The  Power Of  Print, 10  November 2011
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The Power Of Print, 10 November 2011

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These are the slides from The Power of Print event on Thursday November 10 2011. ...

These are the slides from The Power of Print event on Thursday November 10 2011.

This was the first time the DMA Door Drop and Inserts Councils joined up to create an event. It was a huge success wth 100% saying it was good and very good! Thank you to everyone who made it a success!

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The Power Of Print, 10 November 2011 Presentation Transcript

  • 1. The Power of PrintThursday 10 November 2011 DMA House
  • 2. Connect with the DMA• The #tag for this event is: #DMAprint• Join the DMA LinkedIn page: DMA:Direct Marketing Association (UK) Limited• Follow us on Twitter: @DMA_UK• DMA Website: www.dma.org.uk• Contact us at:dma@dma.org.uk or events@dma.org.ukPhone: 020 7291 3300
  • 3. Upcoming Events• Email Customer Lifecycle, Win- Back – Tuesday 22 November 2011• Ready Steady Email – Wednesday 14 December 2011• Annual Data Conference – Thursday 1 March 2012
  • 4. Welcome from the chair• CJ Court, Managing Director, All response Media• Mark Davies, Managing Director, TNT Post (Doordrop Media) Ltd
  • 5. The Power of Paper• Martyn Eustace, Print Power/Two Sides
  • 6. The Power of Print DMA 10th November 2011 Two Sides and Print Power Promoting the sustainability and effectiveness of our industryPrint Power Print, DMA, to Canon, 4th February,The Power ofPresentation 10th November, 2011 2010
  • 7. The European ‘Print Power’ campaignObjectivePrint Power aims to strengthen the position of print intoday’s multi-media world and maximise print’s share ofthe total marketing & advertising spend in Europe.PrintPower will tell the story of print and paper’ssustainability and effectiveness A pan-European initiativeThe Power of Print, DMA, 10th November, 2011
  • 8. The European ‘Print Power’ campaignCommunicationEffectiveness (brand Print Power)Print Power will demonstrate to media-mix decision makers the effectiveness of printed media as a vital channel for marketing and advertising. Famous brands will be used to prove the effectiveness of print media in newspapers, magazines, direct mail, brochures, catalogues, folders, corporate reports and general business communication.The Power of Print, DMA, 10th November, 2011
  • 9. The European ‘Print Power’ campaignCommunicationSustainability (brand Two Sides)Two Sides promotes the responsible production and use of print and paper and dispels common environmental misconceptions by providing users with verifiable information on why Print Media is an attractive, practical and sustainable communications mediumThe Power of Print, DMA, 10th November, 2011
  • 10. The European ‘Print Power’ campaignCommunication • Keep the effectiveness campaign and sustainability initiative separate • Do not mix messages • Effectiveness must be hard hitting, provocative, forceful • Sustainability must retain authority and balance. Factual and informative • Mixing would dilute and reduce impact of eachThe Power of Print, DMA, 10th November, 2011
  • 11. The European ‘Print Power’ campaignPrint Power Partners Marketing & 1 2 3 4 5 Advertising Audience1. Pulp & paper production CEPI, CEPIFINE, CEPIPRINT, EPIS.2. Paper merchants EUGROPA.3. Printing INTERGRAF, ERA, VDMA, FEPE etc.4. Publishing FIPP, FAEP, EPC, WAN-IFRA, ENPA, INMA, Fedma.5. Postal & distribution IPC, Distripress, PostEuropThe Power of Print, DMA, 10th November, 2011
  • 12. Print Power The Effectiveness CampaignThe Power of Print, DMA, 10th November, 2011
  • 13. The European ‘Print Power’ campaignFive ‘intrinsic’ qualities of print media:• longevity• authority• reading (haptic) experience• real world experience• single attentionNo other channel can offer thiscombination of qualitiesThe Power of Print, DMA, 10th November, 2011
  • 14. The European ‘Print Power’ campaignPrint media ‘selling’ messages:• Print has impact• Print is creative• Print engages• Print is versatile• Print is persuasivePrint = EffectiveSpecific themes: print and younger generations(“digital natives”), innovation in printing, ....The Power of Print, DMA, 10th November, 2011
  • 15. The European ‘Print Power’ campaign Communication flow QR code Advertisements Fulfillment brochure Direct mail Marketing & Advertising audience Press release Website Social Network Sites Online bannersThe Power of Print, DMA, 10th November, 2011
  • 16. The European ‘Print Power’ campaign“I am the only thing you’relooking at right now”The Campaign:• General ad• Print is engaging• Vital part of modern media mixThe Power of Print, DMA, 10th November, 2011
  • 17. The European ‘Print Power’ campaign“The only thing missingfrom your campaign is me”The Campaign:• General ad• Print is engaging• Vital part of modern media mixThe Power of Print, DMA, 10th November, 2011
  • 18. The European ‘Print Power’ campaignPrint Power Website• News resource• Links to other countries• Key advantages of different Print Media channels• Registration page for data captureThe Power of Print, DMA, 10th November, 2011
  • 19. The European ‘Print Power’ campaign Focusing on the real returns for advertisers: • Every £1.00 spent on Print Advertising yields £5.00 in revenue Microsoft, UK study • Reader exposure to an a magazine campaign will increase sales revenue by 11.6% from 10% (non- exposed), to 21.6%, (exposed) PPA survey 2008 • On average, for every £1.00 spent on direct mail, £14.00 is generated, with some campaigns even going up to £40.00 Royal Mail, UK Do we always sell print media in this way?The Power of Print, DMA, 10th November, 2011
  • 20. Round Tables have created the basis of the2011 campaign • Well known Brands and designers discuss print media • Three themes: • Relevance in a multi-media world • Creativity • Integration Four page exposure in Marketing Magazine, the UK’s premium magazine for senior marketing peopleThe Power of Print, DMA, 10th November, 2011
  • 21. Round Tables have created the basis of the2011 campaign April theme: Relevance and Longevity Venue: Stationers HallThe Power of Print, DMA, 10th November, 2011
  • 22. Print stands the test of time Print is a place in the (integrated communications) puzzle. Its part of the journey In the past few months we Print is usually the first port of call...will have seen Google, Vodafone, always have a place in the marketing of Boden, Asos,, online retailers, fashion brands investing in their own print Sushma Sagar, Banana Republic magazines Julia Hutchison, APA I’m seeing people reappraising Print is growing in importance to print.. Looking at its creative us. People look at different appeal. Print is the only thing channels for interest, but there are that plays to all the senses. certain media where they definitely Print.... Needs to Mark Thomson, Royal Mail make the decision to buy. Print is be more targeted one of the, and the web, Bastien Hibon, surprisingly, is not. Mercedes GP Danny Homan, Historic Royal palaces Print works best when we use it to inspire to The print medium is much interaction. Print is an incredibly powerful tool. underestimated. Print creates trust John Willacy, MC&C One of the problem that print facesis that people make the decision in print but google takes the credit because its the last click. Rik Haslem, RAPP UKThe Power of Print, DMA, 10th November, 2011 Rapp UK Print Power Round Tables, 2011
  • 23. Round Tables have created the basis of the2011 campaign June theme: Creativity Venue: PwC, More LondonThe Power of Print, DMA, 10th November, 2011
  • 24. Brands get creative in print Part of the difficulty is reasserting where print fits in the value chain, engaging We ensure that we integrate all types of early enough with the client media into our communications and that Simon Steele, Guttenberg they are measured accurately, both In B to B we’re Networks individually and collectively. But some of experimenting quite our initiatives have specifically been heavily with print. about print. It’s not what our customers Direct Mail....giving would expect customers the Sarah Speake, Google The targeted potential and chance of breathing measurability that print gives us space among the means that still forcing noise and the daily Everything has changed and nothing ourselves down that road. Print drudge of email has changed. Print still does all the represents about 1/3 of our overload things it used to do brilliantly overall spend and will continue Sarah Speake, But Print is becoming an add-on. It’s to do so, Google not getting the same care and Andy Graydon, Which? attention and creativity If you look at Cannes, and other awards, there’s less good work in the UK in print than there used to be If we recruit subscribers through a digital channel, we see 30 -40% churn at David Prideaux, Publicis Chemistry the end of the year. If we recruit via a print channel, we’ll see 13 – 14% churn and, at the end of 5 years, they’ll be significantly higher net lifetime values, almost a 100% difference. Print provides ‘Dwell Time’ in a blip-culture world. Print is an expensive medium but you can see the returns from it. Mike Colling, MC&CThe Power of Print, DMA, 10th November, 2011 Print Power Round Tables, 2011
  • 25. Round Tables have created the basis of the2011 campaign September theme: Integration Venue: ‘Blue Fin’, offices of IPCThe Power of Print, DMA, 10th November, 2011
  • 26. Print meets the integration challenge Part of the difficulty is reasserting where print fits in With Print there is the opportunity to be the value chain, engaging a jump off point for an immersive world. early enough with the client Zaid Al-Zaldy, TBWA/London Simon Steele, Guttenberg Networks Our spring catalogue is anticipated by Direct Marketing works for customers like a subscription to a Sometimes digital leads to us us and my best pack have magazine. But different channels being self-indulgent and we a 10% return rate, with a engage. Print is the enabler to begin, forget the power of a TV ad. cost per sale of £12. . We continue and further the conversation. You have to be clear what your mail people on the I’m doing a shed load more print than brand is about and make it birthday of their pets as an I was before. With packs we get a portable insurance reminder. It has 50% response to multi channel Andrew Warner, Expedia not worked on email but as customers and retention rates have a birthday card it works tripled. phenomenally. Alison Lancaster, White Stuff Peter Markey RSA/More Than I am a big advocate of print although I think the standard of I’ve ended the year with money remaining print ads is declining in my digital budget because it is hard to Andrew Warner, Expedia prove ROI in the way you can do with direct mail. Peter Market, RSA/More ThanThe Power of Print, DMA, 10th November, 2011 Print Power Round Tables, 2011
  • 27. Round Tables have created the basis of the2011 campaign ‘Grand Finale’ Autumn Seminar at Stationers’ Hall 7th November 2011 • Open Round Table hosted by Marketing Magazine • Two Sides 10 Country research • Info on new B to C campaign • Launch of the Print Power new MagazineThe Power of Print, DMA, 10th November, 2011
  • 28. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 1, March 2011Two versions:Generic –10,000 copies for general distribution(5,000 sent to printers by BPIF)Personalized10,000 to Print Media buyers and influencers5,000 to advert responsesDecision to issue 3 x a yearEditor, Sam Upton and Designer, Richard Wise appointed.The Power of Print, DMA, 10th November, 2011
  • 29. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 2, March 2011Look and Feel of a ‘real’ magazineMore newsy and engagingAdverts offset cost and add to experienceMaintain focus on key media channelsThanks to Magazine Group for help and advice:Will Stone/Terry Parry, UPMDarren Coxon, PensordPatrick Fuller, APAAndy Pike, Duplo InternationalGraham Leeson, Fuji UK Graphic SystemsMartin Webster, HSPGMaxine Elliott, SAPPI UK LtdRichard Wilson, Flint InksKathy Woodward, BPIFNick Barbeary, IOS/Lateral GroupMatthew Parker, Print and ProcurementThe Power of Print, DMA, 10th November, 2011
  • 30. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 2, March 201113,500 addressed copies will be sent in the next two weeksReply paid card to get feedbackTelephone follow up to random recipients.What works/what doesn’tNext issues planned for February, June, October 2012The Power of Print, DMA, 10th November, 2011
  • 31. The Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 32. The world of Print Media is changingAnd we have a great environmental storyThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 33. ‘Two Sides’ The Sustainability CampaignThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 34. The Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 35. Is this the way we want theworld to see us? The Power of Print, DMA, to Canon, 4th February, Print Power Presentation 10th November, 2011 2010
  • 36. Is this the way we want theworld to see us? The Power of Print, DMA, to Canon, 4th February, Print Power Presentation 10th November, 2011 2010
  • 37. The ‘Two Sides’ campaign‘Two Sides’, advertisementsThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 38. The ‘Two Sides’ campaignTwo Sides messages are being developedacross EuropeSome variation but image consistentAustria Italy Portugal FinlandThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 39. The ‘Two Sides’ campaign‘Two Sides’, resources-laden websitec. 3000 visitors a monthThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 40. ‘Two Sides’, digital printed Sustainability booklet, personalised for all members, March 2010 Translated into Finnish, Portuguese, Japanese! Mills and Merchants have done versions Other versions for printers and publishersThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 41. Misleading statements and misinformed anti paper organisations are growing Take this example........The Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 42. Misleading statements and misinformed anti paper organisations are growingThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 43. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash, Case Study: BT ‘Do your bit for the environment and go paper-free ‘Save ££’s and trees with paper-free billing’OutcomeBT have now changed messaging and donot refer to ‘saving trees’ or ‘e-billingbeing environmentally more friendly’.Two Sides will now continue discussionswith other major Corporates.Two Sides has credibility and can debatewith authority.The Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 44. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ CampaignActive campaign to CEO’s and Head of Legal Department• 53 Utilities• 28 Banks• 24 TelecomsTwo Stages• General Letter to all CEOs and Head of Legal• Specific letters to offenders, threatening action• Open Letter to NewspapersWidespread publicity for the campaignThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 45. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ Campaign43% of Banks70% Utilities30% Telecomswere making false statements• Widespread PR• Lots of Trade Press coverageThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 46. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ CampaignSuccessful outcome!• 83% of Banks• 64% of Utilities• 100% of Telecomshave changed their messages!Press and Radio coverageCampaign ContinuesThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 47. The ‘Two Sides’ campaignResearching consumer opinionsUnderstanding how consumers view print and paper, in a multi mediaworld, is fundamental to devising new marketing campaignsThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 48. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperTwo SidesEuropean and USConsumer SurveyA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 49. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperTwo SidesEuropean and USConsumer SurveyResultsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 50. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperSurvey Headlines 10 countries UK, France, Germany, Italy, Finland, Austria, Portugal, The Netherlands, Spain, and the USA 5,000 online interviews, 500 per country using the IPSOS Consumer Panel Split by gender, age and religionA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 51. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperPurpose To discover the strength and extent of public opinion about the environmental impact of print and paper To discover how such opinions may be playing a part in the reduction of use of print media as consumers are attracted to new media channelsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 52. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperOutcome Research should deliver valuable insights for a campaign that aims to counter negative attitudes to the use and sourcing of paper and print (forest and recycling issues). Provide background material to be used in publicising print and paper’s attractiveness and sustainabilityA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 53. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperEuropean Results Results are for all European countries participating Age exceptions are given where significant No significant UK differencesA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 54. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers prefer paper and see it as asustainable way to keep recordsConsumers like paper,particularly the youngergeneration! reading from paper, (83% 80% prefer of 18 -24 yo) 74% believe that paper is more pleasant than other media, (78% of 18- 24 yo) 54% agreed that paper records are more sustainable than electronic storage, (57% of 18–24 yo)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 55. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperAnd for important documents, consumerswant them on paperHow would you like to keepimportant documents? 58% prefer to keep important documents on paper, (63% of 18-24 yo) 27% prefer to keep electronically 16% have no preferenceA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 56. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers want recyclable products butmaybe don’t connect this with paperRecycling and renewability issues 97% see recyclability as the sign of an environmentally friendly product 68% understand that Print Media is based on a renewable resource 49% believe that the industry has a low or average recycling record Consumers think that recycling rates in Europe are c 20 - 40% (Act.69%)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 57. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperIs forestry a consumer concern?Drivers of consumer concerns 43% said Poverty and Social inequality is their main concern 22% are concerned about threats against the environment 6% regard forestry as the most worrying issue todayA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 58. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers are not aware of paper’s trueforest impactMisunderstanding continues 80% believe European forests are smaller or the same as 50 years ago. (Act. 30% bigger) Paper is seen as having the biggest impact on the forest, bigger than fuel and the same as construction.(Act. Paper manufacture uses only 11% of the worldwide forest harvest. Fuel and construction are the biggest users)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 59. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperThere is a belief that forests are underthreat from the use of paperPaper and Forests 76% believe that there is a connection between paper manufacture and loss of tropical rainforest 73% are concerned about print and paper’s effect on forestsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 60. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperE-communication is regarded as moreenvironmentally friendlyWhat’s the mostenvironmentally friendly way toread? Electronically On PaperNewspapers 67% 13%Book 52% 28%Magazines 62% 17%Mail 71% 10%A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 61. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperPrint Media needs to promote itsenvironmental friendlinessImpact of advertising is limited 14% of consumers have seen adverts promoting the environmental sustainability of print mediaA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 62. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperAdverts , where seen, have impact!Consumers receptive to information 88% find adverts about print media’s sustainability useful 75% think adverts are credibleA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 63. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperLessons to be learned Paper is still the preferred information medium for reading and storage of documents – all ages 18-24 year olds appear to appreciate paper more than older age groups Paper is not seen as an environmentally friendly way to read Consumers do not understand that European forests are getting bigger Print and Paper is seen as a sustainable resource, but this needs reinforcement Consumers like recyclable products and need a better understanding of the industry’s good record Informative marketing is needed and can be influentialA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 64. The ‘Two Sides’ campaign Membership continues to be a priority If you are a member – thank you and please encourage others If you are not – please join! Contacts: Martyn Eustace mje@twosides.info Tim Bowler trb@twosides.info Vince Collins vc@twosides.info Sarah Collins sjc@twosides.infoThe Power of Print, DMA, to Canon, 4th February,Print Power Presentation 10th November, 2011 2010
  • 65. Doordrops and Inserts: Brother and Sister media• Lucy Stafford, Managing Director, Mindshare Direct• Mark Davies, Managing Director, TNT Post (Doordrop Media) Ltd
  • 66. Door Drops & Inserts:Brother & Sister Media November 10th 2011
  • 67. AgendaCustomer journeyTargeting/ journey Customer IntegrationMeasurement
  • 68. CUSTOMERJOURNEY
  • 69. The Customer Journey ACTIVE EVALUATION 2. Information gathering, shopping LOYALTY LOOP #1 #3 #2 INITIAL MOMENT CONSIDERATION OF SET PURCHASE 4. POSTPURCHASE EXPERIENCE Ongoing exposure
  • 70. The Customer Journey
  • 71. The Customer Journey
  • 72. TARGETING/INTEGRATION
  • 73. Targeting/ Integration
  • 74. Targeting/ Integration
  • 75. Targeting/ Integration
  • 76. Targeting/ Integration
  • 77. MEASUREMENT
  • 78. Last Click Doesn’t Win
  • 79. Last Click Doesn’t Win
  • 80. The Magic Number 52%
  • 81. The Answer is……. [ ] Yt =α + ∑[βi ∗ Xti ] + ∑φj ∗Zti +ε i j
  • 82. Measurement Econometrics Multipliers Split by Channel
  • 83. Measurement
  • 84. Measurement 45% 41% 40% 35% Response : Sale Conversion 30% Avg Conv = 28% 30% 27% 24% 25% 18% 20% 15% 10% 5% 0% Door Drops Loose Inserts Directories Supplements & Listings National Press
  • 85. Measurement Doordrop ROI: 1.91 DM ROI: 0.58 Doordrop ROI: 1.43 DM ROI: 0.81 Inserts ROI: 0.87 Inserts ROI: 1.66
  • 86. SummaryCustomer JourneyTargeting/ journey Customer IntegrationMeasurementTesting
  • 87. New innovations and trends• James Sherwin, Managing Director, Tangerine
  • 88. New innovations and trends James Sherwin – Director, Tangerinet anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 89. Innovation • As time and technology progress, we seem to move forwards by re- visiting old approaches in new wayst anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 90. James Sherwin, Director - Tangerine • Tangerine: a small data consultancy, providing bespoke FMCG shopper marketing solutions • Founded Tangerine in 1998; after working with Unilever and Sainsbury’s we recognised an opportunity to help FMCG clients explore the value of retailer loyalty data • Focus on data management, business modelling & planning, campaign planning & operational impact planning – Client - Direct Wines – DM Agency – WWAV Rapp Collins – Data Consultancy – Data by Design • Personally – I live on a farm near Frome in Somerset – where Tangerine is based. – The farm has a boutique holiday cottage www.courtfarmstanderwick.co.uk should you be in need of a break. – In my spare time, I make and sell significant volumes of apple juice and ciders, honey and ginger beer and I rear and butcher my own pigs & sheep – I also run - mountain marathons are my latest joy!t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 91. Tangerine have spent over 13 years planning and evaluating campaigns for many iconic FMCG brandst anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 92. Working with an array of partners...t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 93. Background to our own innovation • FMCG brands rely on trial to grow – DTD can be one of the best performing media – Price promotions tend not to be effective trial-drivers • A lot of promotional investment is wasted – Poor targeting – Poor operational support • leading to unsatisfied demand through poor merchandising and out of stocks • In FMCG trade support is vital – To avoid the trap of relying on-going price promotions brands need to show retailers what their A&P spend is doing for a retailer & their shoppers • Tangerine’s FMC-G-Model™ is a specialist solution designed to support brand growtht anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 94. The FMC-G-Model™ allocates sales uplift across retailer trade plans • A bespoke gravity model forecasts sales impact at store level – Aggregated to a retailer level • Shopper-marketing activity becomes a sales line on the trade plan • Offers a real opportunity for suppliers to take back control of promotional activity and potentially reduce trade deals 94t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 95. Store Communication • A bespoke store communication is developed for every significantly impacted store to garner support & encourage additional stock purchase • Telesales to drive awareness • Field sales visits 95t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 96. Continued Innovation • Changes in the coupon redemption culture and processes... [driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by destroying coupons internally ] open up the DTD media world for renewed exploration • Our FMC-G-Model™ is now calibrated to work with TNT Microsectors – This has enabled us to support ‘sampling’ activity for Kellogg’s and Nivea – Nothing new about sampling (remember the spiral!); now it can be better controlled and technology can increase reaction time in the field – To support Nivea, we have had to include Boots/Superdrug in a bespoke version our model • We can work at any geographical level... – SMART-Drop is media independent, almost infinitely flexible and moves toward a ‘near-mail’ solution – The following example illustrates the potential of SMART-Dropt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 97. A sub-sector summary of activity and performance ...some winners and some relative losers Birmingham Birmingham Birmingham Birmingham Birmingham Birmingham Fillongley Fillongley Fillongley Fillongley Fillongley Fillongley Maxstoke Maxstoke Maxstoke Maxstoke Maxstoke Maxstoke Corley Moor Corley Moor Corley Moor Corley Moor Corley Moor Corley Moor Meriden Meriden Meriden Meriden Meriden Bickenhill Bickenhill Bickenhill Bickenhill Bickenhill B Hampton in Arden Hampton in Arden Hampton in Arden Hampton in Arden Hampton in Arden Solihull Solihull Solihull Solihull Solihull Solihull Berkswell Berkswell Berkswell Berkswell Berkswell Barston Barston Barston Barston Barston Barston Balsall Common Balsall Common Balsall Common Balsall Common Common Knowle Knowle Knowle Knowle Knowle Balsall Balsall Balsall Balsall Balsall Balsall Wythall Wythall Wythall Wythall Wythall Earlswood Earlswood Earlswood Earlswood Earlswood Earlswoodt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 98. ...taking a postcode level view is revealing Birmingham Birmingham Birmingham Birmingham Birmingham Birmingham Fillongley Fillongley Fillongley Fillongley Fillongley Fillongley Maxstoke Maxstoke Maxstoke Maxstoke Maxstoke Maxstoke Corley Moor Corley Moor Corley Moor Corley Moor Corley Moor Corley Moor Meriden Meriden Meriden Meriden Meriden Bickenhill Bickenhill Bickenhill Bickenhill Bickenhill B Hampton in Arden Hampton in Arden Hampton in Arden Hampton in Arden Hampton in Arden Solihull Solihull Solihull Solihull Solihull Solihull Berkswell Berkswell Berkswell Berkswell Berkswell Barston Barston Barston Barston Barston Barston Balsall Common Balsall Common Balsall Common Balsall Common Common Knowle Knowle Knowle Knowle Knowle Balsall Balsall Balsall Balsall Balsall Balsall Wythall Wythall Wythall Wythall Wythall Earlswood Earlswood Earlswood Earlswood Earlswood Earlswoodt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 99. ...within the winners there are losers and vice-versa...a prime opportunity to craft bespoke distribution areast anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 100. Innovation in design Paper provides an large creative platform.t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 101. Designing an effective leaflet for FMCG 1. Create stand-out on the door mat – Shape & colour need to stand out from other leaflets – research has shown that yellow gets most stand out – The back cover is the alternative front cover – leaflet could land either way up 2. Give them a reason to open the leaflet – Highlight the offer: “Coupons inside” “Half Price Coupons Inside” – Entertain but don’t tease – its too easy to disengage – Ensure brand identity features in the creative to gain instant recognition 3. Get the product on the shopping list – Keep messages simple & text to a minimum – Give shoppers a clear call to action – “Try Me!” – Make it easy to remove the coupons – be aware of order of use, and coupon design: www.valassis.co.uk/Page/82/Coupon-Design 4. Help shoppers to find the product in store – Use imagery that enhances brand recognition: colour, product shots – Tell them where to look (if necessary) e.g. “Find us on the Confectionery aisle”t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 102. Innovation in design Royal Mail Eye Tracking Insightt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 103. t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 104. t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 105. t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 106. t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 107. The Role of DTDt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 108. When FMCG marketing levers are mapped we can see how they occupy various positions Shopper ‘State’ along the shopper ‘journey’ Building Loyalty Retailer Loyalty Coupons Trade deal eCRM Store Sampling DM Trial Driving Experiential Events Brand led DTD DTD occupies a position close to the POP whilst also driving trial and In-store media awareness – couponsAwareness TV Advertising then act as a reminder in- driving Outdoor store Car park Media In-Home low Out of Home In-Home Planning shop In-Store engagement low engaged ‘list’ Proximity to Point of engagement Purchase t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 109. Looking at potential activity reach illustrates Shopper how DTD is uniquely scale-able ‘State’ Limited to the shoppers Building that walk down aisle Limited to size of and engage in offer Loyalty database – potentially Retailer costly to expand (see Loyalty next slide) Media Trade deal eCRM DM Digital Integration Store Sampling Brand led Trial Door to Door Driving Experiential Events DTD can reach every UK household with a letterbox In-store media TV ‘s reach is limited at any TV Advertising one time – depending on show, time, region & audience profileAwareness driving Outdoor Car park Media In-Home Out of In-Home Planning shop In-Store not Home not engaged ‘list’ Proximity to Point of engaged engaged Purchase t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 110. DTD can be used to drive shoppers into a brand’s digital program • The benefit of DTD can be summed up as ‘quality trial’ Chart: Volume gain from DTD over time • However, once a shopper has redeemed their coupons, the ‘advertised + eCRM (Trial & Retention & FOP) Volume message’ will gradually + eCRM (Trial & Retention) fade leading to an + eCRM (Trial) Base DTD increased susceptibility to Digital integration overlay competing messages...see volume gain chart – ‘Base Base DTD Impact DTD’ (grey) Time • Tangerine work with digital partners to ensure eCRM integration offers a cost effective way to maximise shopper value – Encourage shoppers to engage with the DTD and so increase trial – Give shoppers continual reasons to re-engage and so drive retention – Encourage usage and so increase FOPt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 111. Summarising the case for Door to Door Brand control A creative platform Quality/flexibility in targeting Measurability and improvement A retailer volume forecast (part of the trade support plan) Store level volume forecasts that can be pre-sold to the trade and used to manage demand Digital Integrationt anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 112. New innovations and trends James Sherwin – Director, Tangerine Tangerine - Court Farm Standerwick Somerset BA11 2PR www.tangerine-cvc.com James Sherwin - james@tangerine-cvc.com - T: 01373 831600 M: 07771 657827 Lucy Cardew - lucy@tangerine-cvc.com - Home Office: 01780 470951 M: 07801 581762t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved
  • 113. Research – How many respond online?• CJ Court, Managing Director, All Response Media• Phil Ricketts, Sales & Marketing Director, Royal Mail
  • 114. 2011 Research ProjectPhil Ricketts: Sales & Marketing Director (D2D) - Royal Mail CJ: Managing Director - All Response Media
  • 115. Response rates decliningConsumers increasingly embracing theinternetMeasurement vital to understanding value(still) Feel print medium only partially judged
  • 116. Previous research:◦ Online response = 52%◦ Range was 24% to 76%New 2011 research included door dropsClients from wider range of sectors:◦ Charity, Finance & Retail
  • 117. Timing: April - Jun 2011Volume: 3m items5 clients11 titles / distribution methods
  • 118. Excluding the retail client the average %response to go online has risen…. 56%
  • 119. 250,000 A4, 2pp leafletsDistributed via NewshareMosaic targeting (from existing customers)Overlaid on town catchments
  • 120. Results:80% of sales in-store20% of sales online90% of online sales from new customers
  • 121. Upmarket charity thatappeals to older, moremale donors800k inserts in bothnational press andlifestyle titles
  • 122. Results:59% of donations onlineSimilar to average %across all activity
  • 123. Cancer insurance product:New to UK market650k inserts in nationalpress and lifestyle titles300k door drop /Newshare
  • 124. Results:83% of response was onlineAll of door drop response was online23% of all response was “Search Engine”
  • 125. 250k via Royal Mail door drop, 250k viaNewshareUsed customer profiles to target relevantFinancial ACORN Types
  • 126. Results:50% of leads were online50% leads offline27% of leads were converted to sale
  • 127. Campaign similar to previous research500k inserts across national and lifestyletitles
  • 128. Results:Online response was 32% (up from 27% inprevious research)◦ NB 3 response routes: Phone, coupon and webStill affected by type of title◦ Mass market TV title: 10%◦ Mid market Sun: 29%◦ Mid / upmarket Sat: 54%
  • 129. Was (still) couponImportance of phoneIncreasingly webWill be new technologies….Vital that client data is measured correctly
  • 130. Online response is increasingOnline 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
  • 131. Online response is significantMeasurement is more vital than everNew technology can make measurementeasier and more accurateNew response channels can bring newcustomersThe Power of Print can work with the internet
  • 132. A lot!philip.ricketts@royalmail.com cj@allresponsemedia.com
  • 133. Tea & Coffee Break
  • 134. Putting it into practice – a retail case study• Dean Morris, Marketing Controller, Robert Dyas
  • 135. Door Drop & InsertsRobert Dyas November 2011
  • 136. Introduction To Robert Dyas Established in 1872 by Robert Dyas 98 stores predominantly in the South East with outlying stores as far north as Solihull, East to Colchester and West to Bristol Stores predominantly in High Street locations. Trades in a number of centre types from city of London, to large destination centres (Brighton/Bristol) to smaller provincial market towns (Dorking, Dorchester) Product mix covers kitchenware, small electrical appliances, housewares, cleaning, home office, DIY and gardening No one, direct competitor, but lots of competition: Wilkinsons, Supermarkets, Argos, DIY/Electrical sheds, kitchen specialists, internet Customer base quite broad but tends to bias older (40+), ABC1 home owners. Two thirds of customers are female. Customer profile does vary by centre type. Overall Robert Dyas proposition is based around convenience and service, but need strong well targeted, well communicated promotions to drive sales – particularly in the current environmentRobert Dyas November 2011
  • 137. Introduction To Robert Dyas Robert Dyas RichmondRobert Dyas November 2011
  • 138. Marketing Mix Full year promotion plan with 12 promotional changes per year Each promotion is supported with: TV advertising (in Carlton & Meridian – beyond this store density too low to make TV cost effective) Promotional leaflet inserted in the national press and via door drop Digital activity: e-mails, PPC, SEO etc At key times of the year radio and press are used to give further weight to the campaign In addition to promotional leaflets, we also produce larger format seasonal guides to support key seasonal opportunities e.g. gift guide, outdoor living guide Leaflet marketing has been a key part of the marketing mix for Robert Dyas for the past 10 yearsRobert Dyas November 2011
  • 139. Why Leaflet Marketing Works ForRobert Dyas A cost effective way of communicating a broad mix of products. As the number of pages increase, inserts and door drop becomes more cost efficient – media costs don’t double if the number of pages double. It works well for our suppliers opportunity for properly branded space opportunity to showcase a broader range of products huge uplift on featured lines Ability to target locally reduces wastage and delivers a better ROI Unrivalled ability to target to key customer segments Highly measurable media Direct response mechanisms Control store testing Works well with broadcast media TV drives awareness of an event or promotion and sales to 1-2 key lines Leaflets drive a response across a broad range of lines featured in the promotion Drives sales Short term: drives sales spike: c 5-8% overall sales Long term: keeps Robert Dyas top of mindRobert Dyas November 2011
  • 140. Why Leaflet Marketing Works For Robert DyasPromotional Leaflets 2011 Supplier Branded Page & ½ Page Robert Dyas November 2011
  • 141. Why Leaflet Marketing Works ForRobert Dyas Outdoor Living Guide 2011 Grow Your Own Guide 2011Robert Dyas November 2011
  • 142. Door DropAdvantages: Ability to target message to a granular level: By location By customer segment Ability to change message locally (re-version) The more you know about your customer, the more powerful/less wasteful the media becomes (who they are, where they come from, how much they spend, what they buy)Things to look out for: Newshare: good cost per 1000. But coverage can be poor, publications vary in quality, no control of what items will be inserted in the paper Team: more expensive cost per 1000, some subcontracted teams lead to reliability issues, don’t cover all postcode sectors Royal Mail: expensive cost per 1000, but 100% household coverage and maximum number of competing items – may be only option to cover some key postcode sectors Use coverage and reliability data, e.g. TNT’s Home-in Targeting (HiT), to guide your delivery method by postcode sector:Robert Dyas November 2011
  • 143. InsertsAdvantages: Benefit from the brand association with the host title Editorial content can support the sales opportunity Some titles allow you to target at a more granular level than TV region. Maximum number of items per title Better distribution method for leaflets which have a longer shelf lifeThings to Look out For: TV region distribution can be wasteful Ability to target at a really local level difficult – few local/regional papers carry inserts Declining circulation figures in many national newspapers Most papers will only insert at the weekend Size of weekend newspapersRobert Dyas November 2011
  • 144. Door Drop and Inserts: Our Experience Both have a strong role to play in our marketing mix, and both deliver a strong ROI We use a mix of both to support the main promotional calendar and results suggest the distribution methods complement each other without too much overlap Both work well with our ATL activity.For certain activities we favour one method over another:Door Drop Inserts Short term and tactical activities Higher price points/more considered purchases New store openings Seasonal opportunities (particularly when Local marketing editorial features support the theme) Different messages on a local/regional basis Items with longer shelf life Focus on lower price point & consumable itemsRobert Dyas November 2011
  • 145. Integrating with the “digital world”• Alistair Ezzy, Business Development Director, GI Solutions Group
  • 146. Integrating with the ‘digital world’By Alistair Ezzy Business Development Director
  • 147. Agenda Evolution of Print Shapes Digital print Targeting Digital Media Summary
  • 148. Evolution of Print 2011 Social Media Email Credit Crunch Market trends favoured conventional packs Print Management began to take off More emphasis on pack cost Mailings became more targeted Bespoke mailing pieces ROI was the key driver Initially producing OPM for Agencies1992 GIFounded
  • 149. Events have conspired against usOur world became less about…“Producing relevant and innovative marketing communications to engage with the recipient and drive improved response rates” …and more about…“How cheaply we can produce an A4 Letter and enclose it to a DL envelope?”
  • 150. Digital Print
  • 151. Not just gimmicks
  • 152. Case study – Sky Sky wanted to use regionalisation to increase response. To do this meant using colour imagery but given the variety of locations, it was impossible to do this using conventional printing The Test pack contained clear regionalisation from the area - this included the TV region, Name of block of flats, Street Name or Town Name. To emphasis timing, the date of the switch over was included in that area in both packs The Test Pack carried a map of where the recipient lived and what was going to happen in their area. The Core pack contained references to regions which were not supported by imagery and there was only generic regionalisation in the brochure
  • 153. Variable Maps
  • 154. Results While the whole campaign met target, the test packs were 50% more responsive. Showed regionalisation and variable digital print works Will use digital print on future campaigns “We were delighted with the success of this campaign which used regional referencesto make the pack more relevant to the recipient. GI Direct were instrumental in ensuring the variability was efficient and accurate and their capability in digital print allowed the campaign to be delivered ” Fiona Millard Print Production Manager, SKY
  • 155. What worked?
  • 156. Case study – Adrian Flux Insurance company wanted to improve the response rates from their monthly trigger insurance mailings With assistance from GI Direct, changed 25,000 packs per month to maximise the use of colour personalisation Now use 30 different variable images per month based on vehicle the customer owns. Gender and age images used initially but not as effective
  • 157. Multiple images and highlight colour
  • 158. Different brands
  • 159. Results Percentage of people taking out a new policy were 1.27% Now percentage of new policyholders is 1.81% This shows an increase of over 30% of new policyholders Have rolled out use of digital variable to more campaigns
  • 160. Targeting
  • 161. CRUK – Free Will Service Twice a year Personalised with solicitors’ names and addresses Volume varies from 500,000 to 1,400,000 Geographic segmentation – 252 segments Local solicitors are part of campaign
  • 162. Molson Coors Segmentation to postcode sector to nearest two pubs Personalised with pub name Strong offer and call to action Drive time analysis
  • 163. Digital Media
  • 164. QR Code usageDMA Mobile & Shopping – What’s going on? October 2011
  • 165. What is a QR code?A QR (Quick Response) Code is a 2d barcode that contains a website addressWhen scanned by a Smartphone, it takes the user direct to the websiteIt can:Take your customer to the relevant part of your websiteTake your customer to an App to downloadLink them directly to an offerTake them to a phone number to call
  • 166. Use bit.ly to monitor traffic
  • 167. Sky Pop Up Part of a fully integrated multi channel campaign Used as a trigger to other stages of the customer journey Use of QR code extended life of door drop Added content and movement to static printed piece
  • 168. What are Microsites? a mini-website - typically only has 1-3 pages sits outside the main website ToysRUs cute baby competition sits on GI’s servers, customers upload pictures and details Habitat used as an offer page from the emails, the offer has a printable offer with personalised barcode
  • 169. ToysRUs - GURL
  • 170. Habitat - PURL Text, links and imagery vary depending on segmentation Creating the offer: PURL Fully personalised offers Fully personalised graphics Easy and quick to implement Powerful reporting
  • 171. Augmented RealityAR is a way of creating a 3D virtual image of a product using print, a webcam and a website
  • 172. Social Media Communities with a common interest Creating Conversations Can be integrated with Direct Marketing Different response mechanisms and measurement
  • 173. Social Media - examples Mont Blanc sent beautifully written letters that were bogus requests for money. The strapline was ‘There is nothing more genuine than a hand-written letter’. It was sent to bloggers and leading journalists and created £33,000 worth of ‘free’ media. RNLI were looking to target younger people. They sent 12 influential YouTube video bloggers a controversial message in a box - ‘Your generation has been branded selfish, ignorant and violent’. The box also contained a camera along with an invitation to rewrite the headlines. Each blogger generated a massive response online resulting in hundreds of thousands of young people learning about the RNLI. And 500 young people aged 16 to 22 joined the RNLI as volunteers.Case Studies from Mail Media Centre website www.mmc.co.uk
  • 174. Mobile Over a quarter of adults (27 per cent) and almost half of teenagers (47 per cent) now own a smartphone, according to Ofcom’s latest Communications Market Report. Most (59 per cent) have acquired their smartphone, which includes devices such as iPhones, Blackberrys and Android phones, over the past year 37 per cent of adults and 60 per cent of teens are ‘highly addicted’ to themOfcom: Communications Market Report August 2011
  • 175. SummaryRelevance to recipientPrint has a role in multi channel campaignsIs a launching padCan be a link into Social MediaComplementary not competitive
  • 176. Thank you! Alistair Ezzy Business Development Director GI Direct 07970 232 491 alistair.ezzy@gi-solutionsgroup.com www.gi-solutionsgroup.com www.creativeformats.com
  • 177. A Client’s Perspective• Marc Michaels, Director of Direct Marketing and Evaluation
  • 178. Door drops VS InsertsMarc Michaels, Director of Direct and Evaluation November 2011
  • 179. Door drops AND Inserts AND Direct Mail AND Face to FaceAND TV AND Radio AND PR AND frankly anything that works … Marc Michaels, Director of Direct and Evaluation November 2011
  • 180. We’re after a media mix that works … AND creates effective behaviour change amongst the people we’re trying to reach. For clients it isn’t (or shouldn’t be) about which media they prefer/like/feel more comfortable buying. It’s about identifying the media mix that works cost effectively to deliver the objectives.
  • 181. Case study 1 – Sometimes the Government want to talkto ‘everyone’ about something that ‘affects everyone’ Local Elections and referendum on the voting system – The Electoral Commission A national distribution of information booklets to every household in UK via door drop distribution Jan – April 2011 about the referendum question, how to vote and voter registration Supported by TV prompting people to look out for the booklet and by direct mail to intermediaries through the Publicity Register. Awareness Comprehension ‘Mop up’ Action
  • 182. An established mechanism first usedon AIDS back in 1987 A methodology has been employed successfully by COI over the last 25 years on: AIDS, Millenium Bug, Ofgas – gas deregulation, Patients Charter, Parents Charter, NHS Reforms, Preparing for Emergencies and Pandemic Flu. With the objective of getting to as near full coverage as possible and provide the: a) stature of a national communication of import b) recognition of the door drop material as important and needing to be read thoroughly c) reassurance message Most aren’t about generating response but in two major distribution cases we were inviting response: a) Patients Charter (through RM – all households) for more detailed info - 800,000 requests, 3.4% CPR - £1.50 b) Organ Donation (through Freesheet – 16 million) with editorial support - to join the organ donor register - 500,000 conversions, 3.1% CPC = 80p (the lowest CPC on record for a govt campaign even today)
  • 183. Case study 2 – getting across detailed/complexinformation so people can take the right action Bowel Cancer – signs and symptoms Department of Health Cancer Survival rates in the UK lag behind those in Europe due to low awareness of symptoms and late presentation to GP’s. There are higher survival rates if caught early. Printed material gives the space to get the details of the message across with the TV highlighting the issue. Inserts in suitable press titles and magazines. 30 Face to face events with a high footfall of C2DE 55+. The teams, which included one nurse, had c4,500 conversations and shared the same printed info used as an isert. 140 people had symptoms and planned to make an appointment with a GP. 92% of people visiting the stand felt they were confident about identifying symptoms, compared to just 61% before the event. Over 2.37 million leaflets were distributed to stakeholders and the public through direct mail (Publicity Register) The pilot was a success and is being rolled out.
  • 184. Case study 3 – information you can‘keep and refer to at time of need’ NHS 111 Pilot – Department for Health A new service enabling the public to quickly access medical help in non-emergency situations. But you only need to know about it at time of need which might not be at the time of the marketing => need for something that can be retained. A door to door campaign with 731,000 leaflets were distributed to all households falling with the three pilot areas. Those who had seen the communications were much more likely to be able to describe the service accurately (61% comms recognisers vs 16% non recognisers). Analysis from the Evaluation team showed that awareness increased in line with door drop distribution. And it promoted calls too as a proportion of the audience did have an immediate need. The results proved so effective that doordrop is a key element of media plans for future roll-out.
  • 185. Case study 4 – not everyone is ‘on-line’ FSA – Money Made Clear Information specifically targeting the financially vulnerable. Two pilot tests with both door-drops and inserts being used in the North East and North West regions alongside TV, Radio and F2F After the door drop the pilot areas became much more responsive. Both the door drop and insert (TV listings and women’s magazines) better prompted people to call the service (rather than go on-line) and more importantly served to contextualise the service and give people a reason to call. A piggy back ‘earned’ insert into bank and building society mailings also proved very effective.
  • 186. Case study 4 – not everyone is ‘on-line’ FSA - Money Made Clear Door drop also performed very well from a cost per acquisition point of view.Getting people to call (up to 45 min longsession) or have an F2F/partner session wasmuch more effective than driving people online and a higher proportion of the reallyfinancial vulnerable used these responsevehicles.
  • 187. Case study 5 – reaching out with a a message people don’t want to hear Harmful drinking Two campaigns covering only the North West of England and East Midlands. Three creative approaches were tested: General Health vs Liver vs Cancer. All media carried UTNs and unique coupon codes.Good performances from both inserts and door drops for both response and initial conversion
  • 188. Case study 5 – a message people don’t want to hearThe print media were working well against thehigh risk individuals as a bit of a ‘shake-up’ totheir naturally held views that they would be‘okay’.However, following these pilots, Alcohol did roll outwith a largely TV dominated campaign that didn’tdo particularly well in generating response. Partlythis could be attributed to the fact that we had seenin the pilot that the direct channels were bestperformers but also partly because the creativechanged radically to an ‘X-ray harm’ device whichdidn’t seem to resonate. Given the ‘Cancer’reference treatment did not resonate as well asgeneral Health messages, the X-ray harm devicemay well have suffered from the same reception.We retained the ‘pilot treatments’ for the door dropsand inserts in a straight AB test with the newcreative and they performed better and as well asthe pilot phase.
  • 189. Case study 6 – extending the message into a trusted environmentHSE – Agricultural WorkersAfter a successful first phase with Direct Mail and Press asecond phase added testing and an insert strategy in FamersWeekly to complement the activity and see if it couldgenerate incremental response – which could save lives.Inserts performed far better than trade press advertising,providing 14% of the total campaign response v 3% for pressadvertising despite advertising being far more wide-ranging ina larger number of titles.2 different formats were tested - an A6 postcard format andan A5 4pp leaflet, which was further tested using 2 differentcreative executions. The A6 postcard format performedsignificantly better than either of the A5 4pp leaflets – the 2creative tests of the A5 leaflet performed similarly.
  • 190. Some other interesting stuff …£60.00 232,000 people signed up to C4L CRM during the peak£50.00 campaign period. The original forecasted volume (across all channels) was 111,797. This was partly£40.00 because of success of postal response vehicle (72%),£30.00 the piggy back inserts and the door drop and standard£20.00 inserts and the survey opt-in design.£10.00 £- Inserts - Piggy Back Inserts - Press Insert - 3rd Party Total CPR Active CPR Piggy back inserts – in Govt ‘owned’ or ‘earned’ channels (e.g. C4L in schools fruit boxes or Health Start From a cost per sign mailings, or placed in a DWP Lone up point of view Parents mailing and HMRC Child HDS and freesheet Benefit letter for DFE Affordable were similar but Childcare are always very effective response rate was and very low cost per acquisition. higher for HDS. Press inserts tend to have better conversion than 3rd party.
  • 191. Some other interesting stuff … In many campaigns, there is a degree of synergy and TV does better when there are other media channels at play. Door drop can also act as a broadcast media enhancing response rates in the areas that have been dropped even if they don’t appear to come directly from door drop.All direct media are being undervalued purely onidentifiable direct response as they will prompt on-linesearch but doesn’t get the credit for it. There are loadsof ways to address this: a)use of specific landingpages for that media, b) use of specific key wordsearches so that that word/phrase is only on thatmedia and recognised in the web analytics, c) use ofpop up short media questions, d) watching the upliftafter the print drops and the response curve thatimpacts on the baseline traffic and e) econometrics –the example left shows that for every door dropresponse on tobacco recognised another 3 have goneto online search
  • 192. However, sometimes printed matter doesn’t work … £400 £350 Total CPR (£) Valid CPR (£) £300 Active CPR (£) £250 £200 £150 £100 £50 £- Search Display TV Direct Mail Door Drop Radio Total CPR (£) £0.36 £0.47 £3.57 £35.00 £78.30 £103.23 Valid CPR (£) £0.36 £0.47 £3.60 £37.00 £127.68 £115.43 Active CPR (£) £43.66 £56.09 £89.12 £70.20 £221.70 £392.97 £400 £350 Total CPR (£) Valid CPR (£) £300 Active CPR (£) £250 £200 £150 £100 £50 CMEC – Child £- Search Display TV Direct Mail Door Drop Radio Maintenance Total CPR (£) Valid CPR (£) £0.36 £0.36 £0.47 £0.47 £3.57 £3.60 £35.00 £37.00 £31.10 £50.71 £103.23 £115.43 Options Active CPR (£) £43.66 £56.09 £89.12 £70.20 £88.06 £392.97Press inserts were not very effective within A single very poor performing Maltese Crossthis campaign – possibly because of the format doordrop for Tobacco messed therestrictions in regional buying. averages up for some considerable time!
  • 193. 2009 … but mostly they do Department of Health and we have won Change4Life the odd award too. Best use of Door Drops Best Customer Acquisition Best Launch Campaign Best Direct Response Print Advertising 2010 Department of Health Tobacco Quit KitHealth and Safety Executive Make the promise Best use of B2C direct mail, Best Customer Acquisition Best Launch Campaign Best Business Performance or Improvement Best use of B2B direct mail
  • 194. So as you can see … For Government, direct channels such as inserts and door drops, direct mail and face to face have consistently performed well. Though volumes acquired are often less than broadcast, quality and conversion is higher and they give the detail and a context for the issue/communications that the broadcast media can’t. Being better targeted, they also tend to bring in core audience whereas the broadcast media will bring in quite a lot of the ‘worried well’.
  • 195. So in summary …Door drops/inserts and printed matter should always be a key part of the media mixbecause they are: TANGIBLE and DISRUPTIVE - They are physical, have standout and can be retained EXPLANATORY - They allow us to convey detailed/complex information TARGETED - They allow us to target people geographically, demographically and by interest etc They work well against hard to reach/offline audiences (lower socio-economic groups) For inserts, they can sit within a ‘trusted environment’ For doordrops, when needed, they allow us to talk to everyone and ACTION FOCUSSED - They play a crucial role in eliciting a direct response and will generally lead to higher quality action and behaviour change in short … they work.
  • 196. Panel Debate
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