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Data protection 2013
Friday 8 February
#dmadata
Supported by
Putting the fizz back into door dropsThursday 14 November 2013, DMA House#dmadoordrops
Sponsored by
8.30am – Registration and breakfast
9.00am – WelcomeMark Young, Chief Executive, The Leaflet Company
9.15am – Door drop in the modern communication environment; what does data tell us Tim Drye, Managing Director, DataTalk
9.35am – Media mutation and the psychological sell Mark Palmer, Founder, Maverick Planet
9.55am – Holistic media planningSamir Patel, Associate Director, Carat Manchester
10.15am – Refreshment break
10.25am – Creating impact on the doormatChris Arnold, Founder, Creative Orchestra
10.45am – Nuffield Health – Our door drop experienceRachel Warren, Marketing Director – Consumer Wellbeing, Nuffield Health
11.05am – Closing commentsMark Young, Chief Executive, The Leaflet Company
11.10am – Close
Agenda
WelcomeMark Young, Chief Executive, The Leaflet Company
#dmadoordrop
Door drop in the modern communication environment; what does data tell usTim Drye, Managing Director, DataTalk
#dmadoordrop
The British Consumer Index
Door drops in the modern communications environment; what does data tell us?
© The British Population Survey Nov
2013
A DATA RESERVOIR FOR MARKETERS, REFRESHED EVERY MONTH.
THE ONLY SOURCE OF UP TO DATE, TREND DATA COVERING:
COMMUNICATION CHANNEL RECEPTIVITYCOMMUNICATION CHANNEL RESPONSIVITY
INFLUENCE TO PURCHASEINTENTION TO PURCHASE
FINANCIAL OPTIMISM
All set against a comprehensive range of demographics and geodemographics.
SOME FACTS ABOUT DOOR DROPSRecall, Acceptability and Influence compared to other channels
Door Drops are recalled by more people than any other channel.
High levels of Impact:“The mantelpiece effect”
Acceptability of a channel is a key measure.Door Drops are acceptable to more people than any other ‘non broadcast’ channel.
Consumers like “softer” channels
In terms of ‘Influence’ offers through the door resonate with more people than any other method of delivery.
Highly Influential “paid for” media
The rise in email can clearly be seen, as can the plateau which tends to happen when a channel becomes more established. This is particularly true of channels that are, initially, novel then suffer from over use.The trend line shows the projected trend over the next 4 quarters.
It Compliments Digital
In contrast to email, direct mail (both ‘warm’ and ‘cold’) are more mature.Interestingly, Door Drops are not suffering from the lack of ‘personalisation’ that cold male seems to be experiencing.Again the trend over the next 4 quarters seems to suggest that ‘physical’ mediums may actually be benefiting from the saturation, or indiscriminate use, of digital.
It’s Comparable to Warm Direct
Leaflets in Newspapers or Magazines show a very similar pattern to Door Drops.
It works with Inserts
The contrast between Door Drops and Internet ads can clearly bee seen. The rise in internet ads mirroring a decline in door drops up to a point when they became more mature.
Mobile is showing the classic sign of a new channel reaching the point where it ceases to be novel and becomes irritating. Looking more closely……
Long term viability
Looking More Closely at Mobile
• Receptivity of mobile was on the rise until about a year ago
• The number of people in Receipt of Mobile Marketing has trebled since 2008.
• The drop is even more marked when viewed against the people who recall receiving Mobile Marketing
• More worrying is the fact that it is the younger end that seem to be becoming less enamoured with mobile.
Case study:
How the use of data persuaded a reluctant Marketing Director to use door drops as opposed to the ‘more modern’ digital channels...
… it delivered a 150+% uplift
Back
© The British Population Survey June
2013
Web www.bcindex.co.ukEmail [email protected]
Tel – 0203 286 1981
CONTACT US;
Appendix/spare slidesProbably not for this presentation.
Monthly
Monthly
Face to Face
Wide Ranging
Data sourced from The British Population Survey, the largest up to date survey of consumers available.
Monthly data collection means that it is up to date trend able, and facilitates period to period comparisons.
All data is collected by between 6,000 and 8,000 face to face, in home, interviews per month. Face to face means that it reaches the entire population not just those ‘on line’ .
Data covers both individuals and households. From demographics to internet access and use via communication channel preferences, intention to purchase, influences to purchase and Financial Mood. Plus geodemographics from Acorn, Cameo, Censation, Mosaic, Personicx, P2 and OAC.
CustomisableCustom data sets can be built using whatever combination of variables required and/or adding additional variables or data points. Custom sets can be exclusive ‘White Label’ products.
© The British Population Survey June
2013
Insight
Focus Data Sets - Accessible data providing insight and trends. Either 'off the shelf' or custom built.Future proof; insights can be linked to customer and prospect data.Adding to existing research and insights such as On Line Surveys and TGI.
Pre packaged data sets • Available for download in Excel Pivot Table format• Convenient and inexpensive • Updated every quarter• Robust and flexible
Custom Data Sets• Pick ‘n’ Mix from the entire BCI database• Select time period required for trending• Flexible output formats
Bespoke Data Sets• Pick ‘n’ Mix from the entire BCI database• Add additional variables either as one off or regular
tracking• Flexible output formats
Enhancement Data Sets• Adding to existing research and tools eg. TGI• Verifying other insight sources e.g.. On Line Surveys• Bridging other insight sources into customer and
prospect data
© The British Population Survey June 2013
Segment Intelligence• Detailed segment profiles• Segments coded with full BCI data set• Fully analysable• Data enhancement
Email Intelligence• Detailed profiles from email lists• Can be integrated with customer and prospect data• Links to and informs customer and prospect segments
Telephone Intelligence• Detailed profiles from telephone number lists• Can be integrated with customer and prospect data• Links to and informs customer and prospect segments
Postcode Intelligence• Detailed profiles from postcode lists• Can be integrated with customer and prospect data• Links to and informs customer and prospect segments
Research Data Bridge• Integrating syndicated research data (e.g. TGI) into customer
and prospect data• Integrating commissioned research data (existing or new) into
customer and prospect data• Enhancing existing research with BCI variables
Integration
The Intelligence Suite:Detailed profiling from email, telephone or postcode lists plus the up to date make up of your customer and prospect segment.
The Research Data Bridge:Generating greater value from existing research by integrating it into customer and prospect data.
© The British Population Survey June 2013
Customer Database/SCV• Data enhancement with any mix of BCI variables• Additional segmentations; comms channel,
influences, purchase, mood……• Regular refreshes
Prospect Scoring• Addition of propensity scores for channel, influence
and purchase• Link propensity scores to campaign selection
systems• Refine scores in light of actual results
Production System Integration• Link to campaign management systems• Incorporate propensity scores into campaign
selection• More intelligent ‘control’ cells
Action
Data Integration -incorporating focus or Intelligence data into 'production systems' such as the marketing database, single customer view or campaign selection and management systems.
© The British Population Survey June
2013
Built in Segmentation Tools
Acorn
Acorn
2013
Acorn Health
Acorn Education
Cameo
Group
Category
Censation
2013
Affluence
Lifestage
Segment
Mosaic
Mosaic
Mosaic Financial
Mosaic Public Sector
PersonicxGEO
Lifestage
Affluence
Cluster
P2
Tree
Branch
OAC
Super Group
Group
Sub Group
By building in segmentation tools we can look at the data by segment and, we can look at the up to date composition of those segments.The data can also be used as a ‘Segment Translation Tool’.For organisations with their own segmentation we can, using our ‘Segment Intelligence’ product code the data with their own segment codes. This then links the data directly to their customers and prospects.
© The British Population Survey June
2013
A DATA RESERVOIR FOR MARKETERS, REFRESHED EVERY MONTH.
Every month BCI talks to consumers to understand their world.
• How they like to be communicated with• Who they want to communicate with them• What influences them to buy• What they are likely to buy• Their Financial Optimism
All against a background of detailed facts about their world.
Plus
11 different geodemographic segmentations such as ; Acorn, Cameo, Censation, Mosaic, Personicx , P2 and OAC.
Target ProfileExisting
Research Data
BCI Database
Profile against combined data set
Adding more knowledge to what you know already.
E.g.. Media consumptionInterests, attitudes etc.
E.g.. Communication channel preference, likely to purchase, influences to purchase etc.
© The British Population Survey June 2013
Some Projects
• Internet Survey interpreting, verification and weighting. Leveraging the benefit available from the internet survey channel.
• Circles of Friends
© The British Population Survey June 2013
THE ONLY SOURCE OF DATA COVERING WHO:
RECEIVESHAS RESPONDED TOWILL RESPOND TO
AND FIND IT ACCEPTABLE TO RECEIVEDOOR DROPS
COMPARED TO 22 OTHER CHANNELS
Media mutation and the psychological sellMark Palmer, Founder, Maverick Planet
NOT AVAILABLE
#dmadoordrop
Holistic media planningSamir Patel, Associate Director, Carat Manchesterhttp://www.slideshare.net/SarahWright/sam
ir-patel-dma-putting-the-fizz-back-into-door-drops#dmadoordrop
Refreshment break
Creating impact on the doormatChris Arnold, Founder, Creative Orchestra
#dmadoordrop
Chris Arnold
www.creativeorchestra.com www.comobi2.com
Creating Impact
on the doormat.Applying inspiration & innovation to improve
response and effectiveness.
“Minds are like
parachutes.
They perform better
when open.”
The alternative to creativity:
1. Carpet bombing
Great for retail,
coupons,
samples..
for being dull.
The alternative to creativity:
2.Repetition
The alternative to creativity:
2.Repetition
What’s on the back of this note? Time to bet!
A creative letterbox deserves
something creative
Door dropsThe secret of making
work…
Dooh!
oCor!
kWow!
be different to
get a reaction
“No one buys from a dull salesman.”
“A bad door drop can
kill a £6m brand campaign for
just 60p”
“If you follow
conventional
thinking,
all you’ll ever be
is conventional”
“Don’t follow the rules, write them.”
Henry Ford
Print &
technology
Clear Channel NFC poster sites
Connecting with mobile - Print & technology mix - NFC
Print & technology mix - NFC
Technology becomes the
print!Hotel Room in Holland
designed by Antoine Peters
Laser cutting
And just when you thought it
was all about the future…
One foot in the past
Big and traditional
mediais back on the
rise…BOOK SALES
R Rising
“Very soon paper will
be a thing of the past.”
“Very soon paper will
be a thing of the past.”
The‘Numeric Society’Do we put too much emphasis on numbers?
On vacuous data, costs and big numbers?
Are we too busy trying to
do things on the cheap
that we don’t do any decent
marketing anymore?
(cost vs investment - vote)
48,345 Likes
48,345 Likes
48,345 Lies?
“The intuitive mind is a
sacred gift and the rational
mind is a faithful servant.
We have created a society
that honors the servant and
has forgotten the gift.”
Einstein
“Don’t make the
measurable important -
make the important
measurable.”
Big Data & The Numeric Society
“Don’t make the
measurable important -
make the important
measurable.”
Big Data & The Numeric Society
Good door drops deliver
response and sales.
Back to basics…
the female
consumer
“Despite my 30 years of research
into the feminine soul
I have not been able to answer the great question
that has never been answered.
Sigmund Freud
“Despite my 30 years of research
into the feminine soul
I have not been able to answer the great question
that has never been answered.
What does a woman want?”
Sigmund Freud
85% of consumer purchases
91% of women
think marketers
don’t understand
them
Nielsen
86% of marketers
think both
brands & agencies
DON’T
understand female
consumers
Marketing Week: Are advertisers turning off men and women? Aug 2012
Women spread the word more.
10x more than men.
WOM: 90% is in real word,
10% online
91% of women
hate ‘pink wash’
Ding Dong!Using the seductive power of creativity to
grab attention and sell
Putting the creativity back into
door drops… why?
1.Impact
2.Engagement
3.Response
4.Sales
Consumers ‘think’ and
‘feel’
Rational ------------------------------ Emotive
‘Imagination is more important than
knowledge”Albert Einstein.
“
An idea worth £5 billion
pa$93bn - HANS RAUSING
Why are so
many door drops
so bland
and uncreative?
LAZY
FEAR
“It’s easier to remove the corners than
sharpen them”
The corporate
culture
24 layers?
Dinosaur culture
3 layers?
The entrepreneurial culture
the Mafia
Push the boundaries. “If it wasn’t for those that used imagination, had the balls to defy the conventional
and take risks, we’d still be living in caves.”
“Everything is impossible until
someone makes it possible.”
4 minute mile
Don’t keep doing things the same way.Challenge.Change.Explore.Be brave…
“If you aren’t
having funthen you’re not
doing things
right.”
“If creativity
was good enough for God,
who are we to disagree?”
(God out shopping)
THANK YOU
Chris Arnold m: 07778 05 66 86
www.creativeorchestra.com www.comobi2.com
Nuffield Health – Our door drop experienceRachel Warren, Marketing Director – Consumer Wellbeing, Nuffield Health
#dmadoordrop
Nuffield HealthOur Door Drop Experience
14th November 2013
Contents
• Background
• About Nuffield
• Our Door Drop experience
• Conclusion
Background
• Started in customer insight and moved into marketing
• Undertook Econometrics project at Somerfield to understand media efficiency
• Responsible for delivering over 2.5bn Door Drop items during career so far!
Contents
• Background
• About Nuffield
• Nuffield - our Door Drop experience
• Conclusion
About Nuffield
• Leading Healthcare Charity
- Hospitals
- Clinical services
- Corporate gyms
- Consumer gyms- 65 Centres
• £70m Group profit
Contents
• Background
• About Nuffield
• Our Door Drop experience
• Conclusion
Challenges at Nuffield
• Brand awareness was low
• Brand consideration was non existent
• Pressure to hit lead generation targets
• Trying to run 65 local marketing campaigns from one team
• Fiercely competitive market
• Major challenge to improve brand AND increase footfall on a small budget
• Budget was being spent on radio, Regional Press (Metro etc) and Outdoor media
Testing Door Drop
• Econometric modelling identified activity that was not effective (radio, press)
• Decision was taken to test Door Drop owing to its ability to target very specific areas – for Nuffield this is key as we don’t have national coverage
• Results of the first test were beyond our expectation - 1000’s of leads generated
• Very positive feedback from internal stakeholders and Club Managers
• But…. we needed to improve efficiency even further
Nuffield joiner & enquiry data
TLC used site name and customer postcode
Acorn profile outputAcorn types selected for Nuffield target
Drive Time Decay - Aberdeen
Band Range Frequency Cum %
10 2641 75.7
20 388 86.8
30 178 91.9
40 91 94.5
50 41 95.7
60 23 96.3
70 12 96.7
80 5 96.8
90 6 97.0
100 1 97.0
110 2 97.1
120 6 97.2
0.0
20.0
40.0
60.0
80.0
100.0
120.0
0
500
1000
1500
2000
2500
3000
10 20 30 40 50 60 70 80 90 100 110 120
Cu
mu
lati
ve %
Fre
qu
en
cy
DriveTime Bands
Final bespoke catchment - Aberdeen
Target overlaid and cut back to sectors which index at 100+ only
Final recommended catchment -Aberdeen
Implementation
Royal Mail:
•The domain of the DR advertiser
• Currently maximum of 6 items all non-competing. 52 weeks a year.
•Strong standout
Newshare:
•Delivered with Freesheet newspapers.
•The domain of the retailer.
•No limit on no of items / no non-competing rule.
•Can employ Round Level targeting for DR clients.
• Reduced coverage
Team:
•Independent team delivery
•Predominantly used by Retail or FMCG.
•Very short leadtimes / can offer Solus service
Prompted recall 73% for grocery and retailers
Cut through can be achieved via newshare and team
Royal Mail needed for coverage
High Interest
Prompted recall 21% for Direct Response
Royal Mail needed to achieve cut through and standout
Low Interest
The Outcome
• Accurate bespoke catchments for every club – minimal wastage
• Helpful for other media
• Effective planning has achieved effective results…..
Results to date
• Media budget reduced by 25%
• Improved brand awareness by5%
• Brand consideration has doubled
• Lead generation 27% turnaround
Frustratations• Door Drop is a client led medium
• Have to challenge media agencies to consider it
• Media recommendations typically prioritise TV, radio, press and outdoor
• Door Drop is rarely considered or recommended
• But….in an ever changing media landscape, it remains as intrustive as ever!
Contents
• Background
• About Nuffield
• Our Door Drop experience
• Conclusion
Three is the magic number!
Delivery/Implementation Creative/Offer
Targeting
Closing commentsMark Young, Chief Executive, The Leaflet Company
#dmadoordrop
Thank you to The Leaflet Company for sponsoring today’s
event!
