The Power of Direct Mail in Influencing Influencers

Slide Note
Embed
Share

Direct mail has a significant impact on influencers, with up to 80% believing that it can change their opinion of a company or brand. While most people are receivers of influencer content, influencers themselves are influenced by mail more than the average. Mail helps in creating cut-through and helps influencers remember companies that send them mail. This unique influence of direct mail on influencers showcases its importance in the marketing mix.


Uploaded on Sep 19, 2024 | 0 Views


Download Presentation

Please find below an Image/Link to download the presentation.

The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.

E N D

Presentation Transcript


  1. Golden Insight 10 Mail influences the Influencers

  2. Most of us are RECEIVERS - 92% of the UK population are not influencers Clothes and Accesories - Influencer type Word Of Mouth Segments - Receivers 92 % Word Of Mouth Segments - Influencers - the balance of 8% fall into a mix of influencer types dependant on their specific activities 7 % Word Of Mouth Segments - Champions 1 % Word Of Mouth Segments - Salespeople 3 % Word Of Mouth Segments - Mavens 4 % Word Of Mouth Segments - Connectors 5 % Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible

  3. A high proportion of us are active on Instagram and follow magazines, fashion, beauty or celebrities online The influence of influencers % of UK population I like to follow on social media the magazines/newspapers that I read 24 % Instagram - Visit Regularly 20 % Fashion and Beauty on Internet - Regularly 8 % Celebrity Interviews and Stories on Internet - Regularly 6 % Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible

  4. But mail influences the Influencers! Influencers believe mail can change their opinion of a company or brand, by up to 80% more than the average Relevant direct mail can change my opinion of a company or brand ~ Any Agree Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-

  5. Mail influences the Influencers! Cut-through! - Influencers remember companies who send them mail Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-

  6. and Influencers interact much more with mail compared to the average! Avg. Frequency 5.70 5.43 5.04 4.54 4.47 4.33 Avg. UK population 4.35 Connectors Mavens Salespeople Champions Influencers Receivers Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-

Related