final full presentation
TRANSCRIPT
Data protection 2013
Friday 8 February
#dmadata
Supported by
Leaping off the page: The DMA door drop conference 2013Wednesday 19 June 2013, LBI#dmadoordrop
9.30am Registration and breakfast
10.00am Welcome from the ChairMark Young, Chief Executive, The Leaflet Company
10.10am Door drops, new science and it’s applianceDavid Brennan, Founder, Media Native
Mike Colling, Managing Director and Owner, Mike Colling & Company
10.35am Thinking inside the box
Linzi Clingan, Head of Marketing, Golden Charter
11.00am Different strokes for different folks
Liz Curry, CRM Manager, Comic Relief,
Tim Drye, Managing Director, Data Talk
11.25am Refreshment break
11.45am Mobile visual discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale!
Sam Grimley, Blippar
12.30pm Sandwich lunch
1.15pm Close of event
Agenda
Welcome from the Chair
Mark Young, Chief Executive, The Leaflet Company
Industry Statistics 2012
Volume
Revenue
Industry Statistics 2012
% Increase in Volume and Revenue
Industry Statistics 2012
Further statistics
• Quarterly Updates• Statistics for sectors (eg Retail, Telco)• Working with WARC
Supporting channel visibility amongst agencies and DMA members
Embedding DMA market size & Trend data into media planning tools
Environmental
Door drops, new science and it’s applianceDavid Brennan, Founder, Media NativeMike Colling, Managing Director and Owner, Mike Colling & Company
Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk
Unaddressed mail:Turning insights into income
Date: 19th June 2013
Prepared by: Mike Colling
Final
PRACTICAL APPLICATION OF SCIENCE
13
MAIL IS A VALUABLE MEDIUM
14
Picture pile of gold
WHICH WOULD YOU SEND?
15
Dear MomWishing you a very Happy Birthday!Lots of loveDanny
RULE ONE: USE VALUABLE THINGS APPROPRIATELY
16
RULE TWO: RECIPROCITY
17
DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST
18
DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TV
Source: MC&C client; mass market; multichannel 19
MORE REPEAT PURCHASE FROM DOOR DROP THAN WEB
Source: MC&C client; mass market; multichannel
20
20
SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOME
Source: MC&C client; mass market; multichannel 21
RULE THREE: DON’T FERTILISE WHERE THERE'S NO SEED
22
PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT
23Source: MC&C client; regular user door drops
WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE
24Source: MC&C client; regular user door drops
RULE FOUR: INVEST IN DECENT PRODUCTION
(Reciprocity)
Source: MC&C client; mass market; multichannel25
RULE FIVE: ALLOW TIME FOR REGROWTH
(Frequency)
26Source: MC&C client; mass market; multichannel
RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE
27Source: MC&C client; mass market; multichannel
THE APPLIANCE OF SCIENCE
• Door drops are a great thing
– They create unique and profitable value: by allowing you to recruit more higher value customers than other channels
• BUT :Use them wisely
– Think of the value you want to both create and harvest
– Only invest where you can see returns
– Plant seeds in cheaper media and use door drops to fertilise and harvest
– Don’t just harvest, fertilise too
– And don’t just slash and burn, tend for the long term
An engineers view
28
PRINTED MAIL: THE SCIENCE & ITS APPLIANCE
DAVID BRENNAN - BACKGROUND
•35 years in media research, marketing, strategy & content development
• ITV Network• Discovery Europe• Liberty Global• Associated Newspapers• Thinkbox
• Set up Media Native in 2011
• Mission – understand role of ALL media in converged, digital landscape
3 THINGS I HAVE LEARNED...
•No media channel is going to die
•It’s people, not technology
•It’s brands + activation
PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...
PRINTED MAIL & TELEVISION:MORE SIMILAR THAN WE MIGHT THINK...
•Pronounced ‘dead!’
•Behind closed doors
•‘Inefficient’
•Suffered from misattribution
•Work ‘implicitly’
Click-th
rough rates
Click-th
rough rates
Dwell time
Dwell time
Facebook likes
Facebook likes
UniquesUniques
ComscoreComscore
HitwiseHitwise
HitsHitsPage viewsPage views
Last click attributionLast click attribution
Viral viewsViral views
Re-tweetsRe-tweets
Twitter trendsTwitter trends
Buzz metrics
Buzz metrics
Engagement indicators
Engagement indicators
Repeat visitsRepeat visits
Bounce measuresBounce measures
Transactions
Transactions
SharesShares
•Significant insight programme•Why, how and how well print mail works
•Building towards planning tool•Exposure – Engagement – Effectiveness
•Needs to be planned like a ‘proper’ media channel
Mike Colling and Company Ltd30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk
Unaddressed mail:Turning insights into income
Date: 19th June 2013
Prepared by: Mike Colling
Final
PRACTICAL APPLICATION OF SCIENCE
43
MAIL IS A VALUABLE MEDIUM
44
Picture pile of gold
WHICH WOULD YOU SEND?
45
Dear MomWishing you a very Happy Birthday!Lots of loveDanny
RULE ONE: USE VALUABLE THINGS APPROPRIATELY
46
RULE TWO: RECIPROCITY
47
DEEPENS RELATIONSHIP ROOTS: ENABLES A BETTER HARVEST
48
DOOR DROP CUSTOMERS STAY LONGER THAN THOSE FROM TV
Source: MC&C client; mass market; multichannel 49
MORE REPEAT PURCHASE FROM DOOR DROP THAN WEB
Source: MC&C client; mass market; multichannel
50
50
SIGNIFICANT DIFFERENCES AT 5 YEAR NET INCOME
Source: MC&C client; mass market; multichannel 51
RULE THREE: DON’T FERTILISE WHERE THERE'S NO SEED
52
PRE SOWN SEED FLOURISHES WITH DOOR DROP SUPPORT
53Source: MC&C client; regular user door drops
WITHOUT TV ONLY THE TOP DECILES ARE EFFECTIVE
54Source: MC&C client; regular user door drops
RULE FOUR: INVEST IN DECENT PRODUCTION
(Reciprocity)
Source: MC&C client; mass market; multichannel55
RULE FIVE: ALLOW TIME FOR REGROWTH
(Frequency)
56Source: MC&C client; mass market; multichannel
RULE SIX: MAKE SURE YOU HARVEST ALL RESPONSE
57Source: MC&C client; mass market; multichannel
THE APPLIANCE OF SCIENCE
• Door drops are a great thing
– They create unique and profitable value: by allowing you to recruit more higher value customers than other channels
• BUT :Use them wisely
– Think of the value you want to both create and harvest
– Only invest where you can see returns
– Plant seeds in cheaper media and use door drops to fertilise and harvest
– Don’t just harvest, fertilise too
– And don’t just slash and burn, tend for the long term
An engineers view
58
Thinking inside the box
Linzi Clingan, Head of Marketing, Golden Charter
Golden Charter Funeral Plans
Case Study: Thinking ‘inside’ the box
19th June 2013
Linzi ClinganHead of Marketing
When it’s good to think inside the box…
• A funeral plan fixes the cost of a funeral at today’s prices – saving money
• A funeral plan enables you to make your wishes known – saving your family stress at a difficult time
“The most thoughtful decision you could make”
The market for funeral plans
Source: FPA
Who is Golden Charter?
Who is Golden Charter?
Sources: FPA; Mintel 2012
The marketing challenge
The marketing challenge
I don’t ‘sell’ plans
I know my own area
People will always come to me
Marketing is too expensive
Why door drop?
Profiling and targeting• Acorn profiling of plan holders by payment method
identified 2 key profiles: PIF: ‘George and Doris’ FMP: ‘Wilf and Vera’
‘Settled suburbia’ ‘High-rise hardship’Profiling of Funeral Directors’ catchment areas enabled us to
make recommendations on best sectors and creative
A choice of creative templates
Creative print solutions enabled us to target more appropriately, while offering
choice to the funeral directors around the level of response incentive
The results:
Case Study: Funeral Director X
105 incremental sales (237% uplift) at Cost per Sale of <£80
Case Study: Funeral Director X
National Door Drop Activity
© Golden Charter Funeral Plans
Targeted Royal Mail Door drop media delivers a 20% lower Cost per Sale than other offline media
National Door Drop Activity
National Door Drop Activity
• 130gsm is 20% more responsive than 115gsmLesson 3:
• Frequency versus index:Lesson 4 - in progress:
Initial signs indicate that dropping to the highest indexing sectors for the 2nd or 3rd time is more
responsive than dropping to lower indexing sectors for the first time
Thank you
Questions?
Different strokes for different folks
Liz Curry, CRM Manager, Comic ReliefTim Drye, Managing Director, Data Talk
Leveraging The Neighbourhood Effect
by Liz Curry, Comic Relief, and Tim Drye, Streetwise Analytics
One Foot in the GraveHouseholds aged 41 plus, tend to be married with children who have flown the nest. Working professionals or retired who own their own home. A relative preference for Warm Mail.
Desperate HousewivesLikely to be married and aged over 40 with children in detached housing. High social grade/income/living standards.A relative preference for Warm Email.
My FamilyMiddle-aged with children at home or who have left home. Dad working whilst mum more likely to work in a clerical position.A relative preference for Warm Mail.
HollyoakersAged 18-35 well educated white collar workers. Likely to be renting with flatmates/partner, high disposable income.A relative preference for Internet and Social Media.
Coronation StreetersMiddle-aged with lowest household income, likely to live in council housing/terraces. Blue collar workers.A relative preference for TV advertising.
FriendsMainly early thirties high-ish social grade with children. Reasonably affluent.A relative preference for Warm Email.
Keeping Up AppearancesOwner/occupiers, they are older and married, not high social grade/education, likely to be retired.A relative preference for Warm Mail.
ShamelessIn their early 30s, large households with lots of children, low social grade/education/income.A relative preference for Warm SMS.
Fundraisers’ Effect on Donors
Donor Density
43% increases in Milers with no extra marketing spend!
Manchester Mile Entries supported by The Royal Mail Door Drop
3 Week Long Uplift
0
2
4
6
8
10
12
14
16
18
Date
Dai
ly R
esp
on
se R
ate
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Up
lift
No Door Drop Door Drop Uplift
Warm Mail “activates” Door Drop
1093
64
153
0
50
100
150
200
WarmMailOnly
DoorDropOnly
WarmMail &DoorDrop
ROI
6.73.7
16.3
0
4
8
12
16
20
WarmMailOnly
DoorDropOnly
WarmMail &DoorDrop
Relative Value Generated
Local Newspaper distribution with leafletsSupported by TNTpost and Trinity Mirror
Birmingham Mile Entries
Solus distribution in BelfastSupported by Royal Mail Door Drop
Refreshment Break
Mobile visual discovery…bridging the void between print and digital channels for engagement, interaction, conversion and sale!Sam Grimley, Blippar
Closing comments from Chair
Networking Lunch
DMA Awards
What difference have you made?The 2013 DMA Awards will open for entries on 4 July and close on 6 September.
For more information email [email protected] or phone 020 7291 3353
Visit www.dmaawards.org.uk to see a list of categories.