Welcome from the Chair: Creative Matters Leadership Kicks Off #DMAGO ConferenceTITLE Future Foundation Chair's Keynote on Webs and Stories at #DMAGO Event
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Welcome from the Chair: Creative Matters Leadership Kicks Off #DMAGO ConferenceTITLE Future Foundation Chair's Keynote on Webs and Stories at #DMAGO Event
1.
2. Welcome from the chair
Patrick Collister, owner, Creative Matters
#DMAGO
3. Caught in the web or spinning your
story?
Melanie Howard, chair, Future Foundation
#DMAGO
4. Caught in the web or
spinning your story?
Melanie Howard, Chair, Future Foundation
Go Integrated, DMA
28th March 2012
20. Social media have changed the picture
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.
Source: P&G Beauty & Grooming/ Future Foundation
Base: 1,479 women members of an online social network aged 15-64, UK, Germany, Italy, Spain
24. 24
Engaging people in all environments
Yahoo Bus Stop Nissan Leaf
Derby Game-like Eco-Driving
Play for your local community ranking feature
25. The end of inefficiency: technology that filters and
communicates for you
26. 26
57% 44% 37%
A department store Demonstrations in a A clothes store
which offered you a supermarket where which invited me to
comfortable lounge a chef shows me displays of the latest
where you could how to prepare styles before they
take a break/relax better meals/dishes are available in the
while shopping shops
Demand for intensified experience
Source: nVision Research. Base 1,000 online respondents aged 16+, 2010, GB
46. People Don’t Live in a Single Channel
Separating comm’s strategy by channel isn’t
cool, but endemic in big departments
47. Multiplier Effect is Proven to Exist
Integrated Campaign
Response Brand A
Rate
!!!!! THIS IS A FAKE GRAPH !!!!!
Channel by Channel
Campaign - Brand B
Time
49. Comparing A Teenage Boys Approach to Getting a Girl and
Integrated Campaign Planning at Confused.com
VS
50. Market Segmentation
Confused.com A Teenage Boy
Recognise that certain audiences Certain girls are more likely to
are more likely to convert than convert than others.
others.
Focuses to attract this core
audience. Certain girls are not worth the
investment in time or money.
Takes steps to reduce media
wastage on poor converting
audiences.
Prepared to accept a segment
that is likely to convert,
despite not delivering the best
returns.
Image of middle class family supplied by
DailyMail.com
51. Insight - A Deeper Market Understanding
Confused.com A Teenage Boy
Branding beats emotional insights. Has quickly understood the
needs, desires and motivators of
his audience.
52. Brand Positioning – Owning a space in the mind
Confused.com A Teenage Boy
Ownership of the key Routinely re-brand and re-position
motivating factor for category. himself to establish himself as a
desirable mate.
53. Advertising
Confused.com A Teenage Boy
The role of advertising is to ensure Understand the steps a brand must
Confused.com is front of mind and go through to achieve “brand
consumers visit the site direct, not affinity” and produces a campaign
by paying Google ever increasing accordingly.
amounts of money!
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 =
Branding, branding and a sprinkle of Total brand reset and time for a new
branding. agency!
54. PPC
Confused.com A Teenage Boy
Reflecting campaign messaging Presence is key to conversion and
in PPC provides recall of the being present when girls are in
campaign and improves CTR. the market for a relationship can
bring fruitful rewards (or drunk).
Persistently testing and
optimising new chat up lines.
55. CRM
Confused.com A Teenage Boy
CRM plays a large part in delivering “I know you enjoyed our last date,
the Nectar message to loyal users so how about we go to the cinema
and re-activating those we thought this time?”
we’d lost.
“Can I help you with your homework
tonight?”
And the most brazen ones….
CRM is also a critical tool for “Remember to recommend me to
conversion by being linked to your friends!”
onsite behaviour.
56. PR / Content Creation & SEO
Confused.com A Teenage Boy
Amplifying the campaign through Spreading stories of sporting success.
interesting newsworthy stories/content
relating to Nectar that encourage link Embellishing how many people turned
building and press pick-up. up to their gig.
Influencing playground conversations.
Lobbying and schmoozing the girls
group of friends to generate
endorsement.
57. Social Media
Confused.com A Teenage Boy
Focussing on quality not quantity. “Projected Self” is used as a strategy
for governing Facebook policy:
Never buying fans or followers. 700 Friends – ‘Wow he’s popular’
Giving things people want, making Well selected profile image, probably
people smile and presenting black and white.
content/games/images people would
like to share with friends. 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.
58. Internal Communications
National Express Group A Teenage Boy
Brief your mates. The lads need to
know that the target market is yours
The need to mobilise 25,000 until you’re rejected.
consumer facing staff
Seed in key themes to your friendship
group during conversations. These in
turn will be fed back to your target
audience with added endorsement.
59. Measurement
Confused.com A Teenage Boy
Hold out regions for TV and Radio •The clothes?
Econometrics •Her friends endorsement of me?
Direct reporting from digital •My dancing?
channels
•My Vauxhall Corsa with alloy wheels?
The holy grail of path to conversion
No male can never really measure
analysis across all channels is miles
how the conversion was achieved!
away, live with it!
60. Key Thought to leave you with..
A great TV ad or a brilliant piece of PR can create
pandemonium across social networks – Harness it.
62. Mobile- your flexible friend: The
flexible integration channel for all
your marketing needs
Jo Garcia, business development director, Traction
#DMAGO
67. The stellar rise of mobile usage – The outcomes
53% UK Smartphone Ownership*
24.6 million – Mobile Internet Audience*
£203 million – UK Mobile Ad Spend**
Tablets 72% growth in 7 months*
Mobile visits to e‐retail sites up to 8.2%
£134.3 million Search = 66%**
*comScore Mobilens Jan 2012 **IAB/PWC March 2012
88. 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
89. Thank you….Questions?
Contact:
Jo Garcia
Business Development Director – Traction
jo.garcia@tractionplatform.com
93. Emerging Print to
Mobile technologies:
Opportunities for DM
Introduction : Simon Samuels - CEO, Media – Digital Space Publishing Ltd.
Case Study : Claire Cardosi - Dealer Marketing Manager – Citroën UK Ltd.
95. Credentials
Specialists in the marketing Experts in building the
application of smartphone capability to capture, identify
technology and developing and realise the value from
‘point and scan’ solutions. multi‐channel customer data.
FOCUS FOCUS
Developing and integrating mobile Data strategy, management,
technology support 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
96. New Opportunities
Barcode QR Code Digital Watermark Audio Recognition Image Recognition Augmented Reality
“A whole range of emerging
technologies bridging traditional
& physical media with Digital…”
DS Line DM Case Study
Name of presentation goes here
97. The Mobile Opportunity
ENGAGE
ON-THE-GO
better
USER
CENTRIC
push pull
Interactive media
QUICKER
CONNECT
customer
PERSONALISED
journey
channels
predict
REAL
TIME
what
consumers
want
SMARTER
DS Line DM Case Study
Name of presentation goes here
98. DM Print to Mobile (The Process Flow)
The customer selects
smartphone app
The customer Digital or physical fulfillment for
chooses to customer. Can include;
engage with brochures, samples, products,
Print Media coupons, web, email, call back,
(DM) SMS, e vouchers, video etc.
A central data repository is created
The downloaded app on
with capability to maintain SCV with
the mobile phone reads
identified customer data. Deliverables;
encoded images, the
Behavioural •Data warehouse
business rules and content
database •Report by trigger code
to be served
Name of presentation goes here
DS Line DM Case Study
99. Our Clients
Brands & agencies are learning how to engage people offline using mobile triggers.
DS Line DM Case Study
Name of presentation goes here
100. 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
101. 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
115. 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
124. 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.
Name of presentation goes here
125. The power of brand activation: Miller
Beer leads the way
Richard Dutton, business development director, Arc UK
#DMAGO
126. The Power of Brand Activation
Go Integrated, 28.03.12
127. What I would like to cover today
• What is Brand Activation
• How does it work
• How to approach a campaign
• What good looks like
129. ‘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
130. Brand Activation can therefore include any of these disciplines; shopper
marketing, digital, direct, experiential and sponsorship activation’
131. We believe….
• Good brand activation drives sales.
Great brand activation also builds brands.
But the best kind of activation moves shoppers—
emotionally and behaviorally.
3
139. There are typical shopper archetypes
Multichannel Shopper Archetypes*
Bargain Hunting Exploratory
Opportunistic
Adventurer
15% / 113
Strategic Savvy
Saver Passionista
29% / 135 14% / 98
Low Price Premium
Dollar Quality
Defaulter Devotee
13% / 84 16% / 74
Efficient
Sprinter
13% / 93
List Driven Habitual
Percent: Heavy Multichannel Shoppers
Index: Heavy Multichannel Shoppers / Total Shoppers
* Overall shopper archetypes are based on overall attitudes towards shopping
140. Need states often have overlapping motivations
caring
designer badge good service
confidence
be fashionable
make a be the envy
statement of others
exclusivity
make style
popular
affordable
make style authenticity
express your accessible best sales
personal style for less good neighbor
have the
latest look
not cheap well-known
no limits stuff
always thrill of
reliability
something new a deal familiarity
best prices
options solutions
comfort
no get what
sacrifice predictable
i expect
no guilt
never know what choice
thrill of want vs. hassle-free
you might find
a hunt need always there
surprise exactly
treat yourself
feel what i need
impulse basics
smart
easy to
navigate
sense of
accomplishment everything
i need
stimulation routine effortless
success
purchase
excitement & joy get shopping efficient
done
141. Inside the store, communication must be tailored by
zone
Service Zone
Destination Zone
Service
Impulse Zone
Transition Zone
143. 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
The Experience
146. 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.
147. 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.
151. 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
152. Stimulating an
Infectious Brand
Extending the reach of the
Sainsbury’s Sport Relief Mile 2012
Integrated Campaign
153. 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.
168. • Youtube trailer of the
movie:‐ The Joneses
• (http://www.youtube.com/
watch?v=5Nsiek4Rcz8)
A Softer Side to the Jonses
169. UK wide Communication
Segmentation:
Channel Spectrum
1.Characterises UK Consumer appetite for
communications into 2 axes:
I. Levels of digital engagement
o From no digital access to fully immersed.
II. Preferred communication medium
o 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.
173. 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.
175. 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.
176. 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
– ….
177. 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.
179. 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)
180. Roll Out Campaigns
Local Newspaper Distribution
Solus Distribution RM Door Drop with Trinity Mirror (TNT Post)
181. 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
186. 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
190. Welcome from the chair
Shaun Bailey, managing director, Jacob Bailey
#DMAGO
191. 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
192. Right channel touching: How
channel choice impacts Orange’s
marketing ROI
Josephine Lung, senior decision manager, Everything
Everywhere
Tim Watson, owner, Zettasphere
#DMAGO
193. The Global SaaS Leader in Relationship Marketing
Orange
Multi-product, multi-channel
promotion
28th March 2012
Tim Watson
Jo Lung
www.emailvision.com
195. 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
196. Many cross sell offers to promote
Public Wifi
access
Photo bundle
Roaming bundle
Broadband
www.emailvision.com
199. Channel choice
● Bill insert ● SMS
● eBill ● Direct Mail
● Email ● Telesales
● MMS
www.emailvision.com
200. Segmentation solar system
Sociable
Socialites
Digital Tribe
Chatty Spenders
Youth
Good Lifers
Balancing Families Tech
Tech
Cautious Savvy
Maximisers
PAYM Pragmatics
PAYG Pragmatics
Basic Communicators
Bubble =
Segment
Size
Introvert
www.emailvision.com
201. Segment definition
Socialites Maximisers
Carefree & Gregarious Ambitious & Active
•Spontaneous and carefree, often flitting between jobs for •Hard working and career focused, often struggling with
example work/ life balance
•Love their phones as a communication device and being •Internet central to their lives, both for entertainment but
tempted to Smartphones by services such as social also juggling their busy lives
networking and BBM
•But also love a gadget for the ‘cool factor’ and relatively
•Extrovert creatures who love to be in constant contact early adopters
with their mates
iPhone Pragmatics
Overlapping solar segments Thorough & Methodical
•Relatively affluent segment who are focused on quality
and reliability
•Specific segment targeted due to the large base and
•Stick to traditional brands who they feel won’t let them
specific Orange package offers
down
•Love the Internet as a reference / information resource
and many now tempted by ‘useful’ mobile services e.g.
navigation
www.emailvision.com
220. Takeaways
Look deeper than Right touch the
summary channel
Sometimes say
nothing?
The difference
True marketing
between profit
impact
and loss
www.emailvision.com
221. Questions
Let’s Connect
Tim Watson
Twitter
@tawatson
LinkedIn
http://uk.linkedin.com/in/tawatson
Jo Lung
LinkedIn
http://uk.linkedin.com/pub/josephine-
lung/1/281/516
www.emailvision.com
222. Some of our 3000 + clients
www.emailvision.com
224. 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
226. EXCLUSIVE UK PARTNER OF THE MARKET
LEADING DIGITAL PUBLISHING PLATFORM
Create award winning e‐zines and compelling
interactive communications
Incorporate personalization, tailored branding
and e‐commerce onto PC, tablet or mobile
Fully supported with creative, production and
consultancy services
242. ‘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
243. 2011 Research Project
CJ: Managing Director - All Response Media
Mark Davies: Managing Director – TNT Post DoorDrop Media
244. Response rates declining
Consumers increasingly embracing the
internet
Measurement vital to understanding value
(still) Feel print medium only partially judged
245. 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
246. 2011- Insert Council collaborated with Door
Drop Council to include door drops
Clients from wider range of sectors:
◦ Charity, Finance & Retail
247. Timing: April - Jun 2011
Volume: 3m items
5 clients
11 titles / distribution methods
254. Cancer insurance product:
New to UK market
650k inserts in national
press and lifestyle titles
300k door drop /
Newshare
255. Results:
83% of response was online
All of door drop response was online
23% of all response was “Search Engine”
256. 250k via Royal Mail door drop, 250k via
Newshare
Used customer profiles to target relevant
Financial ACORN Types
257. Results:
50% of leads were online
50% leads offline
27% of leads were converted to sale
258. Campaign similar to previous research
500k inserts across national and lifestyle
titles
259. 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%
261. 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
262. Coupons are still a chosen channel
Importance of phone
But increasingly web
With added new technologies….
Vital that response data is measured correctly
263. 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
264. A lot – so we had better measure it!
cj@allresponsemedia.com
mark.davies@tntpost.co.uk
265. 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
326. Closing comments from the chair
Shaun Bailey, managing director, Jacob Bailey
#DMAGO
327. 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