strategy creative media digital pr ten alps media mike higgins media director

STRATEGYCREATIVEMEDIADIGITALPR

Ten Alps MediaMike Higgins

Media Director

INTEGRATED MARKETING

What is Direct Response Marketing

“Direct-Response Marketing is a type of marketing designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements.[1] This form of marketing is differentiated from other marketing approaches, primarily because there are no intermediaries such as retailers between the buyer and seller, and therefore the buyer must contact the seller directly to purchase products or services. Direct-response marketing is delivered through a wide variety of media, including DRTV, radio, mail, print advertising, telemarketing, catalogues, and the Internet” – Wikipedia

INTRODUCTION

“You know, in the advertising community today, there are two worlds — your world of direct response advertising, and that other world, the world of general advertising.

These two worlds are on a collision course. You direct response people know what kind of advertising works and what doesn’t work. You know it to a dollar. The general advertising people don’t know.” - David Olgivy


CHANGING MEDIA LANDSCAPE


The Return Path for Everything

INTERNET

Website

SEOPPC

Display

IPTV

Social

Viral Email

TV

Press

Cinema

Radio

PR

Outdoor

DM

Door Drop


Informed Decision Making – what should we track?

RESPONSE AND TRACKING

Media Channel

Footfall, Leads, Appointments, Sales

Position

Time of day

Day of Week

Time of YearMessage

Media Cost

Media Format

Media Eyeballs

Impressions, Impacts, Visits, Likes, Entries

•Lead timing

•Conversion timeline

•Lifetime value

•Environmental factors


What Should be Tracked?

THE RESPONSE FUNNEL

Order / Sale

Awareness Consideration PurchaseAction


Informed Decision Making – How do we track it?


www.clickhere.co.uk/offer

0800 11 11 11Text “win” to 88810

QUOTE: 1234


Informed Decision Making – Environmental



External Factors

Timing

Informed Decision Making – what we do with the information


Did it Work?

Why did it not?

Why did it?

Creative

Media Channel

Cost

Offering

Are there better

options?

Could it work

better?Retest or

new


Broadcast and On-line tracking

One solution to understanding the on-line effect of off-

line advertising is via software tools. Ten Alps have

invested in a bespoke piece of software which looks to

overlay the visits to a website against a TV or Radio

schedule and look for statistical correlations between

spots and web visits.

ADALYSER


DR IN MEDIA CHANNELS


What Works

The world of TV is changing, time lapse viewing, hundreds of different channels and PVR’s to name a few, but there are

methods to maximise your return from a DR strategy:-

•Reduced costs – less fashionable day-parts

•Targeted channels

•Smaller rating spots

•Web link - special relationship between TV and online – up to 64% surf while watching TV

•A clear call to action and easy return path

•Consider call handling capabilities and plan accordingly

TELEVISION


Rules for DRTV

Thinkbox have released a number of “new” rules for DRTV that should be considered:-

1. Weekends can be just as responsive as weekdays – particularly via the web

2. DR campaigns can run into later day-parts particularly for high interest categories

3. CB and EB can both be effective

4. 1st, 2nd and last in break are most responsive

5. Longer time lengths can work well for DR campaigns

6. Creative copy with compelling call to action

Full report can be viewed at http://www.thinkbox.tv/server/show/nav.1245

TELEVISION


Creative Solutions for 2012

TAKING TV FURTHER

Introducing Nik Wheatley From ITV


Response through awareness

Nearly 75% of all Radio ads contain some form of response mechanism, but how do you improve response?

• Memorable numbers

• Tell caller the call is free

• Strong offer – call to action

• Establish with at least 4 OTH

• Spread campaign to include evenings and weekends

• Use of different second lengths

RADIO


Creative Solutions for 2012

TAKING RADIO FURTHER

Introducing Janet Jones from Global Radio


Position is King

Shorter lead times and comparatively low entry costs makes press an easy starting point for any DR campaign.

• Right context – supported by editorial if possible

• Frequency – be there when people are ready to respond

• Size vs. cost efficiency

• Long Copy - readers respond to more information

• Test copy alternatives

• Day of week, time of year

• Reactive messaging, fast results

PRESS


Targeted and Responsive

There are 2 main insert routes to market:-

1. Publication – national or regional, specialist or broad

2. 3rd Party – distributed in share schemes, catalogues, product dispatch etc

There are several different types, the main ones being:-

1. Loose – look for poly bagging

2. Bound in – additional cost, specification restrictions

3. Tip-ons – appears on advertising page site , sampling.

4. Post-its – quick and easy reminder execution

INSERTS


Direct to the Door

There are 3 main routes direct into the home via door drops

1. Newshare Distribution

2. Team Distribution

3. Royal Mail Distribution

All 3 distribution methods can be use various different postcode targeting, for example Acorn

DOOR DROPS


Direct to the Door

Introducing Mr Stu Pickup from The Insert Company

DOOR DROPS – THE TARGETING


Direct and Personal

The ultimate targeting tool, identifying individuals via profiling or previous purchase, building your brand data base is a

powerful tool.

1.Internal lists, purchasers or enquirers – 90% of consumers are more likely to open mail if they are already a customer

of the company

2.Profiled cold lists

3.3rd Party share programmes

4.Survey results

DIRECT MAIL


The Paper Search Engine

From a regional listings point of view, whether online or via the

traditional paper method, directories still generate thousands

of searches a day

1.People don’t browse directories they have a need, leads here

are generally very high quality

2.Older age groups are still big users of the print version, but

this is bound to change

DIRECTORIES


Mass Media with a Response?

Not traditionally seen as a direct response medium, research proving the DR case for outdoor is very thin on the ground,

although some of the more modern techniques may well change this.

•QR Codes

•Text short codes

•Proximity Marketing

• Wireless

• Bluetooth

• NFC – Near Field Communications

OUTDOOR


By Media

SUMMARY


Direct Response is Alive and Kicking – but changing

At any level of direct response the key is to understand your objectives and how you are going to measure and track

against these:-

1.Consider objectives and make measurable and realistic

2.Understand tracking process and any influences there might be on these

3.Test and re-assess

SUMMARY


THANK YOU

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strategy creative media digital pr ten alps media mike higgins media director

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