dma go integrated, wednesday 28 march 2012

Welcome from the chair Patrick Collister, owner, Creative Matters

#DMAGO

Caught in the web or spinning your story?

Melanie Howard, chair, Future Foundation

#DMAGO

Go Integrated, DMA

28th

March 2012

Caught in the web or spinning your story?Melanie Howard, Chair, Future Foundation

Presenter

Presentation Notes

(Image cc jeffk)

5

A starting point: more media, channels and choices

6

The desired result: structure, relevance and beauty?

Unwrapping the nature of change

From Stewart Brand: Clock of the Long Now

Sociology gives primacy to values

50% now agree that a single parent can

bring up a child as well as a couple

Technologists drive a different vision

10

Photo ©

Getty Images

Commercially you must anticipate customer needs

Presenter

Presentation Notes

CONNECTEDNESS: BECOMES MORE IMPORTANT IN THEIR LIVES AS THEY ACQUIRE MORE PERSONAL CHOICE AND FREEDOM

11

Five factors from the past of integration

12

The good old days of ‘above’ and ‘below’

13

Technology drives channel proliferation

Nan June Paik: TV Buddha 1974, Techno-Buddha 1994

14

The Network Society rules

[Example text box to copy and resize]

15

5 billion connected people on the planet

16

Five facts of today’s integration challenges

[Example text box to copy and resize]

17

Agility and adaptability are more vital

18

Consumers multi-task to maximise self-fulfilment

Photo ©

Mixtribe

19

Mobility disrupts: media, attention, life, everything

Social media have changed the picture

Source: P&G Beauty & Grooming/ Future FoundationBase: 1,479 women members of an online social network aged 15-64, UK, Germany, Italy, Spain

32% of British women said they untag photos of themselves that they don’t

like.

And 16% ask others to untag

photos of themselves that they don’t like.

Presenter

Presentation Notes

And the quant from this study backed up that consumers are actively managing their online profiles. (Quotes). In fact when we got onto this subject within our qual research untagging photos came up much more frequently suggesting it is done a lot more than people want to admit. I know I certainly do it!

21

Content must engage networks of trust

22

Five forecasts for the future of integration

23

Interaction will bring negotiation into the everyday

Presenter

Presentation Notes

Gapmyprice.com offers 15 options, once you see an item that catches your eye, you may use the run of the mill market place haggling techniques to get the price down to where you want it. Initially, you see the suggested retail price, and if you find this undesirable, you can enter the price you’d be willing to pay. Once the computer processes your offer, you then are presented with the sites offer. This happens three more times until “gapmyprice” gives you their final offer, which you can either accept or decline. While the originality of this idea is commendable, it’s tough to say ifgapmyprice.com will bring enough life back into a company that has been struggling for some time now. In September 2011, fruit smoothie company Innocent launched a Twitter campaign which saw prices of its “veg pots” falling as more and more consumers “tweeted” about the promotion. With more than 80,000 discount coupons available during each of the two months for which the initiative ran (the value of which ranged from 50 pence off to being able to obtain a pot for free), netizens were able to access the more generous ones only as growing numbers used the company’s hashtag (#tweetandeat) on Twitter or “tagged” it on Facebook. The aim, it might be thought, was to encourage users to share the promotion with friends, thus becoming brand ambassadors in the process. This is yet another example of how social networks are an invaluable tool for brands to promote their products - as well as how keen consumers in the 10s decades are to obtain discounts.

24

Engaging people in all environments

Nissan LeafGame-like Eco-Driving

ranking feature

Yahoo Bus Stop Derby

Play for your local community

Presenter

Presentation Notes

The Nissan Leaf (Leading Environmentally friendly Affordable Family car) is one of the world’s first mass-produced electric vehicles. Launched in Japan and the US in December 2010, Nissan plans to have global market availability by 2012. An interesting feature of the Leaf is the “Eco-Driving ranking”. Leaf drivers are invited to compare their driving efficiency with other owners via a dashboard display that visualises performance against others. We are presented here with another indication that automobiles will become more and more connected to “the grid” but also an interesting example of game-like mechanics being applied to products to both engage consumers as well as provide motivational prompts to help people behave in a particular way - in this case, to drive in a more environmentally-friendly and less wasteful manner. In November 2010, Yahoo equipped 20 bus shelters in San Francisco with 72-inch interactive touch-screens that commuters and passers-by could use to play "Bus Stop Derby", a collection of games designed to entertain waiting travellers and connect them with fellow travellers in the San Francisco area. Players rack up scores and compare their progress - in real-time - with other players in different neighbourhoods of the city. An added motivation to play well, the neighbourhood with the highest score at the end of the campaign (January 2011) was rewarded with a special “block party”, with the promise of an appearance by US band OK Go. Yahoo's campaign speaks to a number of consumer trends, including the resurgent interest in engagement with local communities (even at a relatively peripheral level such as in this example) and the growing recognition of the value of ludic interludes in everyday life. We notice a growing social acceptance of playful activity in even the most adult of lives. As both a shared and solitary pursuit, electronic gaming has become a viable entertainment pastime for many. More, branded involvement in games is welcomed by a robust minority in developed markets on the condition that in-game worlds are made to feel more authentic as a result. As play becomes a formal feature of modern leisure lives, brands are thus invited to insert playful features into products and services. For instance, they may choose to mimic reward structures commonly found in games, host competitive fun amongst social networkers or help consumers reach personal and financial goals (to lose weight, to actually visit the gym, to make a home-cooked meal, to use less fuel...) by using play as a motivational tool to nudge consumers towards making better decisions. Game mechanics can also be used as a device to deliver complex information in more digestible formats. Mobile phones are becoming sophisticated games platforms in their own right. Targeting consumers who may be passing a retail outlet with invitations to play on-the-go - eg enter a particular shop in the vicinity within 10 minutes for a special prize or reward points - could become a more welcome form of promotion; though we suspect consumers will quickly tire of games that fail to deliver meaningful rewards. In the following slides, we look at some examples of play mechanics being embedded in products and used as a device to engage consumers of all ages.

The end of inefficiency: technology that filters and communicates for you

26

Source: nVision

Research. Base 1,000 online respondents aged 16+, 2010, GB

37%A clothes store

which invited me to displays of the latest

styles before they are available in the

shops

44%Demonstrations in a supermarket where a chef shows me how to prepare

better meals/dishes

Demand for intensified experience

57%A department store which offered you a comfortable lounge

where you could take a break/relax

while shopping

Presenter

Presentation Notes

So looking to the in-store experience, what can in-store do to differentiate service offerings on the high street in an era of increasing online shopping? Much of the answer lies in the opportunity for THEATRE at the point of sale. We posed consumers several scenarios about how the in-store experience might be developed and gauged interest levels. 57% are interested in a department store offering a comfortable lounge to take a break/relax – interestingly there is no difference between men and women – perhaps for slightly different reasons though – many a time have I seen a weary looking man being dragged around the shops – surely escaping to a comfortable relaxation area would be much more appealing! 44% are interested in supermarket cookery demonstrations – this rises to 60% of 16 – 24s -there appears to be a thirst for knowledge particularly amongst younger consumers. There is a real opportunity here for retailers to expand their service proposition to develop services that enhance consumers’ knowledge and skills. 37% are interested in seeing a preview of the latest styles before they are available in the shops – again it is the 16-24s who are most interested in this kind of service with 58% of them saying they are interested. (33% male, 41% female) Enhancing the in-store experience through fun, novelty and exclusivity appears to be a key way to drive young people in-store.

Many factors will raise the question of privacy

28

Insights about the future should

inspire creativity

Presenter

Presentation Notes

It’s extraordinarily tricky to nail down a tight definition of what innovation is. You can bounce between from jargon-based one-liners and famous quotes all while trying to pin down what lies at its heart. Innovation is the new. The catalyst to growth. The realisation of vision. The more of these thoughts and quotes that you read, the easier it becomes to identify the common thread. Innovation is intrinsically linked to the future We can sometimes be tricked into using the words "creativity" and "innovation" interchangeably but it’s important to keep them distinct. Innovation is not creativity per se, although the two disciplines are closely linked. Creativity is the trait that allows you to come up with new ideas while innovation is about "bringing ideas to life." While individuals may display creativity, innovation occurs in the organizational context only, by bringing creative ideas to life. Innovation is linked to performance and growth through improvements in efficiency, productivity, quality, competitive positioning and market share. It typically adds value by changing old organizational forms and practices. Organizations that do not innovate effectively may be destroyed by those who do.

Thank you and good luck!

29

From integrated to orchestrated Richard Robinson, industry leader, Google

#DMAGO

Orchestrated Marketing

Richard RobinsonGoogle

Presenter

Presentation Notes

http://www.youtube.com/watch?v=4J9uiOrCx48 Riccardo Muti conducting the la Scala orchestra with big gestures You have your marketing team as the orchestra, the beautiful instruments as your marketing channels/tools, your audience as your customers and as the marketer, you are the conductor Riccardo Muti conducts with great gestures, very controlling, wanting each instrument to work by his command, the result? And you know what happened to Muti? Three years ago he got a letter signed by all 700 employees of La Scala, the musicians, saying, "You're a great conductor. We don't want to work with you. Please resign "Why? Because you don't let us develop. You're using us as instruments, not as partners. It’s the same with making your marketing mix work. It’s about making all the instruments work together as a whole, as partners to one another, not each individual standalone instrument playing their own piece of music Letting them interact and work together

34 Google confidential

Presenter

Presentation Notes

Complicated marketing mix (with animation)

The complexity of the buying process

Source: Google/TechTarget

How IT buyers Search Online During the Purchase Process

Presenter

Presentation Notes

Complicated and long buying process – importance of lead nurturing and being present at every phase of the decision making process TNS Market Research has conducted the largest global study into people’s attitudes and behaviours online and offline. They found out that on average in the UK people look at on average 9 to 11 sources both online and offline to make a purchase, in product areas ranging from finance (lowest @9) to baby care (highest @ 11.2) This figures rise to 12 to 14 sources at a global level 40% of sources looked at are at the awareness phase, 30 to 35% of sources looked at are during the product consideration phase (choosing the product), so it is absolutely essential to be present at the upper funnel.


Presenter

Presentation Notes

Conducting the marketing mix is made even more complicated as your customer is now with multi-screens and always is multi-tasking The multi-screen – We spend more minutes of media consumer per day across multiple screens (10% more time on an average day spend with media and they increase is all on ‘screened’ media – TV, internet, mobile -- Average time we spent on mobile doubled in the last 3 years (avg 34mins a day in 2008 to 65 mins a day in 2011 – source: eMarketer geo:US) Mobile can capture brand demand created by other ad channels and lead consumers further down the sales funnel. In the UK, Internet penetration is 82.5%, Smartphone penetration is 50% in the UK The multi-task customer - In the US, 66% use laptop/PC while watching TV, 44% of Americans exhibit true multi-screen behavior as they use their smartphones while also using another internet connected device such as their computer. UK: 81% use internet while watching TV (IAB study), 54% use a smartphone while watching TV local searches – 1in 3 searches with local intent - In the UK, 1 in 5 bought something in store after looking on local info on a mobile phone, almost half of them visited a business/service website, 40% visited a business (physically - In germany, study shows that � -


Presenter

Presentation Notes

How different media impact one another 35% conduct a mobile search as a result of seeing something in a newspaper or a magazine 40% conduct a mobile search as a result of hearing a radio commercial or programme 1) Cadbury’s chocolate charmer campaign - TV campaign as the offline component and YT (+FB) as online component shows that Online delivers 33.2% incremental users to TV, and YT alone delivers 16% incremental reach to TV 2) Samsung ad campaign - Samsung was targetting a very expensive audience – upmarket men – with their ads for their new TVs. They chose to advertise during the world cup – which gave them a good opportunity to reach this audience quickly. However even with a medium/heavyweight campaign at this time they found that YouTube was able to add a significant amount of coverage. They found that +66% Product Awareness when using both TV and YouTube (61% when TV only and 62% when YouTube only) YouTube & TV both have a significant positive effect on product and advertising awareness individually but are even more effective when combined! 3) PC City in Spain – did an econometric study to find out that by shifting the media mix (in this case lowering TV, increasing PPC, Catalogue and press) it could increase total revenue by 6% 4) Impact of display ads on search – 41% in incremental brand searchers who searched after being exposed to the Display ad. 5) Vodafone online 2 store – 1 pound on search – 4.26 in instore sales

Placing the value where it should be

Source: Google/TechTarget

How IT buyers Search Online During the Purchase Process

Presenter

Presentation Notes

“I know that half of my marketing spend is wasted, I just don’t know which half” importance of measurement and attribution, especially at the upper purchase funnel. Use data to make more insightful decisions in marketing programs Google Analytics recently launched social analytics, allowing you to identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions, understand social activities happening both on and off of your site

Key actions

•

Break down the silo’s in your marketing organisation

•

Build your marketing strategy around your customers journey

•

Measure and attribute value

•

Orchestrate your marketing

Presenter

Presentation Notes

http://www.youtube.com/watch?v=xIv6ZkiJHcM&feature=player_embedded#! Conducting without hands, only eyebrows Leonard Bernstein conducting the Vienna Symphonic Orchestra

http://www.youtube.com/watch?v=xIv6ZkiJHcM&feature=player_embedded#!

Thank You

Integration-

‘More than a pretty set of Louis Vuitton

Suitcases’

Joby

Russell, head of marketing and communications, Confused.com

#DMAGO

Integrated marketing is more than a set of Louis Vuitton luggage.

Mar 2012

Consistency is Critical

Inconsistency in communications is like having a mullet!!!!

Business on top

Party down below

An Example…

People Don’t Live in a Single Channel

Separating comm’s strategy by channel isn’t cool, but endemic in big departments

Multiplier Effect is Proven to Exist

Response Rate

Time

Integrated CampaignBrand A

Channel by Channel Campaign -

Brand B

!!!!! THIS IS A FAKE GRAPH !!!!!!!!!! THIS IS A FAKE GRAPH !!!!!

The People to Follow for Guidance…

TEENAGE BOYS

Comparing A Teenage Boys Approach to Getting a Girl and Integrated Campaign Planning at Confused.com

VS

Market Segmentation

A Teenage Boy

Certain girls are more likely to convert than others.

Certain girls are not worth the investment in time or money.

Prepared to accept a segment that is likely to convert, despite not delivering the best returns.

Confused.com

Recognise that certain audiences are more likely to convert than others.

Focuses to attract this core audience.

Takes steps to reduce media wastage on poor converting audiences.

Image of middle class family supplied by DailyMail.com

Insight - A Deeper Market Understanding

A Teenage Boy

Has quickly understood the needs, desires and motivators of his audience.

Confused.com

Branding beats emotional insights.

Brand Positioning – Owning a space in the mind

A Teenage Boy

Routinely re-brand and re-position himself to establish himself as a desirable mate.

Confused.com

Ownership of the key motivating factor for category.

Advertising

A Teenage Boy

Understand the steps a brand must go through to achieve “brand affinity” and produces a campaign accordingly.

Girl doesn’t know me = Awareness Campaign

Girl is a non-rejector = Preference Campaign

Girl hates me and my friends for kicking a football at her in year 7 = Total brand reset and time for a new agency!

Confused.com

The role of advertising is to ensure Confused.com is front of mind and consumers visit the site direct, not by paying Google ever increasing amounts of money!

Branding, branding and a sprinkle of branding.

PPC

A Teenage Boy

Presence is key to conversion and being present when girls are in the market for a relationship can bring fruitful rewards (or drunk).

Persistently testing and optimising new chat up lines.

Confused.com

Reflecting campaign messaging in PPC provides recall of the campaign and improves CTR.

CRM

A Teenage BoyConfused.com

CRM plays a large part in delivering the Nectar message to loyal users and re-activating those we thought we’d lost.

CRM is also a critical tool for conversion by being linked to onsite behaviour.

“I know you enjoyed our last date, so how about we go to the cinema this time?”

“Can I help you with your homework tonight?”

And the most brazen ones….

“Remember to recommend me to your friends!”

PR / Content Creation & SEO

A Teenage Boy

Spreading stories of sporting success.

Embellishing how many people turned up to their gig.

Influencing playground conversations.

Lobbying and schmoozing the girls group of friends to generate endorsement.

Confused.com

Amplifying the campaign through interesting newsworthy stories/content relating to Nectar that encourage link building and press pick-up.

Social Media

A Teenage Boy

“Projected Self” is used as a strategy for governing Facebook policy:

700 Friends – ‘Wow he’s popular’

Well selected profile image, probably black and white.

Only check-in at places that seem cool.

Post lots of photos to dominate friends wall’s in order to maintain awareness.

Never accept friend requests from girls too soon. Seems too eager.

Only link or like to cool content that supports the position of the personal brand.

Confused.com

Focussing on quality not quantity.

Never buying fans or followers.

Giving things people want, making people smile and presenting content/games/images people would like to share with friends.

Internal Communications

A Teenage Boy

Brief your mates. The lads need to know that the target market is yours until you’re rejected.

Seed in key themes to your friendship group during conversations. These in turn will be fed back to your target audience with added endorsement.

National Express Group

The need to mobilise 25,000 consumer facing staff

Measurement

A Teenage Boy

•The clothes?

•Her friends endorsement of me?

•My dancing?

•My Vauxhall Corsa with alloy wheels?

No male can never really measure how the conversion was achieved!

Confused.com

Hold out regions for TV and Radio

Econometrics

Direct reporting from digital channels

The holy grail of path to conversion analysis across all channels is miles

away, live with it!

Key Thought to leave you with..

A great TV ad or a brilliant piece of PR can create pandemonium across social networks – Harness it.

Thank You

Mobile-

your flexible friend: The flexible integration channel for all your marketing needs

Jo Garcia, business development director, Traction

#DMAGO

Jo Garcia Business Development Director& Vice Chair DMA Mobile Marketing Council 28th

March 2012

Mobile – Your flexible friend: The Flexible Integration Channel for all your marketing needs

http://www.youtube.com/watch?NR=1&feature=e

ndscreen&v=mMpfDBZ2kO0

http://www.youtube.com/watch?NR=1&feature=endscreen&v=mMpfDBZ2kO0

Section 1: Drivers behind the stellar rise of mobile usage

The stellar rise of mobile usage ‐

Influences

Photograph: Alamy

The

stellar rise of mobile usage – The outcomes

£203 million – UK Mobile Ad Spend**

**IAB/PWC March 2012

53% UK Smartphone Ownership*

Tablets 72% growth in 7 months*

£134.3 million Search = 66%**

24.6 million –

Mobile Internet Audience*

*comScore

Mobilens

Jan 2012

Mobile visits to e‐retail sites up to 8.2%

March 2012 – Month of the Mobile! (nearly!)

• 250 billionth App downloaded ‐

Apple

• Google’s Android Market Renamed Google Play

• GoMo

Campaign

• Facebook

Mobile Ads

Section 2: How consumers are using their mobile devices

How consumers are using their mobile devices

54% of display advertising is in App**

£2.4m ad revenue on tablet***

Tablet owners 4+ hours per week on retail sites**

**IAB

MOJO Study Jan 2012

24% take mobile shopping to compare prices****

*Neilsen

40% Smartphones

& 42% Tablets Dual Screening*

****Google‐Our Mobile Planet

***IAB/PWC March 2012

How consumers are using their mobile devices

10% share of adults’

media time each day ‐

but less than 1% of ad $

US adults spend daily 65 minutes with mobile vs. just 44 minutes with print

magazines & newspapers combined

eMarketer

Dec 2011

Section 3: Harness the opportunities for engagement via Mobile technology

The Technology

Harness engagement opportunities via mobile technology

Because everyone has a helicopter!

Target market: Astronauts & helicopter pilots

Engagement

Section 4: Put joined up marketing into practice

Mobile’s Role in Marketing & Advertising

Mobile Marketing

& Advertising

Mobile Customer

Service

Mobile Commerce

Put joined up marketing into practice

•

Mobile can work in conjunction with all business strategies:

–

Across Channels

–

Seamless experience

–

Consistent marketing

•

Aids single view of customer

•

Mobile becoming the connecting device for marketing & consumers

Section 5: Case Studies

British Airways – Gold DMA Awards 2011

Outdoor

Mobile used to

“start a

conversation in real

time with the

Caribbean”BEING London

V Festival –

Silver DMA Awards 2011

Bolser

Social Media

Waitrose –

Bronze DMA Awards 2011

Incentivated

Cross Media Activity

Tesco – Shrek Halloween Deals

http://www.youtube.com/watch?v=1Pr03DeU7Zk

Press Advertising

http://www.youtube.com/watch?v=1Pr03DeU7Zk

Shazam

–

Super Bowl Takeover

TV Advertising

Heineken Star Player

http://www.youtube.com/watch?v=XP5yySEZub8

Dual Screening/ Triple Screening

http://www.youtube.com/watch?v=XP5yySEZub8

TopshopIn‐

Store, Social Media & Email

Summary

•

Consider the breadth of the channel for your Mobile strategy•

Use the technology which suits your business objectives

•

Stick with your DM principles, test, learn, apply, test, learn, apply….•

Distinct business advantage for businesses who optimise their sites

for mobile, apps can follow, if appropriate

•

Clear benefit for retail & mCommerce

‐

but not just retail...

•

Increased activity on the mobile internet – higher levels of

browsing & search

•

Increased mobile advertising & more creative use of ad formats•

Mobile is an “always on”

companion

•

Consider Mobile opportunities in integrated cross channel

marketing activity

Thank you….Questions?

Contact: Jo GarciaBusiness Development Director – [email protected]

Presenter

Presentation Notes

Questions and an explanation of the Next Steps if relevant

mailto:[email protected]

Questions for the panel

#DMAGO

Refreshments and networking Please join us for tea & coffee in the lounge area

#DMAGO

Emerging print-to-mobile technologies: Opportunities for DM & Door-to-Door

Claire Cardosi, dealer marketing manager, Citroen UK Simon Samuels, CEO Media, Digital Space

#DMAGO

Introduction : Simon Samuels -

CEO, Media –

Digital Space Publishing Ltd.

Case Study : Claire Cardosi

-

Dealer Marketing Manager –

Citroën UK Ltd.

Emerging Print to Mobile technologies: Opportunities for DM

Name of presentation goes here

Agenda

•

Introduction to Digital Space / Optima.

•

Interactive DM Case Study:

“Citroën DS Line DM”•

Brief

•

Print Execution

•

Customer Digital Journey

•

Content

•

Calls to Action

•

Link to CRM

•

Process workflow

•

Summary

DS Line DM Case Study


Credentials

Specialists in the marketing

application of smartphone

technology and developing

‘point and scan’

solutions.

Experts in building the

capability to capture, identify

and realise

the value from

multi‐channel customer data.

FOCUS FOCUSDeveloping and integrating mobile

technology supportData strategy, management,

measurement & reporting

Our credentials blend strategic insight, technical experience and commercial know‐how to create a

unique combination of skills that bridge the physical and digital environments.


Presenter

Presentation Notes

There are two parts to our


New Opportunities

“A whole range of emerging technologies bridging traditional & physical media with Digital…”

Barcode QR Code Digital Watermark Audio Recognition Image Recognition Augmented Reality



The Mobile Opportunity

Inte

ract

ive

me

dia

ch

ann

els

ENGAGE

QUICKER

SMARTER

better

PERSONALISED

ON

-TH

E-G

O

USERCENTRIC

CONNEC

T customerjourney

RE

AL

TIM

E

predictwhatconsumerswant

push pull



DM Print to Mobile (The Process Flow)

The customer

chooses to

engage withPrint Media

(DM)

The downloaded app on

the mobile phone reads

encoded images, the

business rules and content

to be served

A central data repository is created

with capability to maintain SCV with

identified customer data. Deliverables;•Data warehouse•Report by trigger code

Behavioural

database

The customer selects

smartphone

app

Digital or physical fulfillment for

customer. Can include;

brochures, samples, products,

coupons, web, email, call back,

SMS, e vouchers, video etc.



Our Clients

Brands & agencies are learning how to engage people offline using mobile triggers.



Citroën Brief

•

Project brief developed by Acuity on behalf of their client Citroën UK•

Acuity and Digital Space worked together to integrate print to mobile

technology into this DM campaign.

•

Citroën DS Line DM invitation to be made interactive.•

Sent out to 200,000 addresses from national bought data & local dealership

lists.

•

Showcase benefits & features of each model.•

Include videos, photos & product overviews.•

Explore all 3 models in the line.•

Instantly connect with corresponding local dealership.•

Register interest in a combination of calls to action.•

Send directly to Citroën’s

CRM system.•

Follow up by Dealers.



Print Execution

•

Managed by Citroën UK’s agency Acuity.

•

Design to include consumer education & signposting.

•

Each car model uniquely watermarked.

•

Print run separately coded across 190+ local dealerships.

•

Approx 600 watermarks across the campaign.



Print Execution



Print Execution

Making mobile marketing count


Print Education

Making mobile marketing count


Print Signposting & Icons



Scanning The Artwork



Digital Overlays



Customer Digital Journey



Photo Gallery Slideshow (x8 per model)



Product / Event Overview



Consumer Journey



Videos (x3 per model)



Video



Calls to Action

•

Call local dealership immediately.

•

Arrange a call back.

•

Register interest in attending a DS Discovery Day.

•

Order a DS model specific brochure.

•

Book a test drive.

•

State expected exchange period.

•

Submit preferences to CRM



Call Now



“Get in Touch”



Preferred Model



Calls to Action



Book a Test Drive



Data Entry Form



Send to CRM



Dealership Follow Up



Summary

•Customer can further discover & explore the DS Line.

•Watch videos, view photos & learn more through their mobile.

•Instantly connect to their local dealership.

•Call now, register interest in events, request call backs, order brochures, book test drives.

•Customer engagement data by sales zone, by dealer plugged directly into CRM.

•Framework foundations which can be applied to future DM and other print media activities.

•Whole range of new digital opportunities to engage with customers through DM.

The power of brand activation: Miller Beer leads the way

Richard Dutton, business development director, Arc UK

#DMAGO

The Power of Brand Activation The Power of Brand Activation

Go Integrated, 28.03.12 Go Integrated, 28.03.12

What I would like to cover today

• What is Brand Activation

• How does it work

• How to approach a campaign

• What good looks like

Brand Activation?

‘Creating consumer engagement along the path to purchase in order to activate a sale – this could be in-store, on-line, direct or face to face

Brand Activation can therefore include any of these disciplines; shopper marketing, digital, direct, experiential and sponsorship activation’

We believe….

• Good brand activation drives sales. Great brand activation also builds brands.

3

But the best kind of activation moves shoppers— emotionally and behaviorally.

4

Everything we do, begins and ends with shoppers in mind.

we move people

to experience

to purchase

to recommend

and to return

Shoppers have different need states depending on the category.

There are typical shopper archetypes

Percent: Heavy Multichannel ShoppersIndex: Heavy Multichannel Shoppers / Total Shoppers* Overall shopper archetypes are based on overall attitudes towards shopping

OpportunisticAdventurer15% / 113

EfficientSprinter13% / 93

StrategicSaver

29% / 135

SavvyPassionista

14% / 98

DollarDefaulter13% / 84

QualityDevotee16% / 74

Bargain Hunting

Habitual

PremiumLow Price

List Driven

Exploratory

Multichannel Shopper Archetypes*

Need states often have overlapping motivations

be fashionablebe the envy

of othersmake a

statement

make styleaccessible

have thelatest look

express yourpersonal style

alwayssomething new

never know whatyou might find thrill of

a hunt

make styleaffordable

designer badge

surprisetreat yourself

impulse

stimulationsuccess

excitement & joy

sense of accomplishment

thrill ofa deal

no guilt

want vs.need

feel smart

nosacrifice

no limits

best sales

get shopping done

routine purchase

everything i need

best pricesoptions

exactlywhat i need

basics

for less

exclusivity

popular

authenticity

not cheapstuff

confidence good servicecaring

good neighbor

familiarity

well-known

reliability

solutions

always there

choice

efficient

effortless

comfort

get whati expectpredictable

hassle-free

easy to navigate

Service

Inside the store, communication must be tailored by zone

Service Zone

Impulse Zone

Transition Zone

Destination Zone

DURABLES

Understanding the shopper journey is critical

The Experience

The important thing to remember is that none of this counts if we don’t deliver a memorable and powerful brand experience to the shopper

over their phones

& via underground events

one-to-one

& with their entire social network

on-line

in-store

So what does this look like in practice?

Our brief from Miller

• Miller Genuine Draft was loosing relevance with and needed to recruit 18-24 year olds in its key market, Scotland.

• The brief was to re-connect Miller Genuine Draft with this audience and re-enforce its position as a genuinely different premium beer. In particular, to appeal to opinion leading young adults.

Solution

• ‘The Mill’ was conceived to appeal to these image- builders and it worked on two levels:– 1: We created unique, weekly gigs in Edinburgh and

Glasgow, showcasing emerging Scottish bands.– 2. The Mill became the content for our communication

• The events and music were seeded via multiple touchpoints - online, via Bluetooth, through QR codes on posters, underground takeovers, cinema ads and other media only available to those in the know.

To sum it all up…We must move people…

emotionally

rationally

measurably

effectively


#DMAGO

Workshops Both Debi Bester and Bob Moody did not use slides.

Unfortunately Patrick Collister’s

presentation was too big to include but please contact [email protected]

if you would like it. Please see below for Tim Drye and Liz Curry’s presentation

#DMAGO


Stimulating an Infectious Brand

Extending the reach of the Sainsbury’s Sport Relief Mile 2012

Integrated Campaign

Outline

•

Already an Integrated Campaign: –

But the “Promise”

needs to work smarter

•

Integrated Insight and Analysis:–

Balances database, research, external and internal

information

•

Integrated Testing:–

Small scale tests with maximum insight and rapid

turnaround.

Sport Relief Introduction

•

Sport Relief Video Introduction

AN INTEGRATED CAMPAIGN

TV & Radio Build Up

•

Sport Relief TV Trailer

Posters

Email –

Mailing Pack Templates

HOW CAN THE “PROMISE”

WORK HARDER?

The Comic Relief Promise

Operating Income and Expenditure statement

In order to run itself in a professional and effective way Comic

Relief incurs

necessary costs. Raising funds, making grants and organisational

overheads cost

real money.Despite these costs, Comic Relief is still able to promise that for every pound the

charity gets directly from the public, a pound goes to help transform the lives of

people living with poverty and social injustice. If Sport Relief

raises £50 million,

Comic Relief will spend at least £50 million doing just that.It can make this promise because its operating budget is covered

in cash or in

kind from all types of supporters like corporate sponsors and donors, suppliers,

generous individuals and government (including Gift Aid) as well

as from

investment income and interest.

INTEGRATED INSIGHTMerge insights from a database and research

“…Brands only exist in the mind of the

consumer…”

John Hegerty

Integrated Insight

Historic DatabaseBehaviour

UK CommunicationSegmentation

Combined GrassrootsDirectory

Current Communication

Research:

From the British Marketing

Survey Monthly Tracking Study

1. Acceptablility

of charity communications form

localised hotspots.

2. Openness to health communications shows

clustering too.

3. Is Sport Relief characterised by an overlap of

interest in charity and health?

4. These groups over the last four years have shown

an openness to context based and localised

communications especially door‐drop. Current BMS

Tracking Study

From the Database:

Historical Comic Relief

Campaign Insights

1. Campaign Participation consists of many small

informal “groups”

rather than individuals.

2. A Committed supporter, a high value sponsored

participant. generates nearly six times as much donor

activity around them.

‐

nearly three times as many donors in

their locality

‐

contributing nearly twice as much

3. Registered teams typically live close together:

‐

over 60% live within 500m

‐

teams have a tendency to be stretched

out along streets

A Softer Side to the Jonses

•

Youtube

trailer of the movie:‐

The Joneses

•

(http://www.youtube.com/ watch?v=5Nsiek4Rcz8)

UK wide Communication

Segmentation:

Channel Spectrum

1.Characterises UK Consumer appetite for

communications into 2 axes:

I.

Levels of digital engagemento From no digital access to fully immersed.

II.

Preferred communication mediumo Context based (e.g. TV, Newspapers, Internet ….)

o Location based (e.g. Door drop, posters ….)o Direct (e.g. Email, SMS, Mail, Telephone …. )

2. Team “Captains”

demonstrate the ability to influence

and have a tendency to be digitally immersed and open to

all three media types.

3. Team “Members”

are less commercially engaged

online and have a tendency to be open to non‐direct

channels, context based and especially location based

mechanisms.

4. Previous history of Comic Relief activity is a key

stimulus to involvement.

4. Generate a Comic Relief

Grassroots Directory:

Combine Channel Spectrum and

Comic Relief database behaviour

to focus localised activity

1.Utilise a modelling method that preserves dispersed

neighbourhood relationships.

I.

L1 Mimimisation.

2. Combine the framework sued to build Channel

Spectrum with Comic Relief historic behaviour.

3.Convince “digital advocates”

that a mere “physical

leaflet”

might work.

4.Select target locations for a Postcode Sector based

test campaign.

5.Implement a novel (for Comic Relief) leaflet

campaign to “fertilise”

team members participation

around the Manchester Flagship mile


Integrated Insight

Current Research

UK CommunicationSegmentation


AN INTEGRATED TEST CAMPAIGNConvince “digital advocates”

about “physical relevance”

efficiently

A Constrained Integrated Test

•

Constraints:–

Minimise the initial volume of the test door drop

campaign

–

Minimise the size of the control cells eliminated from conventional warm communications

–

Execute early in the campaign when responses low to allow control cells to re‐enter comms.

–

Deliver a rapid interpretation to facilitate a roll out.

Initial Test Leaflet

Two outcomes to test

•

Increase the online sign‐up rate for participation in the Manchester Sainsbury’s

Flagship Mile.–

A mechanism to monitor offline communications

that drive online behaviour.

•

Post campaign identify increased levels of donation, due to door drop inclusion.

–

A mechanism for socialising/normalising participation in a local group activity.

Integrated Communications

•

Identify the combined effects of:–

Warm email and mail

–

Location based posters and door drops.•

To facilitate the activation driven by TV and Radio

exposure.–

BT Challenges (David Walliams, Helen Skelton, John

Bishop, ….)–

The Great British Sport Relief Bake Off

–

Let’s Dance for Sport Relief–

Sport Relief does Glee

–

….

Case Control Study

•

Prior to the campaign:–

Characterise Postcode Sectors by Channel Spectrum

demographics, Sport Relief Previous Campaigns.

–

Generate pairs of similar Postcode Sectors in Manchester, with a match in Birmingham.

–

Select one to receive Door Drop leaflets the other not, up to a distribution of 100K.

–

Select eight Postcode sectors, in Birmingham and Manchester to exclude from warm communications,

half of those in Manchester excluded from Door Drop.

Initial Peak, with ongoing enhancement

Initial Peek, on‐going enhancement

•

During early campaigning:–

Initial peak of nearly 400% index (397) over the

case controlled cells.

–

Ongoing growth in enhancement, a month later, nearly 150% index (147) enhancing an overall

increase in registration of over 300%

–

Further leafleting rolled‐out: •

Belfast (solus)

•

Birmingham (newspaper)

Roll Out Campaigns

Solus

Distribution RM Door Drop

Local Newspaper Distribution

with Trinity Mirror (TNT Post)

Roll‐out Results

•

Apply the Grassroots Directory to the selection of locations

•

Identify how the mode of delivery might impact on the effectiveness of the

communication

•

Assess how the timing of the delivery can effect the impact of the communication

Solus

distribution in

BelfastSupported by

Royal Mail Door Drop

Local Newspaper

distribution with leafletsSupported by

TNTpost

and Trinity Mirror

Record breaking Night of TV Total

Still to come?

•

Activated Online Registration and Participation.

–

First week plus Third week bounce.

•

Are donations infectious?, –

grown sponsorship and donation rates?.

•

Watch this space.

Outline

•

Already an Integrated Campaign: –

But the “Promise”

needs to work smarter

–

Engaging with the Brand•

Integrated Insight and Analysis:–

Balances database analysis, research insight,

–

external and internal information•

Integrated Testing:–

Case‐Control tests

–

Small scale with maximum insight and rapid turnaround.•

Activated the “Infectiousness”

of the Brand

Contact Information

•

British Marketing Survey:–

www.thebps.co.uk

•

Channel Spectrum:–

www.channelspectrum.co.uk

•

Streetwise Analytics:–

www.streetwise‐analytics.co.uk

http://www.thebps.co.uk/

http://www.channelspectrum.co.uk/

http://www.streetwise-analytics.co.uk/

Lunch Please join us for lunch in the lounge area

#DMAGO

Welcome from the chair Shaun Bailey, managing director, Jacob Bailey

#DMAGO

TomTom

break free: Working with social media across channels departments and disciplines Roger Warner, managing director, Content and Motion

Please follow this link to Roger’s presentation http://www.slideshare.net/SarahWright/tomtom-break-free- working-with-social-media-across-channels-departments- and-disciplines

#DMAGO

Right channel touching: How channel choice impacts Orange’s marketing ROI

Josephine Lung, senior decision manager, Everything Everywhere

Tim Watson, owner, Zettasphere

#DMAGO

The Global SaaS Leader in Relationship Marketing

www.emailvision.com

Orange Multi-product, multi-channel promotion

www.emailvision.com

Tim WatsonJo Lung

28th March 2012

Presenter

Presentation Notes

June 2011 multi-product promotions

www.emailvision.comwww.emailvision.com

Acknowledgement :Zephyris

at Wikipedia

Presenter

Presentation Notes

B module DNA What I understand Its complex Orange has one of the most complex marketing environments Range of products Diversity of customers All marketing channels used Multiple sales channels

www.emailvision.com

Campaign objectives

●

Regular communication with the PAYM base (every 2-3 months)

●

Communicate multiple offers in one large scale communication, getting more messages to the customer without increasing campaigns

●

Achieve a positive ROI through x-sell and longer term impact on loyalty and survival.

●

Increase perception of value. ●

Drive awareness of products and services available

●

Focus on multimedia products

www.emailvision.com

www.emailvision.com

Many cross sell offers to promote

www.emailvision.com

Roaming bundleBroadband

Public Wifi

access

Photo bundle

Presenter

Presentation Notes

RockCorps - Orange RockCorps music gigs. You can’t buy a ticket. You can’t win a ticket. You have to earn a ticket by giving 4 hours for your community ….and more Campaign to cross-sell. Lots of add-on products to promote Combined to single campaign to avoid communication overload Not promoting upgrades, new phones or calling plans. Other marketing activity addresses this Included install value too, hints, tips and awareness of extras already part of the package Different products per segment or across all??? Regular monthly

www.emailvision.com

Diverse customer base

www.emailvision.com

Photo acknowledgement: tim166

Presenter

Presentation Notes

Customer base of millions Just about one of every type… wide needs and desires Source http://www.flickr.com/photos/tim166/293161965/sizes/l/in/photostream/

www.emailvision.com

Multiple Sales channels

www.emailvision.com

Presenter

Presentation Notes

Multiple sales channels Orange shop Telesales Online sales Partner shops Multiple customer touch points and sales channels makes tracking results that much harder

www.emailvision.com

Channel choice

●

SMS●

Direct Mail

●

Telesales

www.emailvision.com

●

Bill insert●

eBill

●

Email●

MMS

Presenter

Presentation Notes

Channels picked for lower cost and high flexibility Bill insert cost effective as very small incremental cost (2p/person?) eBill is online ad shown when customers logon to view bills online SMS not used as too limited – short text not sufficient to support marketing message. Direct Mail previously tested and found not to provide ROI. Channel is too expensive.

www.emailvision.com

Segmentation solar system

www.emailvision.com

Sociable

Introvert

Tech Savvy

Digital Tribe

Maximisers

Chatty Spenders

Socialites

PAYM Pragmatics

Balancing Families

Good Lifers

PAYG Pragmatics

Basic Communicators

Bubble = Segment Size

Youth

Tech Cautious

Presenter

Presentation Notes

iPhone, Maximisers, Pragmatics and Socialites Q. Check from solar system how groups map to the four categories used on the campaign Only one channel used in each segment? Or could you get bill insert and email? Don’t have email address for all of the consumers.

www.emailvision.com

Segment definition

www.emailvision.com

SocialitesCarefree & Gregarious

MaximisersAmbitious & Active

iPhone

Overlapping solar segments

PragmaticsThorough & Methodical

•Spontaneous and carefree, often flitting between jobs for example

•Love their phones as a communication device and being tempted to Smartphones

by services such as social networking and BBM

•Extrovert creatures who love to be in constant contact with their mates

•Hard working and career focused, often struggling with work/ life balance

•Internet central to their lives, both for entertainment but also juggling their busy lives

•But also love a gadget for the ‘cool factor’

and relatively early adopters

•Specific segment targeted due to the large base and specific Orange package offers

•Relatively affluent segment who are focused on quality and reliability

•Stick to traditional brands who they feel won’t let them down

•Love the Internet as a reference / information resource and many now tempted by ‘useful’

mobile services e.g. navigation

Presenter

Presentation Notes

Need to add in iPhone definition

www.emailvision.com

Right touching

www.emailvision.com

Presenter

Presentation Notes

Matching the channel and offer to the person. Needs based segmentation model. Offers picked according to needs as identified from service usage (calls, texts, data etc). This campaign included segmentation to test which channel is the right channel.

www.emailvision.com

Cells used

www.emailvision.com

Bill insert iPhoneMaximisersPragmaticsSocialites

eBill iPhoneMaximisersPragmaticsSocialites

Email iPhoneMaximisersPragmaticsSocialites

MMS iPhoneMaximisers

Presenter

Presentation Notes

Aim to measure which channel performs the best in different segments Different cells created to use each channel with each of the four segments. Initial test of MMS channel usage so included with reduced segmentation.

www.emailvision.com

Bill insert - front

www.emailvision.com

Prag

mat

ics

Soci

alite

s

Presenter

Presentation Notes

Z fold two sided insert

www.emailvision.com

Bill insert - rear

www.emailvision.com

Prag

mat

ics

Soci

alite

s

Presenter

Presentation Notes

Pragmatics – how to get account information, usage Socialite – sharing photos to Facebook

www.emailvision.com

eBill

www.emailvision.com

Presenter

Presentation Notes

Customers receive an SMS advising them of latest bill availability to drive logon traffic. Different eBill adverts for different segments.

www.emailvision.com

MMS

www.emailvision.com

Pragmatics Socialites iPhone

www.emailvision.com

Email - iPhone

www.emailvision.com

Presenter

Presentation Notes

iPhone version Socialites version; offers to suit the segment, ring tone, travel, photo bundle. Pragmatics – value/quality Cautious, so how to use account etc.

www.emailvision.com

Email - Socialites

www.emailvision.com

Presenter

Presentation Notes

Note too three subject line tests on emails.

www.emailvision.com

Measuring success – the big picture

www.emailvision.com

Customer service

Churn

ARPUAverage revenue

uplift per user

Presenter

Presentation Notes

The big areas of financial impact needed to be measured to truly understand the performance. Churn does marketing cause customers to stay longer or leave? Are costs incurred or saved in customer service? Does the revenue for each customer go up? ARPU is the change and calculated based on extrapolated revenue to contract end. Complex environment makes it hard to measure success since Many products being promoted Informational and value elements included aimed to retain customers Many customer touch points

www.emailvision.com

Solution - holdout groups

www.emailvision.com

Holdout groups(for each segment)

3 months 3 months

Multi-product campaign

Holdout no multi-

product campaigns

Campaign groups Campaign impact

Presenter

Presentation Notes

Holdout groups from the multi-product campaigns. Would have received other marketing communication. Holdout group gives revenue and cost with no campaign, so reflects changes due to other factors. Then adjust campaign group measurements inline with pre and post campaign change in holdout group to remove external factors. Once external factors removed, look at difference pre and post campaign to understand full impact Period of three months to ensure all downstream impact of the campaign is measure.

www.emailvision.com

ROI per contact

www.emailvision.com

Revenue uplift –

Customer service costs + Churn benefit

Count of customers in campaign group

Presenter

Presentation Notes

So if customer services costs reduced then it adds marketing profit Customer service costs based on Average cost per call x number users who called.

www.emailvision.com

ROI by segment

www.emailvision.com

Presenter

Presentation Notes

A marketing profit on all segments except Maximisers. Theory: Maximisers by their nature get many marketing messages from different media and companies and become less responsive. Marketing caused Maximisers to make use of customer support to get more or to re-evaluate market options and churn.

www.emailvision.com

ROI by Channel

www.emailvision.com

Presenter

Presentation Notes

Over all segments Bill insert was the best performer.

www.emailvision.com

Two simple lessons

●Market using bill inserts

●Don’t market to Maximisers

www.emailvision.com

Presenter

Presentation Notes

The problem with averages and summarised data is it hides things information Look deeper and segment results to get insight

www.emailvision.com

ROI drill down

www.emailvision.com

Presenter

Presentation Notes

Pick the right channel for the right customer – right touching iPhone – Bill inserts Maximisers – MMS Socialites – Email Pragmatics – insert or email May be there are further segments…? EG within iPhone may be different ages or gender might influence channel choice. Total conjecture. The data knows the answers.

www.emailvision.com

Tests repeated following quarter

www.emailvision.com

October multi-product campaign

Presenter

Presentation Notes

The campaign runs quarterly and repeated some of June tests (as well as adding more) October results inline with June except in reversal of channel for iPhone In June Bill insert was best in October Email. Maximisers continue to prove hard to reach. Overall email is the best all round channel

www.emailvision.com

Another way to skin the cat

www.emailvision.com

Orange pay monthly Animal packages

Presenter

Presentation Notes

Or dolphin/panther/canary/racoon Introduce the concept of different animal packages, which tie to different tariffs and bundles

www.emailvision.com

Relative results by Animal

www.emailvision.com

Presenter

Presentation Notes

Rather than needs based segment, looking at same results analysed by Animal Results do vary across different Animals, the Animal package does say something about how to market Orange keep learning on every campaign. This is being used to decide how to campaign on the next quarterly run. Use Animal segmentation plan for channel Exclude Panther (or find a different marketing message) For Canary use eBill channel For everything else Email ANPU based results rather than ROI ANPU = Average net revenue per user, that is after cross network charges.

www.emailvision.com

Takeaways

www.emailvision.com

Look deeper than summary

Right touch the channel

The difference between profit

and loss

True marketing impact

Sometimes say nothing?

Presenter

Presentation Notes

Look deeper. Analyse campaign result data, breakdown by different segments. Breakdown by segments or your suspected segments to gain insight for future campaigns The difference between profit and loss: segmentation Dolphin was only profitable by email, Canary was best by eBill Segmentation isn’t just a good idea, its vital Right touch the right customer to the right channel Deliver the message through the channel that works best for each segment. True marketing impact. Don’t just look at revenue, look at holistic cost to determine success Account for impact in Support and Churn to get a true picture. Wrong conclusions are drawn otherwise Say nothing For this campaign so far saying nothing is the best for Panther / Maximisers. Challenge can a message & channel be found that does give a ROI?

www.emailvision.com

Questions

www.emailvision.com

Let’s Connect

Tim WatsonTwitter@tawatson

LinkedIn http://uk.linkedin.com/in/tawatson

Jo LungLinkedInhttp://uk.linkedin.com/pub/josephine- lung/1/281/516

http://uk.linkedin.com/in/tawatson

http://uk.linkedin.com/pub/josephine-lung/1/281/516

http://uk.linkedin.com/pub/josephine-lung/1/281/516

www.emailvision.com

Some of our 3000 + clients

www.emailvision.com

http://www.mothercare.com/b/42764041?ie=UTF8&pf_rd_r=0SC7YPV5FPYS07FF9XAQ&pf_rd_m=A2LBKNDJ2KZUGQ&pf_rd_t=101&pf_rd_i=42764041&pf_rd_p=212021691&pf_rd_s=global-top-1

http://www.cheaptickets.com/?z=a16c&r=1o

http://www.bilbasen.dk/

http://www.grupogodo.com/

http://www.delhaizegroup.com/en/Home.aspx

http://www.venca.es/inihome.asp

http://www.fonq.nl/

http://www.eboutic.ch/bienvenue

http://www.electrabel.be/

http://www.bidz.com/

www.emailvision.comwww.emailvision.com

Menzies

digital marketing: Mazda client multiplatform customer communications case study from Redwood

Sarah Clegg, managing director, Menzies

Digital Marketing

Janine Goldblatt, senior account director, Redwood Nik

Berg, global editor, Redwood

#DMAGO

INNOVATIVE CONSUMER ENGAGEMENTMAKING AN IMPACT EVERY DAY

EXCLUSIVE UK PARTNER OF THE MARKET LEADING DIGITAL PUBLISHING PLATFORM

Create award winning e‐zines and compelling interactive communicationsIncorporate personalization, tailored branding and e‐commerce onto PC, tablet or mobileFully supported with creative, production and consultancy services

A SELECTION OF RECENT CLIENTS…

http://public.edition-on.net/samples/esprit.html

http://digital.edition-on.net/Fiat_US/issue07.html

http://www.yourmandsmagazine.com/SeptOctissue2011.html

http://electric.virginmedia.com/issue31.html

http://digital.edition-on.net/links/4069_tesco_christmas_gift_guide.asp

http://www.zoomzoommag.com/issue02_2010.html

REDWOOD: INSPIRING CONTENT


#DMAGO

Refreshments and networking Please join us for tea & coffee in the lounge area

#DMAGO

‘How much response goes online?’ Recent joint research by the inserts

and door drop councils CJ Court, managing director, All response media

Mark Davies, managing director, TNT Post (Doordrops)

#DMAGO

2011 Research Project

CJ: Managing Director - All Response MediaMark Davies: Managing Director – TNT Post DoorDrop Media

Presenter

Presentation Notes

CJ

Response rates declining

Consumers increasingly embracing the internet

Measurement vital to understanding value

(still) Feel print medium only partially judged

Presenter

Presentation Notes

CJ

Previous research in 2009: variety of clients using just loose inserts◦

Toy retailers, cosmetic surgery, charity,

% of measured response online = 52%

Range was 24% to 76%

Expected factors had an influence◦

Target audience, product advertised, media title

Presenter

Presentation Notes

CJ

2011- Insert Council collaborated with Door Drop Council to include door drops

Clients from wider range of sectors:◦

Charity, Finance & Retail

Presenter

Presentation Notes

Mark

Timing: April - Jun 2011

Volume: 3m items

5 clients

11 titles / distribution methods

Presenter

Presentation Notes

Mark

Excluding the retail client the average % response to go online has risen….

Presenter

Presentation Notes

Mark

Presenter

Presentation Notes

Mark

250,000 A4, 2pp leafletsDistributed via NewshareMosaic targeting (from existing customers)Overlaid on town catchments

Presenter

Presentation Notes

Mark

Results:

80% of sales in-store20% of sales online

90% of online sales from new customers

Presenter

Presentation Notes

Mark

Upmarket charity that appeals to older, more male donors

800k inserts in both national press and lifestyle titles

Presenter

Presentation Notes

CJ

Results:

59% of donations online

Similar to average % across all activity

Presenter

Presentation Notes

CJ

Cancer insurance product: New to UK market

650k inserts in national press and lifestyle titles

300k door drop / Newshare

Presenter

Presentation Notes

CJ

Results:

83% of response was onlineAll of door drop response was online

23% of all response was “Search Engine”

Presenter

Presentation Notes

CJ

250k via Royal Mail door drop, 250k via NewshareUsed customer profiles to target relevant Financial ACORN Types

Presenter

Presentation Notes

Mark

Results:

50% of leads were online 50% leads offline

27% of leads were converted to sale

Presenter

Presentation Notes

Mark

Campaign similar to previous research500k inserts across national and lifestyle titles

Presenter

Presentation Notes

CJ

Results:

Online response was 32% (up from 27% in previous research)◦

NB 3 response routes: Phone, coupon and web

Still affected by type of title◦

Mass market TV title: 10%◦

Mid market Sun: 29%◦

Mid / upmarket Sat: 54%

Presenter

Presentation Notes

CJ

% Response

online

Ave.

20% 59% 83% 50% 32% 56%

Presenter

Presentation Notes

CJ

Online response is increasing

Online response range: 20-83%◦

“Personal” sectors are higher (as previous) ◦

Retail still had 20% online – and new customers!

Other factors affect % response online◦

Product being promoted◦

The number of response channels◦

The readership demographics◦

The online usage of that readership

Presenter

Presentation Notes

Mark

Coupons are still a chosen channel

Importance of phone

But increasingly web

With added new technologies….

Vital that response data is measured correctly

Presenter

Presentation Notes

Mark

Online response is significant

Measurement is more vital than ever

New technology can make measurement easier and more accurate

New response channels can bring new customers

The Power of Print can work with the internet

Presenter

Presentation Notes

CJ

A lot – so we had better measure it!

[email protected]@tntpost.co.uk

Presenter

Presentation Notes

CJ



Award winning integration Vanessa Preece, head of customer recruitment, Very.co.uk

Sarah Rogers, consumer engagement manger, Tourism Ireland

Ian Bates, creative director, Indicia

#DMAGO

© Indicia 2012

Go IntegratedThe customer challengeand the integrated solution

Presenter

Presentation Notes

Who we are/who I am As everyone has said – the landscape has changed – for good. Led by the people out there, less so by brands. How they use Tech etc. Evidence of people becoming more channel loyal than brand. Integration either by design or default

© Indicia 2012

Presenter

Presentation Notes

Jerusalem Syndrome. Anticipation and hope. Can drive people crazy A bit like integration The landscape has changed –Led by the people out there, less so by brands. How they use Tech etc. Evidence of people becoming more channel loyal than brand. Integration either by design or default Strategic coordination of multiple comms voices. Its not only about integration of media, but integration of brains, emotions and ego’s.

© Indicia 2012

We launched stories into the market to activate the brands

Presenter

Presentation Notes

A clear sense of narrative using touchpoints and maximise each opportunity.

Nick and Sam’s Ireland Roadtrip story

© Indicia 2012

Pics

of Ireland

Business challenge

Presenter

Presentation Notes

Ireland is rich in iconic places and unique experiences. Potential holidaymakers know the famous stuff, but don’t know what else can be found along the way. Audience insight: They have trouble differentiating Ireland from Great Britain as a destination They don’t think Ireland offers the exciting hidden holiday gems they crave They tend to dismiss tourist board marketing as biased.

© Indicia 2012

Strategy

Presenter

Presentation Notes

We filled this knowledge gap by using multiple media touchpoints to increase interactivity and educate our audience. Also harnessed the power UGC and advice – the audience would listen to their peers We needed to facilitate peer to peer exchange

© Indicia 2012

Measurement

EngagementIntent to travelEffectiveness: Cost per response

Presenter

Presentation Notes

Owned – Earned and Paid for media

© Indicia 2012

Concept

Presenter

Presentation Notes

To encourage ‘intent to travel’, we engaged our audience with an interactive journey through Ireland – a real time Road Trip. But there was a surprise: we gave the audience the power to decide where our adventurers – Nick and Sam – went on their travels and what they did. engage, entertain and educate

© Indicia 2012

Media strategy

Presenter

Presentation Notes

Owned – Earned – Paid for. At the heart of the campaign, we placed a content-rich campaign page. This evolved as the campaign matured from pre-trip to live event to post-trip. Interactivity was critical to the success of this campaign. We deliberately selected media that enabled the audience to get involved.

© Indicia 2012

Media strategy

Launch email

Presenter

Presentation Notes

Everything else we produced (emails, banners, advertorials, Facebook ads, tweets) encouraged people to get involved with the trip at this page. Essentially, this was their hub to meet our intrepid adventurers, view their films and photos, vote on the what-to-do tomorrow polls, request a free Road Trip guide, find a great Irish offer, enter a compelling competition and so on.

© Indicia 2012

Media strategy

“A couple from Bath touring Ireland for a week. Where should they go? #irelandroadtrip”

“Absolutely loving Nick and Sam on #irelandroadtrip. Superb banter”

“Wow! Just found your site. Sooo jealous. Always wanted to visit Ireland. Too many ideas!”

Presenter

Presentation Notes

Peer to peer interaction was at the heart of the campaign

© Indicia 2012

Media strategy

“This looks like fun. I will be keeping up with your progress. Enjoy it!”

“Loving the videos. Brings it all to life. More please!”

“I have always wanted to visit Ireland. You have made the idea come to life”

Presenter

Presentation Notes


© Indicia 2012

Media strategy

“Visit Killorglin

in County Kerry where they crown a goat as king in August and have a fantastic fair”

Presenter

Presentation Notes


© Indicia 2012

Media strategy

Presenter

Presentation Notes

Even inserts had a part to play by targeting carefully selected titles and driving !! People to the completed trip and engage with the content.

© Indicia 2012

Presenter

Presentation Notes

By integrating the communications, we created an array of engaging media touchpoints that enticed participants to experience Ireland. At every step, they would learn more of its wonders from the world-famous to wonderfully obscure.

© Indicia 2012

Results

Engagement:50,919 visitors to the campaign page48,652 movie viewers11,497 Facebookers

and Tweeters interacted

19,531 competition entrants

Presenter

Presentation Notes

11,497 Facebookers and Tweeters interacted – how did we measure that???? Automated???

© Indicia 2012

Results

Intent to travel:5,342 brochures downloaded or requested4,951 TripPlanner

actions

Cost-effectiveness:£1.24 average cost per response275% uplift from inserts (compared to 2009-10)

Presenter

Presentation Notes

We have return on investment metrics but this developed into a broader return on engagement – capitalising on ongoing engagement to drive intent to travel

© Indicia 2012

Judges comments

“A 21st-century solution to a direct marketing problem that’s been with us for decades – a truly interactive and evolving campaign.”

The Work it Baby story

© Indicia 2012

Business challenge

Presenter

Presentation Notes

Maximise of direct based on previous success – challenge was a finite volume Planning looked at opportunities in vertical markets Mum and baby market was a strong niche opportunity The Very credit offer is powerful to this audience A time of life thing. Might not do it in the future Credit offer therefore becomes more appealing

© Indicia 2012

Strategy

Presenter

Presentation Notes

Find a differentiated position: They sell a wide range of products but we took their fashion reputation and sold that Integrated data strategy into the creative story – Bounty, Emma’s Diary

© Indicia 2012

Measurement

EngagementDriving to datacapture

InteractionRewarded with relevant dynamic content

SalesProve this was a viable market for the brand

Presenter

Presentation Notes

There were a range of complex measurements for each media-type as this was a test campaign and the structure was different to anything we’d tried before. Broadly these covered 3 key areas. It was very much a sales campaign – with the most valuable customer to the brand being a credit customer

© Indicia 2012

The affordable way to be a fashionablemother and baby

Presenter

Presentation Notes

Mini-me culture Desire to get kids looking good An expression of the parents identity

Work it baby

Presenter

Presentation Notes

A fashion show that brings mums, babies and the brand together. Activate the brand in this space Raise credibility Engage the audience Drive sales Prove it as an option

Pre launch engagement

© Indicia 2012

Media strategy

“Who’s up for a coochy

cool fashion show? #workitbaby”

Presenter

Presentation Notes

Idea launched to a cold and warm audience on Twitter and FB - Start the conversations – build the buzz – drive interest to data capture

© Indicia 2012

Media strategy

“Sneak preview of new babyworld comp to launch on 13 October – Very’s new range Work it Baby!”

Presenter

Presentation Notes

Babyworld Facebook page posts

© Indicia 2012

Media strategy

“Online fashion retailer Very are launching a super-stylish mum, baby and toddler campaign on October 13 entitled Work It Baby.

The centrepiece

is a fun-filled film showcasing an array of fabulous fashion for mums-to-be, new mums, babies and toddlers from Very’s

huge online store.

You can get a sneak preview as the teaser film goes live today at justworkitbaby.co.uk.”

Presenter

Presentation Notes

Mums-to-be blogs: Teased the audience, press released influential mum’s bloggers Blog – from Emma’s Diary

http://www.justworkitbaby.co.uk/

© Indicia 2012

Media strategy – Microsite

Presenter

Presentation Notes

Engagement activity drove to microsite with teaser movie, prize draw and data capture

© Indicia 2012

Media strategy: teaser movie

Presenter

Presentation Notes

Teaser movie warming-up the audience with backstage action Encouraged sharing – nearly 1,000 plays Data capture for future activity

© Indicia 2012

October 13 – Showtime

Presenter

Presentation Notes

Engagement activity culminated when the Show went live – key period for core media.

© Indicia 2012

Media strategy

Presenter

Presentation Notes

Microsite was at the heart of the activity Reached the audience by storytelling through integrated touchpoints

© Indicia 2012

Media strategy

Email: core media

Presenter

Presentation Notes

Tried and tested – carefully targeted to data and all captured Dynamic Relevant

© Indicia 2012

Relevant interaction

Presenter

Presentation Notes

Delivering people to relevant parts of the ‘store’ Harrods analogy

© Indicia 2012

Media strategy

Direct mail:Core media

Presenter

Presentation Notes

Talk about direct mail Poster Social Website Depth of engagement. Tangible. It operates at a different speed.

© Indicia 2012

Results

Engagement and interaction:121,319 microsite

visits

52,743 clicks to product pages49,358 customer leads25,915 video views

© Indicia 2012

Results

Sales:4,795 customers (92% credit customers)Almost 11,000 products sold£3.4m predicted lifetime value to the brand

Effectiveness:£154 AOV from email

Presenter

Presentation Notes

Direct mail performed to expectations, Email very high AOV £154 Tailoring packs and email to data improved response by 4x Improvement to microsites give 20% uplift Work It Baby successfully bridged the gap between brand and audience. It harnessed the power of an engaging fashion story in an integrated campaign. With 121,319 microsite visits Very is now a relevant, compelling brand to UK mothers, and committed to further investment in the market.

© Indicia 2012

Judges comments

“A truly rounded direct marketing campaign.A worthy Grand Prix winner, and a great exemplar of how direct marketing is as relevant today as in any other decade.”

The way ahead

© Indicia 2012

Future campaigns

How we plan campaigns has changed foreverYou might not sell everythingCreative and data unitedDon’t forget the media you createThe impact of the emotional story

Presenter

Presentation Notes

Customer journeys and touchpoints Start the conversation/relationship – you’re not the only kid on the block – earn the right Only capture the data you need

© Indicia 2012

One’s to ponder

The role content plays in a direct campaignsThe inbox challenge and awarenessMaking mail work cost-effectivelyOrganisational change

Presenter

Presentation Notes

Sharing content/social interaction etc is positive but how is it accounted for

© Indicia 2012

Finally

“… we know how to construct the body, but the real trick is knowing how to run blood through the veins.”

Bill Bernbach

© Indicia 2012

New breed of directCustomer intelligenceThe way ahead

Presenter

Presentation Notes

So, whats our part in this complex ever-changing world? We’ve been called new breed – traditional skills (measurement, discipines, data) CI is our appraoch Deliver the way ahead

© Indicia 2012

Introductions

AllBackground context

NNM

Presenter

Presentation Notes

putting the customer at the heart of the strategy You don’t get this you’ll go nowhere Requires greater flexibility in client and agency teams Increased skillsets at the table


#DMAGO

Closing comments from the chair Shaun Bailey, managing director, Jacob Bailey

#DMAGO

Thank you for attending

We look forward to seeing you at future DMA events!

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