Gerard O’NeillGerard O’Neill

Amárach ResearchAmárach Research

Gerard O’NeillGerard O’Neill

Amárach ResearchAmárach Research

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Amárach ResearchAmárach Research

11stst October 2009October 2009

Amárach ResearchAmárach Research

11stst October 2009October 2009

NAMANAMArecessionrecession

Lisbon IILisbon IILisbon IILisbon II

Budget 2010Budget 2010

unemploymentunemployment

emigrationemigration

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Budget 2010Budget 2010

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rrecovery ahead ...ecovery ahead ...

Economic Recovery Index

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5

25%25%

30%30%

The “How’s Business” IndexThe “How’s Business” IndexScale of 1 to 10 where 1 is Terrible, 10 is FantasticScale of 1 to 10 where 1 is Terrible, 10 is Fantastic

5%5%

10%10%

15%15%

20%20%

7%7%

19%19%16%16%

26%26%

0%0%

11 22 33 44 55 66 77 88 99 1010

1%1%

7%7%6%6% 11%11%

9%9%

2%2% 4%4%

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Terrible and

getting worse

Fantastic and

getting better

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The The MarcomsMarcoms PiePie

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71% 71% of businesses have of businesses have

used direct mail.used direct mail.

6666% % of direct marketers of direct marketers 6666% % of direct marketers of direct marketers

use addressed direct use addressed direct

mail basedmail based on on

customer database.customer database.

25% 25% intend to intend to increaseincrease

spend on Direct Mail spend on Direct Mail

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spend on Direct Mail spend on Direct Mail

in the next 12 months in the next 12 months

((4444% of ‘Innovators’).% of ‘Innovators’).

5353% % of businesses of businesses

considerconsider themselves to be themselves to be

innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’;

43% ‘somewhat’).43% ‘somewhat’).

More likely to be More likely to be largerlargercompanies (79%); companies (79%);

operating in operating in B2CB2C sectors sectors operating in operating in B2CB2C sectors sectors

(59%) ... and currently (59%) ... and currently

using using direct mail direct mail (65%)!(65%)!

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Types of Direct MailTypes of Direct Mail

Addressed Direct MailAddressed Direct Mail

1.5 per week1.5 per week

Transactional MailTransactional Mail

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Transactional MailTransactional Mail

1.2 per week1.2 per week

Door DropsDoor Drops

6.7 per week6.7 per week

Reading HabitsReading Habits

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15

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29s29s

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gerard.oneill@amarach.comgerard.oneill@amarach.com

www.amarach.comwww.amarach.com

www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com

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www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com