View
1.075
Download
1
Category
Preview:
Citation preview
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
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
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.
21
Content must engage networks of trust
22
Five forecasts for the future of integration
23
Interaction will bring negotiation into the everyday
24
Engaging people in all environments
Nissan LeafGame-like Eco-Driving
ranking feature
Yahoo Bus Stop Derby
Play for your local community
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
Many factors will raise the question of privacy
28
Insights about the future should
inspire creativity
Thank you and good luck!
29
From integrated to orchestrated Richard Robinson, industry leader, Google
#DMAGO
Orchestrated Marketing
Richard RobinsonGoogle
34 Google confidential
The complexity of the buying process
Source: Google/TechTarget
How IT buyers Search Online During the Purchase Process
36 Google confidential
37 Google confidential
Placing the value where it should be
Source: Google/TechTarget
How IT buyers Search Online During the Purchase Process
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
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
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
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
Shazam
–
Super Bowl Takeover
TV Advertising
Heineken Star Player
http://www.youtube.com/watch?v=XP5yySEZub8
Dual Screening/ Triple Screening
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 – Tractionjo.garcia@tractionplatform.com
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
Name of presentation goes here
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.
DS Line DM Case Study
Name of presentation goes here
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
DS Line DM Case Study
Name of presentation goes here
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
DS Line DM Case Study
Name of presentation goes here
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.
DS Line DM Case Study
Name of presentation goes here
Our Clients
Brands & agencies are learning how to engage people offline using mobile triggers.
DS Line DM Case Study
Name of presentation goes here
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.
DS Line DM Case Study
Name of presentation goes here
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.
DS Line DM Case Study
Name of presentation goes here
Print Execution
DS Line DM Case Study
Name of presentation goes here
Print Execution
Making mobile marketing count
Name of presentation goes here
Print Education
Making mobile marketing count
Name of presentation goes here
Print Signposting & Icons
DS Line DM Case Study
Name of presentation goes here
Print Signposting & Icons
DS Line DM Case Study
Name of presentation goes here
Scanning The Artwork
DS Line DM Case Study
Name of presentation goes here
Digital Overlays
DS Line DM Case Study
Name of presentation goes here
Customer Digital Journey
DS Line DM Case Study
Name of presentation goes here
Photo Gallery Slideshow (x8 per model)
DS Line DM Case Study
Name of presentation goes here
Product / Event Overview
DS Line DM Case Study
Name of presentation goes here
Consumer Journey
DS Line DM Case Study
Name of presentation goes here
Videos (x3 per model)
DS Line DM Case Study
Name of presentation goes here
Video
DS Line DM Case Study
Name of presentation goes here
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
DS Line DM Case Study
Name of presentation goes here
Call Now
DS Line DM Case Study
Name of presentation goes here
“Get in Touch”
DS Line DM Case Study
Name of presentation goes here
Preferred Model
DS Line DM Case Study
Name of presentation goes here
Calls to Action
DS Line DM Case Study
Name of presentation goes here
Book a Test Drive
DS Line DM Case Study
Name of presentation goes here
Data Entry Form
DS Line DM Case Study
Name of presentation goes here
Send to CRM
DS Line DM Case Study
Name of presentation goes here
Dealership Follow Up
DS Line DM Case Study
Name of presentation goes here
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.
Video
To sum it all up…We must move people…
emotionally
rationally
measurably
effectively
Questions for the panel
#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 events@dma.org.uk
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
Press
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
Combined GrassrootsDirectory
Integrated Insight
Current Research
UK CommunicationSegmentation
Combined GrassrootsDirectory
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
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
www.emailvision.comwww.emailvision.com
Acknowledgement :Zephyris
at Wikipedia
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
www.emailvision.com
Diverse customer base
www.emailvision.com
Photo acknowledgement: tim166
www.emailvision.com
Multiple Sales channels
www.emailvision.com
www.emailvision.com
Channel choice
●
SMS●
Direct Mail
●
Telesales
www.emailvision.com
●
Bill insert●
eBill
●
Email●
MMS
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
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
www.emailvision.com
Right touching
www.emailvision.com
www.emailvision.com
Cells used
www.emailvision.com
Bill insert iPhoneMaximisersPragmaticsSocialites
eBill iPhoneMaximisersPragmaticsSocialites
Email iPhoneMaximisersPragmaticsSocialites
MMS iPhoneMaximisers
www.emailvision.com
Bill insert - front
www.emailvision.com
Prag
mat
ics
Soci
alite
s
www.emailvision.com
Bill insert - rear
www.emailvision.com
Prag
mat
ics
Soci
alite
s
www.emailvision.com
eBill
www.emailvision.com
www.emailvision.com
MMS
www.emailvision.com
Pragmatics Socialites iPhone
www.emailvision.com
Email - iPhone
www.emailvision.com
www.emailvision.com
Email - Socialites
www.emailvision.com
www.emailvision.com
Measuring success – the big picture
www.emailvision.com
Customer service
Churn
ARPUAverage revenue
uplift per user
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
www.emailvision.com
ROI per contact
www.emailvision.com
Revenue uplift –
Customer service costs + Churn benefit
Count of customers in campaign group
www.emailvision.com
ROI by segment
www.emailvision.com
www.emailvision.com
ROI by Channel
www.emailvision.com
www.emailvision.com
Two simple lessons
●Market using bill inserts
●Don’t market to Maximisers
www.emailvision.com
www.emailvision.com
ROI drill down
www.emailvision.com
www.emailvision.com
Tests repeated following quarter
www.emailvision.com
October multi-product campaign
www.emailvision.com
Another way to skin the cat
www.emailvision.com
Orange pay monthly Animal packages
www.emailvision.com
Relative results by Animal
www.emailvision.com
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?
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
www.emailvision.com
Some of our 3000 + clients
www.emailvision.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…
REDWOOD: INSPIRING CONTENT
Questions for the panel
#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
Response rates declining
Consumers increasingly embracing the internet
Measurement vital to understanding value
(still) Feel print medium only partially judged
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
2011- Insert Council collaborated with Door Drop Council to include door drops
Clients from wider range of sectors:◦
Charity, Finance & Retail
Timing: April - Jun 2011
Volume: 3m items
5 clients
11 titles / distribution methods
Excluding the retail client the average % response to go online has risen….
250,000 A4, 2pp leafletsDistributed via NewshareMosaic targeting (from existing customers)Overlaid on town catchments
Results:
80% of sales in-store20% of sales online
90% of online sales from new customers
Upmarket charity that appeals to older, more male donors
800k inserts in both national press and lifestyle titles
Results:
59% of donations online
Similar to average % across all activity
Cancer insurance product: New to UK market
650k inserts in national press and lifestyle titles
300k door drop / Newshare
Results:
83% of response was onlineAll of door drop response was online
23% of all response was “Search Engine”
250k via Royal Mail door drop, 250k via NewshareUsed customer profiles to target relevant Financial ACORN Types
Results:
50% of leads were online 50% leads offline
27% of leads were converted to sale
Campaign similar to previous research500k inserts across national and lifestyle titles
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%
% Response
online
Ave.
20% 59% 83% 50% 32% 56%
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
Coupons are still a chosen channel
Importance of phone
But increasingly web
With added new technologies….
Vital that response data is measured correctly
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
A lot – so we had better measure it!
cj@allresponsemedia.commark.davies@tntpost.co.uk
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
© Indicia 2012
© Indicia 2012
We launched stories into the market to activate the brands
Nick and Sam’s Ireland Roadtrip story
© Indicia 2012
Pics
of Ireland
Business challenge
© Indicia 2012
Strategy
© Indicia 2012
Measurement
EngagementIntent to travelEffectiveness: Cost per response
© Indicia 2012
Experience the real Ireland
© Indicia 2012
Concept
© Indicia 2012
Media strategy
© Indicia 2012
Media strategy
Launch email
© Indicia 2012
Media strategy
Post trip email
© Indicia 2012
Media strategy
Banners
© 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!”
© 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”
© Indicia 2012
Media strategy
“Visit Killorglin
in County Kerry where they crown a goat as king in August and have a fantastic fair”
© Indicia 2012
Media strategy
© Indicia 2012
© Indicia 2012
Campaign story
© Indicia 2012
Results
Engagement:50,919 visitors to the campaign page48,652 movie viewers11,497 Facebookers
and Tweeters interacted
19,531 competition entrants
© 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)
© 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
© Indicia 2012
Strategy
© Indicia 2012
Measurement
EngagementDriving to datacapture
InteractionRewarded with relevant dynamic content
SalesProve this was a viable market for the brand
© Indicia 2012
The affordable way to be a fashionablemother and baby
Work it baby
Pre launch engagement
© Indicia 2012
Media strategy
“Who’s up for a coochy
cool fashion show? #workitbaby”
© Indicia 2012
Media strategy
“Sneak preview of new babyworld comp to launch on 13 October – Very’s new range Work it Baby!”
© 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.”
© Indicia 2012
Media strategy – Microsite
© Indicia 2012
Media strategy: teaser movie
© Indicia 2012
October 13 – Showtime
© Indicia 2012
Media strategy
© Indicia 2012
Media strategy
Email: core media
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Relevant interaction
© Indicia 2012
Media strategy
Direct mail:Core media
© Indicia 2012
Media strategy
© Indicia 2012
Media strategy
© Indicia 2012
Campaign story
© 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
© 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
© Indicia 2012
One’s to ponder
The role content plays in a direct campaignsThe inbox challenge and awarenessMaking mail work cost-effectivelyOrganisational change
© 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
ThanksLet’s go and be brilliant
© Indicia 2012
New breed of directCustomer intelligenceThe way ahead
© Indicia 2012
Introductions
AllBackground context
NNM
Questions for the panel
#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!
Please visit www.dma.org.uk/event-listing
for more information on upcoming events
Recommended