direct marketing in online display: jack&jones case
DESCRIPTION
TRANSCRIPT
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DM in Online Display
Jack & Jones Case
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History of DM
1970 1980 1990 2000
The campaignIntro The study Summary & conclusion
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What’s next?
Online Mobile
Magazines Outdoor T.V.
Cinema RadioNewspaper
The campaignIntro The study Summary & conclusion
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Pebble Media database
The campaignIntro The study Summary & conclusion
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Simon says ...
Meten is weten
The campaignIntro The study Summary & conclusion
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Campaign briefing
The campaignThe campaign The studyIntro
- Promote the webshop online
- Reach a maximum of people within the target group
- Target group men 20-35
Summary & conclusion
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The campaignThe campaign The studyIntro Summary & conclusion
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How about the CTR
0
25
50
75
100
125
150
175
Index
Pebble Benchmark Jack & Jones
Lift in CTR: +60%
The campaignThe campaign The studyIntro Summary & conclusion
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Impact study
• Targetgroup: men 20-35
• 350 completed interviews
• Target group VS random sample
The campaign The studyIntro Summary & conclusion
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gets attention Enjoyable to watch Positive feeling Annoying Dull and boring
Rep sample (n=150) Target group (n=217)
Attitude towards the ad
+24%
+18%
-29%
+47%
-25%
The campaign The studyIntro
Average lift: +28%
Summary & conclusion
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14%
38%
23%
34%
43%
14%22%
12%
Rep sample (n=150) Target group (n=217)
Poor Fair Very good Excellent How did you like the ad?
Likeability of ad
48% 65%
Lift in positive answers: +35%
The campaign The studyIntro Summary & conclusion
Poor
Fair
Very good
Excellent
Poor
Fair
Very good
Excellent
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Attractivity of Jack & Jones
Give a score between 1 - 10Lift in positive scores: +11%
The campaign The studyIntro
74% 82%
Summary & conclusion
1-4
5-7
8-10
1-4
5-7
8-10
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Are you going to buy Jack&Jones
Purchase intention
19%12%
25%
24%
35%
39%
17% 22%
4% 4%
Rep Sample (n=151) Target group (n=217)
Won't buy it Probably won't buy it Maybe, maybe not Probably will buy it Will buy it
Are you going to buy Jack&Jones?
26%
The campaign The studyIntro Summary & conclusion
Won’t buy
Probably won’t
Probably will
Lift in “will probably buy”: +24%
Will buy
Maybe,maybe not
Won’t buy
Probably won’t
Probably will
Will buy
Maybe,maybe not
21%
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Impact of targeting for Jack & Jones
– CTR: +60%
– Attitude: +28%
– Likeability: + 35%
– Attractivity: +11%
– Purchase intention: +24%
Summary
The campaign Summary & conclusionIntro The study
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- Reach as much people as possible within your target group
- Limit your waste
- Different approach for specific target groups
- Regional offering
Conclusion (1)
Think about online for your next DM-action
The campaign Summary & conclusionIntro The study
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Conclusion (2)
… don’t forget
RELEVANCY = KEY TO SUCCESS
The campaign Summary & conclusionIntro The study
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Frederik Van WynsbergheProduct Manager DM
[email protected]/FVanWynsberghe
0478/405 612
What can I do for you?
The campaignIntro The study Summary & conclusion