of over
750.000 households
Extrapolation based on advanced statistical
modeling (e.g. multinomial logistic regression)
Detects buying behavior in consumer panel,
derive profiles and match them with bpost
SelectPost lifestyle database to determine
new prospects
30

31. Paper revolution
… or how to build a new
technology-driven
communication tool

32. A new media,
to improve
even further
the mail
moment
Address
Agenda:
concerts Local
information
Games:
Sudoku…
Practical
informations:
meteo
32

33. An innovative way to continue to
deliver tangible things to your doorstep
Test has started today November 15 in Wavre
neighborhood 33

34. Conclusions

35. Conclusions
• True Relevancy is at the heart of brand challenges
• It is not about “E or P” but about both
• Technology is not an objective, it‟s only a medium
• Direct Mail is certainly well positioned to meet needs of
consumers for more relevance but as every medium it
deserves creativity
• bpost is much more than letters and is investing in
future proof solutions
35

36. Christophe Mottint
Centre Monnaie, 1000 Brussels
Christophe.Mottintr@bpost.be