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OPTIMISING YOUR MEDIA-MIX
TO
YOUR BRAND RELATIONSHIP
Claude Verstraete, Belgian Post Solutions
Herman Toch, Synovate Censydiam
May 8th 2007
1
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
2
THE COMMUNICATION CHALLENGE:
RE-BUILDING BRANDS…
Respect
Premium
brands
Lovemarks
(mystery,intimacy,sensuality)
Love
Discount /Commodity
brands
Fancy brands
3
Source: “Loyalty beyond reason” - Kevin Roberts , CEO Saatchi & Saatchi
THE COMMUNICATION CHALLENGE:
… IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT
1920
1930
1940
1950
1960
1970
1980
1990
2000
Emerging
Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan; eMarketer; Jupiter
2010
Magazines
Newspapers
Radio
Television
Cable
PC
GSM
CD
Internet
E-mail
VCR
PDAs
Satellite TV (DBS)
Broadband Internet
Digital cable
DVD
Home wireless networks
HDTV
MP3
DVR
VOD
Electronic ‘e-ink' books
Tablet PCs
Entertainment robots
(Sony Aibo)
4
THE COMMUNICATION CHALLENGE:
… IN A FRAGMENTED AND DIVERSIFIED MEDIA ENVIRONMENT
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Magazines
Newspapers
Radio
Television
Cable
PC
GSM
CD
Internet
E-mail
VCR
PDAs
Satellite TV (DBS)
Broadband Internet
Digital cable
DVD
Home wireless networks
HDTV
MP3
DVR
VOD
Electronic ‘e-ink' books
Tablet PCs
Emerging
Entertainment robots
Sources: Veronis Suhler Communications Industry Forecast, 7/03; TVB; Kagan;
eMarketer;
(Sony
Aibo) Jupiter
5
THE COMMUNICATION CHALLENGE:
… WHICH THE CONSUMER IS INCREASINGLY CONTROLLING
6
THE COMMUNICATION CHALLENGE:
… BY BEING INVITED BY CUSTOMER RATHER THAN INVADING HIM
Traditional
communication
approach:
New communication
approach :
“Invading” a rather
passive customer with
a maximum GRP’s &
OTS
Being invited by the
customer- in-control
through a relevant media
mix , message & tone of
voice
Maximising
GRP ‘s - OTS
Optimising
quality touchpoints
7
THE COMMUNICATION CHALLENGE:
… AND RE-BALANCING MEDIA MIX AND TONE OF VOICE
Traditional communication
approach:
Breaking through the
advertising clutter with a
higher share of voice to reach
a rather passive customer via
massive “carpet bombing”
Massive one-to-all
New communication
approach :
Being invited by the
customer-in-control
through a relevant media
mix , message & tone of
voice by understanding
my brand relationship
Differentiated one-to-one
Communication
Communication
8
THE COMMUNICATION CHALLENGE :
HOW BUILDING A CUSTOMER RELEVANT RELATION ?
It is crucial for
Consumers are
a brand
actively looking
to prove
for ways to
it’s relevancy by
control, enrich
becoming part
and optimize
of the solutions
their lives
of this active
consumer
When invited,
But this consumer your brand gets a
is in control.
psychological
So your brand
meaning
needs
and develops
to be
a unique
invited in his/her
relationship
life
with this
consumer
9
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
10
DM BRAND RELATIONSHIP MODEL
Model initiated by Belgian Post Solutions and developed with Synovate
Censydiam
A sound qualitative and quantitative analysis of consumer brand
relationships and media expectations
Allowing to adjust media-mix (ao Direct Mail ) and tone of voice
in order to improve contact quality rather than contact quantity
So that brand experience and loyalty is increased…
11
DM BRAND RELATIONSHIP MODEL
Understanding the brand relationship
and communication expectations
of your consumers in order to build
a meaningful relation
(via the right media-mix, message & tone of voice)
So that they enjoy a better brand experience
and become more loyal
12
DM BRAND RELATIONSHIP MODEL :
A NEW COMPLEMENTARY COMMUNICATION APPROACH
Traditional communication approach :
How can I communicate my brand to my target customers ?
BRAND
MESSAGE
TONE-OF -VOICE
MEDIA-MIX
TARGET
CUSTOMERS
BRAND
RELATIONSHIP
Complementary communication approach :
How can I adjust my communication ( message , media-mix, tone-of-voice)
starting from my brand relationship with my customers ?
13
DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT
Your
Add
DM
MEDIA
RELEVANCY Mass
& MEDIA
Media
IMPACT
It installs
personal
contact
2
Understand the brand relation
you want to build
1
3
Choose your
mix based
on unique
role of DM
and media
It meets the
relation
specific
communication
expectations
4
Design your
DM relevant
with your
relation(s)
5
Segment
your DM
according to
each type of
brand relation
It increases
involvement by It gives the right
using the right
emotional
emotional
meaning to the
meaning
right type of
people
CORE SCOPE
RELATIONSHIP SURVEY
I see a lot of
cluttered
information
The brand
knows I exist
The brand
understands
people like
me
The brand
resonates
with people
like me
My brand
reaches out
to me
6
Qualify each
individual into
a Brand
relationship
Each
individual is
addressed
with the right
emotional
meaning
My brand
understands
me
7
1 person =
1 tailor
made
message
It creates a
mutual
understanding
through
dialogue
My brand is
my guest
14
1 23 4 5 6 7
DM BRAND RELATIONSHIP MODEL:
THE ANALYTICAL STEPS
A
Understanding
brand
relationship
B
C
Matching media
with key
information
needs &
expectations
Understanding
information
needs and
expectations
D
Aligning DM
with
communication
expectations
E
Improved brand
experience &
loyalty
15
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
16
DM BRAND RELATIONSHIP MODEL
Multi-category qualitative survey (Synovate-Censydiam):
16 focus group discussions (4 hours each) for :
- mapping brand relationships
- understanding media-mix perception
Quota groups
8 groups of 4 individuals of which:
- Youngsters aged 15 -18 : 2 with women / 2 with men (FR+Nl)
- Young Adults aged 18 -24 : 2 with women / 2 with men (FR+Nl)
Of which all are not yet settled
8 groups of 6 individuals of which:
- Mature Consumers aged 30 -45 : 2 with women / 2 with men (FR+Nl)
Of which half of respondents are professionally active and half are
not active
- Empty Nesters aged 50 –60 : 2 with women / 2 with men (FR+Nl)
Of which all are socially very active
17
DM BRAND RELATIONSHIP MODEL :
QUALITATIVE MULTI-CATEGORY ANALYSIS
Starting point :
Each consumer seeks and experiences a specific relation with brands
Inspiration :
Brand offers pleasure , is a source
of inspiration and makes my life
funnier !
Status :
Social axis
Reliability - Trust :
Brand is re-insuring and
offers possibility to belong
to the group
Brand offers recognition
and the possibility to
differentiate oneself
Individual
axis
Functionality :
Brand offers practical help and
makes my life easier !
Source : Synovate Censydiam
18
6 BRAND RELATIONSHIPS WERE IDENTIFIED THROUGH
QUALITATIVE SURVEY
Inspiration:
Brands as source of
pleasure and inspiration
The expressive
relation
•
•
•
The feel good relation
•
Emotion
Unique
Strong
•
•
Mainstream
Open-minded
lifestyle
Trust :
Status :
Brand as
differentiator
The status relation
•
•
•
Visible
Value
Aspirational
Social axis
The unconditional
relation
• Routine
• Loyal
• Trust
• A-brands
Brand as reliable
label (being part
of a large
group)
Individual
axis
The Ego relation
•
•
•
The dependable
relation
Sophisticated
Trendy
Exclusivity
•
•
•
No-nonsense
Price/quality
Honest
Functionality:
Brand as enabler
(usefull – control)
Source : Synovate Censydiam
19
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
20
APPLYING MODEL ON FASHION SURVEY:
THE METHODOLOGY
Quantitative study( Synovate-Censydiam) in the fashion sector (45’ face to
face interviews):
Mapping brand relationship types
Understanding media perception and expectations of different media
(with focus on DM)
N= 308 people, nationally representative for age, gender, social class ,
region and language
9 banners were researched : C&A, E5-mode, H&M, JBC, Mexx, Zara, 3
Suisses, La Redoute and Neckermann. The “local boutique” was also
added
21
123 4 5 6 7
A
Understanding
brand
relationship
DM BRAND RELATIONSHIP MODEL:
THE ANALYTICAL STEPS
B
C
Matching media
with key
information
needs &
expectations
Understanding
information
needs and
expectations
D
Aligning DM
with
communication
expectations
E
Improved brand
experience &
loyalty
22
QUANTITATIVE ANALYSIS ON FASHION RETAIL SECTOR REVEALED
8 BRAND RELATIONSHIPS
INSPIRATION
A store that follows fashion and
ensures that it is accessible for
Creative
Open minded
everybody
A store that is passionate about fashion
and clothing and that is always looking
Original
Humouristic
for innovation
A store that allows you to be out of the
Innovative
ordinary, to be just a little bit different
Young
Inspiring Relationship
Expressive
Relationship
than the others
Feel good Relationship
Hedonistic
A store where it is about more than just
clothes, it is a way of life
Sociable
Welcoming
A store that allows you to express your
own personality
Status Relationship
Unconditional Relationship
Refined
Luxurious
A store where you do not just buy
something, it is also about showing that
you choose for quality
RELIABILITY
STATUS
A store where clothes are mainly about
good about
yourself
A storefeeling
that always
helps you
in making
the right choices because of its
interesting offer and by keeping you
informed
Loyal
Superior
Honest
Reliable
Straightforward
A store that is all about traditional
soundness and
reliability
Solid
Special
Choosy
Unique
A store that makes life more fun and
creates an uninhibited atmosphere
Rational
Dependable Relationship
A store that delivers clothes with its
Buying clothes in this store makes it
clear that you feel it is important what
other people think of you
Ego Relationship
A store that looks at clothes in a
FunctionalMature
Relationship
functional, no nonsense way
A store that is not just for anybody; that
gives you the feeling of being unique
Practical
own, familiar and recognizable style,
you know what you can expect
Traditional
A store that makes life and shopping
more simple
23
FUNCTIONALITY
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL : Fashion sector
Consumers perceive player A in 3 relations
INSPIRATION
PLAYER A
A store that follows fashion and
ensures that it is accessible for
Creative
Open minded
everybody
A store that is passionate about fashion
and clothing and that is always looking
Original
Humouristic
for innovation
A store that allows you to be out of the
Innovative
ordinary, to be just a little bit different
Young
than the others
Inspiring Relationship
A store that allows you to express your
own personality
Hedonistic
Feel good Relationship
A store where it is about more than just
clothes, it is a way of life
Sociable
Welcoming
RELIABILITY
STATUS
A store where clothes are mainly about
good about
yourself
A storefeeling
that always
helps you
in making
the right choices because of its
interesting offer and by keeping you
informed
Loyal
Superior
Refined
Luxurious
A store where you do not just buy
something, it is also about showing that
you choose for quality
A store that makes life more fun and
creates an uninhibited atmosphere
Dependable Relationship
Special
Choosy
Honest
Reliable
Straightforward
A store that is all about traditional
soundness and
reliability
Solid
Rational
Unique
A store that delivers clothes with its
own, familiar and recognizable style,
you know what you can expect
Traditional
clear that you feel it is important what
other people think of you
A store that is not just for anybody; that
gives you the feeling of being unique
Mature
Practical
A store that looks at clothes in a
functional, no nonsense way
A store that makes life and shopping
more simple
24
FUNCTIONALITY
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL : Fashion sector
Whereas consumers perceive player B in only 1 relation (Status)
INSPIRATION
PLAYER B
A store that follows fashion and
ensures that it is accessible for
Creative
Open minded
everybody
A store that is passionate about fashion
and clothing and that is always looking
Original
Humouristic
for innovation
A store that allows you to be out of the
Innovative
ordinary, to be just a little bit different
Young
than the others
Hedonistic
A store where it is about more than just
clothes, it is a way of life
Sociable
Welcoming
A store that allows you to express your
own personality
RELIABILITY
STATUS
A store where clothes are mainly about
good about
yourself
A storefeeling
that always
helps you
in making
the right choices because of its
interesting offer and by keeping you
informed
Loyal
Superior
Status Relationship
Refined
A store that makes life more fun and
creates an uninhibited atmosphere
Luxurious
A store where you do not just buy
something, it is also about showing that
you choose for quality
Honest
Reliable
Straightforward
A store that is all about traditional
soundness and
reliability
Solid
Special
Choosy
Rational
Unique
A store that delivers clothes with its
own, familiar and recognizable style,
you know what you can expect
Traditional
clear that you feel it is important what
other people think of you
A store that is not just for anybody; that
gives you the feeling of being unique
Mature
Practical
A store that looks at clothes in a
functional, no nonsense way
A store that makes life and shopping
more simple
25
FUNCTIONALITY
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL : Fashion sector
Consumers perceive player A in 3 distinctive relations
Player A fits with “Feel good” relationship
281
Feel Good Relationship
182
Inspiring Relationship
128
Dependable Relationship
96
Expressive Relationship
81
Unconditional Relationship
Ego Relationship
39
Functional Relationship 33
Status Relationship 31
20
index
40
60
80
100
120
140
160
180
200
220
240
Index > 120: This relationship is relatively more
linked to this store
Source : Synovate Censydiam
260
280
300
26
DM BRAND RELATIONSHIP MODEL : Fashion sector
Description of ‘feel good’ relation:
Player A is about having fun in a welcoming atmosphere
• This relationship is rooted in the consumer need
to add fun to his life. Shopping is about
amusement and entertainment.
STATUS
RELIABILITY
INSPIRATION
• The relationship that the consumer has with these
stores is non-committal. Loyalty is more of a
coincidence and lasts as long as the consumer is
stimulated by this relationship.
FUNCTIONALITY
• The atmosphere that these stores have is often
more important than the quality of the product.
These stores have a sociable, welcoming and
young image. They stand for a hedonistic and
humoristic view on shopping.
27
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL : Fashion sector
Description of ‘inspiring’ relation:
Player A allows people to be up to date with the latest trends
• Player A needs to give inspiration to its clients by
providing them with a very wide range of ideas,
clothes, accessories, etc.
STATUS
RELIABILITY
INSPIRATION
FUNCTIONALITY
• Fashion needs to be democratized: bring fashion
of the catwalk and make it available for
everybody (at a reasonable price).
• To constantly be this source of inspiration for its
clients, Player A needs to stay innovative,
creative and original at all times.
• This relationship is not a stable one. Stores need
to keep attracting attention by offering original and
new things.
28
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL : Fashion sector
Description of ‘dependable’ relation:
Player A has its own recognizable style: you know what to expect
• This relationship is about having the certainty
that one can rely on the store.
• No surprises have to be offered. Clients expect a
stable offer, not giving in to the smallest fashion
whims.
STATUS
RELIABILITY
INSPIRATION
FUNCTIONALITY
• Clients expect traditional soundness and
reliability with a good value for money.
• The clothing store within this relationship is
straightforward, mature, solid, honest and
reliable.
• Store loyalty is high within this relationship but
only if one has the feeling that the store delivers
stability.
29
Source : Synovate Censydiam
123 4 5 6 7
A
Understanding
brand
relationship
DM BRAND RELATIONSHIP MODEL
B
C
Matching media
with key
information
needs &
expectations
Understanding
information
needs and
expectations
D
Aligning DM
with
communication
expectations
E
Improved brand
experience &
loyalty
30
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN
FEEL GOOD RELATION (FASHION)
Communication expectations of Feel Good Relationship (index)
129
More than information on clothing only
Can surpise me and be original
125
Nice and trendy message
122
I am unique
120
I am connected to the store
110
When I want it
109
This store is not just for anybody
107
Reliable, no -nonsense information
105
105
Allow me to discover new things, before others
Very detailed information about the collection
102
Feeling of acknowledgement and appreciation
98
Original, stimulating and innovative messages
97
I am important
96
Reduction coupons, information on action that are relevant for
me
92
Reward ma as a customer
91
87
I am addressed personnally
Can only provide me with specific infomation I am looking for
Can assist me in making the best choice
78
75
Index > 115: feature is more relevant
Source : Synovate Censydiam
Index < 115: feature is less relevant
31
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN
INSPIRING RELATION (FASHION)
Communication expectations of Inspiring Relationship (index)
128
Can only provide me with specific infomation I am looking for
Can assist me in making the best choice
122
Nice and trendy message
118
Feeling of acknowledgement and appreciation
117
Reduction coupons, information on action that are relevant for
me
115
Original, stimulating and innovative messages
112
Can surpise me and be original
108
Reward ma as a customer
108
101
Allow me to discover new things, before others
Relaible, no -nonsense information
99
When I want it
95
I am connected to the store
84
Very detailed information about the collection
83
I am addressed personnally
79
I am important
60
More than information on clothing only
55
I am unique
This store is not just for anybody
Source : Synovate Censydiam
50
39
Index > 115: feature is more relevant
32
Index < 115: feature is less relevant
UNDERSTAND THE COMMUNICATION EXPECTATIONS IN
DEPENDABLE RELATION (FASHION)
Communication expectations of Dependable Relationship (index)
122
Can assist me in making the best choice
I am connected to the store
119
107
I am addressed personnally
I am important
104
Allow me to discover new things, before others
102
Reliable, no -nonsense information
102
Very detailed information about the collection
101
I am unique
100
100
Original, stimulating and innovative messages
Nice and trendy message
99
Can only provide me with specific infomation I am looking for
99
Feeling of acknowledgement and appreciation
99
Reward me as a customer
97
Reduction coupons, information on action that are relevant for
me
97
When I want it
97
88
More than information on clothing only
Can surpise me and be original
This store is not just for anybody
87
76
Index > 115: feature is more relevant
Source : Synovate Censydiam
Index < 115: feature is less relevant
33
123 4 5 6 7
A
Understanding
brand
relationship
DM BRAND RELATIONSHIP MODEL
B
C
Matching media
with key
information
needs &
expectations
Understanding
information
needs and
expectations
D
Aligning DM
with
communication
expectations
E
Improved brand
experience &
loyalty
34
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA
IN YOUR MIX
Match right media with the key expectations: Feel good
New
spa
mag pers,
azin
es
ters
Pos
to d
oor
leaf
lets
Doo
r
E-M
ai l
Rad
io
(Feel good relation)
TV
This media gives me the feeling,
provides me …
Dire
ct m
ail
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple
choice allowed)”
- More than information on clothing only, I
expect to be informed about the things in
life that might interest me
- Can surprise me and be original
137
77
159
92
139
34
163
216
118
190
93
95
134
109
- Nice and trendy message, standing out
from the others
168
69
196
82
90
106
80
28
15
257
108
34
5
16
- Gives me the feeling I'm unique
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
Source : Synovate Censydiam
Index based on total average score
35
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA
IN YOUR MIX
Match right media with the key expectations: Inspiring relation
New
spa
mag pers,
azin
es
257
124
85
23
90
- Assists me in making the best choice by
giving me a lot of information
72
42
239
108
160
16
136
168
69
196
82
90
106
80
- Acknowledgement and appreciation
42
15
286
101
44
7
23
- Reduction coupons or information on
actions
47
34
379
150
170
25
137
- Nice and trendy message, standing out
from the others
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
Pos
E-M
ters
29
Doo
r
54
a il
Dire
ct m
a il
- The specific information I am looking for
(Inspiring relation)
TV
Rad
io
This media gives me the feeling,
provides me …
to d
oor
leaf
lets
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple
choice allowed)”
Index based on total average score
36
UNDERSTAND UNIQUE ROLE OF DM AND OTHER MEDIA
IN YOUR MIX
Match right media with the key expectations: Dependable
New
spa
mag pers,
azin
es
ters
Pos
to d
oor
leaf
lets
Doo
r
a il
E-M
Dire
c
Rad
io
(Dependable relation)
TV
This media gives me the feeling,
provides me …
t ma
il
“Brands communicate trhough media and advertising. Can you tell me which media gives you the following feeling (multiple
choice allowed)”
- Assists me in making the best choice by
giving me a lot of information
72
42
239
108
160
16
136
- Being connected to the store
28
10
317
139
36
5
21
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
Index based on total average score
37
Source : Synovate Censydiam
DM BRAND RELATIONSHIP MODEL
123 4 5 6 7
A
Understanding
brand
relationship
B
C
Matching media
with key
information
needs &
expectations
Understanding
information
needs and
expectations
D
Aligning DM
with
communication
expectations
E
Improved brand
experience &
loyalty
38
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
STATUS
RELIABILITY
INSPIRATION
FUNCTIONALITY
The Ideal
Direct Mail
for all relationships
for all target groups
39
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
• DM is able to increase brand loyalty because of its rewarding qualities. It is able to make the customer feel
acknowledged, unique.
• DM can be a source of inspiration where information on latest trends can help to make the right choices.
• DM needs to be visual attractive and should be about more than clothes only. It should also be about lifestyle.
• DM must ensure the feeling that I am really connected to the store.
Self-assured
Tone of voice :
 Be self-assured but friendly and inviting
 Can be a personal way of addressing the consumer
 Use a language so that one feels close to the store
 Not too much text. Visual elements are important
 Be stimulating and catching
 Less technical details, more emotional values
 Talk about the latest trends in an informative but playful way
 Include an element of trust or consistency
Humor
Active
Intelligent
Happy
Source : Synovate Censydiam
40
DESIGN THE IDEAL DM WITH THE RIGHT EMOTIONAL MEANING
Lay out
 Use optimistic, natural, happy colors
 Use a lot of pictures.
 Be a guide and inspiration for latest trends.
 Logo or signature of the brand should be visible
Content
 Focus on togetherness.
 Enhance the feeling of a lifestyle
 Use other non-clothing brands
 Allow for dialogue with the brand.
Latest trends,
more than only clothing
Expressing a lifestyle
Format
 Be original and different
 A folder or a catalogue portray a way of life.
 A catalogue can serve as a source of inspiration, a
reference guide.
 A catalogue as permanent way to enter the home
41
Source : Synovate Censydiam
CREATE THE RIGHT EMOTIONAL MEANING
FOR SELECTED TARGET GROUPS
STATUS
RELIABILITY
INSPIRATION
The Ideal
Direct Mail
for selected
target groups
FUNCTIONALITY
42
IDEAL DIRECT MAIL FOR PLAYER A FOR YOUNG WOMEN…
INSPIRATION
RELIABILITY
Inspiring
STATUS
Feel Good
Young Women
FUNCTIONALITY
Friendly, inviting tone of voice
Be familiar, team up with the consumer. Be a friend.
Be informal and convivial
Pictures of fashion “experts” can be a form of inspiration.
Look for experts that relate to the world of 35 plus, that are
aspirational
Be sunny and cheerful: play with colors and use of photos
Do not only focus on clothing. Go more broad on content
(culture, leisure…)
The life style should reflect their possible life stages
Logo or signature of the brand should be visible
A folder or catalogue can be used to give as much as possible
(visual) information on latest trends. At can serve as a manual
of inspiration or a reference book.
Create a welcoming atmosphere
Lifestyle
Welcoming, convivial
43
Happy, feeling good
DM BRAND RELATIONSHIP MODEL: 7 STEPS FOR MORE IMPACT
Your
Add
DM
MEDIA
RELEVANCY Mass
& MEDIA
Media
IMPACT
It installs
personal
contact
2
Understand the brand relation
you want to build
1
3
Choose your
mix based
on unique
role of DM
and media
It meets the
relation
specific
communication
expectations
4
Design your
DM relevant
with your
relation(s)
5
Segment
your DM
according to
each type of
brand relation
It increases
involvement by It gives the right
using the right
emotional
emotional
meaning to the
meaning
right type of
people
CORE SCOPE
RELATIONSHIP SURVEY
6
Qualify each
individual into
a Brand
relationship
Each
individual is
addressed
with the right
emotional
meaning
7
1 person =
1 tailor
made
message
It creates a
mutual
understanding
through
dialogue
44
CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED
TARGET GROUPS : NEED TO ENRICH YOUR DATA
Category /
Brand
relationship
data
Lifestyle data
Transaction data
Socio-Demo data
NAL - data
Cost-complexity
Relevancy
45
CREATE THE RIGHT EMOTIONAL MEANING FOR SELECTED
TARGET GROUPS : NEED TO ENRICH YOUR DATA
Finding those people in database
Cost &
Complexity
6
Questionnaire to your
customers / prospects
to qualify them within a
specific relation
5
Ad-hoc survey on your
brand integrating
lifestyle or purchase
behaviour attributes
5
Segmentation based
on own data (NAL,
socio-demo, lifestyle
etc )
Level of relevancy
46
TOPICS
Introduction : the communication challenge
The DM Brand Relationship model Synovate Censydiam
Brand relationships across categories
Application to the Fashion sector
Improving your brand relationship with DM
47
DM BRAND RELATIONSHIP MODEL
In the ever growing advertising clutter , the communication challenge is no
longer a GRP or share of voice battle but a customer relevancy battle .
It is therefore key for the brands to understand their meaning to their
customers , to become relevant and to engage a unique personalised
relationship with them .
Direct Marketing is a 360° communication tool improving most brand
relationships
48
THE KEY TERRITORY OF DM
Direct Marketing is an efficient way to increase this brand relevancy
because it addresses consumers as an individual
and INVOLVES them as no other media
This media can give me the feeling of …..
… rewarding me as a customer
… being connected to the brand
… acknoweldgement / appreciation
… being important for that brand
… being unique
DM
Avg other
media.
73%
63%
57%
57%
51%
19%
8%
8%
7%
7%
49
Source : Synovate Censydiam
DM DISCOVERY 4 : DM BRAND RELATIONSHIP MODEL
Belgian Post Solutions
helps you reaching
the unique person
behind each letterbox
50
BACK-UP
51
- Nice and trendy message, standing out from the others
- More than information on clothing only, I expect to be
informed about the things in life that might interest me
- Original, stimulating and innovative messages
- Can surprise me and be original
New
s pa
mag pers,
azin
es
ters
dres
sed
mai
l
l
ct m
ail
257
286
286
257
366
351
317
257
379
283
186
247
114
101
109
108
152
163
139
124
150
108
134
149
41
44
44
34
74
41
36
85
170
178
78
82
25
7
8
5
11
8
5
23
25
15
29
38
41
23
13
16
51
15
21
90
137
150
77
78
62
38
222
87
96
47
72
72
42
239
108
160
16
136
168
69
196
82
90
106
80
137
216
216
77
111
118
159
180
190
92
105
93
139
105
95
34
129
134
163
113
109
Una
Pos
26
15
15
15
26
23
10
29
34
20
41
42
E-M
ai
62
42
25
28
36
38
28
54
47
44
74
87
Dire
Rad
io
- This store is not just for anybody, but only for connoisseurs
of this brand
- Acknowledgement and appreciation
- Being important for this store
- Gives me the feeling I'm unique
- Rewards me as a customer
- Being addressed personally
- Being connected to the store
- The specific information I am looking for
- Reduction coupons or information on actions
- Very detailed information about the collection
- When I want it, not when it is unsolicited
- Discover new things, before others
- Reliable, no-nonsense information
- Assists me in making the best choice by giving me a lot of
information
TV
This media gives me the feeling, provides me …
(score in index on total average score)
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
52
Understand unique role of DM and other media in your mix
New
spa
mag pers,
azin
es
ters
Pos
to d
oor
leaf
lets
Doo
r
E-M
ai l
Dire
ct
Rad
io
(Feel good relation)
TV
This media gives me the feeling,
provides me …
mai
l
Feel good: matching the right media with the key expectations
- More than information on clothing only, I
expect to be informed about the things in
life that might interest me
- Can surprise me and be original
137
77
159
92
139
34
163
216
118
190
93
95
134
109
- Nice and trendy message, standing out
from the others
168
69
196
82
90
106
80
28
15
257
108
34
5
16
- Gives me the feeling I'm unique
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
53
Understand unique role of DM and other media in your mix
New
spa
mag pers,
azin
es
E-M
a il
54
29
257
124
85
23
90
- Assists me in making the best choice by
giving me a lot of information
72
42
239
108
160
16
136
168
69
196
82
90
106
80
- Acknowledgement and appreciation
42
15
286
101
44
7
23
- Reduction coupons or information on
actions
47
34
379
150
170
25
137
- Nice and trendy message, standing out
from the others
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
Pos
ters
Dire
ct m
a il
- The specific information I am looking for
(Inspiring relation)
TV
Rad
io
This media gives me the feeling,
provides me …
Doo
r to
doo
r
leaf
lets
Inspiring relation:
Match the right media with the key expectations
54
Understand unique role of DM and other media in your mix
New
spa
mag pers,
azin
es
ters
Pos
to d
oor
leaf
lets
Doo
r
a il
E-M
Dire
c
Rad
io
(Dependable relation)
TV
This media gives me the feeling,
provides me …
t ma
il
Dependable relation:
Match the right media with the key expectations
- Assists me in making the best choice by
giving me a lot of information
72
42
239
108
160
16
136
- Being connected to the store
28
10
317
139
36
5
21
Considerably fulfills this need (Index > 250)
Strongly fulfills this need (Index > 115)
Fulfills this need (85<Index<115)
55