DMVÖ Präsidium Direct Media Reports 2012/2013 It´s really true: Dialog Marketing works Anton Jenzer, President Dialog Marketing Association Austria Founder and owner Anton Jenzer Consulting GmbH Prague, 31 th March 2014, DMVÖ – Anton Jenzer

DMVÖ Präsidium direct media report : consumer and experts insights Anton Jenzer, President Dialog Marketing Association Austria Founder and owner Anton Jenzer Consulting GmbH Prague, 31 th March 2014, DMVÖ – Anton Jenzer

Prague, 31st March 2014, DMVÖ – Anton Jenzer The unaddressed advertising folder/ leaflet – popular, but with 22 units per week for many too much already. (Base: Respondents are between 14 and 69 years old and receive unaddressed advertising) n=883 Average: 1,88 And how do you feel about the amount of unaddressed advertising mail you receive each week? [...] n=883 Average: 22,4 pieces Median: 20,0 pieces y.o.: 35,4% y.o.: 35,6% y.o.: 34,3% Too manyManyAdequate, just rightFewNot enough

Prague, 31st March 2014, DMVÖ – Anton Jenzer The leaflet II: The reading rate is far higher than often assumed. (Base: Respondents are between 14 and 69 y.o. and receive anaddressed advertising) n=883 How much do you read brochures / leaflets … Male: 16,0% Female: 9,8% Advertising waiver sticker: 18,1% I normally throw it in the trash without looking I read the leaflet / flyers on the fly I look at the brochures / leaflets usually in more detail

Prague, 31st March 2014, DMVÖ – Anton Jenzer Direct Mailings I: A pleasant extent of Direct Mailings. n=856 Average: 2,51 (Base: Respondents are between 14 and 69 y.o. and receive direct mailings.) n=1.006 Average: 6,0 pieces Median: 2,0 pieces And how do you feel about the amount of direct mail / personally addressed advertising mail you receive each week? [...] n=719 Too many.Many.Adequate, just right.Few.Not enough. A few seconds. Half up to 1 minute 2 to 4 minutes 5 to 10 minutes Longer than 10 minutes

Prague, 31st March 2014, DMVÖ – Anton Jenzer Direct Mailings II: Incentives increase the interest. (Base: Respondents are between 14 and 69 y.o. and receive direct mailings) n=856 Average: 2,19 Increases the prospect of a gift like a free sample or a comparable addition [...] the chance that you open a direct mailing / a personally addressed direct and see it through? Yes, definitily.Yes, more so.No, not usually.No, definitily not.

Prague, 31st March 2014, DMVÖ – Anton Jenzer I: Newsletter frequency – for 40% too much already! n=927 Average: 1,92 (Base: Respondents are between 14 and 69 y.o. and receive Newsletter And how do you feel about the extent of the newsletter that you receive each week? […] n=1.006 Average: 24,9 pieces Median: 10,0 pieces Too many ManyAdequate, just right FewNot enough

Prague, 31st March 2014, DMVÖ – Anton Jenzer II: Positive, trendy, but annoying as well. n=1.006 (Base: Respondents are between 14 and 69 y.o.) To what extend do the following statements and features apply to the advertising channel Newsletter in your opinion?[…] Trendy Annoying Useful Efficiient Interesting Competent Sympathic Entertaining Credible High-quality Serious Shows appreciation

Prague, 31st March 2014, DMVÖ – Anton Jenzer Mixture of the samples:

Prague, 31st March 2014, DMVÖ – Anton Jenzer Direct Media Channels in comparison: Consumers vs. Experts insights

Prague, 31st March 2014, DMVÖ – Anton Jenzer Advertising channels where the weekly advertising is perceived at a most pleasant degree: n=333 ExpertsConsumers

Prague, 31st March 2014, DMVÖ – Anton Jenzer Personal approach, goodies & customization are crucial for the high acceptance. n=333

Prague, 31st March 2014, DMVÖ – Anton Jenzer Media with the lowes trash-rate: n=333 Experts Consumers 87,2% 84,0% 68,7% 64,3% Facebook advertising

Prague, 31st March 2014, DMVÖ – Anton Jenzer The comparatively low trash-rate surprises the experts especially regarding leaflet. n=333

Prague, 31st March 2014, DMVÖ – Anton Jenzer Average time that consumer spend reading or reviewing advertising. n=333 ExpertsConsumers Leaflet (n=770)

Prague, 31st March 2014, DMVÖ – Anton Jenzer Reasons for the shorter period of dealing with newsletters: n=333

Prague, 31st March 2014, DMVÖ – Anton Jenzer Share of Newsletters received that are deleted unread: Consumers (n=927)Experts (n=333)

Prague, 31st March 2014, DMVÖ – Anton Jenzer Reasons, why Newsletters are deleted and not cancelled: n=333

Prague, 31st March 2014, DMVÖ – Anton Jenzer Most credible advertising channels: n=333 ExpertenConsumers

Prague, 31st March 2014, DMVÖ – Anton Jenzer That future advertising via digital channels overtakes analogue advertising in terms of credibility, only believe almost 12 percent. n=333 Advertising on analog channels will be attributed greater credibility than digital channels also in the future Advertising on analog and digital channels will be felt about the same credible in the future In the future advertising via digital will be attributed higher credibility than via analog media

Prague, 31st March 2014, DMVÖ – Anton Jenzer Most annoying advertising channels: n=333 ExpertsConsumers Mobile Marketing (n=1.005)

Prague, 31st March 2014, DMVÖ – Anton Jenzer Advertising channel, which the consumers will miss most: n=333 ExpertsConsumers n=2.011 Leaflet

Prague, 31st March 2014, DMVÖ – Anton Jenzer Channels, that regarding their importance for the consumers will gain strongly in significance within the next 5 years: n=333 Direct Mailing

Prague, 31st March 2014, DMVÖ – Anton Jenzer Results: -In most cases, Austrian experts estimate correctly the acceptance of the several media by the Austrian consumers -But, experts are surprised about the high acceptance of printed media by the consumers -The medium (is part of) the message (via which channel I communicate, is part of my offer) -Printed direct mail is still alive -Hybrid Marketing, that means the intelligent combination of Offline, Online and Mobile is the passport to success It´s really true: Dialog Marketing works …

Prague, 31st March 2014, DMVÖ – Anton Jenzer Anton Jenzer DMVÖ President THANK YOU FOR YOUR ATTENTION