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ClickNew
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Zealanders use Catalogues:
Qualitative research findings
The Real Media Collective
Presenter: Laura Demasi, General Manager,
Social and Consumer Trends, Roy Morgan
February 27, 2019
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In today’s
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Our approach
Insights from qualitative research:
• Perception of different types of Direct Mail, where catalogues sit in the media universe
• The role of catalogues: Price vs Inspiration drivers
• The role of catalogues on the Path to Purchase
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Our
ClickApproach
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Purpose of the
Methodology Target Sample Size Questionnaire
research Timing
Audience & Source Length
Qualitative focus Catalogue readers Two groups, mixed Explore catalogue
groups gender conducted usage in New Zealand,
- Heavy during December, following recent work
- Medium 2018 conducted in Australia
- Light and new quantitative
Made a purchase in - Auckland metrics launched in AU
last 4 weeks - Wellington market
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Setting the scene…
• Perception of different types of Direct Mail
• Where do catalogues sit in the broader marketing channel universe?
• How consumers use catalogues and Electronic Direct Mail together
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How consumers perceive different types of Direct Mail
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Catalogues Brandzines Addressed / non
addressed mail
“Catalogues are
“I keep these
the ones you “These usually
ones for a few
get all the time, go straight into
weeks, put
every week or the recycling.
them on the
every few Sometimes I’ll
coffee table.”
weeks.” open the charity
ones.”
We call them “catalogues” too We call “magazines” We call “junk mail”
• Very useful • Not as useful
• Considered shopping tool • Considered ‘marketing’
• Clear & transactional relationship – I give • What’s in it for me? Benefits unclear
my attention in exchange for discounts
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As fewer bills arrive via the letterbox its role is evolving
intoClick to insert
a shopping Heading
channel, which catalogue lovers regard
with anticipation
“I describe my letter box as a place for….”
“Exciting “Potential wish “Management
specials” list” and organiser”
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In an era of multi-tasking, distraction and short attention
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spans to insert have
catalogues Heading
become a powerfully intimate
way to engage
Consumers perceive catalogues as one of the few marketing channels where they
retain full control, engaging when they choose
Engaging on my own terms
“I like to sit down and read
the catalogues when it
suits me. I get to pick and
chose the ones I’m
interested in. I’m in control
of what I choose to look
at.”
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Catalogues are uniquely placed in the marketing channel
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universe
Catalogues drive purposeful, welcome engagement, in contrast to television and online
advertising which consumers described as ‘intrusive’ or ‘background noise’ easily ‘zoned out’
from or ‘ignored’
Catalogues EDM Digital catalogues Online TV
“In the
“Useful tool”
background”
“Focused”
“Helpful when “Easy to get “Ads intruding” “Doing other things
“Gives me ideas”
“A break from delivery doesn’t sidetracked” at the same time”
screens” come” “I ignore the ads”
“Sharable” “Too much clicking” “Zone out”
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Catalogues are a valued tool in the modern shopping
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‘tool kit’ –towhich
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mixes digital and traditional channels
Consumers use Electronic Direct Mail and Catalogues together to get the best
savings
Catalogues Electronic Direct Mail
Catalogues prompt me to buy things and EDM shows me more of what I already
show me things I didn’t know I wanted know I like
“They are all handy – online
catalogues, catalogues in the mail, the
“I like the catalogues because you see emails you get. The emails are good
new things. Often things you weren’t because they know what you like to
thinking of buying before you saw them
buy already so they are really relevant
in the catalogue.”
to me.”
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10It’s important that retail experience doesn’t disappoint
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us by failing to deliver on the catalogue’s promise
“It annoys me when they say till ‘stocks last’
and they don’t tell you that there’s only 10 of
them, so by the time you get there they’re all
sold out. It’s like they bait you to get you into
the store.”
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11Click to insert Heading The role of catalogues Click to edit Master text styles
Inspiration and price saving
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are the to insert
key Heading
drivers of catalogue
engagement
Relaxation & ritual Surprise & delight
Inspiration Price
Favourite brands
Window Shopping cheaper
Leisure Planning &
budgeting
Feel in
Transactional: my attention
control of my
in exchange for discounts
spending
Click to edit Master text stylesWe read catalogues
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“Reading through the
catalogues are my way to
unwind. I’m a school teacher “It’s enjoyable. It’s light
so at the end of the day I like reading, I don’t have to
to read something that it isn’t think too hard.”
too demanding.”
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14We read catalogues to take a break from screens
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“I still read catalogues. Computers
are a means to an end for me – for
business and to get things done. I
don’t spend time on the computer to
relax. I’d much rather flick through a
catalogue for that.”
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15WeClick
readto
catalogues to give
insert Heading us ideas and inspiration
“They give you ideas.
Like the Harvey
Norman catalogue. I “I love the recipes in
the supermarket
was looking for a
catalogues, they
lounge and I loved the
give me ideas and
way the whole living inspiration for what
room was set up in the to cook.”
catalogue, I wanted to
buy all of it.”
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16We read catalogues to help us save money on daily
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essentials
“I run a household of 6 “I shop at all three supermarkets. I
kids so I need to shop like to see what’s on special so I
smart. I use the read the catalogues first. Pak’n’Save
catalogues for price doesn’t have a catalogue, which is a
comparison.” shame.”
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17Catalogues remind us of what we need to buy and
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send us instore Heading
“I read the supermarket “When I have something
catalogues religiously. in the back of my mind
They prompt me for the that I know I need to buy,
things I need to buy.” like I need a new phone at
the moment, if I see it in a
catalogue it reminds me,
so it gets me into the
stores to look.”
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18We love to share our favourite catalogue finds via
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DIY to insert
Social, Heading
making catalogues message and mobile
friendly
“I take photos of the “My daughter lives in
Sydney and she
“I just enjoy it, I like to recipes in the
sends me photos of
sit down and read supermarket
things in catalogues
them with a cup of tea catalogues and she wants for her
to unwind.” send them to my birthday or
sister.” Christmas.”
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19We use catalogues as general
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discover things we didn’t know we needed or
wanted
“You see things and you “Catalogues are an easy
get ideas. Things you didn’t “I like to know what things way to research. I like to
even know you needed or cost so I know I’m not see what’s available out
wanted – the fish smoker I being ripped off.” there to buy and how much
just bought.” it costs.”
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20Catalogues aren’t just about specials, they can be
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useful reference guides we like to hang on to
“I love the Milly’s Kitchen catalogue. It’s really
comprehensive. You see things in it you wouldn’t see in
“.”
the store because the store is so big and there are so
many products. I like to look at the catalogue first to
research, to see what the new products are, so then I
know what to look for when I got to the store. It’s not the
type of catalogue you read for specials, it’s a reference
guide.”
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21Catalogues reach everyone in the household, there’s
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something for everyone
“In my house we divide up the catalogues when they
arrive. I go through them and give“ all of the car, electrical
and hardware ones to my husband and he goes through
them and usually goes up to the stores to stock up on
what’s on special. I keep all of the ones I like – the
supermarkets, the cooking stores. I give the jewellery and
fashion catalogues to my daughter.”
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22Including the kids, who love
Click to insert Heading reading catalogues too
“My 11 year-old likes to “The kids love reading the
read the catalogues, she toy catalogues. I don’t
marks the things she mind the kids going
wants. It’s her form of through them - it gets
window shopping.” them away from screens.”
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23We sometimes seek out
Click to insert Heading digital catalogues but
we prefer to read them in hard copy
“I like to read online
“I love the Bunnings
“I look at the PDFs of the catalogues too but they are
catalogue. I like the
catalogues online but it’s hard to use; hard to look at on
hardcopy, so I can keep it
just not the same. I like the your phone, the formatting is
for reference later when I
feel of paper in my hands.” hard to flick through, it’s hard
need something.”
to turn the pages.”
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24Catalogues show
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Heading
“Ezibuy – I love it. I like to see how
the whole outfit looks. I’d rather
buy from the catalogue than the
shop.”
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25We like
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take Heading
our catalogues with us instore
“I like to go through and circle what I want. I
“
take the catalogue with me to the store to show
the person exactly what I want, so I don’ t have
to find it myself.”
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26Catalogues can trigger a more protracted customer
Click involving
journey to insert an
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intense research phase
“I needed a new sound
system so I started “It’s much easier to do
collecting all of the research with the
electrical catalogues and catalogues. I wouldn’t start
studied them. Then I by going to the stores
called the stores to ask first.”
questions. It started the
research process for me.”
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27Catalogues
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“Catalogues are an awareness thing for me, they
bring things to mind. I was looking at the
Countdown
“.” catalogue and they had“ prawns on
special. I wasn’t looking to buy prawns but it put
the thought in my mind and I thought, mm.. they
look good, so I went up and bought some.”
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28Click
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if we can’tHeading
find the sale date it annoys us
“It’s really annoying when “Sometimes I’ll see something in
you can’t find when the sale a catalogue and make a trip to
ends. It’s usually on the top the store to buy something and
or bottom corner they say, ‘oh sorry, the sale
somewhere, it’s hard to find. doesn’t start still Tuesday,’ and
I don’t understand why they they’ve sent me the catalogue
do it. That’s the whole point the week before and there’s no
of the catalogue, to buy the obvious sale date on it.”
thing when it’s on sale.”
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29Click to insert Heading Catalogues on the path to purchase Click to edit Master text styles
Catalogues on the path to purchase
Click to insert Heading Purchase
Read catalogue
Path 1: Straight to store
- Most likely for supermarket Call store or visit
- Wait until weekly shop website to check Share with friends /
- Special visit to store availability family
Path 2: Detour via online Purchase
research Visit store,
sometimes
- Major purchase
checkout
- Unintended purchase competitor
Visit competitor websites Search for online stores
Visit brand website
for price comparison product reviews
for more details
No purchase -Not in stock
Read catalogue Purchase -Disappointing retail
Path 3: A need to experience; can’t
fulfill find item, staff not
-Specific need, ‘I need Visit store, knowledgeable
a new dryer’ sometimes -Competitor offered cheaper
-Catalogue part of checkout price
‘research’ phase of competitor -Product quality disappointing
Visit competitor websites Search for online
the customer journey stores -Out of colour, style, size etc
for price comparison product reviews
Read catalogue Purchase
Path 4: Inspiration
-Triggering desire
-Often based on price No purchase -Not in stock
-Often medium-major -Product quality disappointing
purchase -Out of colour, style, size etc
Call store or visit Share with friends / -Sometimes buy something else
-Novelty purchase, eg website to check Visit store
family
Aldi availability
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31Click to insert Heading
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1ADVERTISING REVENUE
$1,000
$900
$800
Television
$700
Newspaper
$600
Digital
$500
Radio
$400
Magazines
$300
Outdoor
$200
Cinema
$100
$0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Advertising Standards Authority annually reported spend 2003 - 2017Short-termism on the rise
Peter Field
“There is a major price to be paid for [a focus
on short-term activations] in terms of reduced
long-term growth and profitability.”The Ad Contrarian “As an ad medium, the web is a much better yellow pages and a much worse television.”
REALITY PERCEPTION
EBIQUITY REPORTWHAT ADVERTISERS & AGENCIES ARE
SAYING
What advertisers and agencies say
1 TV 48.9
2 Online video 41.6
3 Social media 41.3
4 Out of home 39.6
5 Cinema 39.1
6 Radio 38.9
7= Newspapers 36.3
7= Direct mail 36.3
9 Online display 35.5
10 Magazines 35.1
Base: All n=116, each respondent rated 2 attributes
RE-EVALUATING MEDIAOVERALL PERFORMANCE RANKING
What the evidence says
1 TV 107.1
Digital
2 Radio 103.2 £5.3bn TV
3 Newspapers 87.8 £5.0bn
4 Magazines 79.5
5 Out of home 71.7
DM Newspapers
Expenditure
6 Direct mail 67.0 £1.7bn £1.7bn
OOH
Media expenditure
7 Social media 65.8 £1.1bn
8 Cinema 61.4 Mags Radio
Media
Cinema £0.6bn £0.6bn
9 Online video 57.6 £0.3bn
10 Online display 50.0
Performance rank Rank
Performance
Performance rank RE-EVALUATING MEDIAFOUR MAIN DRIVERS
FOR MEDIA SELECTION
1. Clear Targeting
2. Ability to show strong ROI
3. Emotional response to a message
4. Increased brand salienceBRANDS & AUDIENCES
3M New Zealanders have read our magazines in the past year
and Bauer digital network has 1.4M visitors per month
MASS WEEKLIES FEMALE LIFESTYLE PREMIUM LIFESTYLE
SOURCE: NIELSEN CMI (OCT17-SEP18).
GOOGLE ANALYTICS OCT 18.HOW NEW ZEALANDERS
are connecting with us
Bauer Media cross platform touchpoints – 4,570,000
+9.5%
1,474
1,296
1,091 1,307
Social Media & EDM
Unique Website Viewers 1,786 1,789
Readership
Oct 16 – Sept 17 Oct 17 – Sept 18
(Oct 17 Digi) (Oct 18 Digi)
SOURCE: GOOGLE ANALYTICS JULY16 VS JULY18, UNIQUE AUDIENCE FIGURES DUPLICATED. SOCIAL AND EDM NUMBERS TO JULY18.
NIELSEN CMI (APR15-MAR16 VS. APR17-MAR18). SINGLE ISSUE REACH BAUER CONSUMER TITLES, LIKE WITH LIKE TITLES MEASURED.
SOURCE: GOOGLE ANALYTICS DEC16 VS DEC17, UNIQUE AUDIENCE FIGURES DUPLICATED. SOCIAL AND EDM NUMBERS TO DEC17.
NIELSEN CMI (JAN-DEC16 VS. JAN-DEC17). SINGLE ISSUE REACH BAUER CONSUMER TITLES, LIKE WITH LIKE TITLES MEASURED.THERE HAS BEEN A SHIFT IN THE TYPE OF CLIENTS
WE’RE WORKING WITH
SPLIT OF TOTAL ADVERTISING REVENUE FROM CLIENTS 2011 - 2018
Agency Direct
62% 61%
Direct Agency
38% 39%
2011 2012 2013 2014 2015 2016 2017 2018
Source: Nielsen AIS 2011 - 2018 Nielsen AIS 2010 - 2018THEN NOW BRAND AD
BRAND ADS NATIVE
ADVERTORIALS SPONSORED CONTENT
DIGITAL DISPLAY/CONTENT
LIVE EXPERIENCES
SAMPLING
COMPETITIONS
COOK BOOKS
INFLUENCERS
VIDEO
DIGITAL PLATFORMS
ONE SHOTS
CATALOGUES
EVENT MANAGEMENT
INSIGHTS
GOODIE BAGS
LICENSING
AND MOREHP SPECTRE 360
DESIGN MUSIC FASHION
MATERIAL CREATIVE SACHI HARMAN GRUBISAREINVENTING DESIGN MAT E R I A L C R E AT I V E
R EINVENTING MUSIC SACHI
R E I N V E N T I N G FA S H I O N
HAR MAN GR UB ISA
Reach goals were exceeded by an
ave rage of 10.13%
dwell times averaged all over 2
mins
Our bi gge st KPI we re 30”
completed views (very hard
target) - exceeded these by an
ave rage of 13.2% across the board
Ove ral l we se cure d a 60% growth
in search traffic for HP SpectreThe Atlantic
In 2006, The Atlantic derived 86% of its revenue from print,
including both ads and subscriptions. In 2017, print
accounted for 19% of The Atlantic’s revenue. Its live events
business now hosts nearly 150 events a year and accounts
for 16% of the brand’s revenue. Digital took over from print
in 2011 and made up the vast majority of revenue, around
60% of it from native campaigns, and it also created a digital
consulting business that accounts for about 10%.Bob Cohn, chair “A crisis is a terrible thing to waste.”
The age of diversification
Complex Media
Buzzfeed
Metro Beer Shoes Books Urbanaut Allbirds R O T Y r e c i p e s , To p 5 0
Custom publishing
> BAUER MEDIA NEW ZEALAND – INSIGHTS IQ
THE INSIGHTS POWERHOUSE
• Deep understanding of New Zealand and Australian consumers is
part of our DNA.
• Trans-Tasman team of 14
• Proprietary Research panels;
- All Woman Talk & His Call 10,000+ New Zealanders
• - The Insiders- 10,000+ Australians.
• Multi-channel recruitment strategy to drive representativeness.
• 10 year knowledge bank with an average of 150 studies per year.> BAUER MEDIA NEW ZEALAND – INSIGHTS IQ
PROVEN PARTNERSHIPS
Showcasing Our Client Work
Successful insights relationships with many well known
New Zealand brandsHoward Luck Gossage
“The real fact of the matter is that nobody
reads ads. People read what interests them,
and sometimes it’s an ad.”Ziera
Affiliate Marketing Across our network we are writing custom stories every day around Lifestyle, Food, Homes, Current Affairs, Fashion, Beauty and Travel content. When advertisers become an affiliate partner we can place buy buttons on relevant product mentions that click through to advertisers sites and generate new leads and online sales.
Shoppable Imagery
Loyalty NZ
Mary Direen
“There’s nothing quite like having something physical in your hands that
you can look through and our research shows that families will sit down and
go through the guide and circle the things they want and the kids can pick
out the toys they might want for Christmas.”Gary Vaynerchuck
“Jab, jab, jab, right hook. Provide value, provide value,
provide value, ask for the sale.”Resene
Kia Ora
Carly Wigley
“It’s a really, really important touch point and a reflection of who we
are and what we represent. It’s [predominantly] an entertainment
piece, but it also give us the opportunity to engage with our
customers and share our stories with them.”OurAuckland launch
Rory Sutherland
“There is no sensible distinction to be made between value created in a factory and
value created in an advertising agency … Our perception of, and reaction to, reality
is subjective. How you feel about products, or even about your life, is at least as
important, and probably much more important, than the product or your life’s
objective characteristics.”50
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